Beyond SEO: copywriting for professionals

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    16-Apr-2017

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  • Beyond SEO: Copywriting for professionals

  • Joost de Valk Marieke van de Rakt

  • Want our slides?

    yoa.st/wceu-slides

    https://yoa.st/wceu-slides

  • Today: SEO copywriting

  • Googles mission

    To organize the world's information and make it universally accessible and useful.

  • What is SEO?

    SEO aims to improve a websites position in the free (or organic) search results.

  • No scorched earth tactics

  • We prefer sustainable SEO

  • Focus on all aspects of website optimization.

    Be the best result.

  • Holistic SEO

  • Quality content

    Holistic SEO

    Technicalexcellence

    GoodUX & UI

    Flawless security

    Awesome PR & Social

  • Why does quality content matter for SEO?

  • What does Google do with text?

  • Why doesnt this work (anymore)?

  • Hummingbird

  • Quality content is also important, because:

  • 1. People understand your message

  • 2. Lower bounce rate

  • 3. More trust

  • 4. More attention on social media

  • So, how do you write quality content?

  • Research at Yoast

  • Read about in our

    Come grab it at our booth!

  • 1. Focus on the structure of your text

  • Clear paragraphs One idea per paragraph

    One core sentence

    Not too long

    Never randomly add whitespace within paragraphs!

  • Transition words

    Relation Examples of signal words

    Enumeration first of all, also, another, furthermore, finally

    Cause because, so, due to, for the reason that

    Comparison/contrast similarly, likewise, rather, while, in contrast

    Conclusion as a result, hence, consequently, therefore

    Fuzzy signals seems like, maybe, probably, almost

    Emphasis above all, most noteworthy, certainly, even more

  • 2. Use clear headings

  • 3. Make sure your text is easy to read

  • Short sentences, simple words No longer than 20 words per sentence

    Use simple words

    3 syllables

    Keep your audience in mind: developers understand pull request

  • 4. Make sure your text is nice to read

  • Passive voiceAvoid when possible!

    Passive voice Better alternative

    This product can be bought in our webshop.

    Customers can buy this product in our webshop.

    The employees are informed about their financial contribution.

    The manager informs his employees about their financial contribution.

    All our posts are checked by a colleague.

    A colleague checks all our posts.

  • Mix it up! Use synonyms and dont over-optimize!

    Mix sentence length

    Short and somewhat longer paragraphs

    Variation in word order

  • Yoast 3.3

    We added readability analysis to our plugin.

    (In our free plugin too!)

  • Yoast helps

  • Yoast highlights

  • Do you have questions?