Part 2: Keywords and Copywriting— How to Write Search ... · Part 2: Keywords and Copywriting—...

Part2:KeywordsandCopywri3ng—HowtoWriteSearch-EngineFriendly

Content&LabelingSystemsforLibraryWebsites

Presentedby

ShariThurow,FounderandSEODirector

OmniMarke<ngInterac<ve

Copyright1995-2016.Allrightsreserved.

Aboutme:

•  AuthorofSearchEngineVisibility,whichhasbeentranslatedinto5languages.Co-authorofWhenSearchMeetsWebUsability.

•  SEOprofessionalsince1995,pioneeringsearch-enginefriendlywebsitedesign.

•  Informa<onarchitectsince1990.

•  Webdesigner/developersince1995.

•  WebsiteusabilityandUXprofessionalsince2002.



•  ASLIBJournalofInforma3onManagementEditorialAdvisoryBoard

•  UserExperienceProfessionalsAssocia3on(UXPA)BoardMemberFormerlytheUsabilityProfessionalsAssocia<on

•  Informa3onArchitectureIns3tute(IAI)BoardMemberandAdvisoryBoard

SeriesAgenda:

•  Part1:OverviewofSearchEngineOp<miza<on(SEO)forLibrarians&Libraries

•  Part2:KeywordsandCopywri<ng—HowtoWriteSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites

•  Part3:SEOAccessibility—HowtoCreateSearch-EngineFriendlyWebsiteArchitecture&Naviga<onSystemsforLibraryWebsites

•  Part4:WebSearcherGoals&BehaviorsforLibraryWebsites

•  Part5:LinkDevelopment&SocialMediaOp<miza<on(SMO)forLibraryWebsites


Today’sagenda:

•  QuickSEOreview

•  ImportantSEOconcepts

–  Informa<onscent

–  Aboutness

•  Keywordresearchanddiscovery

•  Labelingsystems

•  Otherplacesforkeywords

•  Good&badexamples

•  Ques<ons&answers


QUICKSEOREVIEWSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites



Searchengineop<miza<on(SEO)isop<mizingawebsiteforpeoplewhousesearchengines.

People(Searchers) SearchEngines

SEARCH-ENGINEFRIENDLYWEBSITE

SEOisapartofuserexperience:


desirable

useful

valuable

accessible

credible

usable

findablefindable

!  Browsing

!  Searching

!  Asking

h_p://seman<cstudios.com/user_experience_design/

4fundamentalbuildingblocksofSEO:

1.   Keywords,labels,andcopywri3ngDoyourdigitaldocumentscontainthewordsandphrasesthatyourtargetaudiencetypesintosearchqueries?

2.   Accessibility(sitearchitecture&forma`ng)Dosearchengineshaveeasy,user-friendlyaccesstocontentthroughsitearchitecture,naviga<on,pagelayout,formadng,andURLstructure?

3.   Linkdevelopment&socialsignalsDoesyourwebsitegetobjec<ve,high-quality,third-partylinkspoin<ngtoit(notonlyyourhomepage)?

4.   WebsearcherbehaviorsDoesyourwebsiteaccommodateknownsearchergoalsandbehaviors?



Keywordsandlabelsareon-pagecriteria:

LinkDevelopment

&Social

SearcherGoals

On-the-page criteria

Keywords&Labels

Access&InfoScent

IMPORTANTSEOCONCEPTSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites


Scentofinforma3on:

•  BasedonPeterPirolli’sinforma3onforagingtheory.

•  h_p://www2.parc.com/istl/groups/uir/publica<ons/items/UIR-1995-07-Pirolli-CHI95-Foraging.pdf

•  h_ps://www.amazon.com/Informa<on-Foraging-Theory-Interac<on-Technology/dp/0195387791


Whatisinforma3onscent?

•  Informa<onscentconsistsoftextualandgraphicalcuesthatcommunicate:

–  WhereamI?(orienta<on)

–  AmIintherightplace?(arrival)

–  WherecanIgo?(naviga<on)

–  HowcanIgetthere?(shouldIclickonthislink)

•  Let’suseanelevatorasananalogy….



Whathappenswhenyoupressthenumber7?


WhathappenswhenyoupressthelederL?


Whatbudonwouldyoupushtogotothelobby?


Whathappenswhenyouseethis?


Websearchersfollowaninforma3onscent:

1

2


3

Sitesearchersalsofollowinforma3onscent:


Informa3onscentshouldnotdiminishordisappear:


Aboutness:

•  R.A.Fairthorneiscreditedwithcoininganddefiningthetermaboutnessbackin1969.

–  Fairthorne,R.A.(1969)."Contentanalysis,specifica<onandControl."AnnualReviewofInforma>onScienceandTechnology,4,73-109.

•  AccordingtoFairthorne,inten3onalaboutnessdescribesthemeaningofadocument(suchasawebpage,PDF,graphicimageorvideo)fromtheauthor’sperspec<ve.



+ =

Navigation Content “Aboutness”

Whencontentandnaviga<onarelabeledandplacedappropriatelyandconsistently,bothsearchenginesandsearcherscorrectlyinterpretthe“aboutness”ofadocument.

