Beyond SEO: Copywriting for professionals
Joost de Valk Marieke van de Rakt
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Today: SEO copywriting
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.
GoodUX & UI
Awesome PR & Social
Why does quality content matter for SEO?
What does Google do with text?
Why doesnt this work (anymore)?
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!
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
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
We added readability analysis to our plugin.
(In our free plugin too!)
Do you have questions?