writing copy for seo

SEO CopywritingUnderstanding the importance of copy in SEOhttp://www.slideshare.net/helloshake

Google LandscapeWhy do we need SEO?

Content Is KingHow does Google see and treat content online?

Quality Score FactorsWhat factors affect the visibility and accessibility of your content in an online environment

Speaking To Your Audience And Keeping Search Engines HappyHow it all comes together

Discussion Points

SEO Introduction

Landscape

SEO Introduction

The world’s largestsearch engine

SEO Introduction

87.8 BILLION monthly searches on all Google

sites

SEO Introduction

Over 7 BILLION page views

Per day

SEO Introduction

620 MILLION daily visits to google.com

SEO Introduction

85% share of

global search market

SEO Introduction

14 MIL Searches per day

SEO Introduction

SERPs no longer look like this

They look like this

Or this

Penguin & Panda Updates

Duplicate ContentBlack Hat TacticsKeyword Stuffing

Scraped ContentOver OptimisationLow Quality Content

Content is King

Content is King

Pictures VS. Copy• Pictures are not

accessible to Google spiders

• Pictures do not covey information to Google

• Pictures limit content• Crawled content does not

contain logical search terms

Content is King

Pictures VS. Copy• YouAlwaysWinatGameYouAlwaysWinatGameHOMEOURCOMPANYAboutGameSustainabilityEthicsCSIPressRoomCareersCompetitio

