An explanation of what SEO content is and tips on how best to create and implement your content, covering: What is content? Basics of written SEO content Why you should have SEO content Where to start and who is your audience The writing process SEO keywords and research Top tips on writing content

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ClientsSleeping Giant Media

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SEO - Writing the Basics

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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?

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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

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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

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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
-Free
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Keyword research
-Google
Autosuggest
-ubersuggest.org
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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 tool
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Top tips for content writing

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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
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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?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk @sleepinggiantm

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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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