43
4 Secrets to SEO Copywriting Done Right Strategies for creating SEO content that even Google’s robots will love. Today’s Host: Senior Search Marketing Expert @webmarketing123

Webmarketing123 webinar 4 secrets to brilliant seo copywriting 4.18.12

Embed Size (px)

Citation preview

Page 1: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

4 Secrets to SEO Copywriting Done Right Strategies for creating SEO content that even Google’s robots will love.

Today’s Host:

Senior Search Marketing Expert

@webmarketing123

Page 2: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

Founded in 2004

100+ Clients

Custom KPI-based Scorecards

Proprietary Attribution Tool

@webmarketing123

Page 3: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

Some Practical Matters

Page 4: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

  Are the slides available? Yes! Just email [email protected]

Some Practical Matters

@webmarketing123

Page 5: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123 @webmarketing123

  Are the slides available? Yes! Just email [email protected]   Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123

Some Practical Matters

Page 6: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

  Are the slides available? Yes! Just email [email protected]   Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123

  Want to learn more?

Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card!

visit bit.ly/wm123seo

Some Practical Matters

Page 7: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat!

2 How should you approach keyword research? Your content should appeal to people first and then Google will follow

3 Develop cornerstone content Follow 5 key steps

4 Become a trusted source Create a quality story to keep people (and Google) coming back for more

Webinar Agenda

Page 8: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat!

2 How should you approach keyword research? Your content should appeal to people first and then Google will follow

3 Develop cornerstone content Follow 5 key steps

4 Become a trusted source Create a quality story to keep people (and Google) coming back for more

Webinar Agenda

Page 9: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1: Crawling

•  Spiders crawl your site on:

o  Daily o  Weekly or o  Monthly basis

•  Focus on keyword:

o  Consistency o  Variation

•  Recognize “ties” between:

o  Links o  Content o  Keywords

Page 10: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1: Indexing

•  Spiders index, too: o  Store the content in a large database to reference later.

o  Gauge how relevant the content is to terms that searchers are browsing on.

Page 11: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1: Ranking •  Then, Google delivers your position.

How can you improve your ranking?...

Page 12: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat!

2 How should you approach keyword research? Your content should appeal to people first and then Google will follow

3 Develop cornerstone content Follow 5 key steps

4 Become a trusted source Create a quality story to keep people (and Google) coming back for more

Webinar Agenda

Page 13: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Google’s Insight Finder:

ThinkWithGoogle.com

Page 14: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Real-Time Insights Finder:

ThinkWithGoogle.com

Insights for Search

Page 15: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

Google Insights, www.google.com/insights/search 1: Insight tool

Page 16: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

Google Trends, www.google.com/trends/search 1: Trend tool

Page 17: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Real-Time Insights Finder:

ThinkWithGoogle.com

Keyword Tool

Page 18: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

Like putting good food out for your guests, appeal to your audience and then the Google “ants” will come

2: Adwords Keyword Tool

Page 19: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Real-Time Insights Finder:

ThinkWithGoogle.com

Trending on YouTube

Page 20: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Real-Time Insights Finder:

ThinkWithGoogle.com

Blog Search & Cross-Platform

Page 21: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Determine relevancy Choose a combination of short and long tail keywords carefully

Page 22: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

• Choose keywords that are highly relevant to your end goals

• Experiment with headline copy variations

•  Headline first

•  Visual next

•  Caption below photo

•  Main copy

•  Contact information

2: Determine relevancy

Page 23: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Determine relevancy Conduct headline copy testing for best results

Audience Interaction: Which headline is best? 1.  Send Files to your Friends

2.  The Easiest, Fastest Way to Send Large Files

Page 24: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Determine relevancy Conduct headline copy testing for best results

Audience Interaction: Which headline is best? 1. Send Files to your Friends

2. The Easiest, Fastest Way to Send Large Files

Why? 1. Be descriptive with keywords

2. Highlight the call to action

3. Leave it general – to extend farther than just to your friends

Page 25: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Determine relevancy Conduct headline copy testing for best results