nsCONTACTUSSTOREFINDERSouthAfricaEasternCapeFreeStateGautengKwa-ZuluNatalLimpopoMpumalangaNorthernCapeNorthWestWesternCapeOtherCountriesBotswanaGhanaLesothoMalawiMozambiqueNamibiaNigeriaTanzaniaUgandaZambiaCELLULARDEALSVodacomCell-CWEEKLYLEAFLETSSouthAfricaWeeklyLeafletGameSpringLivingCapeTownStoreNorthamStoreStellenboschStoreParowStoreAfricaLeafletsBotswanaEnuguGhanaMalawiMaseruMozambiqueWindhoekOshakatiLagosTanzaniaUgandaZambiaONPROMOTIONAppliancesAppliancesCookingCookingFloorcareCleanersVacuumCleanersRefrigerationFreezersFridgesWashingMachinesWashingMachinesBabyBabyCarSeatCarSeatsFurnitureCampCotsToiletriesShampooAndCondionersWipesSensitiveCommoditiesCommoditiesFlourCakeFlourMaizeMaizeMealsOilSunflowerOilRiceWhiteRiceSugarBrownSugarComputerHardwareComputerHardwareBusinessLuggageOrganisersTravelLuggageTravelBagsTravelSetsUprightTrolleysVanitiesComputersComputersPCHardwareNotebooksPrintingPrintersStorageHardDrivesDecorlandDecorlandBlindsPVC50MMVenetianCreamMadeToMeasureBlinds&AccesMadeToMeasureBlindAccDIYPaint&AutoDIYPaint&AutoAutoCareAutoCleaningAutoOilsAutoSunCareAutoVehicleAccessoriesAutoMatsAutoSecurity&AccessoriSeatCovers&CushionsAutoWheelAutoWheelAccessoriesBathroomBathroomAccessoriesBathroomCabinetsPineBathroomFittingsToiletSeatsDIYPowerToolsDIYCircularSawsDIYDrillsDIYGrindersDIYJigsawsDIYSandersElectricalFittingsExtensionCordsPlugs/Adaptors&SurgeGlobes/LampsEnergySavingHandToolsMechanicsToolsHousehold&HardwareClothesLinesFoldingDoorsLightingChandeliers&PendantsMachineryBenchGrindersGeneratorsWeldersPVAEconomyRangeMattPVAExteriorPVA-TexturedInt/ExtMattAcrylicPVASecurityGatesHouseholdSecuritySafesSpecialCoatingsRoofpaintsTolleys&LaddersLaddersFurnitureFurnitureDiningRoomBarLivingRoomEntertainmentOfficeOfficeChairsWorkstations/DesksHealth&FitnessHealth&FitnessExerciseBenchesExerciseBenchesExerciseCyclesExerciseCyclesSmallExerciseEquipmentSmallExerciseEquipmentTrampolinesTrampolinesWeightsDumbellsWeightSetsHome&CarEntertainmentHome&CarEntertainmentCarAudioCarAudioPlayersCarDVDPlayersHomeTheatreComponentSystemsHomeTheatreComponentSystemsHomeTheatreSystemsHomeTheatreSystemsInAPersonalAudioHeadphonesMP3PlayersWirelessSpeakersTelevisionSetsLCD22"GamingPeripheralsAndAccessoriesLeapsterAccessoriesMemoryCardsNintendoDSAccessoriesNintendoWiiAccessoriesPS2AccessoriesPS3AccessoriesPSPAccessoriesxBoxAccessoriesOfficeBindersLaminatorsShreddersLabeling&DicatingCashRegistersProjectorsTelephonesSTORELOCATORFindyournearestGameStore>>GETITONCREDITOpenanaccounttoday>>NEWSLETTERSubscribetoournewsletterandreceivethelatestdealsinyourmailbox>>LIKEUSONFACEBOOKLikeourFacebookpage,WinWithGame>>OURGUARANTEEFounditcheaper?Webeatanyprice!We'llswopit,Ifwestockit.Guaranteedservice,Oneveryproductsold.GIFTCARDSAnyone.Anyoccasion.Anything>>OurCompanyAboutGameSustainabilityEthicsCSIPressRoomCareersPoliciesDisclaimerTermsandConditionsAssistanceStoreFinderContactusHowtopaymyaccountGameServicesGameCreditGameGuaranteeGameGiftCardsGamesureGameCellphoneInsuranceCustomerServiceCall:086142632273Email:service@game.co.zaExclusiveBrandsPreviousNextPleaseentertheShippingPostcode/Suburb.Confirmingstock...Unfortunatelywehaverunoutofstockofthisproduct.Ifyouwouldlikeourcustomercarestafftocallyouregardingfutureavailability,pleasesubmitarequestthroughourcontactpage.Weapologizefortheinconvenience.ContinueMagentoCatalogMenuWidgetbyEMThemesMagentoThemes&MagentoTemplates2013GameStores.AllRightsReserved.MensSportsFootwearOutdoorSportsOutdoorGamesSkateboards&AccessoriesStationeryStationeryPaperPaperStorageAndOrganisingStorageAndOrganisingGarageAndOutdoorStorageBoxesAndBagsHomeStorageRacksAndWardrobesStorageBagsAndBoxesTelemarkTelemarkTelemarkAudio-WoodPicturesFramedPicturesUnframedPicturesRoomSizeCoveringsVinylRolldownRugs/MatsPrint/Woven-

Content is King

Pictures VS. Copy• Graphically appealing• Good amount of

content• Accessible to search

engines• Logical search terms

Content is King

Pictures VS. CopyMetal Wood Origin X African Danish Egyptian Finnish Indian Israeli Italian Mexican Norwegian Oriental Scottish Siamese Spanish

Item X #NAME? Anniversary Gifts Bangle Belt Bracelet Brooch Bugs Chain Charm Cigarette Holder Clasp Cross CufflinksDécor Accessories Dress ClipEarrings Fobs, Seals & Swivels Hair Accessory Jewellery Box Locket Medal Necklace Object de Vertu Padlock Pearl

Enhancer Pendant Picture Frame Ring Scarf Ring Sets Silver Smalls Split Ring Stick Pin Tassle Tie Clip Watch Watch Chain Watch Key Stone X Agate AmethystApatite Aquamarine Aventurine Birthstones Bloodstone Carnelian Citrine Crystal

