Content Team MeetingJune 19, 2013

Writing SEO-optimized content that converts

Agenda1.Keyword & Linking Changes2.What is Anchor Text3.NEW! Related Links boxes4.Tips writing News Articles5.ACE Content Focus Task6.How to Pick Topics7.Page Titles and Meta Descriptions8.Lawyer Content – What Not to Say9.Use the Templates!10.Due Dates Matter11.Examples

Keyword & Linking Changes1. Two types of keywords for each piece:• “Focus keyword” describes the focus for the content• “Practice area keyword” (NEW)

2. The “focus keyword” is the topic of the content 3. The “practice area keyword” is the link that goes to

the PA page4. Your “focus keyword” must be present in:• Page title• Page headline• Meta description• Twice per article (small variations on same keyword)

Keyword & Linking Changes (cont’d)

5. Variations on the “focus keyword” may be used as long as focus keyword requirements are met.

6. Provide links about the “focus keyword” for the related links box. They don’t all need to be in the copy.

7. Your “practice area keyword” is the anchor text you use to link to the practice area for each piece. Don’t link your “focus keyword” to the practice area!

8. Can you link off-site? No more than once per item ONLY if the outbound link is an AUTHORITATIVE SITE.

NOTE: Keyword lists (meta keywords) are not required.

What is Anchor Text?Anchor text should always describe the page you are linking TO – not the page you are ON.

This FAQ page links to the DSS Practice area – which is an attorney website content management system.

Related Links BoxesEditors can now add “Related Links” to each piece of content!

Related Links Boxes (cont’d)

1. Writers: Provide 3-4 related links for each piece2. Use your “focus keyword” to find related links).3. Use the Google Search feature on the website to

find relevant content

4. Or, use Google Search operator “site:domain.com keyword phrase” to find content on a site.

5. Include the links in your content template.

News Writing Tips1. Only write news items in the clients’ geographic area

AND their practice area.2. Always tie the news piece back to the firm:• Look case results – have they done something

similar? Link to case results, write about it.• Look at testimonials – don’t use names, but link

to relevant testimonials.3. Expand news item based on the facts – talk about

serious injuries that happen when you aren’t wearing a seatbelt if news victim was hurt b/c they were not wearing a seatbelt.

ACE: Content Focus Task• Check the Content Focus task in ACE

• What’s in the content focus?• Keywords & topics from the SEO team• Client’s practice area & location focus• Details about the client’s “prefect client”• Recent notes from the SEO team or client

How to Pick TopicsThink outside the box…but not too far outside!

• Content needs to be interesting… but not weird. • Don’t push the limits or write inappropriate

content. “There's an episode of The Sopranos in which a member of Tony's crew, speeding to reach his

destination, crashes into the rear of a parked car on a quiet country road. The car's owner emerges from a nearby house, surveys the damage, and insists on swapping identifying information for insurance purposes. The mobster offers him $500 in cash if he can just get back on the road and get where he's going, but the owner of the damaged car insists. So, while they're walking back to his house, the car's owner gets a bullet in the back of the head, and the mobster backs up his crumpled car and resumes his trip. Don’t worry. This probably won’t happen to you.”

• Editors: SPEAK UP! Don’t let these things slide!

Page Titles and Meta Descriptions• Page Titles and Meta Descriptions are critical for

click through from the search results page.

• Good titles:• Virginia Car Accident Lawyer Reveals Insurance

Company’s Secrets • 10 Ways to Lose Your Virginia Car Accident Case

• Not-so-good titles:• Virginia Car Accident Lawyer Explains Your Rights (vague)• Types of Spinal Cord Injuries (no geo-location, bland)

Page Titles and Meta Descriptions

Take another look at headlines and page titles – “just the facts, m’am” vs. “whoa! Check this out!”

Lawyer Content – What NOT to Say• Each state bar has its own

regulations and you cannot say that an attorney is an expert, is the best, or that they specialize in anything.

• Editors: do NOT let these words slip into our content!

Use the Templates!• Content should be perfect when turned in. It

should be proofread, meet all FWM writing guidelines, and should be formatted to post to the site.• Follow the templates exactly.• Follow file naming formats.• Use bullet points and numbers throughout

content – not dashes or other characters.• Bold and italicize where necessary.• Don’t make your editor clean up your work!

Due Dates Matter• Due dates are not a suggestion.• Due dates are not optional.• Due dates are essential to our well-oiled machine.• When you miss a due date, it affects the editor,

your manager, the client, and Tom Foster.• If you have an issue, talk to your content managers

BEFORE you miss the due date.• If you do not meet due dates, your work will be

reassigned.

Content ExamplesNot so great content: http://www.kaufmanlaw.net/blog/fractures-from-an-atlanta-truck-wreck-can-be-life-threatening.cfmOne internal link, which goes to bio page. Better to go to another library, blog, news or faq or to a practice area. Spacing is goofy. Location doesn’t really make sense.Better content:http://www.kaufmanlaw.net/blog/your-georgia-job-may-be-costing-you-more-for-car-insurance.cfmHyperlink makes sense, this info is interesting and location specific. Bullets are great. Link in title is weird, not sure if this was an error or not. Still some spacing issues.Awesome content:http://www.hupy.com/library/what-you-need-to-know-to-avoid-being-an-iowa-teen-car-crash-statistic.cfmBulleted out, good info, linked out to a practice area and a library article.

Content Examples (cont’d)

http://www.kaufmanlaw.net/blog/atlanta-truck-accident-attorney---declining-health-of-truck-drivers.cfm•Page title: Atlanta Truck Accident Attorney | Declining Health of Truck Drivers•Look at how this shows up in the search results – why would an accident victim want to click on this link? If I was a truck driver, maybe – not the firm’s perfect client!

•Spin the content so it speaks to a truck accident victim, not to a trucker:• “3 Reasons Truck Accidents Are Caused by Health Problems”• “Did the Atlanta truck driver who hit you have health problems?”

Further Reading• Updated FWM Writers’ and Editors’ Manual• Updated Templates• SEOMoz Beginner’s guide to SEO: http://moz.com/beginners-

guide-to-seo• Google SEO Starter Guide:

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

• Want to know how many people are searching for a particular question, word or phrase? http://freekeywords.wordtracker.com/keyword-questions

Questions?