This document provides best practices for search engine optimization (SEO) content development. It recommends using keyword research to focus each page on a primary keyword, and including the keyword in title tags, meta descriptions, H1 tags and body content. Pages should have a minimum of 200 words to provide sufficient content depth. User-generated content like blogs can exponentially increase content and build trust. Images and videos should include descriptive alt text, file names and captions to enhance optimization. The goal is to structure content around keywords in a way that is relevant to both human visitors and search engine spiders.

1. The Magic of Copywriting

2. AgendaIntroductionPay Per Click Best PracticesLanding Page Best PracticesOrganic Search (SEO)2

3. Relevance - The (Search) Holy GrailSearch Engines are only as good as the results they deliver. Users demand relevance in search results, and websites that meet their expectations after theyclick through. 3

4. Where Consumers SearchABGoogleeveryone elseY!Hitwise January 20104Where Consumers Search

5. Anatomy of a SERP (Search Results Page)5

6. organicSponsored / PPCAnatomy of a SERP (Search Results Page)6

7. Sponsored / Pay Per Click listings“Auction” - bid on keywordsQuality score - secret saucePROS:Immediate ResultsControl of How and Where DisplayedCan Test and Change DailyCONS:Costs Money Each Time Someone ClicksVery CompetitiveNeed Knowledge to Avoid Wasted Spending7

8. Organic listingsGoogle displays most relevantTie breaker - secret saucePROS:Clicks are ‘virtually’ freeMost people click on top organic linksCONS:Takes time to see resultsLimited controlClicks may be ‘virtually’ free, but SEO efforts are not!8

9. Users Look & Click on Organic“Heat Map” – Eye and Click Tracking9

10. 10,000 Foot PerspectiveBusinessCustomer Perception: We know the customers best, we talk to them and they buy our goods/services.Posture: Look at all the things we do!POV: “Business Unit”Company Metaphor: YahooAgenciesCustomer Perception: We know the customers best – we can measure behavior and improve efficiency metrics in how they engage with the goods/services!Posture: Look at how we are moving the needle.POV: “Distribution Channel”Company Metaphor: GoogleCustomersCustomer Perception: We know ourselves best – this is how we want to do it.Posture: Wouldn’t it be cool if I could do it “this way.”POV: “What I Want Now”Company Metaphor: Apple10

11. AgendaIntroduction

12. Pay Per Click Best Practices

13. Landing Page Best Practices

14. Organic Search (SEO)11

15. Writing Pay-per-click Ad Copy12Products (keywords) should already be organized into focused ad groups.

16. Customers are already “in the market.” They basically know what they want.

17. Goal: Create and test targeted, relevant copy that differentiates your site in a crowded marketplace.Ad Copy: Basic Format13Google Ads:Headline (Limit: 25 Characters)

18. Description Line 1 (Limit: 35 Characters)

19. Description Line 2 (Limit: 35 Characters)

20. Display URL (Can Be Used for Optimization, e.g. MassiveCompany.com/Widgets)Ad Copy: Keyword Insertion14Inserts the keyword into your copy, or uses default text if the keyword is too long

21. Finds the “matched term” from your keyword inventory (so make sure your terms make sense – e.g. ‘Houses in Chicago,’ not ‘in Houses Chicago’)

22. Frequently overused, but helpful for tail terms in larger Ad Groups

23. NOT a substitute for a good account organization and tailored messagingFormat: {KeyWord:DVDs} at Amazon.com Low prices on {keyword:hundreds of DVDs} Qualified orders over $25 ship free Amazon.com

24. Ad Copy: Basic Restrictions15No cute spellings (unless Brand name): EZ, Kwik, Git-n-Go

25. Must use proper grammar

26. No excess or strange punctuation: Only one exclamation point allowed

27. No superlatives unless substantiated on landing page by a third party

28. Capitalization may be Title Case or Sentence case… Words cannot be in ALL CAPS (unless Brand name)

29. Watch the price points – only use if you’re sure you can beat the competition

30. Ampersands (&) are all right, but don’t overuse

31. No inappropriate languageAds – Best PracticesCreative optimization is one of the most effective ways to improve account performance.Use multiple ads per ad group and measure conversion rate and CTR.Can increase the number of targeted consumers to site.Can reduce the cost per conversion and the CPC for this traffic.Consistently rotate out losing ads and rotate in new test ads.Test a variety of tactics.Use strong call-to-action phrases.List prices or promos.Include brand terms and taglines in copy.Alter display URLs to provide a consistent message.16

32. Ads – Best PracticesAnalyze ads and make changes accordinglyAnalyze ads in a few high-performing ad groups. Keep the best ad in each group and replace the other ads with two new ads to run in rotation.Test new ads regularly with a small number of ad groups. Only expand successful tests to more groups.Use conversion rate and conversions per 1000 impressions to measure strength of ads.Typically, turn off Google’s Ad Optimizer and evenly rotate ads.17

