This presentation talks about how to write and create content from a search engine optimization standpoint. Biggest Mistakes | Reverse Pyramid | Best Practices | Structure | Source Code | Keyword selection | Tools | Example

1. Your Living
Website
What’s Heek? Read our manifesto

2. Website Content Writing
This presentation talks about how to write and create
content from a search engine optimization standpoint.

3. 3
Goals
● Identify which Keywords to use
● Learn Best Practices
● Know how to optimize your ranking on search
engines
Outcome
Create a relevent content.
The content that gives
the best answer to the
person who’s searching
for information

4. 4
Definitions
● SEO : Search engine optimization
● SERPs : Search Engines (SE) Results Pages
● Source code : Web page HTML code
● Tag : HTML content element tag. Each kind of content usually corresponds to
one tag.

5. Content
Biggest Mistakes | Reverse Pyramid | Best Practices |
Structure | Source Code

6. Marketing - Traffic Management - 06/2016
6
Biggest Mistakes
● Choose a title level for its style
● Never insert section titles
● Write massive text blocs without lin break
● Too long sentences, not enough directly
● Neither insert pictures nor renamed them
● Only take care about search engines experience and not that of your users

7. 7
Reverse Pyramid
Recommended methodology to organize your content
Goal : deliver information as soon as possible.
● Lead : aswer to 5w + How
(who/what/when/where/why)
● Start with general arguments
● More details the more we scroll down
LEAD
DEVELOPMENT
DETAILS
80% of Internet users read the lead and the 1st paragraph

8. Subtitles <h2>, <h3> :
● Short & Catchy
● Contains secondary keywords
● Content overview of the following
paragraph
● Allow readers to scan the article
8
Best Practices Checklist
Title <h1> :
● Contains the main keyword
● Short
● Explicit

9. 9
Best Practices Checklist
Text blocs / paragraph <p> :
● 4 or 5 lines
● Primary & Secondary Keywords
● 1 paragraph = 1 idea
● Order or unorder lists
● Bold words : what is important to
know + keyword
Lead :
● [150 ; 250] caracters
● Main Keyword + secondaires.
● 5W : Who, What, When, Where,
Why + How
Pictures : “alt” attribut has to contain a
true description of what it shows,
including associated keywords.

10. 10
Post Title
<h1>
Lead
<p>
Title 2
<h2>
Order list + Paragraph
<ol> + <p>
Picture
<img />
Title3
<h3>

11. Title Tag <title> : 65 to 70 characters
- Place of Top Keyword. As soon as possible
- Find a compromise with click calling
11
Meta <meta name=”description”> : 160 characters
- Have to call to click
- Don’t work for ranking
Rewrited URL
- No accents
- No Maj
- No space. Use “-”
- No stopword
- No suffix
- With Keyword
Rewrited URL or Breadcrumb
SERP overview

12. 12
Title 3 Paragraph
Title Tag
Title 2
Title 1
Description

13. Keywords
SEO content writing concept | Tools | Example “Croissant”

14. 14
Concept
SEO content writing means to answer to a need expressed by a query :
● To know which terms are used, for what volume, to use them and then give the
best answer and the most valuable information.
● To know synonyms to answer to that request with varied words: first to make
sure you cover the whole problem, and second to increase the quality of your
content
● To know co-occurences to identify whats terms are usually associated.

15. 15
Tools
SEMrush : essential tool for keywords search. It gives the request volume by
geographic area for each keyword, but also :
● associated terms
● variants
Alyze.info : tool that lets you check the keyword density, that’s balanced by it’s
position in specific tags (title, paragraph, link, etc.).

16. 16
Concordance Volume Concordance Volume
croissant recipe 14800 croissant donut 1600
croissant calories 4400 chocolate croissant recipe 1600
chocolate croissant 3600 croissant french toast 1600
how to make croissants 2900 homemade croissants 1300
calories in a croissant 1900 calories in croissant 1300
croissant bread pudding 1900 almond croissant 1300
croissant sandwich 1900 croissant time 1000
ham and cheese croissant 1900 croissant dough 1000
Occurence % associated
croissant origin 30.00
where are croissants from 30.00
recipes for croissant dough 30.00
croissant dough recipe 25.00
best croissant recipe 25.00
how to make croissant 25.00
making croissants 25.00
what is a croissant 25.00
how to make croissants recipe 25.00
Example : let’s say you want to write a post about “Croissant”.

17. 17
Example “Croissant”
We notice 3 mains requests
“Recipe” available in 3 categories :
● Generic & Quality
● Sweet
● Savoury
Trail of format OR 3 post subject ideas
The terms usually used with “croissant”
are :
● Origin / Where
● How to / make
● Dough
● Recipe

18. 18
Croissant recipe : How to make your sweet or savoury croissant
like a French Chief !
Make your homemade dough to give to your family & friends best salty & sweety
croissant that they ever tasted. Back to fench and austrian origins of this famous pastry
and more...
Homemade croissant dough, the recipe
With butter for the greedy | Without butter for less calories
Sweet croissant
Croissant Basic | Chocolate | Donut | Almond | French Toast
Savoury croissant
Croissant au Sandwich | Ham & Cheese | Salmon
Title 1
Lead
Title 2
Title 2
Title 2
Titles 3
Titles 3
Titles 3
H1
H2
H2
H2
H3
H3
H3
Detaillevel
Exemple : “Croissant” post format

19. Let’s ROCK
19
SEMrush