Result?Moreaccuratesearchresults.

Searchenginesaretryingtodetermineaboutness:


“…basicassump<onisthat[people]areabletostatewhatadocumentis'about’byformula<nganexpressionwhich'summarizes'thecontentofthedocument.”

Hutchins,W.J.(1978)."Theconceptof“aboutness”insubjectindexing."AslibProceedings,30,172-181.

“Theprocessisgenerallyseentoinvolvetheselec<onof'key'wordsorphrasesfromthetext,expressionswhichare'significant'indicatorsofcontentandwhichtogethersumupthemessageofthedocument.”

Vickery,B.C.(1965).Onretrievalsystemtheory.2nded.London,Bu_erworths.

KEYWORDRESEARCHANDDISCOVERYSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites


Keywords:

•  InSEO,akeywordorkeywordphraseisapar<cularwordorphrasethatdescribesthecontentofawebdocument.

•  Inaninforma<onretrievalsystem(i.e.searchengine),keywordsareinforma<vewordsusedtoindicatethecontentofadocument.Keywordshelpsearchenginesmatchadocumentwithanappropriatesearchquery.


Querywords:


Keywordresearch:

•  Keywordresearchistheprocessofloca<nganddiscoveringwordsandphrasesthatpatronsusetofindyourproductsandservices.


Keywordresearchisanitera3veprocess:


Brainstorming&Discovery

KeywordExpansion

KeywordEvalua<on

Brainstorming:

•  Goalistogenerateabroadkeywordlist.

•  Don’tjudge.Theini<algoalisquan<ty.

•  Tip:Usebrainstormingtemplates.


Usetheusers’language:

•  Whatques<onsdopeopleaskatthereferencedesk?

•  Whatques<onsdopeopleaskwhentheycall?

•  Reviewdiscussionforums,blogs,socialmedia,andanyplacewherelibrarywebsiteshaveuser-generatedcontent.

•  Remember:Patrons’wordsareowenverydifferentfromlibrarians’words.


Createakeywordlistusingavarietyofresources:

•  Keywordresearchtools(freeandpaid)

•  Searchtrends

•  Google<lde(~)searches

•  Onlinethesaurus

•  Web&searchanaly<cs

•  Compe<<veresearch


Tip:Workwithschoolstohelpstudentslocateanddiscoverbooksandotherdocumentstohelpwithhomework,projects,etc.

Benefitsofkeywordtools:

•  Saves<me

•  Providesuserkeywordsoutsideofyourwebsite

•  Iden<fiesmissingkeywordopportuni<es

•  Offerspopularitydatayoucan’tgetfromyourwebandsearchanaly<cs

•  Movesyoutousetheusers’language

•  Informskeywordassump<ons


Keywordresearchtools:

•  GoogleKeywordPlannerh_ps://adwords.google.com/KeywordPlanner

•  GoogleSuggesth_p://keywordtool.io/google-suggest

•  GoogleInsightsh_ps://www.google.com/insights/

•  GoogleTrendsh_ps://www.google.com/trends/

•  Google/BingRelatedSearches


Keywordresearchtools(cont’d):

•  Soovle.comh_p://www.soovle.com

•  Ubersuggesth_ps://ubersuggest.io

•  MetaGlossaryh_p://metaglossary.com

•  AnswerthePublich_p://answerthepublic.com

•  TagCrowdh_p://tagcrowd.com


GoogleTrends:


Soovle.com:


Ubersuggest:


Relatedsearches:


Metaglossary:


Forgraphicimages:

•  AdobeStockh_ps://stock.adobe.com

•  Istockphotoh_p://www.istockphoto.com

•  Shu_erstockh_p://www.shu_erstock.com


AdobeStock:


Istockphoto:


Shuderstock:



2015studyshowedthat27%ofrespondentsphrasedtheirqueryintheformofaques<on,with‘How’beingthemostcommonlyusedprefix.

h_p://bluenileresearch.com/psychology-searcher/

POLLQUESTION#1:

1)  Yes

2)  No


DoesyourlibrarywebsitecontainaFAQs(frequentlyaskedques3ons)orSupportsec3on?

Answerthepublic.com:


Ihighlyrecommend:

•  FAQsS<llDeliverGreatValue(ar<cle)h_ps://www.nngroup.com/ar<cles/faqs-deliver-value/

•  StrategicDesignforFrequentlyAskedQues<ons(Report,$29)h_ps://www.nngroup.com/reports/strategic-design-faqs/


TagCrowd:


Sitesearchanaly3cs:

•  Revealskeywordsandexpressionsthatpatronsactuallyuse

•  Actsa“directfeed”fromavisitor’sbrain

•  Makesureyoucollectsitesearchdata-can<eitintoanaly<csforeasyviewing

•  Downside?Sitesearchisusuallyusedwhenpatronscan’tfindsomethingviabrowsing.


POLLQUESTION#2:

1)  Freeonlinekeywordresearchtools

2)  Paidonlinekeywordresearchtools

3)  Web(site)analy<cs

4)  Sitesearchanaly<cs5)  Answeringpatrons’ques<ons(andapplyingthosetothewebsite)

6)  Onlinereferenceresources(thesauri,dic<onaries,etc.)