Audience Interaction: Which headline is best? 1. Google+ much better than Facebook

2. Is Google+ proving a better user experience than Facebook?

Page 26: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

2: Determine relevancy Conduct headline copy testing for best results

Audience Interaction: Which headline is best? 1. Google+ much better than Facebook

2. Is Google+ proving a better user experience than Facebook?

Why? 1.  Question-structured headlines are enveloping

2.  Be descriptive (add your main topic into the headline ex: user experience)

3.  Provide user incentive to read further

Page 27: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  AB Testing

•  Determines what will convert at the highest rate

•  Predicts with 95% confidence that winner will increase conversion rate

2: Determine relevancy Consider your call to action types

Page 28: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Satisfies the needs of your visitor – speak the language of the audience

2: Develop foundational content Choose keyword phrases that provide support for your business

Page 29: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Satisfies the needs of your visitor – speak the language of the audience

•  Serves as the first step in your sales cycle – strengthen calls to action

2: Develop foundational content Choose keyword phrases that provide support for your business

Page 30: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Satisfies the needs of your visitor – speak the language of the audience

•  Serves as the first step in your sales cycle – strengthen calls to action

•  Prompts others to socially share it or link to it – build presence in social

2: Develop foundational content Choose keyword phrases that provide support for your business

Page 31: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat!

2 How should you approach keyword research? Your content should appeal to people first and then Google will follow

3 Develop cornerstone content Follow 5 key steps

4 Become a trusted source Create a quality story to keep people (and Google) coming back for more

Webinar Agenda

Page 32: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Keywords

•  Title tags and Headline

•  Content

•  Content landing page

•  Related content

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 33: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Keywords

•  What is the relevant question that searchers are asking for your content

to answer and solve?

•  Allow search engines to appropriately retain and index your keyword

combinations with unique copy in content silos

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 34: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Title tags and Headline •  Wrap your business solution into a compelling:

•  Structure

•  Keyword-enhanced call-to-action

•  Statement or Question

answers the searcher’s exact question

•  Descriptive initiative

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 35: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Content

•  Proofread

•  Grammar

•  Tone of voice / natural writing style

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 36: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Content landing page

•  Retention

•  Bookmarking & Sharing

•  Links

•  Optimization

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 37: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Related content

•  Support your content with other relevant sources

ex: Bibliography support •  Blog

3: Develop cornerstone content 5 key steps will take you to higher rankings

Page 38: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

1 How does the Google algorithm rank? Crawl, Index, Rank. Repeat!

2 How should you approach keyword research? Your content should appeal to people first and then Google will follow

3 Develop cornerstone content Follow 5 key steps

4 Become a trusted source Create a quality story to keep people (and Google) coming back for more

Webinar Agenda

Page 39: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Attract natural links

•  Internal linking

•  Inbound linking

4: Become a trusted source Employ key SEO content elements into a consistent, quality story

Page 40: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Attract social sharing links

4: Become a trusted source Employ key SEO content elements into a consistent, quality story

Page 41: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

•  Understand how Google’s ranking algorithm works

•  Do keyword research to choose the right keywords for your website, product line, and overall theme

•  Develop cornerstone content for your business foundation

•  Become a trusted source and reference by employing key SEO content elements into to a consistent, comprehensive, quality story

Key Takeaways

Page 42: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

• Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card! • Email [email protected] • Or visit bit.ly/wm123seo

Page 43: Webmarketing123 webinar  4 secrets to brilliant seo copywriting 4.18.12

@webmarketing123

-  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertising, Social Media Marketing.

Or visit bit.ly/wm123seo

What can you expect from speaking with one of our analysts?

Next week: Is the Thrill Gone? Know When to Break Up with Your SEO Company

facebook.com/webmarketing123