How to Write Killer Web Content

MSAE Communications Networking Group

How to Make Google
Love You with
Killer Web Content
May 17, 2011

Tara Loftus | Frontier Web Development

“There is nothing search
engines prefer more than
killer Web content.”


“„I‟m not technical‟ is no longer
an excuse for a marketing or
communications
professional.”


What is “killer” Web content?

The small percentage of Web content
that really makes a difference

It makes the sale, delivers the service
and builds the brand

Probably represents less than 10% of
content published on the Web


The “Six Cs” of Killer Web Content

1. Who Cares?
2. Is it Compelling?
3. Is it Clear?
4. Is it Complete?
5. Is it Concise?
6. Is it Correct?


Writing for the organization vs.
writing for the reader

If you want to get found by Google, you
need to use your customers’/members’
words – not yours!

Know your reader: there are no more
“users” on the Web anymore – instead,
members, customers, teenagers, etc.

For key phrases, strike the balance
between broad and specific


Which key phrase is the best?

1 . Association executives in Midwest
2 . Association networking
3 . Association networking in
Minnesota
4 . Association networking mn


Using keywords on your website

Page titles
Page descriptions
Page headings
Page content
Links


What‟s a page title?


What‟s a page description?


Page titles & descriptions
(a.k.a. “meta data”)

Make it unique for every page
of your website
Describe what that page is
about – make it enticing so
users will click
Use your keywords – lead with
them, then organization name


Example Title for MSAE “About Us” page

Currently:
MSAE

Better:
About the Midwest Society of Association
Executives (MSAE)

Best:
Association Management in
MN, ND and SD | About the Midwest Society of
Association Executives (MSAE)

Example Description for MSAE “About Us” page

Currently:
[none] Google is substituting first content on page

Suggested:
MSAE serves association professionals in
Minnesota, North Dakota and South Dakota,
helping members stay informed of industry
trends, meet organizational challenges and
network with their peers.


What about keyword tags?
(more “meta data”)

Because it was so abused in
the past, keyword tags are of
little significance to Google
and other search engines.
Do your title and description
tags first, then keywords if
you have time.


Page headings
(denoted by <h> tag in HTML)

Your heading is your hook –
be as compelling and
specific as possible! (Six Cs)
Headings should stand on
their own two feet
Lead with keywords


Example: MSAE “About Us” page

Currently:
Midwest Society of Association Executives

Suggested:
#1 Networking Group for
Association Professionals in the Midwest
or:
Association Management Networking for
Association Professionals in the Midwest


Page content

Each page should focus on a
single term, using keyword
phrases for that term
All content should be USEFUL
Web paragraphs should be 4
sentences or fewer
Position keywords at the
beginning of sentences rather
than the end

Page content

Be original – Google awards
no points for copied content
Update regularly – be
careful of “smelly” content
End with a call to action – a
link is best (no page should
be a dead end)

“When it comes to conciseness,
when in doubt, cut it out.

When it comes to clarity, when
it doubt, spell it out.”


Example content for MSAE “About Us” page

#1 Networking Group for Association Professionals in the Midwest
MSAE is the #1 networking group for association professionals in the
Midwest because we advance and serve association management
professionals in Minnesota, North Dakota, and South Dakota on a daily
basis. We do this by offering the highest quality, cost-effective education
and networking opportunities for association professionals, from young
professionals to CEOs.
Hundreds of association professionals in the Midwest stay informed of
industry trends, meet organizational challenges and achieve their goals for
professional development through MSAE.
Read more about MSAE‟s mission and vision
Meet the MSAE Board of Directors
Check out the MSAE Young Professionals group


Links

Link within your discipline to
build credibility
Do “reciprocal linking”
cautiously – only if the link
adds value to your reader
Google gives special emphasis
to words found in links
Place links at action points in
your text

Examples of links:

Click here for more information.


Examples of links:

Currently:
MSAE is governed by a volunteer Board of
Directors.

Suggested:
Meet the MSAE Board of Directors.

Best practice:
Keywords in the link should match the
keywords in the title and description of the
page you are linking to – Google LOVES this!


Remember!

Your “score” with Google can
never be less than zero.


Resources for the Web writer

Killer Web Content by Gerry
McGovern
Search Engine Marketing by Ramos
& Cota
SEO for Dummies
Above the Fold by Brian Miller
A List Apart blog

Plus any websites you love to read – analyze
and emulate them!


How to Write Killer Web Content

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