seo copywriting
TRANSCRIPT
SEO CopywritingSEO CopywritingA basic guide to writing search A basic guide to writing search engine friendly website copyengine friendly website copy
©2008, SwellPath Interactive
What is SEO?What is SEO?
Search Engine Optimization (SEO)– The practice of optimizing a
website by improving internal and external elements to increase traffic the website receives from search engines.
©2008, SwellPath Interactive
KeywordsKeywords
Search engines rely on the terms (keywords) queried by users to determine which results to put through their algorithms, order and return to the user.
It is important to use keywords throughout your site copy where it makes sense. Overuse or keyword stuffing can have a negative affect on SEO.
©2008, SwellPath Interactive
Keyword ResearchKeyword Research
• Brainstorm– Think what potential visitors would search for in
an attempt to reach the information on your site.
SEO? Search Marketing? SEO
Services?
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Keyword ResearchKeyword Research
• Keyword Tools– Utilize free keyword tools to help estimate
potential traffic.
– Google AdWords Traffic Estimator– Keyword Discovery– WordTracker– Spacky
©2008, SwellPath Interactive
Keyword ResearchKeyword Research
• Competitive Analysis– Review competitor websites to determine what
keywords they are targeting.
– Check competitor’s website Meta Keywords:
<META NAME="KEYWORDS" CONTENT="seo, seo services, seo web design, search engine optimization services, search engine marketing, SEO Design Solutions, search engine, seo optimization, website optimization services">
©2008, SwellPath Interactive
Keyword ResearchKeyword Research
• Keyword Selection– Choose least competitive keywords and ones
most likely to result in more traffic.– Look at the organic and paid search engine
results to determine competitiveness.• Are many users buying this keyword?• Are your competitors ranking organically?
©2008, SwellPath Interactive
Keyword TargetingKeyword Targeting
• Target top-level pages
– Targeted keywords should be aligned with top-level pages.
– For example, “seo” should target the Search Engine Optimization page while “online marketing” should target the Home page.
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Keyword TargetingKeyword Targeting
• Selective targeting– Target no more than 2 pages per keyword.
Search engines only allow 2 listings for a domain.
– Avoid targeting a page with 2 competitive keywords. Instead target 2 unique pages – one for each keyword to increase chances of ranking.
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Optimized Body CopyOptimized Body Copy
• Use targeted keywords throughout the copy– Keep the keywords up higher in the copy as
search engines don’t always crawl all the content
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Optimized Body CopyOptimized Body Copy
• Use synonyms– Synonyms helps copy show more relevancy to
the search engines.
– For example a page about “seo” should include the keywords “search engine optimization” and “search marketing”.
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Optimized Body CopyOptimized Body Copy
• Use emphasized text– Emphasizised text, more specifically
keywords, helps organic rankings.
– Italicize, bold and underline keywords where appropriate.
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Optimized Body CopyOptimized Body Copy
• Keyword Density– Ensure site pages have at least 250 words of
copy and aim for approximately 3-5% of targeted keywords in the text.
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HeadersHeadersText in headers is weighted more heavily than other
text on the page.
• Use headers and incorporate targeted keywords– <h1> Search Engine Optimization Services</h1>
• Use sub-headers where appropriate– <h2> SwellPath Interactive provides SEO services
customized to fit your business needs</h2>
©2008, SwellPath Interactive
Internal LinkingInternal Linking
Creating internal links within the page and body copy is an essential part of SEO.
• Ensure the body copy link has the keyword in the link text – Ex: Get more information about SEO Services
• Don't use "click here" for links, instead use the targeted keyword
