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Your Living
Website
What’s Heek? Read our manifesto
Website Content Writing
This presentation talks about how to write and create
content from a search engine optimization st...
3
Goals
● Identify which Keywords to use
● Learn Best Practices
● Know how to optimize your ranking on search
engines
Outc...
4
Definitions
● SEO : Search engine optimization
● SERPs : Search Engines (SE) Results Pages
● Source code : Web page HTML...
Content
Biggest Mistakes | Reverse Pyramid | Best Practices |
Structure | Source Code
Marketing - Traffic Management - 06/2016
6
Biggest Mistakes
● Choose a title level for its style
● Never insert section ti...
7
Reverse Pyramid
Recommended methodology to organize your content
Goal : deliver information as soon as possible.
● Lead ...
Subtitles <h2>, <h3> :
● Short & Catchy
● Contains secondary keywords
● Content overview of the following
paragraph
● Allo...
9
Best Practices Checklist
Text blocs / paragraph <p> :
● 4 or 5 lines
● Primary & Secondary Keywords
● 1 paragraph = 1 id...
10
Post Title
<h1>
Lead
<p>
Title 2
<h2>
Order list + Paragraph
<ol> + <p>
Picture
<img />
Title3
<h3>
Title Tag <title> : 65 to 70 characters
- Place of Top Keyword. As soon as possible
- Find a compromise with click calling...
12
Title 3 Paragraph
Title Tag
Title 2
Title 1
Description
Keywords
SEO content writing concept | Tools | Example “Croissant”
14
Concept
SEO content writing means to answer to a need expressed by a query :
● To know which terms are used, for what v...
15
Tools
SEMrush : essential tool for keywords search. It gives the request volume by
geographic area for each keyword, bu...
16
Concordance Volume Concordance Volume
croissant recipe 14800 croissant donut 1600
croissant calories 4400 chocolate cro...
17
Example “Croissant”
We notice 3 mains requests
“Recipe” available in 3 categories :
● Generic & Quality
● Sweet
● Savou...
18
Croissant recipe : How to make your sweet or savoury croissant
like a French Chief !
Make your homemade dough to give t...
Let’s ROCK
19
SEMrush
Prochain SlideShare
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Website content writing - SEO & Best Practices

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This presentation talks about how to write and create content from a search engine optimization standpoint.

Biggest Mistakes | Reverse Pyramid | Best Practices | Structure | Source Code | Keyword selection | Tools | Example

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Website content writing - SEO & Best Practices

  1. 1. Your Living Website What’s Heek? Read our manifesto
  2. 2. Website Content Writing This presentation talks about how to write and create content from a search engine optimization standpoint.
  3. 3. 3 Goals ● Identify which Keywords to use ● Learn Best Practices ● Know how to optimize your ranking on search engines Outcome Create a relevent content. The content that gives the best answer to the person who’s searching for information
  4. 4. 4 Definitions ● SEO : Search engine optimization ● SERPs : Search Engines (SE) Results Pages ● Source code : Web page HTML code ● Tag : HTML content element tag. Each kind of content usually corresponds to one tag.
  5. 5. Content Biggest Mistakes | Reverse Pyramid | Best Practices | Structure | Source Code
  6. 6. Marketing - Traffic Management - 06/2016 6 Biggest Mistakes ● Choose a title level for its style ● Never insert section titles ● Write massive text blocs without lin break ● Too long sentences, not enough directly ● Neither insert pictures nor renamed them ● Only take care about search engines experience and not that of your users
  7. 7. 7 Reverse Pyramid Recommended methodology to organize your content Goal : deliver information as soon as possible. ● Lead : aswer to 5w + How (who/what/when/where/why) ● Start with general arguments ● More details the more we scroll down LEAD DEVELOPMENT DETAILS 80% of Internet users read the lead and the 1st paragraph
  8. 8. Subtitles <h2>, <h3> : ● Short & Catchy ● Contains secondary keywords ● Content overview of the following paragraph ● Allow readers to scan the article 8 Best Practices Checklist Title <h1> : ● Contains the main keyword ● Short ● Explicit
  9. 9. 9 Best Practices Checklist Text blocs / paragraph <p> : ● 4 or 5 lines ● Primary & Secondary Keywords ● 1 paragraph = 1 idea ● Order or unorder lists ● Bold words : what is important to know + keyword Lead : ● [150 ; 250] caracters ● Main Keyword + secondaires. ● 5W : Who, What, When, Where, Why + How Pictures : “alt” attribut has to contain a true description of what it shows, including associated keywords.
  10. 10. 10 Post Title <h1> Lead <p> Title 2 <h2> Order list + Paragraph <ol> + <p> Picture <img /> Title3 <h3>
  11. 11. Title Tag <title> : 65 to 70 characters - Place of Top Keyword. As soon as possible - Find a compromise with click calling 11 Meta <meta name=”description”> : 160 characters - Have to call to click - Don’t work for ranking Rewrited URL - No accents - No Maj - No space. Use “-” - No stopword - No suffix - With Keyword Rewrited URL or Breadcrumb SERP overview
  12. 12. 12 Title 3 Paragraph Title Tag Title 2 Title 1 Description
  13. 13. Keywords SEO content writing concept | Tools | Example “Croissant”
  14. 14. 14 Concept SEO content writing means to answer to a need expressed by a query : ● To know which terms are used, for what volume, to use them and then give the best answer and the most valuable information. ● To know synonyms to answer to that request with varied words: first to make sure you cover the whole problem, and second to increase the quality of your content ● To know co-occurences to identify whats terms are usually associated.
  15. 15. 15 Tools SEMrush : essential tool for keywords search. It gives the request volume by geographic area for each keyword, but also : ● associated terms ● variants Alyze.info : tool that lets you check the keyword density, that’s balanced by it’s position in specific tags (title, paragraph, link, etc.).
  16. 16. 16 Concordance Volume Concordance Volume croissant recipe 14800 croissant donut 1600 croissant calories 4400 chocolate croissant recipe 1600 chocolate croissant 3600 croissant french toast 1600 how to make croissants 2900 homemade croissants 1300 calories in a croissant 1900 calories in croissant 1300 croissant bread pudding 1900 almond croissant 1300 croissant sandwich 1900 croissant time 1000 ham and cheese croissant 1900 croissant dough 1000 Occurence % associated croissant origin 30.00 where are croissants from 30.00 recipes for croissant dough 30.00 croissant dough recipe 25.00 best croissant recipe 25.00 how to make croissant 25.00 making croissants 25.00 what is a croissant 25.00 how to make croissants recipe 25.00 Example : let’s say you want to write a post about “Croissant”.
  17. 17. 17 Example “Croissant” We notice 3 mains requests “Recipe” available in 3 categories : ● Generic & Quality ● Sweet ● Savoury Trail of format OR 3 post subject ideas The terms usually used with “croissant” are : ● Origin / Where ● How to / make ● Dough ● Recipe
  18. 18. 18 Croissant recipe : How to make your sweet or savoury croissant like a French Chief ! Make your homemade dough to give to your family & friends best salty & sweety croissant that they ever tasted. Back to fench and austrian origins of this famous pastry and more... Homemade croissant dough, the recipe With butter for the greedy | Without butter for less calories Sweet croissant Croissant Basic | Chocolate | Donut | Almond | French Toast Savoury croissant Croissant au Sandwich | Ham & Cheese | Salmon Title 1 Lead Title 2 Title 2 Title 2 Titles 3 Titles 3 Titles 3 H1 H2 H2 H2 H3 H3 H3 Detaillevel Exemple : “Croissant” post format
  19. 19. Let’s ROCK 19 SEMrush

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