This document provides a summary of strategies for optimizing website content for search engines. It discusses topics like search engine optimization (SEO), using keywords in pages and titles, internal and external linking, using images and videos, blogging, and tips for specific pages like home, contact, about pages. The presentation recommends writing for viewers over search engines, using target keywords, and emphasizing quality over quantity of traffic from search results. It stresses the importance of internal linking to aid navigation and spread link equity.

1. Website Content
You have a website. Now what?

2. Instructor:
Laura Hartwig, WordPress Website
Developer and Trainer. I ran WordPress
Westchester for 3 years in NY. I have
presented at WordCamps in NY, CT, and
NC. I use my skills to create powerful,
flexible, easy-to-use websites for small
businesses. I’m also the author of
WPDecoder.com
Follow this presentation at
https://www.slideshare.net/LauraHartwig
About Me

3. What We’ll
Cover
SEO (Search Engine Optimization)
Pages
Internal/External Linking
Images/Videos

4. To understand the true meaning of SEO, let's
break that definition down and look at the parts:
Quality of traffic. You can attract all the visitors in
the world, but if they're coming to your site
because Google tells them you're a resource for
Apple computers when really you're a farmer
selling apples, that is not quality traffic. Instead
you want to attract visitors who are genuinely
interested in products that you offer.
Quantity of traffic. Once you have the right people
clicking through from those search engine results
pages (SERPs), more traffic is better.
Organic results. Ads make up a significant
portion of many SERPs. Organic traffic is any
traffic that you don't have to pay for.
SEO

5. ● Write for your viewers, not for
Google
● Use your keywords in your
writing
● Use “How to” in your titles
● Use your location in your
content
SEO

6. Home Page
● Use what you do in your title
● Make sure there is text, not
just an image

7. Home Page
● Have a call to action
● Make it easy to contact you
Via Entrepreneur.com

8. Home Page

9. Contact Page
● Make sure customers have a way to contact you- the more ways the better
● Give them a map if they need to drive to you as well as writing out the
address
● Only use a form if you need more info or if there is a reason you need to
contact them

10. Contact Page

11. About Page
● Be sure to tell customers why they should spend their money with you rather
than your competitors, i.e. you’ve been in business a long time, you’re a local
owner, you volunteer in the community.
● A picture of you and/or your staff is important. People want to see who they
are going to be working with
● Be sure to list affiliations like BBB and professional networks.

12. About Page

13. Services
Page

14. Testimonials Page
● Testimonials - make this a whole page if you have enough.
● If you don’t have enough - get them
● If possible, embed them from a place like Google My Business so that
people know the testimonials are legitimate

15. Testimonials Page

16. FAQs Page

17. Other Pages
● Have a way to contact you on every page
● Make titles meaningful
● Use subheadings and bullets to make your
content easier to skim
● Use bold only when appropriate
● Keep colors and text sizes consistent to
look professional

18. Other Pages
● Have a blog
● Use subheadings and bullets to make your
content easier to skim
● Link internally
● Have a way to contact you on every page

19. Blogging
● Have a blog, and send it out so people don’t have to come to you.
● Write “how to” articles that help establish you as an expert
● Tell them how to get started and then list your contact info when they need
more help
● Use target words in those articles
● Use original content. You can quote other articles but only use a small part
of the article and be sure to credit the article and give a link to the original
article.

20. Blogging

21. Blogging

22. Other Tips
● Don’t use harsh colors that might strain the eyes
● Don’t use music
● Don’t have something that continuously moves - a bounce in to grab
attention is okay

23. Internal Linking
Internal links are links that go from one page on a domain to a different page on
the same domain. They are commonly used in main navigation. These type of
links are useful for three reasons:
1. They allow users to navigate a website.
2. They help establish information hierarchy for the given website.
3. They help spread link equity (ranking power) around websites.

24. Internal
Linking

25. Internal
Linking
● Helps people find
info more easily
● Keeps people on
your site longer
which helps with
your bounce rate

26. Internal
Linking

27. External Linking
● In layman's terms, if another website links to you, this is considered an
external link to your site. Similarly, if you link out to another website, this
is also considered an external link.
● Only link to “expert” sites or sites that are helpful to your audience.
Don’t link to a friend’s site that has nothing to do with your topic.
● Never pay for external links.

28. Images and Videos
● People love videos (see people don’t read)
● A picture is worth a thousand words (see people don’t read)
● Viewers spend 100% more time on pages with videos on them. 1
● Viewers are 85% more likely to purchase a product after watching a product
video.2
● Research shows that 90 percent of the information transmitted to the
human brain is visual, and people process visual information 60,000 times
faster than text.3
1. MarketingSherpa
2. Internet Retailer
3. 3M Corporation

29. Sometimes when I write an article
or presentation, I find someone who
designed one before me who did a
much better job than I could do.
With this presentation, I took a lot
of information from
https://gillandrews.com/website-
content-checklist-small-business/
I found this article well written and
visually appealing, and why reinvent
the wheel, right? Anyway, much
credit is due to Gill Andrews.
Full Disclosure

30. Questions?
LauraHartwigDesign@gmail.com
https://www.slideshare.net/LauraHartwig