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Content wisdom as told by The Princess Bride
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© Copyright 2010 Stoney deGeyter
© Copyright 2010 Stoney deGeyter
Good content is SEO’d content.
Text
SEO
Sales
© Copyright 2010 Stoney deGeyter
No content, no sales.
Keyword Content
Think Keywords
Hear Keywords
Search Keywords
© Copyright 2010 Stoney deGeyter
“Perfect” content still has to change.
Layout
Content
Headlines
Keywords
© Copyright 2010 Stoney deGeyter
No Hidden
Text
Publish Negative Reviews
No Hype Be Genuin
e
Trusted Content
© Copyright 2010 Stoney deGeyter
SEO
Keyword Selection
Keyword Guidance
Copywriter
Keyword Integration
Keyword Usage
Good content cannot be rushed.
© Copyright 2010 Stoney deGeyter
Start with keyword research.
Target Audience
Areas of Interest
Needs to be Met
Business
Students
Hobbyists
Education
Information
Ideas
Strategy
Direction
Community
© Copyright 2010 Stoney deGeyter
Keywords don’t always mean
what we think.
“cordless
telephone”
headset?
cordless “teleph
one headset
”
© Copyright 2010 Stoney deGeyter
Know your visitors.
Researchers
Shoppers
Buyers
© Copyright 2010 Stoney deGeyter
Use similar qualifiers together.
Exotic Widgets
Classic Widgets
Vintage Widgets
Quality Widgets
RedWidgets
Discount Widgets
© Copyright 2010 Stoney deGeyter
Ignore “old-school” nonsense.
• 7 percent?
Keyword Density
• 6.4 times?
Keyword count• 3rd, 12th
Words?
Keyword Positioning
© Copyright 2010 Stoney deGeyter
“Chosen” keywords aren’t always the right keywords.
Competitor Uses Doesn’t “fit” Single-word
© Copyright 2010 Stoney deGeyter
Write content no one else has.
Niche areas
Highly targeted keywords
Easy to rank
phrases
Info queries
© Copyright 2010 Stoney deGeyter
Write for your audience first.
Maintain reader value
Keywords not obvious
Persuasive content
© Copyright 2010 Stoney deGeyter
Don’t destroy the conversion process.
Interest
Conver-sions
Engag-ement
© Copyright 2010 Stoney deGeyter
1
•There is no magic amount of text
2
•Keep it as brief as possible
3
•Use no more than needed to convert
Be concise.
© Copyright 2010 Stoney deGeyter
Write for skimmers and scanners.
ResearchersParagraph Headings
Keyword Rich Links
Bullet Points
Bolded Text
© Copyright 2010 Stoney deGeyter
Use words that encourage action.
Action Words
Calls to Action
Textual Links
© Copyright 2010 Stoney deGeyter
Good content never dies.
Keep content up to date
Redirect deleted pages
Repurpose old content for new mediums
Link to and from historical pages
© Copyright 2010 Stoney deGeyter
© Copyright 2010 Stoney deGeyter