Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Webmarketing123 webinar 4 secrets to brilliant seo copywriting 4.18.12
1. 4 Secrets to SEO Copywriting Done Right
Strategies for creating SEO content that even Google’s robots will love.
Today’s Host:
Senior Search Marketing Expert
@webmarketing123
2. Founded in 2004 Custom KPI-based Scorecards
100+ Clients Proprietary Attribution Tool
@webmarketing123
4. Some Practical Matters
Are the slides available?
Yes! Just email seo@webmarketing123.com
@webmarketing123
5. Some Practical Matters
Are the slides available?
Yes! Just email seo@webmarketing123.com
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
@webmarketing123
6. Some Practical Matters
Are the slides available?
Yes! Just email seo@webmarketing123.com
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
@webmarketing123
7. Webinar Agenda
1 How does the Google algorithm rank?
Crawl, Index, Rank. Repeat!
2 How should you approach keyword research?
Your content should appeal to people first and then Google will follow
3 Develop cornerstone content
Follow 5 key steps
4 Become a trusted source
Create a quality story to keep people (and Google) coming back for more
@webmarketing123
8. Webinar Agenda
1 How does the Google algorithm rank?
Crawl, Index, Rank. Repeat!
2 How should you approach keyword research?
Your content should appeal to people first and then Google will follow
3 Develop cornerstone content
Follow 5 key steps
4 Become a trusted source
Create a quality story to keep people (and Google) coming back for more
@webmarketing123
9. 1: Crawling
• Spiders crawl your site on:
o Daily
o Weekly
or
o Monthly basis
• Focus on keyword:
o Consistency
o Variation
• Recognize “ties” between:
o Links
o Content
o Keywords
@webmarketing123
10. 1: Indexing
• Spiders index, too:
o Store the content in a
large database to
reference later.
o Gauge how relevant the
content is to terms that
searchers are browsing on.
@webmarketing123
11. • Then, Google delivers your position.
1: Ranking
How can you improve your ranking?...
@webmarketing123
12. Webinar Agenda
1 How does the Google algorithm rank?
Crawl, Index, Rank. Repeat!
2 How should you approach keyword research?
Your content should appeal to people first and then Google will follow
3 Develop cornerstone content
Follow 5 key steps
4 Become a trusted source
Create a quality story to keep people (and Google) coming back for more
@webmarketing123
18. 2: Adwords Keyword Tool
Like putting good food out for your guests, appeal to your audience
and then the Google “ants” will come
@webmarketing123
19. 2: Real-Time Insights Finder:
Trending on
YouTube
ThinkWithGoogle.com @webmarketing123
21. 2: Determine relevancy
Choose a combination of short and long tail keywords carefully
@webmarketing123
22. 2: Determine relevancy
• Choose keywords that are highly relevant to your end goals
• Experiment with headline copy variations
• Headline first
• Visual next
• Caption below photo
• Main copy
• Contact information
@webmarketing123
23. 2: Determine relevancy
Conduct headline copy testing for best results
Audience Interaction:
Which headline is best?
1. Send Files to your Friends
2. The Easiest, Fastest Way to Send Large Files
@webmarketing123
24. 2: Determine relevancy
Conduct headline copy testing for best results
Audience Interaction:
Which headline is best?
1. Send Files to your Friends
2. The Easiest, Fastest Way to Send Large Files
Why?
1. Be descriptive with keywords
2. Highlight the call to action
3. Leave it general – to extend farther than just to your
friends
@webmarketing123
25. 2: Determine relevancy
Conduct headline copy testing for best results
Audience Interaction:
Which headline is best?
1. Google+ much better than Facebook
2. Is Google+ proving a better user experience
than Facebook?
@webmarketing123
26. 2: Determine relevancy
Conduct headline copy testing for best results
Audience Interaction:
Which headline is best?
1. Google+ much better than Facebook
2. Is Google+ proving a better user experience
than Facebook?
Why?
1. Question-structured headlines are enveloping
2. Be descriptive (add your main topic into the
headline ex: user experience)
3. Provide user incentive to read further
@webmarketing123
27. 2: Determine relevancy
Consider your call to action types
• AB Testing
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
@webmarketing123
28. 2: Develop foundational content
Choose keyword phrases that provide support for your business
• Satisfies the needs of your visitor – speak the language of the audience
@webmarketing123
29. 2: Develop foundational content
Choose keyword phrases that provide support for your business
• Satisfies the needs of your visitor – speak the language of the audience
• Serves as the first step in your sales cycle – strengthen calls to action
@webmarketing123
30. 2: Develop foundational content
Choose keyword phrases that provide support for your business
• Satisfies the needs of your visitor – speak the language of the audience
• Serves as the first step in your sales cycle – strengthen calls to action
• Prompts others to socially share it or link to it – build presence in social
@webmarketing123
31. Webinar Agenda
1 How does the Google algorithm rank?
Crawl, Index, Rank. Repeat!
2 How should you approach keyword research?
Your content should appeal to people first and then Google will follow
3 Develop cornerstone content
Follow 5 key steps
4 Become a trusted source
Create a quality story to keep people (and Google) coming back for more
@webmarketing123
32. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Keywords
• Title tags and Headline
• Content
• Content landing page
• Related content
@webmarketing123
33. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Keywords
• What is the relevant question that searchers are asking for your content
to answer and solve?
• Allow search engines to appropriately retain and index your keyword
combinations with unique copy in content silos
@webmarketing123
34. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Title tags and Headline
• Wrap your business solution into a compelling:
• Structure
• Keyword-enhanced call-to-action
• Statement or Question
answers the searcher’s exact question
• Descriptive initiative
@webmarketing123
35. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Content
• Proofread
• Grammar
• Tone of voice / natural writing style
@webmarketing123
36. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Content landing page
• Retention
• Bookmarking & Sharing
• Links
• Optimization
@webmarketing123
37. 3: Develop cornerstone content
5 key steps will take you to higher rankings
• Related content
• Support your content with other
relevant sources
ex: Bibliography support
• Blog
@webmarketing123
38. Webinar Agenda
1 How does the Google algorithm rank?
Crawl, Index, Rank. Repeat!
2 How should you approach keyword research?
Your content should appeal to people first and then Google will follow
3 Develop cornerstone content
Follow 5 key steps
4 Become a trusted source
Create a quality story to keep people (and Google) coming back for more
@webmarketing123
39. 4: Become a trusted source
Employ key SEO content elements into a consistent, quality story
• Attract natural links
• Internal linking
• Inbound linking
@webmarketing123
40. 4: Become a trusted source
Employ key SEO content elements into a consistent, quality story
• Attract social sharing links
@webmarketing123
41. Key Takeaways
• Understand how Google’s ranking algorithm works
• Do keyword research to choose the right keywords for your website, product
line, and overall theme
• Develop cornerstone content for your business foundation
• Become a trusted source and reference by employing key SEO content
elements into to a consistent, comprehensive, quality story
@webmarketing123
42. • Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
• Email seo@webmarketing123.com
• Or visit bit.ly/wm123seo
@webmarketing123
43. What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertising, Social Media Marketing.
Or visit bit.ly/wm123seo
Next week:
Is the Thrill Gone?
Know When to Break Up with Your SEO Company
facebook.com/webmarketing123 @webmarketing123
