My Pubcon Vegas 2014 presentation covering all the must-have tools and tricks for SEO writers.

1. Copywriting Style Guide –
Tools & Tricks for SEO
Writers
Presented by:
Mindy Weinstein

2. About Me: Mindy Weinstein
• SEO Manager at Bruce Clay, Inc.
• Trainer of SEOToolSet courses
• Published author
• Former business professor
• Marketing for 10 years and SEO for 6+
• Connect with me!
– @mindydweinstein
– www.linkedin.com/in/mindydweinstein
– plus.google.com/+MindyWeinstein/

3. Where do you start?

4. Tip #1: Listen to your audience.

5. “The most basic of all human needs is
the need to understand and be
understood. The best way to
understand people is to listen to
them.” — Dr. Ralph Nichols

6. Listen to Your Audience
• Learn everything you can about your target
audience
• Plan to write about topics and answer questions
your audience cares about
• Content must show that you understand what your
prospects or customers want and/or need to hear
• Be empathetic

7. Listen to Your Audience

8. Listen to Your Audience
• Know the answers to these questions:
– What does your audience want or need?
– What do they expect?
– How can your website help them?
– What are you trying to accomplish with your content?
Listening + Understanding = Great Content

9. Listen to Your Audience
What would you do?

10. Listen to Your Audience - TOOLS
• Social Media: Get insight into your audience
• Surveys: Obtain comments and feedback (Survey
Monkey)
• Customer Service: Hear from the front line
• Focus Groups: Discover perceptions
• Conversation: Reach out to your existing customers

11. Tip #2: Research your keywords.

12. Research Your Keywords
• How will people find your content?
– Determine what keywords to use
• Target the right words—intent, query
volume...
• Know the demographics behind the keywords
• Don’t forget associated words

13. Research Your Keywords - TOOLS
• Brainstorm – the old school way
• Bing Ads Intelligence: http://bit.ly/1uVYgaQ
• Keyword Tool I/O: http://keywordtool.io/
• Soovle: http://soovle.com/
• KSP Tool: www.seotools.com/ksp-tool/

14. Research Your Keywords - TOOLS
• Google AdWords Keyword Planner:
https://adwords.google.com/KeywordPlanner
• Google Trends: http://www.google.com/trends/
• Google Instant: discover real-time query volume

15. Tip #3: Create your blueprint..

16. Create Your Blueprint
• Each keyword is different
• What is the intent?
• Know what the search engines are rewarding
– Review the top ranked pages
• Determine the normal behavior of the population
• Title, description, body content—how many words
should you use?

17. Create Your Blueprint - TOOLS
• Page Analysis Tools
– SEOToolSet Singe Page Analyzer:
http://www.bruceclay.com/seo/search-engine-optimization.
htm
– Internet Marketing Ninjas On-Page Optimization Tool:
http://www.internetmarketingninjas.com/seo-tools/
free-optimization/
– WooRank Website Review: http://www.woorank.com/
• Microsoft Word and Excel

18. Create Your Blueprint - TOOLS
• Google Advanced Search

19. Create Your Blueprint
Title: Word Usage
& Count
Body: Word Count,
Reading Level,
Language
Latent Semantic Indexing
Linear Distribution

20. Tip #4: Develop magnetic content.

21. Develop Magnetic Content
Source: Content-science.com Content + Credibility Study

22. Develop Magnetic Content
• Stay focused on your audience—incorporate the You
attitude
• Answer the question of “why?” Why should you listen?
Why should you care? Why was this message even
created in the first place?
• Use the appropriate tone and messaging
• Engage and connect!

23. Develop Magnetic Content - TOOLS
• Editorial calendar
– Google Calendar: https://www.google.com/calendar
– Co-Schedule Editorial Calendar Template:
http://coschedule.com/editorial-calendar-template
– Editorial Calendar Examples:
http://blog.bufferapp.com/all-about-content-calendar

24. Develop Magnetic Content - TOOLS
• Emotional Marketing Value Headline Analyzer:
http://www.aminstitute.com/headline/

25. Conclusion: Tips & Tricks
1. Listen to your audience.
2. Research your keywords.
3. Create your blueprint.
4. Develop magnetic content.

26. @mindydweinstein
www.linkedin.com/in/mindydweinstein
plus.google.com/+MindyWeinstein/