inconceivable content: the dread pirate rober's guide to creating swashbuckling content,...

© Copyright 2010 Stoney deGeyter

© Copyright 2010 Stoney deGeyter

Good content is SEO’d content.

Text

SEO

Sales

© Copyright 2010 Stoney deGeyter

No content, no sales.

Keyword Content

Think Keywords

Hear Keywords

Search Keywords

© Copyright 2010 Stoney deGeyter

“Perfect” content still has to change.

Layout

Content

Headlines

Keywords

© Copyright 2010 Stoney deGeyter

No Hidden

Text

Publish Negative Reviews

No Hype Be Genuin

e

Trusted Content

© Copyright 2010 Stoney deGeyter

SEO

Keyword Selection

Keyword Guidance

Copywriter

Keyword Integration

Keyword Usage

Good content cannot be rushed.

© Copyright 2010 Stoney deGeyter

Start with keyword research.

Target Audience

Areas of Interest

Needs to be Met

Business

Students

Hobbyists

Education

Information

Ideas

Strategy

Direction

Community

© Copyright 2010 Stoney deGeyter

Keywords don’t always mean

what we think.

“cordless

telephone”

headset?

cordless “teleph

one headset

”

© Copyright 2010 Stoney deGeyter

Know your visitors.

Researchers

Shoppers

Buyers

© Copyright 2010 Stoney deGeyter

Use similar qualifiers together.

Exotic Widgets

Classic Widgets

Vintage Widgets

Quality Widgets

RedWidgets

Discount Widgets

© Copyright 2010 Stoney deGeyter

Ignore “old-school” nonsense.

• 7 percent?

Keyword Density

• 6.4 times?

Keyword count• 3rd, 12th

Words?

Keyword Positioning

© Copyright 2010 Stoney deGeyter

“Chosen” keywords aren’t always the right keywords.

Competitor Uses Doesn’t “fit” Single-word

© Copyright 2010 Stoney deGeyter

Write content no one else has.

Niche areas

Highly targeted keywords

Easy to rank

phrases

Info queries

© Copyright 2010 Stoney deGeyter

Write for your audience first.

Maintain reader value

Keywords not obvious

Persuasive content

© Copyright 2010 Stoney deGeyter

Don’t destroy the conversion process.

Interest

Conver-sions

Engag-ement

© Copyright 2010 Stoney deGeyter

1

•There is no magic amount of text

2

•Keep it as brief as possible

3

•Use no more than needed to convert

Be concise.

© Copyright 2010 Stoney deGeyter

Write for skimmers and scanners.

ResearchersParagraph Headings

Keyword Rich Links

Bullet Points

Bolded Text

© Copyright 2010 Stoney deGeyter

Use words that encourage action.

Action Words

Calls to Action

Textual Links

© Copyright 2010 Stoney deGeyter

Good content never dies.

Keep content up to date

Redirect deleted pages

Repurpose old content for new mediums

Link to and from historical pages

© Copyright 2010 Stoney deGeyter

© Copyright 2010 Stoney deGeyter