Make Google Love You with Killer Web Content

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Presentation for MSAE networking group for marketing and communications professionals - May 17, 2011

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Make Google Love You with Killer Web Content

  1. 1. MSAE Communications Networking Group<br />How to Make GoogleLove You withKiller Web Content<br />May 17, 2011<br />Tara Loftus | Frontier Web Development<br />
  2. 2. © 2006, ed. 2007, 2008<br />Tara Loftus | Frontier Web Development<br />
  3. 3. “There is nothing search engines prefer more than killer Web content.”<br />Tara Loftus | Frontier Web Development<br />
  4. 4. “‘I’m not technical’ is no longer an excuse for a marketing or communications professional.”<br />Tara Loftus | Frontier Web Development<br />
  5. 5. The small percentage of Web content that really makes a difference<br />It makes the sale, delivers the service and builds the brand<br />Probably represents less than 10% of content published on the Web<br />What is “killer” Web content?<br />Tara Loftus | Frontier Web Development<br />
  6. 6. The “Six Cs” of Killer Web Content<br />1. Who Cares?<br />2. Is it Compelling?<br />3. Is it Clear?<br />4. Is it Complete?<br />5. Is it Concise?<br />6. Is it Correct?<br />Tara Loftus | Frontier Web Development<br />
  7. 7. If you want to get found by Google, you need to use your customers’/members’ words – not yours!<br />Know your reader: there are no more “users” on the Web anymore – instead, members, customers, teenagers, etc.<br />For key phrases, strike the balance between broad and specific<br />Writing for the organization vs. writing for the reader<br />Tara Loftus | Frontier Web Development<br />
  8. 8. Association executives in Midwest<br />Association networking<br />Association networking in Minnesota<br />Association networking mn<br />Which key phrase is the best?<br />Tara Loftus | Frontier Web Development<br />
  9. 9. Page titles<br />Page descriptions<br />Page headings<br />Page content<br />Links<br />Using keywords on your website<br />Tara Loftus | Frontier Web Development<br />
  10. 10. What’s a page title?<br />Tara Loftus | Frontier Web Development<br />
  11. 11. What’s a page title?<br />Tara Loftus | Frontier Web Development<br />
  12. 12. What’s a page description?<br />Tara Loftus | Frontier Web Development<br />
  13. 13. Make it unique for every page of your website<br />Describe what that page is about – make it enticing so users will click<br />Use your keywords – lead with them, then organization name<br />Page titles & descriptions(a.k.a. “meta data”)<br />Tara Loftus | Frontier Web Development<br />
  14. 14. Example Title for MSAE “About Us” page<br />Currently:MSAE<br />Better: About the Midwest Society of Association Executives (MSAE)<br />Best: Association Management in MN, ND and SD | About the Midwest Society of Association Executives (MSAE)<br />Tara Loftus | Frontier Web Development<br />
  15. 15. Example Description for MSAE “About Us” page<br />Currently:[none] Google is substituting first content on page<br />Suggested: MSAE serves association professionals in Minnesota, North Dakota and South Dakota, helping members stay informed of industry trends, meet organizational challenges and network with their peers.<br />Tara Loftus | Frontier Web Development<br />
  16. 16. Because it was so abused in the past, keyword tags are of little significance to Google and other search engines.<br />Do your title and description tags first, then keywords if you have time.<br />What about keyword tags?(more “meta data”)<br />Tara Loftus | Frontier Web Development<br />
  17. 17. Your heading is your hook – be as compelling and specific as possible! (Six Cs)<br />Headings should stand on their own two feet<br />Lead with keywords<br />Page headings(denoted by <h> tag in HTML)<br />Tara Loftus | Frontier Web Development<br />
  18. 18. Example: MSAE “About Us” page<br />Currently:Midwest Society of Association Executives<br />Suggested: #1 Networking Group for Association Professionals in the Midwest<br />or:<br /> Association Management Networking for Association Professionals in the Midwest<br />Tara Loftus | Frontier Web Development<br />
  19. 19. Each page should focus on a single term, using keyword phrases for that term<br />All content should be USEFUL<br />Web paragraphs should be 4 sentences or fewer<br />Position keywords at the beginning of sentences rather than the end<br />Page content<br />Tara Loftus | Frontier Web Development<br />
  20. 20. Be original – Google awards no points for copied content<br />Update regularly – be careful of “smelly” content<br />End with a call to action – a link is best (no page should be a dead end)<br />Page content<br />Tara Loftus | Frontier Web Development<br />
  21. 21. “When it comes to conciseness, when in doubt, cut it out.<br />When it comes to clarity, when it doubt, spell it out.”<br />Tara Loftus | Frontier Web Development<br />
  22. 22. Tara Loftus | Frontier Web Development<br />
  23. 23. Example content for MSAE “About Us” page<br />#1 Networking Group for Association Professionals in the Midwest<br />MSAE is the #1 networking group for association professionals in the Midwest because we advance and serve association management professionals in Minnesota, North Dakota, and South Dakota on a daily basis. We do this by offering the highest quality, cost-effective education and networking opportunities for association professionals, from young professionals to CEOs.<br />Hundreds of association professionals in the Midwest stay informed of industry trends, meet organizational challenges and achieve their goals for professional development through MSAE.<br />Read more about MSAE’s mission and vision<br />Meet the MSAE Board of Directors<br />Check out the MSAE Young Professionals group<br />Tara Loftus | Frontier Web Development<br />
  24. 24. Links<br />Link within your discipline to build credibility<br />Do “reciprocal linking” cautiously – only if the link adds value to your reader<br />Google gives special emphasis to words found in links <br />Place links at action points in your text<br />Tara Loftus | Frontier Web Development<br />
  25. 25. Examples of links:<br />Click here for more information.<br />Tara Loftus | Frontier Web Development<br />
  26. 26. Examples of links:<br />Currently:<br />MSAE is governed by a volunteer Board of Directors.<br />Suggested:<br />Meet the MSAE Board of Directors.<br />Best practice:<br />Keywords in the link should match the keywords in the title and description of the page you are linking to – Google LOVES this!<br />Tara Loftus | Frontier Web Development<br />
  27. 27. Remember!<br />Your “score” with Google can never be less than zero.<br />Tara Loftus | Frontier Web Development<br />
  28. 28. Resources for the Web writer<br />Killer Web Content by Gerry McGovern<br />Search Engine Marketing by Ramos & Cota<br />SEO for Dummies<br />Above the Fold by Brian Miller<br />A List Apart blog<br />Plus any websites you love to read – analyze and emulate them!<br />Tara Loftus | Frontier Web Development<br />

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