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Writing for the web is different than writing for print. See the tips and tools used to organize and create content marketing and website copy.
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Jonti Bolles White Hat Ops
Jonti Bolles | jonti@whitehat-ops.com | @jonti Tendenci Open Source CMS Partner
Optimizing Your Site for SEO
Jonti Bolles
SEM Team
Jonti Bolles | jonti@whitehat-ops.com WhiteHat Ops
1. Foundations of SEO 2. Semantic Search 3. Writing for the Web
What We’ll Cover
Jonti Bolles | whitehat-ops.comWhiteHat Ops
SEO is “more than links”
bruceclay.com
Jonti Bolles | jonti@whitehat-ops.com
•Start with Home Page, categories, products, etc.
•Determine high value $ and what matters to your audience.
•Organize around high-value targets first
Keyword Targeting
Jonti Bolles | jonti@whitehat-ops.com
Google Trends for Top Phrases
Jonti Bolles | jonti@whitehat-ops.com
•Google Trends •Compare
phrases •Related
Phrases
Google Trends for Top Phrases
Jonti Bolles | jonti@whitehat-ops.com
•News •Publisher
and Events
Google Trends for Top Phrases
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•Top and Rising Queries
•Conversational Queries •Ok Glass -
“Show me pictures of debit cards”
Hummingbird
Jonti Bolles | jonti@whitehat-ops.com
Why can’t we write the same online as in print?
•Physical Difficulty •Attention Span •Internet of Things
Jonti Bolles | jonti@whitehat-ops.com
The F-Shaped Pattern
“About Us” page Product Page Google Search Results
Jonti Bolles | jonti@whitehat-ops.com
Applying the F-Pattern
1. Give the first two paragraphs the most important information.
2. Begin sentences with the most important words (think keywords).
3. Write fluidly to move readers through the text.
Jonti Bolles | jonti@whitehat-ops.com
How to Customize Your SEO What you can control
Jonti Bolles | jonti@whitehat-ops.com
•Primary Keyphrases - Heading •Meta Description & Title Tag - MVP’s •Headlines and Hyperlinks •Alt Tags for Images, links
Phrases are the Foundation
Jonti Bolles | jonti@whitehat-ops.com
Description & Keywords Created Based on Content
Jonti Bolles | jonti@whitehat-ops.com
Headline Tips
1. Writing headlines is a craft. 2. Keep them short and direct. 3. Sell it! Your headline is the introduction to
your text.
Jonti Bolles | jonti@whitehat-ops.com
•Three Types: •Benefit Headlines •News Headlines •Curiosity
Headlines •Brainstorm •Test, Test Test!
Is it Time for a New Headline?
Jonti Bolles | jonti@whitehat-ops.com
Scannable
1. Bulleted/Numbered lists
2. Bold text 3. Images that
represent text
Jonti Bolles | jonti@whitehat-ops.com
Incorporate Targeted Keywords Into: •Alt Tags and Title on Images •Sub headings (Heading 1, Heading 2, Heading 3) •Cross Links - Link the phrase, not just words
On Page Edits
Jonti Bolles | jonti@whitehat-ops.com
Think Like an Outline Page Title automatically coded as a Heading 1 !Heading 1 is The Highlander - There can be only One.
Use your WYSIWYG to Add Heading 2, Heading 3 Subheaders
Jonti Bolles | jonti@whitehat-ops.com
For Images: Add Text to Title Text & Alt Text Field
Jonti Bolles | jonti@whitehat-ops.com
A"ribu'on = schipul.com
Tools for Visual Content
madewithover.com
Resources for making infographics: tnw.co/1uvLajT
http://bit.ly/1kTrAZM
Jonti Bolles | jonti@whitehat-ops.com
•Fill out all fields •Tags •Categories •Description/Caption (can include HTML) •URL Slug !
Considering Video? More on How To Optimize on YouTube:thesemblog.com/youtube
Rich Media is Powerful
Jonti Bolles | jonti@whitehat-ops.com
•Compelling Content •Engines respond to unique, useful content •Visitors share and build trust •Watch what works then explore and amplify •Don’t take shortcuts
Analytics - Did it Work?
Jonti Bolles | jonti@whitehat-ops.com
Other Tips
• Use photos of real people rather than stock photos when possible.
• For long posts, draft an abbreviated version and link to the full-version.
• Your newsletter counts as web writing. Approach it the same way.
Jonti Bolles | jonti@whitehat-ops.com
•Getting Started with Google Analytics + Tendenci: tendenci.com/help-files/getting-started-google-analytics
•Financial Calendar - Seasonal Trends
•Consumer - http://www.learnvest.com/knowledge-center/ultimate-2014-financial-calendar/
•Economics - http://markets.ft.com/research/Economic-Calendar
Resources
Jonti Bolles | jonti@whitehat-ops.com WhiteHat Ops
Questions?
Jonti Bolles Jonti@whitehat-ops.com !Tendenci Open Source CMStendenci.comjbolles@tendenci
Jonti Bolles | jonti@whitehat-ops.com WhiteHat Ops
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