33. Ad Copy: Strategies18

34. “Key Messaging” Strategies for Creative“Key Messages” To Test Clean Very Specific Structured Keyword Use Instead of Keyword InsertionPointed Questions Value Proposition: Fast Value Proposition: Local Value Proposition: Easy Emotional Appeal: What you want Emotional Appeal: Support Local Value Proposition: Nearest Geo-Focus Validation Tactics: Trademark Attention Grabbing: Using Symbols and Characters Keyword Bolding19

35. Ad Copy: TestingBest Practices:Write Multiple Creatives and Use Concrete Data to Pick the Best Performer

36. Google, Yahoo and Bing All Have Auto-Optimization, Displaying Creatives with Good CTR More Often

37. Auto-Optimization is Engineered to Make the Search Engines More Money – Focus on Conversions/Conversion Rate/CPA whenever possible

38. For High-Volume Campaigns, Disable Auto-Optimization

39. Begin with 3-4 Creatives per Ad Group, Each Utilizing a Different Creative Strategy

40. After a Sufficient Amount of Impressions/Clicks, Begin Removing Non-Performers, Until Only One Ad is Running

41. Begin Testing Discrete Elements Against the Winner20

42. Ad Testing Remove underperforming adsHigh CPAs and low conversion rates Recommend limiting number of active ads to 2 - 421

43. Ad Copy: TestingWhen testing is completed, may generalize findings to entire account for bump in CTR.Keep in mind the number of variables involved, however:Ad positionTypes of KeywordsChanging BidsSeasonal Shifts22

44. Ad Copy: TestingBad Reasons to Test:Haven’t done anything in a whileTired of the same old messaging (it is always new to the user)Don’t know what else to doNew site functionality/layoutWant to undercut the competition ASAP23

45. Creative Optimization Tools24

46. Ad Enhancements Use brand name and registered trademark symbol in ads to highlight authorityTest capitalization and variations in display URLCan be used to reinforce search phrases and to convey relevance of landing page to searcher querywww.mypersonalapartmentquestassistant.comwww.MyPersonalApartmentQuestAssistant.comwww.mypersonalapartmentquestassistant.com/Bostonwww.mypersonalapartmentquestassistant.com/Promotionmypersonalapartmentquestassistant.com25

47. Beware Ad Optimizers“Show better performing ads more often” Ad Option is ONRecommendationEnable ad rotation optionPick winning ads with emphasis on conversion rate (if possible)26

48. Sample Ad Copy – “Apartments in Huntington Beach”27

49. Sample Ad Copy – “3 Bedroom Apartments”28

50. Sample Ad Copy – “Pet Friendly Apartments”29

51. Ad Copy: Summary30Write customized creatives for each ad group, targeted to the keywords within each ad group.

52. Put the keyword in the ad copy to show relevance and attract the user’s eye. When the keyword appears in the ad copy, it is bolded. If the account organization is solid, this need not be done through Keyword Insertion.

53. Emphasize the unique aspects of your product or service that set you apart from other websites – otherwise you’re lost in the jumble.

54. Include a strong call to action so the users know what to do on your site once they get there – not “Click here,” but “Call Today!”

55. Test multiple creatives for each ad group. BUT . . .

56. Don’t futz too much if things are working well – there are other levers to pullAgendaIntroductionPay Per Click Best PracticesLanding Page Best PracticesOrganic Search (SEO)31

57. Understanding ConversionConversion requires:C = 4M + 3V – 2(f – i) – 2a*Motivated visitors to your site (or page)

58. Qualified via keyword query and your Search Results text

59. A clearly defined Value proposition on your landing page

60. Headlines that instantly state the benefit

61. The least friction possible (page layout, color, ineffective copy, etc.)

62. Balanced with an incentive (free whitepaper, risk free trial, special offers, etc.)

63. The least amount of anxiety possible(filling out a form name, call to action buttons)* © Marketing Experiments32

64. Conversion Funnel Best PracticesMap “who” and “why from keyword to:Ad:Keyword used within adHeadline of adImplied in value propositionLanding Page:Headline of landing pageText of landing pageBenefits statement of landing pageKeyword: Viking River Cruises China33

65. Landing-Page AnalysisFree Webex TrialGet Web Conferencing, Collaboration& Remote Access Solutions w/ Webexwww.webex.com Map over motivation from ad text to the landing page.

66. Ex: KWs like web conferencing, collaborate, and remote access solutions should be reiterated in the headline.

67. Add credibility to the brand/product:

68. Follow best practices – and provide appropriate real estate for toll free numbers.

69. Message the unique value proposition clearly on the page.

70. Why should a visitor choose WebEx over the competition?

71. Consider testing specific call-to-action messages:

72. Ex: Get Free Trial, Start 14-Day FREE Trial, Try it FREE Now34

73. Sample Best Practice LP35

74. Sample Best Practice LP36Objective: Take one existing landing page and optimize it based upon best practice principles. Revisions include:Clearly mapping over motivation from ad text to headline.Provide proper real estate to the customer service phone number.Use arrow for forced eye path to CTA.Message “no credit card required” clearly on the page.Use a value added CTA message.Add credibility by associating testimonials with company logos and/or images.Value added content for this page should include what is included in the free trial. A.B.C.D.E.G.F.