7)  Q&Aresources

8)  Compe<toranalysis

9)  Noneoftheabove


Whatkeywordresearchtoolsdoyouuse?

Keywordexpansionandevalua3on:

•  Grouprelatedkeywordsintolistsofrelatedterms.

•  Doaseriesofkeywordresearchprojectsonasite,notjustone.

•  Focusonkeywordphrasesthatresonatewithyourpatrons.

•  Createakeywordcalendar.

–  Contentthatmatcheskeywordphrase(ar<cle,graphicimage,video,etc.)

–  Publishingschedule–  Promo<onschedule(offline,online)


AreyouKIDDINGme,Shari?


LABELINGSYSTEMSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites


Typesoflabelingsystems:

•  Document

•  Content

•  Naviga<on


Documentlabels:

•  Page<tles

•  Filename

•  OverallURL(webaddress)structure


Titlesinsearchlis3ngs:


•  Owenasthehyperlink(calltoac<on)insearchresultspages,makingitaveryimportanttagforbothrelevancy/rankingandelici<ngaclicktoyourwebsites.

•  If3tlesarenotconciseandunique,Googlewillgenerateanimproved3tlefromanchors,on-pagetext,andothersources.

Title-tagguidelines:

1.  Nomorethan1(X)HTML<tleperwebpage.

2.  All<tle-tagcontentshouldbeunique.

3.  Beginyour<tleswiththepage’smostimportantkeywordphrase.

4.  Mostpage<tlesshouldcontainbetween40-69characterstobedescrip<ve.

5.  Avoidunnecessaryrepe<<on.

6.  Usestopwords,punctua<on,andabbrevia<onsjudiciously.

7.  Accuratelyreflectapage’sactualcontent.

8.  Useappropriatequalifierwordswithoutkeywordstuffing.



AURLisalabel:

Contentlabels:

•  Headings

•  Subheadings

•  Contenttaglines

•  Cap<ons


Pageheadings:

•  Allofthecommercialwebsearchenginesusetheselabelstodeterminerelevancy.

•  Ingeneral,H1-forma_edheadingcontentshouldreinforce<tle-tagcontentBUTtheyshouldnotbeanexactmatchtopage<tles.

•  H1-forma_edheadings:

–  1perpage–  Uniquecontent–  Minimalornoduplica<on

–  Shouldappearatthetopofthepage


Makesurehierarchyisclear:

•  H1–  H2–  H2

"  H3"  H3

o  H4o  H4



H1-forma_edheading

Contenttagline

Hero/featuredimagewithappropriatealterna<vetext

Introduc<onparagraph

Naviga3onlabels:

•  Naviga<onlabelsmustsupportusergoalsandtasks.

•  Usingtheusers’languageisextremelyimportantinawebsite’snaviga<onsystem.

•  Herearesomeexamples….


OTHERPLACESFORKEYWORDSSearch-EngineFriendlyContent&LabelingSystemsforLibraryWebsites


Metatags:

•  Theonlytwometatagsthatareimportantarethemeta-tagdescrip3onandthemeta-tagkeywordsa_ributes:

<metaname="descrip<on"content=""/><metaname="keywords"content=""/>

•  Websearchenginesowenusethemeta-tagdescrip<oninsearchengineresultspages(SERPs).Googlecurrentlylimitsthesnippetdisplayto155characters.

•  Meta-tagkeywordsareimportantifyouhaveasitesearchengine.


Alterna3vetext:

•  Intheeventagraphicimagedoesnotload,descrip<vealterna<vetextshouldappearinitsplace.

•  It’susuallyatextequivalentforthatimage.

•  Alterna<vetextisimportantforaccessibilityandimagesearch.



<imgstyle="float:lew;margin-lew:25px;margin-right:25px;"src="h_p:/www.fountaindale.net/sites/default/files/resize/pictures/low_vision_machine_0-150x196.jpg"alt=""width="150"height="196"/>

Insummary:

•  Makesureyouplaceyourkeywordsin<tles,visiblebodytext,anchortext(textlinks),metatags,andalterna<vetext.

•  Createaclearandconsistentlabelingsystem.Bothsearchersandtechnologyshouldbeabletocorrectlyinterpretyourlabelingsystem.

•  Placeyourkeywordsprominentlyonyourpages.Don’tmakepeoplescrolltodeterminewhatyourcontentisabout.

•  Usekeywordsfrequentlyenoughonyourpagessothatpageappearsfocused,butdon’toverdoit.

Hint:Usethe5-SecondUsabilityTesth_ps://ar<cles.uie.com/five_second_test/



ShariThurow,FounderandSEODirectorOmniMarke<ngInterac<ve

[email protected]

Ques3ons?

Part 2: Keywords and Copywriting— How to Write Search ... · Part 2: Keywords and Copywriting—...

Documents

Transcript of Part 2: Keywords and Copywriting— How to Write Search ... · Part 2: Keywords and Copywriting—...