There are certain best practises for writing copy for websites. If this slideshow doesn't help, then drop us an email on hello@shakeinteractive.com

1. SEO Copywriting
Understanding the importance of copy in SEO
http://www.slideshare.net/helloshake

2. Google Landscape
Why do we need SEO?
Content Is King
How does Google see and treat content online?
Quality Score Factors
What factors affect the visibility and accessibility of your content in an online
environment
Speaking To Your Audience And Keeping Search
Engines Happy
How it all comes together
Discussion Points

3. SEO Introduction
Landscape

4. SEO Introduction
The world’s largest
search engine

5. SEO Introduction
87.8 BILLION
monthly searches on all Google
sites

6. SEO Introduction
Over 7 BILLION page views
Per day

7. SEO Introduction
620 MILLION daily visits
to google.com

8. SEO Introduction
85% share of
global search market

9. SEO Introduction
14 MIL
Searches per day

10. SEO Introduction

11. SERPs no longer look like this

12. They look like this

13. Or this

14. Or this

15. Penguin & Panda Updates
Duplicate Content
Black Hat Tactics
Keyword Stuffing
Scraped Content
Over Optimisation
Low Quality Content

16. Content is King

17. Content is King
Pictures VS. Copy
• Pictures are not
accessible to Google
spiders
• Pictures do not covey
information to Google
• Pictures limit content
• Crawled content does not
contain logical search
terms

18. Content is King
Pictures VS. Copy
• YouAlwaysWinatGameYouAlwaysWinatGameHOMEOURCOMPANYAboutGameSustainabilityEthicsCSIPressRoomCareersCompetitio
nsCONTACTUSSTOREFINDERSouthAfricaEasternCapeFreeStateGautengKwa-
ZuluNatalLimpopoMpumalangaNorthernCapeNorthWestWesternCapeOtherCountriesBotswanaGhanaLesothoMalawiMozambique
NamibiaNigeriaTanzaniaUgandaZambiaCELLULARDEALSVodacomCell-
CWEEKLYLEAFLETSSouthAfricaWeeklyLeafletGameSpringLivingCapeTownStoreNorthamStoreStellenboschStoreParowStoreAfricaLe
afletsBotswanaEnuguGhanaMalawiMaseruMozambiqueWindhoekOshakatiLagosTanzaniaUgandaZambiaONPROMOTIONAppliances
AppliancesCookingCookingFloorcareCleanersVacuumCleanersRefrigerationFreezersFridgesWashingMachinesWashingMachinesBab
yBabyCarSeatCarSeatsFurnitureCampCotsToiletriesShampooAndCondionersWipesSensitiveCommoditiesCommoditiesFlourCakeFlou
rMaizeMaizeMealsOilSunflowerOilRiceWhiteRiceSugarBrownSugarComputerHardwareComputerHardwareBusinessLuggageOrganis
ersTravelLuggageTravelBagsTravelSetsUprightTrolleysVanitiesComputersComputersPCHardwareNotebooksPrintingPrintersStorage
HardDrivesDecorlandDecorlandBlindsPVC50MMVenetianCreamMadeToMeasureBlinds&AccesMadeToMeasureBlindAccDIYPaint&A
utoDIYPaint&AutoAutoCareAutoCleaningAutoOilsAutoSunCareAutoVehicleAccessoriesAutoMatsAutoSecurity&AccessoriSeatCovers
&CushionsAutoWheelAutoWheelAccessoriesBathroomBathroomAccessoriesBathroomCabinetsPineBathroomFittingsToiletSeatsDIY
PowerToolsDIYCircularSawsDIYDrillsDIYGrindersDIYJigsawsDIYSandersElectricalFittingsExtensionCordsPlugs/Adaptors&SurgeGlobes
/LampsEnergySavingHandToolsMechanicsToolsHousehold&HardwareClothesLinesFoldingDoorsLightingChandeliers&PendantsMach
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TexturedInt/ExtMattAcrylicPVASecurityGatesHouseholdSecuritySafesSpecialCoatingsRoofpaintsTolleys&LaddersLaddersFurnitureFu
rnitureDiningRoomBarLivingRoomEntertainmentOfficeOfficeChairsWorkstations/DesksHealth&FitnessHealth&FitnessExerciseBench
esExerciseBenchesExerciseCyclesExerciseCyclesSmallExerciseEquipmentSmallExerciseEquipmentTrampolinesTrampolinesWeightsD
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onentSystemsHomeTheatreComponentSystemsHomeTheatreSystemsHomeTheatreSystemsInAPersonalAudioHeadphonesMP3Play
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riesNintendoWiiAccessoriesPS2AccessoriesPS3AccessoriesPSPAccessoriesxBoxAccessoriesOfficeBindersLaminatorsShreddersLabelin
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WithGame>>OURGUARANTEEFounditcheaper?Webeatanyprice!We'llswopit,Ifwestockit.Guaranteedservice,Oneveryproductsold.GI
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ueMagentoCatalogMenuWidgetbyEMThemesMagentoThemes&MagentoTemplates2013GameStores.AllRightsReserved.MensSport
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19. Content is King
Pictures VS. Copy
• Graphically appealing
• Good amount of
content
• Accessible to search
engines
• Logical search terms

