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This is Bonus Video 4.1 in the course: Learn How To Write Copy How to write SEO copy for the web

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Page 1: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

This is Bonus Video 4.1 in the course:

Learn How To Write Copy

How to write SEO copy

for the web

Page 2: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

• How to find out what people are typing into Google to find you

• Why “Relevancy” is the key • How does Google rank websites?

Page 3: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 4: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

What are people typing in to find you?

Page 5: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 6: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 7: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 8: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

“Relevancy” is the key…

Page 9: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

How does Google rank websites?

• Google doesn’t let people know what those factors are…

• however…SEO consultants know what the most important factors are.

• Most would agree that the following are important ranking factors…

Page 10: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

• Keyword usage: in meta data, in the URL, headlines, alt image tags, in links

• Site structure – is it easy to navigate

• Site speed – is it fast to load

• Age of site – the older the better

Page 11: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

• Time spent on site – how long do people stay on for

• Number of inbound links – # of sites linking to you

• Quality of inbound links – quality of them eg credible?

Page 12: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

• Domain Links - links to your website as a whole (number and quality of links matter)

• Specific Page Links - links pointing directly at that page (quality, number)

• Regularly updated content

• Video becoming more important

Page 13: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Meta tags: What are Meta tags: • The word meta means “information about”

• Meta tags are a great way for webmasters to provide

search engines with information about their sites.

Page 14: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Keywords:

• a particular word or phrase that describes the contents of a web page.

• shortcuts that sum up an entire page.

• form part of a web page’s metadata

• help search engines match a page to with an appropriate search query.

Page 15: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 16: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Search Engine Results Page (SERP)

AdWords AdWords

Page 17: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

AdWords

Page 18: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 19: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Title Tag: character limit…

• up to 70 characters of keyword-relevant text

Page 20: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

How do we see the meta-data?

Page 21: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 22: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Search Engine Results Page (SERP)

AdWords AdWords

Page 23: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 24: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

AdWords

Page 25: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Description Tag: character limit…

• up to 155 characters of keyword-relevant text

Page 26: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Keywords:

• Short Tail Keywords

• Long Tail Keywords

Page 27: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Short Tail Keywords:

• usually 1-2 word phrases

• much more generic than a long tail keyword

Page 28: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Examples: …we usually start off with a short tail keyword: • Furniture • Home Theatre • Motorcycle Brands • Minecraft • Whiteboards

Page 29: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Short tail words…

• …usually much harder to rank for in the search engines.

• …used so widely - it’s difficult for the search engines to understand which pages it should rank.

Page 30: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Long tail keywords: • Longer, more specific keyword phrases that visitors

are more likely to use when they’re closer to a point-of-purchase.

Page 31: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Short tail keyword: “Furniture”

• Chances are…

• your pages are never going to appear near the top of

an generic search for “furniture” because there’s too much competition

Page 32: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

If you specialize in…

…”art deco furniture” … then use keywords like “dining table, Art Deco furniture”

• you will be found more easily and readily

• less competition for those words

Page 33: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Drawbacks of Long tail words:

• draw less traffic

• …but the traffic you do draw will be better: more focused, more committed, more needing of what you offer

Page 34: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Examples of Short and Long Tail Keywords…

Page 35: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Short tail = Furniture

Page 36: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Short Tail – Art Deco Furniture

Page 37: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Long Tail = Art Deco Furniture, Melbourne

Page 38: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Page 1 Result…

Page 39: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Keywords listed in the meta-tags

Page 40: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Keywords = Art Deco

Page 41: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Step 1: Choose a key phrase for each page

• Think about how your reader might search for that

specific page with phrases like…

• “art deco furniture, Melbourne” • “art deco dining tables, Toorak” • “second-hand art deco dining tables, Toorak”

Page 42: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Step 2: Place it in key areas… • in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), • in links • don’t write… • ‘click here’ – put a keyword in… • more art deco dining tables here:

Page 43: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

What NOT to do… • Don’t fill your headlines with non-optimised words

like “Welcome to our site”

• Use keywords whenever possible…

• Example of how not to do it:

Page 44: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 45: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 46: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 47: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

How to find out what people are typing into Google… Use Google Keyword planner…

Page 48: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

https://adwords.google.com/KeywordPlanner

Page 49: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •
Page 50: Learn How To Write Copy - Amazon S3...• in meta data (title, description) • in the URL (domain name), • Headlines (H1, H2, H3) • alt image tags (text to name an image), •

Optimize Your Content • Write your content first – then optimise it • It’s a dance – write for the human first, then Google


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