SEO Writing the Basics - West Kent B2B

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SEO - Writing the Basics











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?











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











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











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











Keyword research

-Google Autosuggest

- ubersuggest.org

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http://ubersuggest.org


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











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











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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SEO Writing the Basics - West Kent B2B