SEO Copywriting that Rocks - MinneWebCon 2010
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Myths and truths of writing web content that is optimized for search engines, as presented by Julie Kosbab of Plaudit Design at Minnewebcon 2010.
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SEO Copywriting that Rocks - MinneWebCon 2010
- 1. WRITING OPTIMIZED CONTENT THAT ROCKS
- 3. TRUE or FALSE? Keyword Density of 3-10% is essential for content to perform in search engines.
- 5. TRUE or FALSE? By putting the keywords you want to rank for in bold or italic , the search engines will pay more attention to them.
- 7. TRUE or FALSE? Content is the single most important ranking factor for search engines.
- 10. Myths in Action Actual 'paragraph' from a real site: This site is about: Phoenix Bankruptcy, Bankruptcy Phoenix, Arizona Bankruptcy Attorney, Arizona Bankruptcy Lawyer, Phoenix Bankruptcy Attorney, Bankruptcy Phoenix AZ, Bankruptcy Attorneys Arizona, Bankruptcy Phoenix Arizona, Phoenix Bankruptcy Lawyer, Bankruptcy Attorneys Phoenix
- 11. Myths in Action ANOTHER actual paragraph from a real site: Yahoo has therefore brought and continues to bring a world of difference by providing the free services. Through domain yahoo you will get to see all the products that provided and above the mentioned products are yahoo widgets, yahoo travel, yahoo tool bar, yahoo small business, yahoo shopping, yahoo search, yahoo real estate, yahoo photos, yahoo music, yahoo mobile, yahoo message board, yahoo local, yahoo groups, yahoo finance, yahoo bookmarks, yahoo autos, yahoo 360 and so many other products. Yahoo also provides another vital service pertaining to domains . Domai n locking is the prevention of unauthorized transfers to another registrar. Domains that are registered through yahoo can access this service.
- 27. Misspellings Search engines can figure it out.
Notes de l'éditeur
- People like formulas - Formulas provide a measurement you’re ‘doing the job right.’ But you need to measure the right things. This ain’t it. National Association of Realtors was throwing this one at their members as recently as March 2010.
- The internet is made up of content. Text is not the only type of content out there. Links, code, images, video… it’s all content. Domain and Link Elements are considered much greater factors for rank than content.
- Lots of this stuff worked back in 1997 to even 2002 or so, but search engines have become considerably more sophisticated, as have web users. They expect more. Some of these old rules are still spouted as gospel – a March 2010 REALTOR newsletter spouted nonsense about keyword density, for instance.
- Note the lack of verbs, articles, etc. If you need to have a paragraph saying what your site is about and it reads like this, you are not only doing it wrong, but it’s really easily recognizable by an algorithm.
- Search engines have analyzed millions of web pages and have a linguistic understanding of human language. They know that sentences contain different types of words, and have an idea of how words and topics interrelate. It's not really about the number of times a keyword is used but the focus of the content. This is an incoherent traffic ploy.
- If a page can’t be related to other pages in your site, why is it there? You can’t dictate what page a search visitor lands on, and even if you have a great, keyword-focused page, sometimes they’ll still direct to the home page. Consider how the navigation works and how the content creates hubs and silos.
- To the search engines the content on the page is just a bunch of words. They analyze the words in an attempt to determine what each page is about, using information from other pages they’ve seen to recognize how concepts interrelate. If the web page covers too many different topics then it makes it difficult for the engines to determine what the focus is.
- I said coherence, not art. In the end, most web copywriting is commercial, and you need to talk for your audience. Sometimes that dictates a style adjustment. I once had to write a brochure on habilitative therapy written to the 2 nd grade level. Not fun, but it was the audience requirement. As you look at core terms, remember to have focus and specificity. Single words can mean a lot of different things – what comes to mind when you hear bag? Could be luggage, could be a lawn mower part.
- Sometimes your terms come from internal, without research. Sometimes they’re CEO pet phrases. As the writer, hopefully you’re empowered enough you can push back a bit. Use tools and data where possible.
- If you can’t use your keywords coherently in all of these places, either your keywords aren’t suited to topic, or you’re doing it wrong. When I say from other pages, yes I do mean that keyword use will impact other pages. If you have a page on, say, bicycle parts that is a parent page in your hierarchy to a page on bicycle tires, you want to use the term ‘bicycle tires’ in the link from the parent to the child in the hierarchy. It’s good usability and good SEO.
- If you can’t use your keywords coherently in all of these places, either your keywords aren’t suited to topic, or you’re doing it wrong. When I say from other pages, yes I do mean that keyword use will impact other pages. If you have a page on, say, bicycle parts that is a parent page in your hierarchy to a page on bicycle tires, you want to use the term ‘bicycle tires’ in the link from the parent to the child in the hierarchy. It’s good usability and good SEO.
- Title: Strong call to action. Really have to use keyword phrase. If you have a brand as well, unless your brand is killer, usually it goes Keyword Phrase – Brand or Keyword Phrase – Company. It’s also used as a ranking mechanism by search engines. Description: Notpart of rank, but also creates call to action to CLICK THIS RESULT on a result page. Billboard, not novel. Keywords tag: Found in code only, it’s a list of keywords that relate to the content. Google and Bing are on record as saying they pretty much ignore this tag. Some people try to use it as a magic bullet, but it really isn’t.
- Search engines can generally cope with them, save for certain proper names. Do NOT use misspellings and proper spellings on the same page. Looks dumb.
- If you can’t use your keywords coherently in all of these places, either your keywords aren’t suited to topic, or you’re doing it wrong. When I say from other pages, yes I do mean that keyword use will impact other pages. If you have a page on, say, bicycle parts that is a parent page in your hierarchy to a page on bicycle tires, you want to use the term ‘bicycle tires’ in the link from the parent to the child in the hierarchy. It’s good usability and good SEO.