Pub355: SEO Copywriting


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The basics of seo.

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Pub355: SEO Copywriting

  1. 1. SEO:  Search  Engine  Op/miza/on Is  that  just  wri/ng  spammy  stuff  or   code  for  the  search  bots?Monique  SherreAmonique@boxcarmarke/
  2. 2. SEO  Facts  &  MythsTell  me  what  you’ve  heard…
  3. 3. SEO  Facts  &  MythsSo  this  SEO  copywriter  walks  into  a  bar,  grill,  pub,   public  house,  Irish  bar,  bartender,  drinks,  beer,   wine,  liquor
  4. 4. Don’t  be  that  guy
  5. 5. Things  You  Should  Know   About  Search (and  therefore  SEO)
  6. 6. SEO  is  CDO“Content  Discovery  Op/miza/on”  Jesse  McDougall  of  Catalyst  Webworks,  TOC
  7. 7. Social  Cues        External  Cues        On-­‐page  Cues
  8. 8. Computers  Are  Dumb
  9. 9. The  Seman/c  WebThe  Seman/c  Web  describes  the  rela/onships  between  things  (like  A  is  a  part  of  B  and  Y  is  a  member  of  Z)
  10. 10. Pre-­‐2008 ————— Search Engines
  11. 11. How  Search  Works
  12. 12. Search  Bots  Try  to  Mimic  HumansSocial  Cues External  Cues On-­‐Page  Cues• Stars • Site  is  crawlable • Keywords• Reviews • No  duplicate  content • Title  tag Origina/ng  source? • Meta  descrip/on• Image,  Video • Incoming  links • Heading  tags• Social  sharing #  of  links +1’d Anchor  text • 1st  200  words Shared  by Quality/type: • Bold Tweets Comment • Anchor  text Text  link YouTube • Image  filename Blogroll • Internal  links Ad • Page  load  speed • Bounce
  13. 13. French  paren/ng  book
  14. 14. French  paren/ng  book Social  Cues
  15. 15. French  paren/ng  book Social  Cues External  Cues
  16. 16. French  paren/ng  book Social  Cues External  Cues On-­‐Page  Cues
  17. 17. What  does  the  bot  know?
  18. 18. On-­‐Page  Cues
  19. 19. On-­‐Page  Cues
  20. 20. The  cues  are  missing
  21. 21. “coverimage”  9780143182573H.jpg”265  x  400alt="Image  of  EVERYTHING  WAS  GOOD-­‐BYE">“authorphoto”2000000469L.jpg
  22. 22. SEO  is  about  Content  DiscoverySocial  Cues External  Cues On-­‐Page  Cues• Rich  snippets • Site  is  crawlable • Keywords Stars • No  duplicate  content • Title  tag Reviews Origina/ng  source? • Meta  descrip/on Authorship • Incoming  links • Heading  tags Image,  video #  of  links Anchor  text • 1st  200  words• Social  sharing Quality/type: • Bold +1’d Comment • Anchor  text Shared  by Text  link YouTube • Image  filename Tweets Blogroll • Internal  links Ad • Page  load  speed • Bounce
  23. 23. SEO  Factors  within  Your  ControlMarke)ng Technical Editorial • Body  copy• Incoming  links • Site  is  crawlable – 1st  200  words – #  links • Page  load  speed • Duplicate  content – Quality/type • Title  tag – Who  gets  what – Anchor  text • Meta  descrip/on • Keywords• Image  filename • Heading  tag:  H1,  H2 • Bold• Social  sharing • Rich  snippet  code • Anchor  text – +1’d – Stars • Image  cap/ons – Shared  by – Reviews • Bounce • Internal  links – Tweets – Authorship – Image,  video
  24. 24. Roles  are  shiting• What  is  a  marke/ng  func/on?• What  is  a  IT  func/on?• Where  do  these  func/ons  fall? – Website  design – Website  maintenance – Video,  audio,  ebook,  app  produc/on – Asset  management – ONIX  file  genera/on,  distribu/on – SEO – Domains,  email,  server  setup
  25. 25. Google  vs.  AmazonTwo  Discovery  Channels
  26. 26. Different  Algorithm.  Same  Factors.Google  Ranking  Factors Amazon  Ranking  Factors• Social  Cues • Social  Cues – Reviews  &  Ra/ngs – Reviews  &  Ra/ngs – Sharing – Sharing  (Lists)• External  Cues • External  Cues – Endorsements  (links) – Endorsements  (Co-­‐op,  • On-­‐Page  Cues Affiliate) – Keywords  in  Copy • On-­‐Page  Cues – Links  to  related  content – Keywords  in  Copy – Links  to  related  content
  27. 27. Prisoner  of  TehranYour  Publisher-­‐Supplied  Copy  Does  Not  AppearSocial  Cues  get  the  )tle  into  the  recommenda)on  engine  (Amazon  results)On-­‐Page  Cues  get  the  book  page  into  search  results  on  Google1. 13  customer  reviews.  Like2. Share  your  own  customer  images.3. Frequently  bought  together4. Customers  who  bought  this  item  also  bought5. Average  customer  review6. Bestseller  Rank7. Descrip/ons  from  Reviews8. Tags  customers  associate  with  this  product9. What  other  items  Customers  Buy  Ater  Viewing  this  Item10. Customer  Reviews  (2  columns!)11. Listmania12. Look  for  similar  items  by  category  /  subject13. Con/nue  shopping:  Customers  who  bought  items  in  your  recent  history  also bought
