Content Team MeetingJune 19, 2013

Writing SEO-optimized content that converts

AgendaKeyword & Linking ChangesWhat is Anchor TextNEW! Related Links boxesTips writing News ArticlesACE Content Focus TaskHow to Pick TopicsPage Titles and Meta DescriptionsLawyer Content What Not to SayUse the Templates!Due Dates MatterExamples

Keyword & Linking ChangesTwo types of keywords for each piece:Focus keyword describes the focus for the contentPractice area keyword (NEW)The focus keyword is the topic of the content The practice area keyword is the link that goes to the PA pageYour focus keyword must be present in:Page titlePage headlineMeta descriptionTwice per article (small variations on same keyword)

Keyword & Linking Changes (contd)Variations on the focus keyword may be used as long as focus keyword requirements are met.Provide links about the focus keyword for the related links box. They dont all need to be in the copy.Your practice area keyword is the anchor text you use to link to the practice area for each piece. Dont link your focus keyword to the practice area!Can you link off-site? No more than once per item ONLY if the outbound link is an AUTHORITATIVE SITE.NOTE: Keyword lists (meta keywords) are not required.

What is Anchor Text?Anchor text should always describe the page you are linking TO not the page you are ON.

This FAQ page links to the DSS Practice area which is an attorney website content management system.

Related Links BoxesEditors can now add Related Links to each piece of content!

Related Links Boxes (contd)

Writers: Provide 3-4 related links for each pieceUse your focus keyword to find related links).Use the Google Search feature on the website to find relevant content

Or, use Google Search operator site:domain.com keyword phrase to find content on a site.

Include the links in your content template.

News Writing TipsOnly write news items in the clients geographic area AND their practice area.Always tie the news piece back to the firm:Look case results have they done something similar? Link to case results, write about it.Look at testimonials dont use names, but link to relevant testimonials.Expand news item based on the facts talk about serious injuries that happen when you arent wearing a seatbelt if news victim was hurt b/c they were not wearing a seatbelt.

ACE: Content Focus TaskCheck the Content Focus task in ACE

Whats in the content focus?Keywords & topics from the SEO teamClients practice area & location focusDetails about the clients prefect clientRecent notes from the SEO team or client

How to Pick TopicsThink outside the boxbut not too far outside!Content needs to be interesting but not weird. Dont push the limits or write inappropriate content. There's an episode of The Sopranos in which a member of Tony's crew, speeding to reach his destination, crashes into the rear of a parked car on a quiet country road. The car's owner emerges from a nearby house, surveys the damage, and insists on swapping identifying information for insurance purposes. The mobster offers him $500 in cash if he can just get back on the road and get where he's going, but the owner of the damaged car insists. So, while they're walking back to his house, the car's owner gets a bullet in the back of the head, and the mobster backs up his crumpled car and resumes his trip.Dont worry. This probably wont happen to you.Editors: SPEAK UP! Dont let these things slide!

Page Titles and Meta DescriptionsPage Titles and Meta Descriptions are critical for click through from the search results page.

Good titles:Virginia Car Accident Lawyer Reveals Insurance Companys Secrets 10 Ways to Lose Your Virginia Car Accident CaseNot-so-good titles:Virginia Car Accident Lawyer Explains Your Rights (vague)Types of Spinal Cord Injuries (no geo-location, bland)

Page Titles and Meta Descriptions Take another look at headlines and page titles just the facts, mam vs. whoa! Check this out!

Lawyer Content What NOT to Say

Each state bar has its own regulations and you cannot say that an attorney is an expert, is the best, or that they specialize in anything.

Editors: do NOT let these words slip into our content!

Use the Templates!Content should be perfect when turned in. It should be proofread, meet all FWM writing guidelines, and should be formatted to post to the site.Follow the templates exactly.Follow file naming formats.Use bullet points and numbers throughout content not dashes or other characters.Bold and italicize where necessary.Dont make your editor clean up your work!

Due Dates MatterDue dates are not a suggestion.Due dates are not optional.Due dates are essential to our well-oiled machine.When you miss a due date, it affects the editor, your manager, the client, and Tom Foster.If you have an issue, talk to your content managers BEFORE you miss the due date.If you do not meet due dates, your work will be reassigned.

Content ExamplesNot so great content: http://www.kaufmanlaw.net/blog/fractures-from-an-atlanta-truck-wreck-can-be-life-threatening.cfmOne internal link, which goes to bio page. Better to go to another library, blog, news or faq or to a practice area. Spacing is goofy. Location doesnt really make sense.Better content:http://www.kaufmanlaw.net/blog/your-georgia-job-may-be-costing-you-more-for-car-insurance.cfmHyperlink makes sense, this info is interesting and location specific. Bullets are great. Link in title is weird, not sure if this was an error or not. Still some spacing issues.Awesome content:http://www.hupy.com/library/what-you-need-to-know-to-avoid-being-an-iowa-teen-car-crash-statistic.cfmBulleted out, good info, linked out to a practice area and a library article.

Content Examples (contd)http://www.kaufmanlaw.net/blog/atlanta-truck-accident-attorney---declining-health-of-truck-drivers.cfmPage title: Atlanta Truck Accident Attorney | Declining Health of Truck DriversLook at how this shows up in the search results why would an accident victim want to click on this link? If I was a truck driver, maybe not the firms perfect client!

Spin the content so it speaks to a truck accident victim, not to a trucker:3 Reasons Truck Accidents Are Caused by Health ProblemsDid the Atlanta truck driver who hit you have health problems?

Further Reading

Updated FWM Writers and Editors ManualUpdated TemplatesSEOMoz Beginners guide to SEO: http://moz.com/beginners-guide-to-seoGoogle SEO Starter Guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdfWant to know how many people are searching for a particular question, word or phrase? http://freekeywords.wordtracker.com/keyword-questions

Questions?

We will continue to work more closely with the SEO team. Intro Laura. *We will be learning about some new changes, as well as reviewing some things that I think would be good to brush up on.*(I would like to start getting keyword info from the SEO team each month.) We need to talk about that. Bring in Laura to talk about keyword changes and how to read keyword reports.*(I would like to start getting keyword info from the SEO team each month.) We need to talk about that. Bring in Laura to talk about keyword changes and how to read keyword reports.*(I would like to start getting keyword info from the SEO team each month.) We need to talk about that. Bring in Laura to talk about keyword changes and how to read keyword reports.***We need to talk about this as well. Still havent received a response regarding linking vs related link boxes.*****We need to talk about this as well. Still havent received a response regarding linking vs related link boxes.******Reveal tips, tricks, and secrets. People always like to know secrets. Laura: What if we cant make an interesting title within 70 characters and still use the focus keyword?*Reveal tips, tricks, and secrets. People always like to know secrets. Laura: What if we cant make an interesting title within 70 characters and still use the focus keyword?***Not so great. You have templates: use them! This one has bad title & headline, wrong title capitalization, has separate title & headline. Missing Author. Missing Practice Area. Needs better formatting throughout.

Definitely not the worse Ive seen, but its not the best. *Good; Review why.******