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In this presentation, originally created for MarketingProfs in 2013 by Jessica Lee of bizbuzzcontent, you'll learn what it takes to optimize the content experience for both search engines and their users.
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Writing for Users and Search Engines
Jessica LeeFounder + Chief Content CreativebizbuzzcontentMarch 2013
Agenda Why you should optimize and what matters. The user engagement funnel and being visible at
every point. Quality guidelines for content from search
engines and for users. The nuts and bolts of Web page optimization.
WHYCONTENT?
WHY CONTENT?
WHYOPTIMIZE?
WHY OPTIMIZE?
WHY OPTIMIZE?
WHY OPTIMIZE?
http://bit.ly/OptifyStudyFor more on the search rankings study, go to:
WHY OPTIMIZE?
WHATHUMANS SEEVS.WHATBOTS SEE
SO WHO AND WHATMATTERS?
WHAT MATTERS?
I Matter I Matter, Too
CONTENTMATTERS
CONTENT MATTERS
CONTENT MATTERS The Panda algorithm updated 25 times since
inception in 2011 (as of March 2013)
You can follow its history at SEOmoz here:http://bit.ly/AlgoChange
See a list of Panda iterations and their impact at Search Engine Land here: http://bit.ly/PandaSEL
CONTENT MATTERS Human “quality raters” at Google are a feedback
loop into the impact of algorithm updates and quality of content on the Web:
http://bit.ly/HumanRater
Google has since released a public version: http://bit.ly/PublicVersion
CONTENT MATTERS1. Define a purpose for your site and each
individual page and deliver on it.
2. Create authoritative, original, expert content.
3. Focus on the user.
GREAT WEB CONTENT OFFERS AN AWESOMEUSER EXPERIENCE THROUGHQUALITY +RELEVANCY
QUALITYFIRST
Crap Content
QUALITY CONTENT
… is user focused.
QUALITY CONTENT
… is original and unique in some way.
QUALITY CONTENT
… delivers on and fulfills its purpose.
ACHIEVINGRELEVANCY
ACHIEVING RELEVANCY
Research
•Keywords/topics related to research
Buy
• Keywords/topics related to buying/conversion
ACHIEVING RELEVANCY
I’D LIKE TO LEARN MORE ABOUT “SLOTHS”…
I’D LIKE TO “VOLUNTEER FOR A SLOTH SANCTUARY”…
PUTTING IT ALL TOGETHER
WEB CONTENT STRATEGY Context Competition Intent Audience Brand
WEB CONTENT: COMPETITION Do a search, see what’s out there, find what’s
missing – this is your opportunity.
WEB CONTENT: INTENT Apply what you do know about your target
audience to interpret what they might be looking for in this stage of their search.
WEB CONTENT: AUDIENCE
Target Audien
ce
What’s important to them?
What’s the demograp
hic?Why do they use
your products/services?
WEB CONTENT: BRAND
Your Brand
How you want to be perceived.
What your audience believes
about your brand today.
How you’re different than
the competition.
NOW YOU’RE READY TOSTART WRITING
CONTENT DEVELOPMENT Voice Length Imagery Formatting
VOICE
LENGTH Pretend everyone has an attention deficit
disorder.
Deliver on the purpose of the page through content.
Say as much as you need to say to be useful.
IMAGERY
FORMATTING
Boring Engaging
HOW DO I KNOW IF MY USER LOVES ME?
CHECKING REPORTSGoogle Analytics > Content > Overview and Multi-Channel Funnels > Overview
OPTIMIZING YOUR WEB CONTENT
META DATA
META DATAControlled Meta Data
Auto Generated Snippet
META DATA Title: 55 characters including spaces.
Description: 156 characters including spaces.
META DATA Include keywords for the page, with most
important towards the front of the Title tag.
Don’t “stuff” your tags with keywords, make it natural and relevant to the page.
You will enjoy more click-throughs when your result in the search engine matches a user’s search
META DATA You will enjoy more click-throughs when your
result in the search engine contains the keywords that match a user’s search.
BODY CONTENT Keyword density Keyword distribution First 200 words on a page Header and subheads:
<h1>Main Header/Title of the Page with Keywords</h1>
<h2>Subhead or Subsection Title of the Page< with Keywords</h2>
BODY CONTENT: TIPS! Include related terms
Deal with tricky keyword phrases by using punctuation or stop words.
Example keyword phrase: “sloths volunteer costa rica”
In a sentence: If you love sloths, volunteer in Costa Rica.
TO RECAP Content is the fabric of the Web. It’s every
business’s responsibility to elevate the quality of what they put out there.
Optimizing your content helps it be found by the search engines; writing quality, useful content helps it to be appreciated by your audience.
Treat every page as a blank canvas, and put a lot of thought, planning and creativity into it. Your Web pages serve as your branding, marketing and sales team in one.
About Your PresenterThank you for joining me!
Connect with me on Twitter @BzzContent. Website: www.bizbuzzcontent.com
That’s my biz.
That’s me.
Stay in touch!
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