20. Content is King
Pictures VS. CopyMetal Wood Origin X African Danish Egyptian Finnish Indian Israeli Italian Mexican Norwegian Oriental Scottish Siamese Spanish
Item X #NAME? Anniversary Gifts Bangle Belt Bracelet Brooch Bugs Chain Charm Cigarette Holder Clasp Cross Cufflinks
Décor Accessories Dress ClipEarrings Fobs, Seals & Swivels Hair Accessory Jewellery Box Locket Medal Necklace Object de Vertu Padlock Pearl
Enhancer Pendant Picture Frame Ring Scarf Ring Sets Silver Smalls Split Ring Stick Pin Tassle Tie Clip Watch Watch Chain Watch
Key Stone X Agate AmethystApatite Aquamarine Aventurine Birthstones Bloodstone Carnelian Citrine Crystal
Cubic Zirconia DiamantéDiamond Emerald Faux Pearl Foiled Crystal Garnet Iolite Lapis Lazuli Marcasite Moonstone Onyx
Opal Paste Pearl Peridot Quartz Rhinestone Rose Quartz Ruby Sapphire Semi Precious Stone Smoky Quartz TanzaniteTopaz
Turquoise Verdite White Paste Zircon Submit Search View Previous Slide Oriental View Next Slide
Step inside and allow time to stand still...
There is a unique tale in each antique that makes it a piece of living history.
There is something innately fascinating about putting on a piece of jewellery that has been worn and loved by someone else in days gone by. Antique pieces have different symbolisms that
make them special and so sought after. In previous times, gems, materials and motifs meant many pieces communicated various messages, and so most jewellery had a deeper
meaning.
Jewellery is our passion and we have a particular penchant for period and antique jewellery. We have a multitude of reasons for selling these beautiful, nonpareil items.
By combining specific gemstones with certain images, a lover or friend created a special message. It could have been a declaration of love, friendship or commitment, and would have been
kept secret or displayed for everyone to see. The experience that the original owner got from their piece of jewellery would have been different to that of the next, and this unique
and interesting lifecycle is part of the attraction of such pieces. Amanda Appleby has something for everyone, and new items are constantly being added to our collection – each
piece is carefully selected for total customer satisfaction.
To really appreciate beautiful jewellery, you need to look at all of its elements – from the material to the stones. You must also consider which era it originated in, as all of this information
will help to create its story in your mind. Rather than simply enjoying its beauty and design, dig a little further and discover its true meaning and history if you can – sometimes
there is a unique tale in each item that makes it a piece of living history!
We at Amanda Appleby are hopelessly romantic - adoring secret messages between lovers, sincere expressions between friends, and the symbolic nature of antique jewellery. We love
bringing vintage or modern jewellery and accessories to life. We know that from the moment you slip that ring onto your finger, your passion, friendship and love will become a
part of its story!
Amanda Appleby Antique Jewellery
We stock a vast collection of antique and vintage jewellery.
27 Ridge Road Parktown, Johannesburg,
South Africa
Phone: 084 846 1111
Privacy Policy
Terms & Conditions
Disclaimer
Contact Us
Copyright 2013
Visa Master Card PayPal
Website and user interface design by Brandspank Design. Brandspank Design
Website Developed and Maintained by JHNet Web DevelopmentJHNet Web Development

21. Quality Score Factors

22. SEO Process
Keyword
Research
Content
Creation
Architectural
Optimisation
Content
Optimisation

23. Keywords
Page Titles
Meta Descriptions
Headings
Bolding
Italics
Anchor Text
Quality Score Factors

24. Keywords
• Targeted search terms and phrases based on research into trends
and search volumes
• Create association with your keywords and website
Best Practise
• Use sparingly
• 1x keyword for every 250 words used (keyword stuffing)
• Kept relevant to the page they are on
• Used in links between pages
• Keep relevant to the page they are linking to
• Used in all important ranking factors
Quality Score Factors

25. Keywords – Average Monthly Searches
Quality Score Factors
Keyword Competition Global Monthly Searches Local Monthly Searches
sandwich 0.27 7480000 673000
sandwich ideas 0.49 33100 5400
sandwich fillings 0.34 22200 9900
sandwiches 0.13 3350000 201000
club sandwich 0.1 90500 5400
healthy sandwiches 0.28 18100 1600
best sandwich 0.29 110000 8100
tuna sandwich 0.1 60500 5400
sandwich clothing 1 18100 12100
sandwich uk 0.38 18100 14800

26. Keywords – Trends
Quality Score Factors
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11

27. Quality Score Factors
Page Titles
• Tells search engines what the page is about
• Very important factor for ranking in search engines

28. Quality Score Factors
Page Titles

29. Quality Score Factors
Meta Descriptions
• Influential for increasing the likelihood that a person will click
your search result and visit your page
• Intended to be a brief and concise summary of your page's
content