75. Sample Conversion Paths37Promise Made,Promise Kept?

76. Sample Conversion Paths38Promise Made,Promise Kept?

77. Sample Conversion Paths39Promise Made,Promise Kept?

78. Sample Conversion Paths40Promise Made,Promise Kept?

79. Google Browser Size Snapshot41

80. Google Browser Size SnapshotGoogle Browser Size is a visualization of browser window sizes for people who visit Google. For example, the "90%" contour means that 90% of people visiting Google have their browser window open to at least this size or larger.The data is generated based on the browser size of users who visit Google.com. Google says that it found that the install rate for Google Earth increased by a whopping 10% simply by moving it 100 pixels higher on the page.42

81. AgendaIntroductionPay Per Click Best PracticesLanding Page Best PracticesOrganic Search (SEO)43

82. SEO Best Practices - ContentUnique content (authority)Creating a depth & breadth of well-tagged, unique content around areas of expertise in logical silos,helps Google identifya site as a subjectmatter authority.44

83. SEO Site Architecture – Flash / Java ScriptSite: Visit Long Beachhttp://www.visitlongbeach.com/Content is 99% in flash45

84. SEO Site Architecture – Flash / Java Script46

85. Which site wins?Site One – 5 PagesSite Two – 30 PagesBeatlesBeatlesTake Away: Build topic expertise by increasing the depth of content on your topics47Site Content

86. Source: Hubspot 2008More pages = More LinksCreating more, great content inspires more linking!48

87. Listing CreativityYour 2-second ad

88. Relevance

89. Keyword(s) included

90. Domain familiarity

91. Differentiation

92. Call to action

93. You have somecontrol!49

94. SEO Best Practices - ContentWhen it comes to website content, the following Content Optimization Best Practices are key:Keyword Focus

95. Each page should be focused around one primary keyword or phase

96. Primary keyword selection should be based on keyword search volume research

97. Keyword Usage

98. Primary keyword should be used within all page elements and significantly within body copy

99. Keyword usage should be based on average usage within top search engines

100. Content Depth

101. Each page should have a significant depth of body copy content in relation to the topical focus (approx. 200 – 600 words)

102. Title Tag

103. 6 to 12 words long

104. Keyword focused

105. Keyword used at beginning of tag

106. Meta Description

107. 12 to 24 words long

108. Keyword focused

109. Keyword used towards the beginning of tag

110. Meta Keywords

111. 24 to 48 words long

112. Keyword focused

113. Keywords should be grouped in related clusters

114. H1 Tags

115. Only one H1 Tag per page

116. Keyword focused

117. Should not be duplicate of Title Tag50

118. Body Content - Best PracticesPages should generally have a minimum of 200 words - ideal = 400-600. Body Content includes web site navigational menus, so, menus should be minimized and use relevant topic terms as much as possible.Body Content should not overly repeat keywords but should use topically related words e.g. Creating a music page without a mention of CD, MP3, Album, or Tape may point out that you are not as much of an expert as someone else.A ‘Beatles’ page without the associate words Ringo, Volkswagen, or Bugs, leaves a search engine to guess what you are talking about.Competitive analysis & keyword research is ‘key’51

119. Content Analysis for Apartmenthunterz.com52

120. “Apartments in Huntington Beach”53

121. SEO Content Development Best PracticesTwo audiences:Humans (hi-fi)Spiders (lo-fi)Keyword researchToolsSEO Best Practices state that each page should be structured around one particular keywordKeyword frequencyTools are available to help determine this frequencyCare should be taken to distribute the content according to specific subject areasThis SEO content “siloing” should mirror an inverted pyramid which moves from general to specificFor example, “Apartments in California” >> “Apartments in Southern California” >> “Apartments in Hollywood”, etcContinual content creationIn fact, the search engines will adjust their frequency of crawling a site according to content freshness54

122. User-Generated ContentProviding a platform for user generated content allows you to exponentially increase Content on your sitePage count of your siteBlogs, forums, wikis and other Web 2.0 functionality not only allows consumers to actually create content for you but gives them a way to establish a relationship with you which builds confidence and trustBlogs are well regarded by search engines because of the ‘freshness’ of their content55

123. Photo OptimizationPage 56Alt tags help search engines determine the content of an image. Google also uses alt tags to add images to their image search gallery. Images that lack an alt tag can possibly be categorized using surrounding text, but an alt tag prevents the search engine spider from making its own decisions about images. In addition to alt tags, images should also be given descriptive file names to enhance categorization and optimization. Alt Tag RecommendationsCreate a descriptive keyword-focused alt tag for each image.Image File Name RecommendationsInclude the keyword in the image file name. Image Caption RecommendationsAdd descriptive, keyword-focused captions to enhance other on-page optimization efforts and image categorization.

124. Video Optimization Videos are increasingly driving traffic and being incorporated into universal search results. They should have optimized title tags and meta data as well as keyword-focused surrounding body content to ensure proper indexing.Video Optimization RecommendationsCreate unique meta data and tags for any video pages added to the site. Create unique content on the pages that will reinforce the keyword focus and categorization of the video.

125. Questions?Brooke Templebrooke@thesearchagency.com310-582-5726