SEO Writing the Basics - West Kent B2B
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Transcript of SEO Writing the Basics - West Kent B2B
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 3
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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ClientsSleeping Giant Media
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SEO - Writing the Basics
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What is content?
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What is content?
- Content is basically everything on a website
- Text
- Images
- Video
- Every website contains content of sorts but it’s the type of content and how you use it that makes all the difference
- In this talk, we’ll be looking at written content (aka copy) in particular
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Written content
- Text on your website describing your products and/or services
- Regular news articles
-How to guides
- Blogs
-Case studies
-Client testimonials
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Why content?
-Two main reasons
- People
- Engage your audience
- Answer their questions
- Convince them to buy your product or service
- Search engines
- Let Google (other search engines are available) know that your website exists, what it’s about and that it’s regularly updated with fresh content
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Why content?
-The content on your site is a major determining factor in where your website is found on the Google search engine result pages.
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SERP
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So, you know you need content but where do you start?
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Know your audience
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Know your audience
-Who is your target audience?
-Tailor your content for your audience
-Use the language of your audience
-Are colloquialisms okay?
-Formal or informal?
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Know your brand
-Your brand is reflected in the way you speak to people
-How you communicate affects how people feel about you as a company
-A unique tone of voice sets your brand apart from your competitors
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Know your brand
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Virgin Atlantic
Naked Wines
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Know your brand
- Document your tone of voice and brand guidelines
- Needs to be consistent across all channels
- Website
- Social media
- Direct and email marketing
- Particularly important if more than one person writing content/posting on social media
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The writing process
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Idea generation
-The first step in the content writing process is to come up with some ideas!
-Brainstorming sessions
-What questions would your customers have?
-What might stop them from buying?
-Keyword research
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Keyword research
-Aim is to find out what your customers are searching for
-Comes back to earlier point of using the language of your audience
-Google AdWords Keyword Planner
-Get suggestions with search volumes
-Designed for PPC
-Free20
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Keyword research
-Google Autosuggest
- ubersuggest.org
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SEO keywords
- You will want to include keywords in your content
- Helps Google to understand what your website and individual pages are about
- Helps Google know where to rank your website
- Keywords should be included in:
- Page title
- Meta description
- Within your content
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Writing SEO content
- SEO content is content that is optimised for search engine optimisation (SEO)
-All content should be optimised for both the search engines and your users
- Include keywords naturally in your written content
- Try not to cover too many topics on one page
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Examples
- Good SEO content
- Not keyword stuffed
- Reads naturally
- Would be interesting to readers
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Examples
-Bad SEO content
-Not using language of audience
- Turkey holidays?
- Appeal to humans too!
-Needs synonyms
- e.g. holiday in Turkey
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Blogs
-Great way to show Google that your website has fresh, regular content
- Encourage discussion and debate
- Invite opinion
-Not a direct sales tool26
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Top tips for content writing
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Top tips - Do
-Keep it simple
-Avoid jargon
-Don’t waffle
-Clear message
-Consider your layout
- People scan read online
-Use headings, bullet points, whitespace 28
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Top tips - Do
- Ideal length of content?
- “Long enough”
- Will depend on your brand and what the content is about
- Test to see what works
- Call to action
-Don’t forget to tell your customers what you want them to do next
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Top tips - Don’t
-Don’t copy content from elsewhere
-Copyright infringement
- Includes images
-Duplicate content issues
- Bad for SEO
-Don’t stuff your content with keywords
-Don’t forget about the people who are going to read your content
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Thanks for listening.
Any questions?
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The next talk will be at 12.00
Don’t underestimate local media in your marketing plan with Steve Hamilton of the KM Group
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