SEO mini workshop for copywriter

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LIH SEO Mini-Workshop Copywriter

09/02/11

By Salomon Dayan

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Return on Investment

1. SEO – Get More Qualified Visitors

Source: Sitelogic Study DMA Seminar Jun 2009

Search Engines Index Web PAGES

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How Search Engines Works

Source: Sitelogic Study DMA Seminar Jun 2009 & Google's Search Engine Optimization Starter Guide

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How Search Engines Works

Architecture

ContentLinks

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Content

• Page Titles

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Content

• Page Titles

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Content

• Page Titles

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Content

• Page Titles

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Content

• Page Titles

Page Title: 50 characters including spaces - Important descriptive words & phrases

used in a brief complete sentence

10Source: http://www.wordstream.com/blog/ws/2009/08/05/seo-title-tag-formulas

Content

• Page Titles

• Informational Action Words - learn, discover, find, read, see• Transactional Action Words - try, get, buy, download

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Content

• Meta Tags: Description & Keywords

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Content

• Meta Tags: Description

Meta Description: 200-250 characters - same relevant

descriptive words plus a few more words, being descriptive and concise as to page textual

content



content



content

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Content

• Meta Tags: Keywords

Meta Keywords: ‘’provide further information about a page, but are often not directly visible to a user visiting the

site’’*.

Keywords should include the Description Tag keywords (relevant, descriptive words) plus up to twenty more, but only those included in the textual content of the page

Source: Wikipedia.com – Retrieved 06/28/09: http://en.wikipedia.org/wiki/Meta_element

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Content

• Title & Meta tags: Control them, don’t let Google make them up for you

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Content

• Keyword Research:

– Develop preliminary keyword list (priority pages)

• Use Analytics when possible

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Content


– Review Competitors

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Content



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Content



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Content


– Check Keyword suggestion tools

https://adwords.google.com/select/KeywordToolExternal

Others are:

• Wordtracker.com

• KeywordDiscovery.com

Google Tool:

• Allows Language and Geographical targeting

• Display by keyword or website content

• Volume & competition








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Content


– Keyword Matrix

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Content

‘’The best SEO is good content’’


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Content

Search is based on human factors…

So write for Users, not for Search Engines.


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Content

Source: Sitelogic Study DMA Seminar Jun 2009 & Google's Search Engine Optimization Starter Guide

• Stay organized around the topic

• Create fresh, unique content.

• Select no more than three keywords or phrases to include in a page content (otherwise might be considered Black SEO). Selected keyword must not appear more than 5% of the total page’s words

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Content

Photoshelter Case Study

• When users are looking for something, they type in a word or phrase that they believe is likely to lead them to the best results. For example, a couple might be looking for a wedding photographer, so they search for:

wedding photographer

Source: Photoslter – Retrieved 06/28/09 - http://blog.photoshelter.com/corp/2009/05/using-google-adwords-keyword-t.html

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Content


• Upon seeing the search results, they realize that the search was too broad, so they narrow the scope by adding some geographical component.

chicago wedding photographer

Another couple might type in the following:

wedding photographer in Chicago

How do you know which term to optimize for? And once you have that information, what do you do with it?


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Content


• Google AdWords shows what other users are searching for. So we can compare the two wedding terms and figure out which is more frequently searched for. Here's what Google AdWords returns:

• "Chicago wedding photographer" has over 11 times more searches per month than "wedding photographer in Chicago." AdWords also returns similar keywords


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Content


• Writing Copy for Your WebsiteArmed with this information, we can now make smart decisions about how we describe our products and services on our website. This is how they would approach the SEO for the photography website homepage armed with this information:

Page Title

Chicago Wedding Photography | Allen Murabayashi

Meta Description

Allen Murabayashi is a Chicago wedding photographer, and has photographed over 800 weddings with affordable rates. His photojournalistic style captures the most important

moments.


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Content


• On-Page text

I'm a Chicago wedding photographer serving the great metropolitan area, and have shot over 800 weddings in the past 12 years. My staff of Professionals can help you capture photos and videos for large or intimate weddings alike.


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Content

Copyrighter Template

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Links

Source: Sitelogic Study DMA Seminar Jun 2009 & SME Conference 2009

• Include Link Text, they tell users and Google something about the page you're linking to.

• The better your link text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.

