Your Living Website

What’s Heek? Read our manifesto

Website Content WritingThis presentation talks about how to write and create content from a search engine optimization standpoint.

3

Goals

● Identify which Keywords to use

● Learn Best Practices

● Know how to optimize your ranking on search engines

OutcomeCreate a relevent content. The content that gives the best answer to the person who’s searching for information

4

Definitions

● SEO : Search engine optimization

● SERPs : Search Engines (SE) Results Pages

● Source code : Web page HTML code

● Tag : HTML content element tag. Each kind of content usually corresponds to one tag.

ContentBiggest Mistakes | Reverse Pyramid | Best Practices | Structure | Source Code

Marketing - Traffic Management - 06/2016 6

Biggest Mistakes

● Choose a title level for its style

● Never insert section titles

● Write massive text blocs without lin break

● Too long sentences, not enough directly

● Neither insert pictures nor renamed them

● Only take care about search engines experience and not that of your users

7

Reverse Pyramid

Recommended methodology to organize your content

Goal : deliver information as soon as possible.

● Lead : aswer to 5w + How(who/what/when/where/why)

● Start with general arguments

● More details the more we scroll down

LEAD

DEVELOPMENT

DETAILS

80% of Internet users read the lead and the 1st paragraph

Subtitles <h2>, <h3> :

● Short & Catchy

● Contains secondary keywords

● Content overview of the following paragraph

● Allow readers to scan the article

8

Best Practices Checklist

Title <h1> :

● Contains the main keyword

● Short

● Explicit

9

Best Practices Checklist

Text blocs / paragraph <p> :

● 4 or 5 lines

● Primary & Secondary Keywords

● 1 paragraph = 1 idea

● Order or unorder lists

● Bold words : what is important to know + keyword

Lead :

● [150 ; 250] caracters

● Main Keyword + secondaires.

● 5W : Who, What, When, Where, Why + How

Pictures : “alt” attribut has to contain a true description of what it shows, including associated keywords.

10

Post Title <h1>

Lead<p>

Title 2<h2>

Order list + Paragraph<ol> + <p>

Picture<img />

Title3 <h3>

Title Tag <title> : 65 to 70 characters- Place of Top Keyword. As soon as possible- Find a compromise with click calling

11

Meta <meta name=”description”> : 160 characters- Have to call to click- Don’t work for ranking

Rewrited URL- No accents- No Maj- No space. Use “-”- No stopword- No suffix- With Keyword

Rewrited URL or Breadcrumb

SERP overview

12

Title 3 Paragraph

Title Tag

Title 2

Title 1

Description

KeywordsSEO content writing concept | Tools | Example “Croissant”

14

Concept

SEO content writing means to answer to a need expressed by a query :

● To know which terms are used, for what volume, to use them and then give the best answer and the most valuable information.

● To know synonyms to answer to that request with varied words: first to make sure you cover the whole problem, and second to increase the quality of your content

● To know co-occurences to identify whats terms are usually associated.

15

Tools

SEMrush : essential tool for keywords search. It gives the request volume by geographic area for each keyword, but also :

● associated terms● variants

Alyze.info : tool that lets you check the keyword density, that’s balanced by it’s position in specific tags (title, paragraph, link, etc.).

16

Concordance Volume Concordance Volume

croissant recipe 14800 croissant donut 1600

croissant calories 4400 chocolate croissant recipe 1600

chocolate croissant 3600 croissant french toast 1600

how to make croissants 2900 homemade croissants 1300

calories in a croissant 1900 calories in croissant 1300

croissant bread pudding 1900 almond croissant 1300

croissant sandwich 1900 croissant time 1000

ham and cheese croissant 1900 croissant dough 1000

Occurence % associated

croissant origin 30.00

where are croissants from 30.00

recipes for croissant dough 30.00

croissant dough recipe 25.00

best croissant recipe 25.00

how to make croissant 25.00

making croissants 25.00

what is a croissant 25.00

how to make croissants recipe 25.00

Example : let’s say you want to write a post about “Croissant”.

17

Example “Croissant”

We notice 3 mains requests“Recipe” available in 3 categories :

● Generic & Quality● Sweet● Savoury

Trail of format OR 3 post subject ideas

The terms usually used with “croissant” are :

● Origin / Where● How to / make● Dough● Recipe

18

Croissant recipe : How to make your sweet or savoury croissant like a French Chief !

Make your homemade dough to give to your family & friends best salty & sweety croissant that they ever tasted. Back to fench and austrian origins of this famous pastry and more...

Homemade croissant dough, the recipe

With butter for the greedy | Without butter for less calories

Sweet croissant

Croissant Basic | Chocolate | Donut | Almond | French Toast

Savoury croissant

Croissant au Sandwich | Ham & Cheese | Salmon

Title 1

Lead

Title 2

Title 2

Title 2

Titles 3

Titles 3

Titles 3

H1

H2

H2

H2

H3

H3

H3

Detail level

Exemple : “Croissant” post format

Let’s ROCK

19

SEMrush