Writing For SEO

Writing Content For Google People

How Does Google Work?

What Determines Which Sites Rank?

• Spiders – Crawl the digital landscape indexing pages according to their content and coding structure

• Links – Currency of the internet, much like real life reputations. Links attribute credit / authority. (Social Mentions are gaining more and more authority because they are Authentic.)

• Engagement? –Google may not be integrating this yet, but they will.

Google is a lot like a ….

BUT, Google’s Come A Long Way

• Someone said at a recent SEO Convention, “Raise your hand if you have a PHD…”

• Don’t think you are going to outsmart Google

What’s Google Trying To Do?

Google’s Mission: Organize the world’s information and make it universally accessible and useful.

AKA – Provide their users with the best content available based on their search queries.

So How Do We Rank?....

Provide The Best Content For Your Users

What Is Considered Quality Content?

• Captivating (Titles!)• Unique (and not easily duplicated)• Beautiful• Easy To Read• Engaging• Invokes Emotion• Entertaining• Provides Expertise

DYK? Out of every 10 people that read your headline, only 2 will read

the article…

Remember, compelling copy has one purpose:

-to get the next sentence read. And then the sentence after that, and so on, all the way down to your call to action.

Keep the content Natural

-Optimize photos

-Use Keyword Variations

-Talk to the audience, engage them.

Leverage Content After Creation

Engage Conversation

Provide Answers

Entertain

• Stuff keywords, keyword, this is a keyword, word key, key is the word.

• Have over 3 links on a page.• Over-optimization (everything should flow

naturally)• Forget to write to your audience!!! –Content

should be conversational.

At The End Of The Day…

(The Users) Are you providing the info they need and are searching for?

Resources

Writing:• CopyBlogger!!! www.copyblogger.com• HubSpot http://blog.hubspot.com/

Content Optimization:• SEOmoz www.moz.com• Blind Five Year Old

http://www.blindfiveyearold.com/• Search Engine Land http://searchengineland.com/