This is the deck of my talk made during Women in Tech SEO Fest on March 3rd in London.

2. « The whole principle came from the idea
that if you broke down everything you could
think of that goes into riding a bike, and then
improved it by 1%, you will get a significant
increase when you put them all together. »
Dave Brailsford,
British Cycling's performance director in 2012.
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« Olympics cycling: Marginal gains underpin Team GB dominance » (2012)
URL : , https://www.bbc.com/sport/olympics/19174302

3. SEO copywriting is a global issue:
technical & editorial.
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4. Yes, a good content could
improve your SEO performances.
Yes, technical issues could
make your content never read by people.
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5. Google E-A-T:
how to write like an expert?
We need to study a subject during about
10 000 hours to become an expert.
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Malcolm Gladwell, Outliers: The story of sucess, 2008.
K. Anders Ericson et al. « The role of deliberate practice in the acquisition of Expert
performance », Psychological Review 100, no. 3 (1993): 369-406

6. Being able to agregate a lot of studies or
knowledge does not make you a good
copywriter.
You still can write something boring,
unclear, unintelligible and unreadable.
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7. SEO Copywriting is a hard skill that should
be made of:
Strong
DIGITAL
CULTURE
Fundamental
SEO
TECHNICAL
SKILLS
LAZYNESS
( = having good
tips and tricks to
save time)
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8. Above all
Do not lie to your audience.
If you’re not an expert,
do not pretend to be one.
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9. Exercise the analytical part
of your brain.
https://www.quora.com/How-can-you-tell-your-friend-boyfriend-that-his-jokes-
are-not-funny-while-he-insists-on-saying-them-even-when-other-people-dont-
enjoy-them-without-hurting-him
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10. Copywriting for rich snippets.
Identify your opportunities.
Study the themes valued by search engines.
Build a relevant and structured content.
Make a difference.
Build enriched formats for featured snippets.
Write, optimize, control.
🤩
🧐

11. What to do when you need to tell a story
with formats which are not (yet) SEO-friendly
Adapt!
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🔍

12. Automate repetitive tasks to get more
time for research, strategy… and creativity
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13. It’s about to automate boring stuff.
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14. Case study: Scrap your sources to study faster
(less than 10 000 hours)
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15. Case study: Search for (authority) experts
(faster)
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16. Case study: use API of your tools to identify
your priorities quickly.
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17. Case study: automate process to implement
new content into a CMS with 1 click.
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Markdown *.Docx HTML into a CSV file

18. Don’t forget your (real) goals:
Creating better content
=
Being more interesting and more accurate
than your competitors.
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