SEO Writing, Organizing your Website - Content Marketing

Jonti Bolles White Hat Ops

Jonti Bolles | [email protected] | @jonti Tendenci Open Source CMS Partner

Optimizing Your Site for SEO

Jonti Bolles

SEM Team

Jonti Bolles | [email protected] WhiteHat Ops

mailto:[email protected]?subject=

1. Foundations of SEO 2. Semantic Search 3. Writing for the Web

What We’ll Cover

Jonti Bolles | whitehat-ops.comWhiteHat Ops

http://whitehat-ops.com

Foundations of SEO

Jonti Bolles | [email protected]


SEO is “more than links”

bruceclay.com


http://bruceclay.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



Google Trends for Top Phrases


•Google Trends •Compare

phrases •Related

Phrases


http://www.google.com/trends



•News •Publisher

and Events




•Top and Rising Queries


•Conversational Queries •Ok Glass -

“Show me pictures of debit cards”

Hummingbird



Why can’t we write the same online as in print?

•Physical Difficulty •Attention Span •Internet of Things



The F-Shaped Pattern

“About Us” page Product Page Google Search Results



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.



How to Customize Your SEO What you can control



•Primary Keyphrases - Heading •Meta Description & Title Tag - MVP’s •Headlines and Hyperlinks •Alt Tags for Images, links

Phrases are the Foundation



Description & Keywords Created Based on Content



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.



•Three Types: •Benefit Headlines •News Headlines •Curiosity

Headlines •Brainstorm •Test, Test Test!

Is it Time for a New Headline?



Scannable

1. Bulleted/Numbered lists

2. Bold text 3. Images that

represent text



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



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



For Images: Add Text to Title Text & Alt Text Field


A"ribu'on = schipul.com


http://schipul.com

Tools for Visual Content

madewithover.com

Resources for making infographics: tnw.co/1uvLajT

http://bit.ly/1kTrAZM


http://tnw.co/1uvLajT

http://bit.ly/1kTrAZM


•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


http://thesemblog.com/youtube


•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?



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.



•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


http://tendenci.com/help-files/getting-started-google-analytics/

http://www.learnvest.com/knowledge-center/ultimate-2014-financial-calendar/

http://markets.ft.com/research/Economic-Calendar


Questions?

Jonti Bolles [email protected] !Tendenci Open Source CMStendenci.comjbolles@tendenci


http://tendenci.com

http://twitter.com/tendenci