• Use the same link text when pointing to a page

• Use the same URL when linking to a page

- http://www.domain.com - http://www.domain.com/- http://www.domain.com/default.htm- http://www.domain.com/Default.htm

are all different for search engines

http://www.domain.com/

http://www.domain.com/

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LinksGood practices for Link text• Choose descriptive text - The anchor text you use for a link should provide at least a basic idea of

what the page linked to is about.– Avoid:

• writing generic anchor text like "page", "article", or "click here“• using text that is off-topic or has no relation to the content of the page linked to• using the page's URL as the anchor text in most cases (although there are certainly legitimate uses of

this, such as promoting or referencing a new website's address)

• Write concise text - Aim for short but descriptive text—usually a few words or a short phrase.– Avoid:

• writing long anchor text, such as a lengthy sentence or short paragraph of text

• Format links so they're easy to spot - Make it easy for users to distinguish between regular text and the anchor text of your links. Your content becomes less useful if users miss the links or accidentally click them.

– Avoid:• using CSS or text styling that make links look just like regular text

• Think about anchor text for internal links too - You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better.

– Avoid:• using excessively keyword-filled or lengthy anchor text just for search engines• creating unnecessary links that don't help with the user's navigation of the site

Source: Google's Search Engine Optimization Starter Guide

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Media is Content• Universal Search system will blend Google listings from its news,

video, images, local and book search engines among those it gathers from crawling web pages.

Optimize:• HTML Documents• Images• Video• Multimedia• Podcast• PDF• Flash

• Alt text• Filename• Context• Properties:

–Title–Author–Description–Tags–URL

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Universal Search• Include Alt Tag in images:

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Universal Search• Include Alt Tag in images: Use brief, but descriptive filenames and

alt text. • For PDF, video, fill out the File Properties:

• Avoid:– using generic filenames like "image1.jpg", "pic.gif", "001106.corp.pdf"

when possible

– writing extremely lengthy filenames

– stuffing keywords into alt text or copying and pasting entire sentences

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Social Media• You can take advantage of social media marketing activities by

leveraging three secret synergies between social media and SEO:• Content. Social media and search analytics tell you what content

matters to your customers.

• Links. When your social media content earns links from other sites and blogs, SEO improves, leading to better natural page rankings.

• Search Queries. Increased “buzz” from social media drives more people to search for your relevant keywords, increasing the traffic your SEO gets.

Source: Omniture SEO + Social Media: 3 Secret Synergies 2009

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Social Media - Facebook

1.- Choose the best name for you Facebook Name and Do Not change it:

- Do not appear too spammy, as fans will be less likely to share it with friends on their profile and more likely to hide updates from their News Feed

Use the business’s real name as the name of your page. Facebook uses your Page Name in the Title of the Page

Source: InsideFacebook.com, July 13th, 2009

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2.- Select the best URL (Facebook Username):

- Choose a username that authentically represents the brand or business. Once the Facebook Username is picked, it cannot be changed - ever


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3.- Use the ‘About’ text box to place keyword-dense prose near the top of your page:

- The ‘About’ box represents the highest place in the page structure of the Facebook Page to add custom text

- Be aware…there is a limit of 250 characters


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4.- Use ‘Info’ tab to include more keywords, text and high priority links

- Although the specific fields vary according


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Social Media - Facebook5.- Post direct links to your website (or other relevant

sites) in your Page’s stream:This inclusion boosts the keyword density of the CSS region

near the link, and the thumbnail also links to the destination URL


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Social Media - Facebook6.- Add photos with captions, events with descriptions,

and a discussion forum Facebook makes all of the content shared on Facebook Pages

indexable by search engines, so use the tools Facebook provides to your full advantage (Photos, Events, Forums)


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YouTube

• Video has become one important part of consumer’s online activities. Although many of Search specialist focused on Google (or the other big SE players) YouTube remains ahead of Yahoo!, safely in the No. 2 spot behind Google*

Source: Comscore: http://comscore.com/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_U.S._Search_Engine_Rankings retrived 02/16/10

YouTube

Fill in all the Channel information available: About Me, Website, etc…

43Source: http://themunichgroup.com/blog/2011/03/22/youtube-for-seo-best-practices/

YouTube


YouTube


Make sure your videos have specific titles like “How To Fix A Lawnmower” and not “MVI_13.mov”

YouTube



Use relevant keywords in the titles of your videos. So don’t make a video called “yucky mess,” title it, “What A Mess: How to Change Your Lawnmower Oil” - 450 Characters

YouTube



Use relevant keywords in the titles of your videos. So don’t make a video called “yucky mess,” title it, “What A Mess: How to Change Your Lawnmower Oil” - 450 Characters

Multi-Word Tag Support with comma-delimited tags

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Q&A

SEO mini workshop for copywriter

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