Bob Tripathi
Creating SEO Friendly Content
How to Make
Any Content
SEO-‐Friendly
A 3-‐Step Guide for Writers and Content Marketers
What You Will Learn
•
How to opAmize your page content for search
engines
•
TradiAonal tricks of the trade regarding keyword
research, selecAon and placement
•
Emerging best pracAces that you can use to help
search engines make the most sense possible of
what you write
The Value of Your Search Audience
• 93% of online experiences begin with
a search
• 39% of a brand’s customers come
from search, on average
• 75% of users do not look past page
one of search results
• 72% of business owners with an SEO
strategy reported that it improved their boMom lines
HolisAc SEO
SEO
MarkeAng
Social
Media
MarkeAng
Content
SEO Timeline
the more things change, the more they stay the same - A wise man or woman
Some Typical QuesAons
• Isn’t SEO complicated stuff, given how many people
seem to make a career of doing it?
• How many changes appear in the lists of ranking
factors and what does ‘SEO-‐friendly’ even mean anymore?
• Can you apply SEO to a piece of content retroacAvely
or are there principles you must bear in mind from the start?
Write for People – not for Search Engines!
While they sAll remain important, Google have put less emphasis on the mastery of tradiAonal tricks and more emphasis on the fundamentals of good wri6ng
•
With algorithm updates over the last few years – chiefly
Panda, Penguin and Hummingbird – Google has become
smarter
•
Google’s main objecAve is to serve the content that will
Step One: Choose Your Keywords
Keyword: A word or phrase that a person might (realisAcally) input as a query into a search engine
Figure Out What Your Page is About
•
Determine the substance and the tone of
your page by doing the required research
•
Then harness the unique combinaAon of
knowledge and passion that you can bring to
bear on the subject
The Keyword Brainstorm
1. Write a thesis statement which
expresses the core idea of your page in a single declaraAve sentence
2. Think of quesAons that your thesis
statement could answer
3. Imagine what you would type into a
search engine if you wanted to answers to those quesAons
Keyword Research Content Creation Customer Keyword Data Keyword Re5inement
Google Keyword Planner
This tool helps you to do 3 things: 1. Build search campaigns by finding
keyword ideas and estimating how they perform
2. Refine your initial keyword list for
maximum search power
3. Create alignment between the way
you talk about your subject and the way the web at large talks about it
First, Cut Out These Kinds of Keywords
•
The ones that don’t sound like a naturally
occurring English phrase
•
The ones that sound like adspeak e.g. ‘best’ or
‘for sale’
Determining Your Primary Keyword
Your primary keyword should always be the one
that is most precisely relevant to your content
For Example..
‘Gluten-‐free vegan oatmeal
cookie recipe’ gets lower
monthly searches but if your
page is about this subject, you
should use this keyword
Going ader the keyword with the most search volume is not the
Determining Your SupporAng Keywords
Two Approaches
1. If the page covers a breadth of topics
The supporAng keywords can be more narrowly focused
2. If the page has a
narrow focus Choose broader head terms for supporAng keywords
SupporAng keywords should expand the range of queries to which the page could be considered relevant, without sacrificing its focus
We Should Also MenAon…
•
If you are picking keywords for a whole website, do
not assign the same primary keyword to more than
one page – leads to mutually destrucAve compeAAon
between pages
•
You can however select a primary keyword for one
page that you also use as a supporAng keyword on
another page as long as it’s relevant to both
Place Your Keywords in 5 LocaAons
Loca6on What is it? Rule of Thumb
Body Copy The regular text of the page Use primary keyword 2-‐3 Ames in opening paragraph
Headings and Subheadings ‘Headlines’ that appear of varying
size on the page Primary keyword in H1 and supporAng keywords in subheadings
Page Title Tells users what the topic of a
parAcular page is in SERPs Use primary keyword and make as descripAve as possible Meta DescripAon Short snippet right below the page
Atle Use primary keyword and write as fully composed statements URL Displayed in search results Use primary keyword and use
Summary + Bonus Tips
Follow the 3 Steps:
1.
Choose Your Keywords
2.
Refine Your Choices
3 Mistakes You Really Don’t Want To Make
1.
Do not put search volume ahead of relevancy when
choosing keywords
2.
Do not use your keywords to excess in the text – also known
as keyword stuffing
3.
Do not hold the piece to the keywords if it changed as you
4 Advanced SEO TacAcs
2015 SEO Tips
and Tricks
1. Topic-‐Modeling
• In addiAon to keywords,
sprinkle your page with
synonyms of those keywords. Known as topic-‐modeling, this helps grow on-‐page opAmizaAon
• This technique plays directly
into the semanAc search
ambiAons that define Google
2. Use ??? in <h2> Subheadings
• Earn great SEO bonus points by
using commonly asked quesAons as subheadings to set up content
subsecAons that answer those quesAons
• Take your thesis statement
quesAons and put them Keyword Planner to see if there is any search volume
3. The Power of Sharing
• Add social sharing buMons to your
page
• The more shares a page gets, the
more likely it is to feature in SERPs
• Make your icons easy to find and
use
• SoluAons like ShareThis and