Cubic Zirconia DiamantéDiamond Emerald Faux Pearl Foiled Crystal Garnet Iolite Lapis Lazuli Marcasite Moonstone OnyxOpal Paste Pearl Peridot Quartz Rhinestone Rose Quartz Ruby Sapphire Semi Precious Stone Smoky Quartz TanzaniteTopazTurquoise Verdite White Paste Zircon Submit Search View Previous Slide Oriental View Next Slide

Step inside and allow time to stand still...There is a unique tale in each antique that makes it a piece of living history.There is something innately fascinating about putting on a piece of jewellery that has been worn and loved by someone else in days gone by. Antique pieces have different symbolisms that

make them special and so sought after. In previous times, gems, materials and motifs meant many pieces communicated various messages, and so most jewellery had a deeper meaning.

Jewellery is our passion and we have a particular penchant for period and antique jewellery. We have a multitude of reasons for selling these beautiful, nonpareil items.By combining specific gemstones with certain images, a lover or friend created a special message. It could have been a declaration of love, friendship or commitment, and would have been

kept secret or displayed for everyone to see. The experience that the original owner got from their piece of jewellery would have been different to that of the next, and this unique and interesting lifecycle is part of the attraction of such pieces. Amanda Appleby has something for everyone, and new items are constantly being added to our collection – each piece is carefully selected for total customer satisfaction.

To really appreciate beautiful jewellery, you need to look at all of its elements – from the material to the stones. You must also consider which era it originated in, as all of this information will help to create its story in your mind. Rather than simply enjoying its beauty and design, dig a little further and discover its true meaning and history if you can – sometimes there is a unique tale in each item that makes it a piece of living history!

We at Amanda Appleby are hopelessly romantic - adoring secret messages between lovers, sincere expressions between friends, and the symbolic nature of antique jewellery. We love bringing vintage or modern jewellery and accessories to life. We know that from the moment you slip that ring onto your finger, your passion, friendship and love will become a part of its story!

Amanda Appleby Antique JewelleryWe stock a vast collection of antique and vintage jewellery. 27 Ridge Road Parktown, Johannesburg, South AfricaPhone: 084 846 1111Privacy PolicyTerms & ConditionsDisclaimerContact UsCopyright 2013Visa Master Card PayPal Website and user interface design by Brandspank Design. Brandspank DesignWebsite Developed and Maintained by JHNet Web DevelopmentJHNet Web Development

Quality Score Factors

SEO Process

Keyword

Research

Content

Creation

Architectural

Optimisation

Content

Optimisation

Keywords

Page Titles

Meta Descriptions

Headings

Bolding

Italics

Anchor Text


Keywords• Targeted search terms and phrases based on research into trends

and search volumes• Create association with your keywords and website

Best Practise• Use sparingly• 1x keyword for every 250 words used (keyword stuffing)• Kept relevant to the page they are on• Used in links between pages• Keep relevant to the page they are linking to• Used in all important ranking factors


Keywords – Average Monthly Searches


Keyword Competition Global Monthly Searches Local Monthly Searchessandwich 0.27 7480000 673000sandwich ideas 0.49 33100 5400sandwich fillings 0.34 22200 9900sandwiches 0.13 3350000 201000club sandwich 0.1 90500 5400healthy sandwiches 0.28 18100 1600best sandwich 0.29 110000 8100tuna sandwich 0.1 60500 5400sandwich clothing 1 18100 12100sandwich uk 0.38 18100 14800

Keywords – Trends


0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11


Page Titles• Tells search engines what the page is about• Very important factor for ranking in search engines


Page Titles


Meta Descriptions• Influential for increasing the likelihood that a person will click

your search result and visit your page• Intended to be a brief and concise summary of your page's

content


Best Practice• Write for users, not search engines• Keep style consistent across the site• Unique descriptions for each page


Titles: Covers

Descriptions:

Forward


Headings• Describes page content• Further strengthens keyword association to page and to site


Bolding and Italics• Highlights important words or phrases in a paragraph• Not important in ranking factors but still has minute effect• Can be easily abused

