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HOW TO ORGANIZE & CREATE CONTENT FOR SEO
April 21, 2010Ken LyonsSenior Online Acquisition Marketing Manager
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Agenda
Learn how search engines (i.e. Google) decide whether or not to send you traffic
Learn how to structure your site so you’re more likely to drive lots of relevant traffic
Learn how to structure your content to attract precisely the right type of traffic for each page on your Website
Learn how to find all of these great keywords that you need to be targeting via site structure and on-page content
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What Google Likes
If someone looks for “venture capital” Google wants to find a page that:– Is about “venture capital” – The page
needs to strategically mention the key phrase “venture capital” on the page
– Is a popular definition of “venture capital” - Other trusted pages link to this page as a good definition for venture capital
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Which Site Deserves More Credit from Search Engines?
Your Page
Your Competitors’
Page
A
C
D
E
B
F
Linking Pages…
Who They Link To…
More & Better Links = More Trust by Google
Lots of high quality links, even links from your own site, tell Google that a page is important.
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How Relevant is a Page for the Targeted Keywords?
Author web content that is...
Specifically themed around narrow subjectsIncludes long-tail keyword variations in the page copyOrganize content with relevant intelligent information architecture!
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How to Structure Your Site
Identify a portfolio of keywords to target
Match the importance of a page within your site with the competitiveness and popularity of a keyword you target
Create a “pyramid” of keyword targeting
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Pyramid of Keyword Targeting
Home Page: Competitive, High Traffic
Keyword TargetHigh Level Pages:
Mid-Level Competition & Traffic Keyword
Targets
Lots of Pages: Low Competition & Traffic
Keyword Targets
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Inverse Pyramid: Where Your Link Juice Lives
Home Page (Lots of Link Equity)
2nd Level Page (Less Link
Equity)
Deeper Pages
(Relatively Little Link
Equity)
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Real World Examples of Keyword Targets
Very Competitive Keyword - Venture Capital
Mid-Competition Keywords – - Raising Venture Capital, Venture Capital Blog, etc.
Low Competition Keywords – building a venture capital pitch deck, venture capital seed round, etc.
Home Page (1 Page)
Top Level Pages (~5 pages)
Lower Level Pages (Multiple Topical Pages)
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How to Target these Keywords Page-By-Page
How do we target keywords on a page? Select 5-10 closely related keywords, and use them within the page’s:
1. Page Titles2. Description Meta Tag3. URL structure4. Site Navigation5. Anchor Text6. Heading Tags7. Image Alt Attributions
These elements are all from Google’s own SEO starter guide: http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
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#1 - Optimizing Title Tags
Title tags (#1 above) tell the main focus of your page – be sure to include your target keyword. Read more here: http://www.wordstream.com/blog/ws/2009/08/05/seo-title-tag-formulas
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#2 - Optimizing Meta Description
Meta Descriptions (#2 above) serve as your “search engine results page (SERP) advertisement” – use the space to sell your page to searchers, and speak directly to their interest/search query. Resource: http://www.wordstream.com/blog/ws/2009/11/19/meta-description-mutiny
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#3 – URL Structure
URLs (#3 above) and file names – try to keep clean URLs and file names with keywords .
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#4 – Site Navigation or Information Architecture (“IA”)
See earlier slides – create a Google-friendly site structure
Use keyword-rich text in linking through your information architecture (bread crumbs, navigation menus, etc.)
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#5 – Anchor Text
Anchor Text – The text that is linked to bring the visitor to a new page. The bolded portion here is anchor text: <a href=“http://www.venturefundingsite.com”>venture capital</a>.
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#6 – Heading Tags
Heading Tags – “Headlines” within your body copy. Represented by h1, h2, h3, etc. “tags” and manifested as below:
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#7 – Alt Attributes
Alt Attributes – These provide text that serves as an alternative to an image, so that certain browsers and screen readers – as well as Google – can tell something about an image from a text description.
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Keyword Research – Finding the Keywords to Put on the Pages
So how do you determine which keywords to target on all of these pages and through this Google-friendly site structure?
Leverage Keyword Tools:– Search Based Keyword Tool: (http://www.google.com/sktool)– Google Trends: (http://www.google.com/trends) – Alexa Search Analytics (http://www.alexa.com/)– Compete.com – Keyword Spy (http://www.keywordspy.com/)– SEM Rush (http://www.semrush.com/)– SpyFu (http://spyfu.com/)– WordStream (http://www.wordstream.com/)– Many More…
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Keyword Research – Finding the Keywords to Put on the Pages
WordStream for SEO offers dynamic information architecture tools and integrated content authoring tools so that you can create site structures and content that Google will love.
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Learn More – Site Structure & Content Optimization for SEO
Thanks for Joining Us! Here are some resources you may be interested in:
SEO Best Practices White Paper: http://www.wordstream.com/seo-white-paper
WordStream for SEO Free Trial: https://www.wordstream.com/seo-free-trial