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PREPARED FOR

WRITING FOR SEARCH ENGINE OPTIMIZATION

2Apr 8, 2023

Agenda+ Intro to SEO – What even is SEO??

+ Keyword – Keywords?? We don’t need no stinkin’ keywords…Do we?

+ Writing with SEO in mind – What does this look like?

+ Optimizing Content – What do you mean I may have to rewrite the copy I just wrote?

+ Discussion – What does everyone think? Concerns? Issues?

3Apr 8, 2023

Terms

+ Queries– What is typed into a search engine

+ Indexability– The capability to be listed in a search engines

index

+ Findability– The capability to have your website be found by

search engine spiders or your customer

WHAT IS SEO?

5Apr 8, 2023

From the mouth of the search beast

GOOGLE’S DEFINITION (FROM GOOGLE’S SEARCH ENGINE OPTIMIZATION STARTER GUIDE)

+ “...make it easier for search engines to crawl, index and understand your content.”

+ “Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results.”

6Apr 8, 2023

Own your messageI OWN THIS!

7Apr 8, 2023

Fast vs. goodBLACK HAT VS WHITE HAT

+ What makes Black Hat so evil?

+ Why do companies even consider Black Hat?

+ Why you should choose White Hat!

8Apr 8, 2023

SEO: A key part of content strategy

HOW DO THEY PLAY TOGETHER

+ Search engine optimization relies heavily on content

+ Strategically developed content performs better

+ Relationship between Content Strategy and SEO has changed

– Moved from siloed practices to an intertwined force of domination

+ How does content strategy add to SEO?– Identify the type of content the customer wants– Identify the content available and gaps in content– Manage sitewide content to align with goals and personas

KEYWORDS…REALLY??

10Apr 8, 2023

For more than just good looks

KEYWORD USAGE

+ Suggestions not demands

+ Meant to help drive relevant traffic to the page

+ Align to the SEO strategy

+ Backed up by research (more on that coming up)

11Apr 8, 2023

How do you identify good keywords?

HAVE A BRAINSTORM SESSION

+ Whether an internal team or an agency get some heads together

+ Should you take the HiPPO into account? Why, why not?

+ Can you get actual customers/visitors involved?

12Apr 8, 2023

Identifying good keywords (cont’d)

TOOLS

+ Google AdWords Keyword Tool

– Yes, I know we aren’t buying ads

+ SpyFu – Competitive Analysis

+ Many, Many Others

13Apr 8, 2023

Let’s brainstorm!EXAMPLE TIME

+ Google Chromebook

NOW PUT THEM TO WORK!

15Apr 8, 2023

What should you optimize for SEO?

CONTENT SECTIONS BY ORDER OF IMPORTANCE (VISIBLE TEXT)

+ Headline

+ 1st Sentence of Copy

+ 1st Paragraph of Copy

16Apr 8, 2023

What should you optimize for SEO?

BACKEND CODE BY ORDER OF IMPORTANCE (BEHIND THE SCENES)

+ Title

+ Description

+ Image Alt Tags

+ Microformats (addresses, recipes & more)

+ Social Media Tags

17Apr 8, 2023

Keyword Density: It’s a Myth!RELEVANT CONTENT (NOT MORE KEYWORDS) GETS RESULTS

+ No such thing as a certain number of keywords per amount of content

+ Based on prioritizing relevant content instead (inverted pyramid style)

18Apr 8, 2023

Writing with SEO in MindWHY THEY ARE CALLED RECOMMENDATIONS

+ Good content gets shared

+ Optimized content gets found

+ Good content that is optimized thrives

+ Optimization should NOT sacrifice good content

WHERE THE END IS TRULY THE BEGINNING

20Apr 8, 2023

O is for Optimization, not “Oh My”

WHY DO WE NEED TO REVIEW THE CONTENT?

+ Performance is not up to expectations

+ Initial optimization is a great guess based on data

+ Analytics data helps to inform the next steps

21Apr 8, 2023

Building on the BasicsDON’T THROW THE BABY OUT WITH THE BATHWATER

+ Optimization is a process of improving what already exists.

+ Remember what Google said; it’s about the small things.

+ True optimization comes from consistent ongoing effort; it’s not a one-time thing.

SO WHAT’S STOPPING YOU?

23Apr 8, 2023

Stop… Discussion Time!

THANK YOUKEVIN GAMACHE – SEARCH MARKETING STRATEGISTTWITTER:@KEVINGAMACHE[wire] stone