Best Practise• Use sparingly• Make sure targeted keyword is bolded or italicised• Use logically I.E. for humans to read not for search engines


Bolding and Italics


Anchor Text• The copy that is displayed in a link• Describes to search engines what the destination page of the

link is about

Best Practise• Contain keyword that the destination page is optimised for• Make sure the first link with the same URL has the keywords

as anchor text


Anchor Text

Speaking to your audience


Know Your Audience• People scan rather than read• They’re impatient• They’re goal-oriented


Talking To Your Audience• Be conversational, using everyday English• Be careful not to patronise


Talking To Your Audience• Be careful of jargon• Only use when needed


Talking To Your Audience• Write shorter sentences and paragraphs• Stick to one idea / concept per sentence

Literally, sustainable development refers to maintaining development over time, although by the early 1990s, more than 70 definitions of sustainable development were in circulation, definitions that are important, despite their number, because they are the basis on which the means for achieving sustainable development in the future can be built.

Literally, sustainable development refers to maintaining development over time. However, by the early 1990s, more than 70 definitions of sustainable development were in circulation. Despite their number, these definitions are important because they are the basis on which the means for achieving sustainable development in the future can be built.


Talking To Your Audience• Make it about them, not you• Use 'we' and 'you' - not 'our customers' or 'the company'

We specialize in companies with under 100 employees, serving a diverse range of industries from real estate and design to healthcare and technology. Most of our customers come to us by word of mouth. Our reliable services, reasonable prices and exceptional customer support have earned us an exceptional referral rate.


Talking To Your Audience

Welcome to the health-product-company website. Here you’ll find useful information to help you understand what is cholesterol and what cholesterol levels means, tips on how to lower your cholesterol, healthy recipe inspiration and information about the health-product-company product range.

Living a healthy lifestyle is important to most people and as we get older many of us have concerns around heart health. But the good news is that the health-product-company team are working hard to help people make small changes to their lifestyle and diet. Our range of products contain plant sterols which are clinically proven to lower your cholesterol levels by 7-10% in just 2-3 weeks. All you need is 3 servings a day of a health-product-company spread or 1 mini drink a day.


Talking To Your Audience

Welcome to the health-product-company website. Here you’ll find useful information to help you understand what is cholesterol and what cholesterol levels means, tips on how to lower your cholesterol, healthy recipe inspiration and information about the health-product-company product range.

Living a healthy lifestyle is important to most people and as we get older many of us have concerns around heart health. But the good news is that the health-product-company team are working hard to help people make small changes to their lifestyle and diet. Our range of products contain plant sterols which are clinically proven to lower your cholesterol levels by 7-10% in just 2-3 weeks. All youneed is 3 servings a day of a health-product-company spread or 1 mini drink a day.


Talking To Your Audience• Be active, not passive

The restaurant's fantastic dinners had been being prepared by Chef Jones for two years before he moved to Paris.

Chef Jones had been preparing the restaurant's fantastic dinners for two years before he moved to Paris.


Talking To Your Audience• Be direct• Keep the important information in the first 300 words of copy

If you're interested, why not telephone us for further information on how to obtain a quote

Phone for a quote


Talking To Your Audience• Give benefits, not features

This accounting software has an online reporting feature.

Managers have instant, real-time, mission-critical information at a click of a button.

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”— Theodore Levitt


Talking To Your Audience• Use lists when mentioning multiple points or ideas• Use lists to state facts• Use lists to break up chunks of content


Talking To Your Audience• Try not to use nominalisations

The improvement of the provision of data on the use of facilities was implemented through the documentation of attendance by users.

We provided better data on how people used the facilities by documenting when they attended.


Talking To Your Audience• Be conversational, using everyday English• Be careful of jargon• Write shorter sentences and paragraphs• Stick to one idea / concept per sentence• Make it about them, not you• Be active, not passive• Be direct• Give benefits, not features• Use lists when mentioning multiple points or ideas• Try not to use nominalisations

Questions

writing copy for seo

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