  28. 28. Why  does  Amazon  win  vs.  the   Publisher  site?
  29. 29. Because  …
  30. 30. Why  does  Amazon  win?  Goodreads?        627  words     2,943  words Goodreads     3,457  words Amazon.  Focus  keywords: Beau/ful  Mystery  (13),  Louise  Penny  (14) Gamache  (25),  murder  (8),  mystery  (33),   Suspense  (6),  Fic/on  (8),  detec/ve  (9) Raincoast.   Beau/ful  Mystery  (2),  Louise  Penny  (3) Gamache  (4),  murder  (2),  mystery  (3),   Suspense  (0),  Fic/on  (2),  detec/ve  (0) Goodreads.   Beau/ful  Mystery  (14),  Louise  penny  (20) Gamache  (37),  murder  (15),  mystery  (32),   Suspense  (1),  Fic/on  (1),  detec/ve  (1)
  31. 31. Without  Social  Cues  …
  32. 32. The  On-­‐Page  Cues  Are  Cri/cal. Search  bots  will  try  to  figure  out  the   “theme”  of  a  page’s  content  within  the   first  200  words.   If  you  only  write  200  word  descrip/ons,   you  beAer  choose  the  right  words.
  33. 33. The  Right  Words  Are  What  I   Mean  By  Keyword  Phrases
  34. 34. Keyword  Phrases• Keyword  phrases  are  the  words  people  type   into  a  search  engine  in  order  to  find  things  on   the  web.  
  35. 35. French  paren/ng  book
  36. 36. French  paren/ng  book Keyword  Phrases  appear  in  SERPs  in  bold.  
  37. 37. What  are  the  keyword  phrases?• Headline:  Universal  Orlando  Resort  Celebrates  The  One-­‐Year   Anniversary  of  The  Wizarding  World  of  Harry  PoAer  • Summary:  Universal  Orlando  Resort  creates  special  moment   for  guests  celebra/ng  in  Hogsmeade  and  extends  the  virtual   celebra/on  to  the  all-­‐new  "Share  Your  Story"  Facebook  tab   that  allows  guests  to  share  their  favorite  memories  from  this   spectacularly  themed  entertainment  environment.• Body:  ORLANDO,  Fla.  (June  18,  2011)  -­‐  Today,  Universal   Orlando  Resort  celebrated  the  one-­‐year  anniversary  of  the   most  spectacularly  themed  entertainment  environment  -­‐  The   Wizarding  World  of  Harry  PoAer.  In  live  celebra/ons,  and   virtual  celebra/ons  through  the  resort’s  “Share  Your  Story”   Facebook  tab,  guests  were  invited  to  share  the  wonder,   excitement  and  adventures  of  the  Harry  PoAer  books  and  films   come  to  life.  
  38. 38. Body  Copy  —  1st  200  characters
  39. 39. “most  ambi/ous  and  heartbreaking  work” 605  results  for  blogs  in  Canada
  40. 40. If  it’s  good,  people  repeat  it.
  41. 41. The  5  Whys Reasons  Why  You  Should  Write  SEO  Copy1. Because  you  want  people  to  find  your  stuff  when  they  don’t  even  know  they  are   looking  for  it.  (In  the  real  world,  you  make  sure  the  book  is  in  stock.)  2. Because  the  copy  needs  to  be  a  good  salesperson.  (The  online  sales  funnel  goes   like  this:  you  like  it,  buy  it,  review  it,  recommend  it,  find  more  like  it.)3. Because  you  want  to  teach  fans  how  to  best  pitch  their  friends.  (1,000  songs  in   your  pocket.)4. Because  you  don’t  want  to  disappoint  people  who  are  looking  for  it:   • Bookseller  doing  price  check.  Producer  scou/ng  for  author  interview.   Fan  who  wants  to  pre-­‐order.  Reviewer  who  wants  an  image.  Person   who  wants  to  recommend.  Author.  Agent.  Just  checking.  5. Because  you  want  to  stack  the  deck.
  42. 42. Because  you  want  to  sell  books.
  43. 43. SEO  Copywri/ng  Resources• Geek:  &• Marketer:  Underwire:  Full  Support  for  Non-­‐Techies• Writer:
  44. 44. Test:  November  30• In-­‐class  test.  Bring  pen(s),  calculator,  brain.• Week  4  (Sept  28):  How  to  write  a  persona• Week  5  (Oct  5):  How  to  write  a  good  email  subject  line,  a  good   tweet,  good  press  release  headline,  good  pitch  leAer• Week  6  (Oct  12)  &  Week  11  (Nov  16):  Familiarity  with  online   tools  and  how  they  could  be  used• Week  7  (Oct  27):  Grid  view  of  a  marke/ng  plan• Week  7  (Oct  27):  Calculate  ecommerce  conversion,  CTR,  CPC,   know  the  terms  “revenue”  and  “expenses”• Week  12  (Nov  23):  How  to  pick  out  keywords 41