high rankings copyright 2005 writing for the search engines: editing strategies & opportunities...

High Rankings Copyright 2005

Writing for the Writing for the Search Engines:Search Engines:

Editing Strategies & Editing Strategies &

OpportunitiesOpportunities

Chicago

December 2006

Jill Whalen

High Rankings®


Remember…

• Keywords are KEY!

• No Guinea Pig SEO!


Choosing Keyword Phrases

• Homepage:• General

• Inner pages:• Specific


Keyword-rich Content is Crucial

• 1/3 of SEO

• Don’t forget:– Title tags, links,

crawler-friendly design, etc.


Looks ok on the surface


What Google Sees


Placing keyword phrases into Copy

• No text graphics

• Users first

• Descriptive

• Location, location, location.

• PHRASES not WORDS

• Plural, tenses, ings, etc.

• Bonus phrases


Search Engines Don’t Read Graphics

• Alts can help

• Watch out for WYSIWYG

• Flash not readable

• Comment tags NOT helpful

• PDFs are indexable


Turn Text Images into Real Text


What Google Sees


Watch Out for Graphic Headlines


More Graphic Headlines


Users Come First!

• Make sense to people.

• Not about “sprinkling keywords.”

• Be creative!


Make Sense

• Frequently Asked Questions

Keyword phrases that make sense

No keyword phrases

• Frequently Asked Questions about [what?]:

List keyword phrases


Think Like a Reporter

Who?

What?

Where?


Be Descriptive

• Don’t use:– Our team– Our service

• Do use:– Our “Search

Marketing Firm”– Our “Event Planning

Services”


Generic vs. Descriptive

Generic

If you’d like to contact us …fill out this brief form online…

Descriptive

If you’d like to contact us for help with your next meeting planning, fill out our special event planning request form.


…this small resort offers one of the finest views in St. Lucia.

…this small Caribbean resort hotel offers one of the finest views in St. Lucia.

Generic Descriptive



With the industry changing and print providers offering…

With the print on demand industry changing and print providers offering…

Generic Descriptive



Single Words Don’t Count!

Turn them into phrases.


Keywords vs. Keyword Phrases

Invest • Small Cap Investing• Real Estate

Investing• Online Investing• Invest in Stock

Keyword Keyword Phrase


Marketing

• Internet Marketing Strategy• Marketing Your Business• Opt-in Email Marketing• Marketing Program




Balloons

• Inflatable Advertising Balloons• Outdoor Advertising Balloons• Promotional Balloons• Promotional Helium Balloons




Location Becomes Part of Your Keyword Phrases

• Not “our office”– Oakbrook office– Schaumburg barber– Cosmetic dentist in Chicago

Heights.


Location

Fully Customized Packages

Discounts and coupons to more than 100 shops and attractions.

Fully Customized Chicago Travel PackagesDiscounts and coupons to more than 100 shops and attractions in the Chicagoland area.

Before After


Use Plurals, Past Tenses, -ings

• Don’t rely on “stemming.”

• Use all variations.

• Helps avoid repetition.


Using Plurals And Singular

• Take each art lesson when you have time.

• Personal critiques of your art lessons.


Words with multiple spellings

“fork lift” vs. “forklift”

“work place safety” vs. “workplace safety”

“colocation” vs. “co-location” vs. “collocation”

“web cam” vs. “webcam”

• Don’t use both forms on any one page.


Find places for “bonus” phrases

• Not as targeted– Are descriptive– Still relevant– Might be searched

upon


Adding Bonus Phrases

John and Sue’s Chicago Bed and Breakfast is a…. Whether it's a table at Chicago’s finest dining establishments or a ticket to one of the latest…

John and Sue’s Chicago Bed and Breakfast is a…. Whether it's a table at one of the finest Chicago restaurants or a ticket to one of the latest…


Epitome of no Copy


This Year’s Version

The Writing Matters

Good Web writing can help bring extremely targeted visitors, and then convert them into customers.

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