30. Quality Score Factors
Best Practice
• Write for users, not search engines
• Keep style consistent across the site
• Unique descriptions for each page

31. Quality Score Factors
Titles: Covers
Descriptions:
Forward

32. Quality Score Factors
Headings
• Describes page content
• Further strengthens keyword association to page and to site

33. Quality Score Factors
Bolding and Italics
• Highlights important words or phrases in a paragraph
• Not important in ranking factors but still has minute effect
• Can be easily abused
Best Practise
• Use sparingly
• Make sure targeted keyword is bolded or italicised
• Use logically I.E. for humans to read not for search engines

34. Quality Score Factors
Bolding and Italics

35. Quality Score Factors
Anchor Text
• The copy that is displayed in a link
• Describes to search engines what the destination page of the
link is about
Best Practise
• Contain keyword that the destination page is optimised for
• Make sure the first link with the same URL has the keywords
as anchor text

36. Quality Score Factors
Anchor Text

37. Quality Score Factors

38. Speaking to your audience

39. Speaking to your audience
Know Your Audience
• People scan rather than read
• They’re impatient
• They’re goal-oriented

40. Speaking to your audience
Talking To Your Audience
• Be conversational, using everyday English
• Be careful not to patronise

41. Speaking to your audience
Talking To Your Audience
• Be careful of jargon
• Only use when needed

42. Speaking to your audience
Talking To Your Audience
• Write shorter sentences and paragraphs
• Stick to one idea / concept per sentence
Literally, sustainable development refers to maintaining development over
time, although by the early 1990s, more than 70 definitions of sustainable
development were in circulation, definitions that are important, despite their
number, because they are the basis on which the means for achieving
sustainable development in the future can be built.
Literally, sustainable development refers to maintaining development over
time. However, by the early 1990s, more than 70 definitions of sustainable
development were in circulation. Despite their number, these definitions are
important because they are the basis on which the means for achieving
sustainable development in the future can be built.

43. Speaking to your audience
Talking To Your Audience
• Make it about them, not you
• Use 'we' and 'you' - not 'our customers' or 'the company'
We specialize in companies with under 100 employees, serving a diverse range
of industries from real estate and design to healthcare and technology. Most of
our customers come to us by word of mouth. Our reliable services, reasonable
prices and exceptional customer support have earned us an exceptional
referral rate.

44. Speaking to your audience
Talking To Your Audience
Welcome to the health-product-company website. Here you’ll find useful
information to help you understand what is cholesterol and what cholesterol levels
means, tips on how to lower your cholesterol, healthy recipe inspiration and
information about the health-product-company product range.
Living a healthy lifestyle is important to most people and as we get older many of
us have concerns around heart health. But the good news is that the health-
product-company team are working hard to help people make small changes to
their lifestyle and diet. Our range of products contain plant sterols which are
clinically proven to lower your cholesterol levels by 7-10% in just 2-3 weeks. All you
need is 3 servings a day of a health-product-company spread or 1 mini drink a
day.

45. Speaking to your audience
Talking To Your Audience
Welcome to the health-product-company website. Here you’ll find useful
information to help you understand what is cholesterol and what cholesterol levels
means, tips on how to lower your cholesterol, healthy recipe inspiration and
information about the health-product-company product range.
Living a healthy lifestyle is important to most people and as we get older many of
us have concerns around heart health. But the good news is that the health-
product-company team are working hard to help people make small changes to
their lifestyle and diet. Our range of products contain plant sterols which are
clinically proven to lower your cholesterol levels by 7-10% in just 2-3 weeks. All you
need is 3 servings a day of a health-product-company spread or 1 mini drink a
day.

46. Speaking to your audience
Talking To Your Audience
• Be active, not passive
The restaurant's fantastic dinners had been being prepared by Chef Jones for
two years before he moved to Paris.
Chef Jones had been preparing the restaurant's fantastic dinners for two years
before he moved to Paris.

47. Speaking to your audience
Talking To Your Audience
• Be direct
• Keep the important information in the first 300 words of copy
If you're interested, why not telephone us for further information on how to
obtain a quote
Phone for a quote

48. Speaking to your audience
Talking To Your Audience
• Give benefits, not features
This accounting software has an online reporting feature.
Managers have instant, real-time, mission-critical information at a click of a
button.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
— Theodore Levitt

49. Speaking to your audience
Talking To Your Audience
• Use lists when mentioning multiple points or ideas
• Use lists to state facts
• Use lists to break up chunks of content

50. Speaking to your audience
Talking To Your Audience
• Try not to use nominalisations
The improvement of the provision of data on the use of facilities was
implemented through the documentation of attendance by users.
We provided better data on how people used the facilities by documenting
when they attended.

51. Speaking to your audience
Talking To Your Audience
• Be conversational, using everyday English
• Be careful of jargon
• Write shorter sentences and paragraphs
• Stick to one idea / concept per sentence
• Make it about them, not you
• Be active, not passive
• Be direct
• Give benefits, not features
• Use lists when mentioning multiple points or ideas
• Try not to use nominalisations

52. Questions