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Are you frustrated that your site isn’t driving more traffic? Do you feel overwhelmed by Google’s latest changes and wonder what you should do? Find out: How to use SEMRush’s site audit tool to uncover opportunities What Google (and your site visitors) are looking for - and how you can give them what they want Why making the right site changes can have such a big impact
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4 Basic SEO Changes. BIG Impact.
October 1, 2014
Heather Lloyd-Martin
www.seocopywriting.com
heather@seocopywriting.com
@heatherlloyd
A LITTLE ABOUT ME
• Started SEO copy career in the late 90’s
• Established first SEO copywriting agency
• Created the SEO Copywriting Certification training for in-house and freelance writers.
Heather Lloyd-MartinCEOSuccessWorks
@heatherlloydSEOCopywriting.comheather@seocopywriting.com
WHY THIS WEBINAR?
Many site owners don’t know that simple, “SEO 101” changes can translate into huge results.
WHAT DO I MEAN BY “BASIC CHANGES?”
Titles
Meta descriptions
H1 tags
Word count
YES, THESE CHANGES DO MAKE A DIFFERENCE
2014 SEARCH METRICS RANKINGS FACTORS REPORT
WHAT WE’LL DISCUSS TODAY
How to use SEMRush’s site audit to diagnose your site, locate problem pages and fix them!
FIRST, LET’S VISIT THE GEEK SIDE
“TITLES” AND “META DESCRIPTIONS” SOUND GEEKY. BUT LEARNING HOW TO MASTER THEM WILL DRIVE NEW TRAFFIC.
Yes, “Titles” and “descriptions” are technical sounding - but the how-to is easy to understand.
But first, let’s back up and talk about conversion…
YOUR TITLES AND DESCRIPTIONS HELP GET THE CLICK!
Title
Meta description
WHY THE TITLE IS SO IMPORTANT
Titles tell Google what the page is about and are extremely important. All pages should have an unique Title.
Well-written Titles paired with strong content helps pages position well.
“Clickable,” compelling Titles tempt your prospects to click on your link over others on the SERP.
OUTSIDE OF THE SERP, THE TITLE APPEARS
...and in your back-end code
<title>Portland Boot Camp - Fun, Guaranteed Weight Loss Since 2006, Portland, OR</title>
In your browser window…
SITE AUDIT
NEED TO MAKE TITLE CHANGES? HERE’S HOW:
Google will cut off Titles that are more than 59 characters. Write them tight and delete unnecessary words.
Use your main keyphrase early in the Title.
Can you include another keyphrase in the Title? Go for it!
Can you weave in a benefit statement?
Write to get the click. Ask yourself – would I click on this listing?
WHY A META DESCRIPTION IS IMPORTANT
The meta description is meant to be a marketing statement/abstract.
It’s designed to draw you in and tempt you to click on the link.
WHERE THE META DESCRIPTION “LIVES”
Meta description
YOU’LL ALSO FIND THE META DESCRIPTION
In your back-end code:
<meta name="description" content="Fun Proven Portland Boot Camp for Women. Lose weight fast. 100% Guaranteed Since 2006. Click or call now: (503) 946-8709"/>
SITE AUDIT
HOW TO FIND THE DATA
GENERAL DESCRIPTION TIPS
Not sure what to use as the description? See if you can edit a couple sentences of page copy that describe what the page is about.
You have up to 156 characters (including spaces)
Include keyphrases and a call to action.
Like the Title, every page must have an unique description.
WHAT’S A H1?
It’s code that indicates the first, largest and most important heading on the page.
It’s powerful for Google AND your readers.
WHERE YOU’LL FIND THE H1
In your back-end code
<h1 style="text-align: left;">Meet The Portland<br />Boot Camp Crew of Certified Trainers</h1>
CONTENT AUDIT
CONTENT AUDIT
OOPS! NO HEADLINE!
CREATE A CATCHY HEADLINE!
Think of your readers. What can you write that will draw them in and make them want to learn more? What can you write that describes the page.
Include benefit statements whenever possible.
Include your main page keyphrases in your H1
Consider writing multiple H1s and choosing the best one.
WHY DOES WORD COUNT MAKE A DIFFERENCE?
There is no magical word count for Google (or your readers.) BUT…
Longer copy helps to answer your reader’s questions and allows you to naturally use keyphrases.
Super-short copy may not position as well as you’d like.
CONTENT AUDIT
DOES THIS COPY MAKE YOU WANT TO BUY NOW?
WHY DOES WORD COUNT MAKE A DIFFERENCE?
Learn what you can about SEO writing and how to naturally include keyphrases in your copy.
Ask yourself: How can I answer my readers’ questions?
Don’t be afraid to write longer content.
Writing sales pages? Think WIIFM.
NEED TO MAKE CHANGES? DON’T PANIC!
Focus on your top 20% pages first. Then gradually tweak the rest of them.
Develop a schedule so you get everything done in a timely matter.
Confused? Ask for help. A consultant can teach you or do it for you.
QUESTIONS?
LET’S CHAT!
Heather Lloyd-Martin
www.seocopywriting.com
heather@seocopywriting.com
@heatherlloyd
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