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MSAE Communications Networking Group,[object Object],How to Make GoogleLove You withKiller Web Content,[object Object],May 17, 2011,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
© 2006, ed. 2007, 2008,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
“There is nothing search engines prefer more than killer Web content.”,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
“‘I’m not technical’ is no longer an excuse for a marketing or communications professional.”,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
The small percentage of Web content that really makes a difference,[object Object],It makes the sale, delivers the service and builds the brand,[object Object],Probably represents less than 10% of content published on the Web,[object Object],What is “killer” Web content?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
The “Six Cs” of Killer Web Content,[object Object],1.  Who Cares?,[object Object],2.  Is it Compelling?,[object Object],3.  Is it Clear?,[object Object],4.  Is it Complete?,[object Object],5.  Is it Concise?,[object Object],6.  Is it Correct?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
If you want to get found by Google, you need to use your customers’/members’ words – not yours!,[object Object],Know your reader: there are no more “users” on the Web anymore – instead, members, customers, teenagers, etc.,[object Object],For key phrases, strike the balance between broad and specific,[object Object],Writing for the organization vs. writing for the reader,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Association executives in Midwest,[object Object],Association networking,[object Object],Association networking in Minnesota,[object Object],Association networking mn,[object Object],Which key phrase is the best?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Page titles,[object Object],Page descriptions,[object Object],Page headings,[object Object],Page content,[object Object],Links,[object Object],Using keywords on your website,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
What’s a page title?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
What’s a page title?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
What’s a page description?,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Make it unique for every page of your website,[object Object],Describe what that page is about – make it enticing so users will click,[object Object],Use your keywords – lead with them, then organization name,[object Object],Page titles & descriptions(a.k.a. “meta data”),[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Example Title for MSAE “About Us” page,[object Object],Currently:MSAE,[object Object],Better:   About the Midwest Society of Association    Executives (MSAE),[object Object],Best:   Association Management in    MN, ND and SD  |  About the Midwest Society of    Association  Executives (MSAE),[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Example Description for MSAE “About Us” page,[object Object],Currently:[none] Google is substituting first content on page,[object Object],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.,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Because it was so abused in the past, keyword tags are of little significance to Google and other search engines.,[object Object],Do your title and description tags first, then keywords if you have time.,[object Object],What about keyword tags?(more “meta data”),[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Your heading is your hook – be as compelling and specific as possible! (Six Cs),[object Object],Headings should stand on their own two feet,[object Object],Lead with keywords,[object Object],Page headings(denoted by <h> tag in HTML),[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Example: MSAE “About Us” page,[object Object],Currently:Midwest Society of Association Executives,[object Object],Suggested:   #1 Networking Group for    Association Professionals in the Midwest,[object Object],or:,[object Object],   Association Management Networking for    Association Professionals in the Midwest,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Each page should focus on a single term, using keyword phrases for that term,[object Object],All content should be USEFUL,[object Object],Web paragraphs should be 4 sentences or fewer,[object Object],Position keywords at the beginning of sentences rather than the end,[object Object],Page content,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Be original – Google awards no points for copied content,[object Object],Update regularly – be careful of “smelly” content,[object Object],End with a call to action – a link is best (no page should be a dead end),[object Object],Page content,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
“When it comes to conciseness, when in doubt, cut it out.,[object Object],When it comes to clarity, when it doubt, spell it out.”,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Tara Loftus  |  Frontier Web Development,[object Object]
Example content for MSAE “About Us” page,[object Object],#1 Networking Group for Association Professionals in the Midwest,[object Object],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.,[object Object],Hundreds of association professionals in the Midwest stay informed of industry trends, meet organizational challenges and achieve their goals for professional development through MSAE.,[object Object],Read more about MSAE’s mission and vision,[object Object],Meet the MSAE Board of Directors,[object Object],Check out the MSAE Young Professionals group,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Links,[object Object],Link within your discipline to build credibility,[object Object],Do “reciprocal linking” cautiously – only if the link adds value to your reader,[object Object],Google gives special emphasis to words found in links ,[object Object],Place links at action points in your text,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Examples of links:,[object Object],Click here for more information.,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Examples of links:,[object Object],Currently:,[object Object],MSAE is governed by a volunteer Board of Directors.,[object Object],Suggested:,[object Object],Meet the MSAE Board of Directors.,[object Object],Best practice:,[object Object],Keywords in the link should match the keywords in the title and description of the page you are linking to – Google LOVES this!,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Remember!,[object Object],Your “score” with Google can never be less than zero.,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]
Resources for the Web writer,[object Object],Killer Web Content by Gerry McGovern,[object Object],Search Engine Marketing by Ramos & Cota,[object Object],SEO for Dummies,[object Object],Above the Fold by Brian Miller,[object Object],A List Apart blog,[object Object],Plus any websites you love to read – analyze and emulate them!,[object Object],Tara Loftus  |  Frontier Web Development,[object Object]

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