Web Content & SEO Writing by Janette Toral
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Transcript of Web Content & SEO Writing by Janette Toral
Web Content / SEO Writing
Janette Toral http://www.bloggingfromhome.com
http://www.e-commercephilippines.com
Internet Search emerges as the top online activity.
Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
What people Search for on the Net
Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
Do you know what people say about you?
Social media is changing the rules of engagement
Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
Search Marketing
• Maximize number of searchers coming to your site.
• Attracting visitors to your site from search sites.
Search engine optimization
• How you get your site’s pages to be shown in organic search results.
Search engine marketing
• Encompasses any kind of research results.
• Everything you do to raise your site’s visibility in search engines to attract more visitors.
Search Engine Ranking
• Relevance • Keyword density
– Number of times mentioned in whole website. • Keyword proximity
– How close are the words closer to each other. • Keyword prominence
– Where does the words appear? • Page title, initial paragraphs, headings,
emphasized text, body text, description.
Search Engine Ranking
• Link popularity or analysis – Number and quality of pages linking to you.
Search Marketing Program
• Web site goals – Sales
• Online • Offline
– Leads – Market awareness – Information & entertainment – Persuasion
Search Marketing Program
• Measure web site success – Count
• Conversion • Visitors • Revenue
Search Marketing Program
• Search Marketing Campaign – Target area of your site – Focus on keywords searchers use – Identify landing pages
• Is it index? • What is its rank? • Check competitor ranking
Inform search engines what your site is about
• Familiar words • Made-up words • Known words. • Brand names • Generic terms. • Avoid "politically correct" terminology.
Keyword research
• Check keyword popularity – Use http://freekeywords.wordtracker.com/ – Use http://www.google.com/insights/search
• Identify popular keywords and enhance your list – Do a search again on those keywords and find out
popular competing sites. – http://www.spyfu.com for additional keyword
reference.
How users read
• They don't read, they scan.
Why scan? • Users tend to move and click on things. • Content competition
Users tend to move and click on things.
Content COMPETITION
How users read
• Finding a new article to read: 1 minute • Short articles (600 words – 3 minutes) • Long articles (1000 words – 5 minutes)
Users read fast • The first two paragraphs must state the most
important information. • Has information-carrying words
– Subheads – Paragraphs – Bullet points
People prefer to read short articles
• If you want many readers, focus on short and scannable content.
• If you want people who really need a solution, focus on comprehensive coverage.
• People who really need something are the highest-value users – likely to turn into paying customers.
Meet half-way
• Start with overviews and short, simplified pages.
• Then link to long, in-depth coverage on other pages.
Scannable text
• start with the conclusion
• 1 idea per paragraph • highlighted keywords • meaningful sub-headings • bulleted lists • half the word count (or less) than
conventional writing
Writing a headline
• Write 30 to 50 headlines. • Step back from the headline for a day to
gain new perspective.
Compelling headline • Offers strong, compelling promise.
– Learn search engine marketing techniques in 3 hours.
• Highlight benefits to the reader. – Tap into proven online techniques to grow your
business online. • Explaining exactly what the offer is.
– Become a certified Social Media Marketing Professional in 3 months.
• Appealing to the emotions. – Is the Internet killing your business?
Compelling headline • Use specifics
– How Jen makes US$6000/month during her after work office schedule doing SEO & Social Media Marketing.
• Arousing curiosity – Social media strategies that worked for more than 100
companies. • Calling out to a specific target audience
– Social media marketing techniques of a self-made online entrepreneur.
• Make an announcement – Philippines E-Commerce will reach 10 billion in 2010. How
Can You Become an E-Commerce Entrepreneur?
Compelling Headline
• Asking a question – Does E-Commerce, SEO, & Social Media
Really Make Business Grow? • Beginning with the words how to
– How to set-up an e-commerce website and social media presence in one day and get buyers right away?
Building blocks • It should read like an editorial.
– Not a sales pitch or press release. • The obvious must be articulated in a way that it
conveys value. – Discover how to become an SEO and Social Media
Marketing Consultant in one month. • Hidden benefit can also be used.
– Get the coolest gig in Social Media Marketing industry. • Framed in quotation marks
– “Assumes someone is being quoted” • Use imperative voice when possible
– Land on page 1 in Google.
Use Emotional / Conversational Words
• Additionally vs. here’s more
• Aid vs. help • Allow vs. let • Astute vs. smart • Following is vs. here
is • Completed vs.
finished • Omit vs. leave out
• Preserve vs. save • Perhaps vs. maybe • Perceive vs. see • Pleased vs. happy • Prevent vs. stop • Receive vs. get • Requested vs. ask for • Strike vs. hit • Sufficient vs. enough
Focus on user wants
• Web content – Brief – Straight to the point – Actionable content – Support the user's personal story.
User behavior • Ruthless in pursuing their interest and in
rejecting whatever the site is trying to push. – Banner blindness is one manifestation.
• Users cherry-pick the information and concentrate narrowly on what they want. – Actionable content – What user wants
Make users come back
• Use – Newsletters – Social media
• Twitter • Facebook
– Rss subscription • Be searchable
– be found on search engines
Credibility is important
• Use – high-quality graphics, – good writing – use of outbound hypertext links
• Users detest promotional writing style with boastful subjective claims ("hottest ever"). – Don’t exaggerate.
Amplify through Social Media • Blogs • Microblogs
– Twitter – Plurk
• Social networks – Facebook – MySpace – Friendster – LinkedIn – Plaxo – Ning – Yahoo
• Media sharing – YouTube – Flickr
• Social bookmarking / voting – Digg – Delicious – StumbleUpon
• Review • Forums • Virtual worlds
Exercise
• Review a write-up • Improve write-up using – keyword research – Compelling headline – Emotional words
Reference
• Jakob Nielsen – http://www.useit.com/papers/webwriting/
• David Viney – Get to the Top on Google
• http://books.google.com/books?id=ciaQHtrsd18C
• Maria Veloso – Web Copy that Sells
• http://books.google.com.ph/books?id=GHgWuuohd_0C
Thank you!
http://www.searchprofileindex.com http://www.blog4reviews.com