seo and writing for the web understanding search engine optimization and how it can make you a...

SEO and Writing for the Web

Understanding search engine optimization and how it can make you a better writer

Erin Hallstrom-EricksonSenior Digital Editor, Putman MediaASBPE Chicago Bootcamp | April 20, 2012

SEO - Search Engine Optimization Technical definition: Optimizing website

content and enhancing user experience in order to produce a high SERP position.

Non-technical definition: Using tricks to improve your site’s odds of ranking high on Google, Bing or Google.

Why SEO? The majority of computer-literate people

use search engines to research or learn about new topics, products, etc.

An optimized site will ensure your site will be high on the list

Most people stop their search after 2-3 pages in to a search.

A high search engine rank = higher likelihood of traffic to your site.

Which Search Engines?

Your biggest competitor is Google. Yahoo and Bing are similarly popular Social sites like Facebook, Twitter, and

Pinterest are almost as popular for content searches

Google Panda

Algorithm change rolled out February 2011 that penalized low quality sites

Reportedly affected the rankings of almost 12 percent of all search results

Impacts an entire site's ranking or specific section rather than just the individual pages on a site.

Focuses on the date of a web page. Possible adverse affect on sites with a lot of

"evergreen content"

SEO is similar to shopping at a large bookstore with thousands of books to choose from.

Considerations for selecting your perfect book most likely will include keywords used and topical expertise.

Understanding SEO

Understanding SEO - Keywords Why are keywords important? Search

Engine Queries The most optimized site containing the

keywords being searched will rank highest on the search engine results page (SERP).

The highest ranking site = most often clicked through by search engine users.

Understanding SEO – Keywords For example: New Food Products

Understanding SEO – Keywords How to optimize your site for keywords:

Within Analytics, examine keywords that lead people to your site Don’t have access to your site’s analytics? Ask to

receive a monthly report on the external/referral keywords and internal keywords

Group like words or phrases into topic hubs Search Google, Yahoo, and Bing to see how

you rank on your top 3-5 keywords/phrases

Understanding SEO – Keywords Why 3-5 keywords/phrases?

We can’t all be everything to everyone Hone in on what you’re known for to your

visitors Continue to write your content based on

what you know to be popular

I know my keywords… now what? Understand the people you’re writing

for What have your visitors responded well to

in the past? Determine site’s list of most popular posts. Look for patterns; specifically topics that

are shared by several of the posts. Going forward, for each post, determine

what insight you can offer about one of those subjects.

Example

Keywords and Headlines

Your headlines should speak volumes about your page content What problem does this solve? Who is affected? Why does this matter? How will it help?

Remember…

Not everyone that comes to your website knows what your site is or why your site exists.

Ensure visitors know what the content is about and who it is for

Implementing SEO – Keywords Keyword Strategies

Don’t leave out words in headlines or content that might seem redundant in your magazine Bad Example: New product development is the lifeblood

of the industry. Challenges confronting manufacturers include investment in R&D during these turbulent times and length of time required to develop healthier products.

Good Example: New product development is the lifeblood of the food industry. Challenges confronting food manufacturers include investment in research and development during these turbulent times and length of time required to develop healthier products.

Watch your abbreviations Spell out abbreviations on first reference Spell out other abbreviated terms

Assoc. > Association Food & Bev > Food and Beverage

Implementing SEO – Keywords Keyword Strategies

Use headlines and dek-heads that describe article’s content. Good Example:

(Hed) 11 Steps to a Great Food Industry Job (Dek) FoodProcessing.com’s Job Board offers expert

advice on resume blunders to avoid and can’t miss tips for finding the perfect job in the food industry.

Bad Example: (Hed) The Cookie Crumbled! (Dek) We took a crack at these culinary wonders.

Headline Writing

[NUMBER] of [SOMETHING] about [SOMETHING]: Five Grammatical Errors that Make You Look Dumb 10 Secrets to More Magnetic Copy 7 Ways to Improve Your Writing… Right Now 21 Ways to Create Compelling Content When You Don’t Have

a Clue What [SOMETHING] can teach you about [SOMETHING]:

The Eminem Guide to Becoming a Writing and Marketing Machine

The Mad Men Guide to Changing the World With Words Aristotle’s Ancient Guide to Compelling Copy Why Split-Testing is Like Sex in High School

From: http://www.copyblogger.com/content-creation-formula/

Rewrite Examples

Headline lacks information What about Starbucks? How does this impact the audience?

Headline rewrite: Starbucks Entering Consumer Goods Territory

Rewrite Examples

Headline lacks information What is Abbott Nutrition building in Ohio? Who does it affect?

Headline rewrite: Abbott Nutrition To Build Aseptic Packaging Plant in Ohio

Rewrite Examples

Suggested Revisions?

Print-to-Online Headlines Include print headline Love the colon: Use it to set off

headline with keyword-friendly intro

Other helpful sites and tools

Analytics (Omniture, Yahoo Analytics, Google Analytics)

To see another site’s keywords, right click > View Page Source

Search Engine Watch (http://searchenginewatch.com/) Search Engine Roundtable

(http://www.seroundtable.com/) The Official Google Blog (

http://googleblog.blogspot.com/) SEO Chat (http://www.seochat.com/) ProBlogger (http://www.problogger.net/) CopyBlogger (http://www.copyblogger.com/)

SEO and Writing for the Web

Questions?

Thank you!

ContactE:/ erin.alissa@gmail.comF:/ facebook.com/erinhallstromerickson T:/ twitter.com/ehal76