SEO Writing 101

 

 

Google is like Pinocchio; they both want to seem more human.

pinocchio touching his nose

Write well.

That’s what Google wants you to do. Because that’s what your human audience wants too.

Become an expert on something and share well written content about that something.

But people (and Google) care about more than the naked content of a piece; we also care about its presentation. Is it easy to skim for quick grokking? Is it easy to categorize? Is it easy to find on your site? And so on.

Imagine this article without headlines. No paragraphs. No images.

Images are worth some amount of words. Right? Especially if we mark them up well with alt attributes and avoid web-image mistakes.ย  If nothing else, an image might make your page look better and/or encourage readers to linger longer.

Good headlines help human and robot readers quickly understand what’s in a document. Sub-headlines break up long sections of otherwise more-boring-looking text with contextual cues about what follows.

Link to relevant related content on your own site with good anchor text. Good intralinking strategy will help Google and readers learn more about you/your topic.

Invisible-ish bits are important too. (Because they’re not invisible to Google.) Learn how to write and use great titles and meta descriptions. Learn about microdata and some specific ways obscure bits of markup can help you succeed in Google.

Maybe those last two links are more “SEO 201” than SEO 101.

What else can I do for great SEO?

Plenty. UX plays a big part in SEO. Tune your website so it’s fast. Remove hurdles between visitors and the prize at the end of the tunnel. (Shorten the tunnel?) Run multivariate tests to figure out what works. Stay relevant. Integrate your social efforts with SEO and otherwise encourage people to connect with you and your excellent website. Backlinks are key.

And if you’re serious about ranking well for important keywords, your first foot forward is good keyword research. Yes. Keyword research. Those last two keyword research articles are almost a decade old. Don’t bother reading them. They’re there to underscore that “Stay relevant.” note.

…Some say video is the future of SEO. Don’t worry, there’s plenty you can do to optimize video SEO, too.

Good luck.


Dan Dreifort consults on UX and SEO for small large businesses, large small businesses, and non-profits. He doesn’t love working with large large businesses because he likes to quickly affect change. Is it ironic that those with the deepest pockets are often the slowest? Maybe. Final note: Do as I say, not as I do; there are way too many links in this blog post!

The ABCs of SEO for 2016

abcI’ve seen a few articles titled ‘The ABCs of SEO’, but most of them either continue on to the DEFs and trudge all the way through Z, or ditch the metaphor altogether after the headline. Dear SEO reader, that’s not me; I won’t do that to you.

My understanding of “The ABCs” gels with the definition:

plural noun:
the rudiments of a subject.
“the ABCs of emergency heart-lung resuscitation”

One might add to the summary-fun by sticking to three topics starting with letters A, B, and C. …Which also lends itself to “legs of the SEO stool” and various “triangles are the strongest shapes” and “3 is the magic number” tropes, too. Sure, let’s do it!

  • A is for Algorithm
    Yes, this starts us off on a weird foot, but you have to start with “A” and Google’s algorithmic whims rule the roost. Ignore seemingly silly phrases like “Penguin update” & “Panda update” at your SEO’s peril. …We’ll stick some of SEO’s other technical bits in this category, too. CMS platforms, hosting, microdata, valid code, etc. They, and many other elements, play a part in the Google algorithm.
  • B is for Backlinks
    A website can’t thrive in a vacuum. Googlebot is a web crawler. Crawlers follow links. If nobody’s linking to you, Google knows. Similarly, when many authoritative sites link to yours, Google knows. Oh, and Google cares! Social Networking and other engagement fits nicely here, too. It’s all about the connections. …Well the B-section is all about connections. But shouldn’t that fall under “C“? No. Don’t get confused.
  • C is for Content
    Content is king. Let’s type it again. Content is king. (That first link is better, though.) A client once wanted me to optimize their site without changing or adding any text. That relationship didn’t last long. Fresh, interesting, relevant content–unless you’re lucky enough to find a weird niche–SEO can’t thrive without it. Keyword research falls under this “C” umbrella, too. You can’t have good SEO content without appropriate keywords.

SEO ABCs Epilogue

There is no D in the ABCs of SEO

D is for Design

Haute designers usually loathe SEO best practices because SEO cares little about bleeding edge design, and design best practices often spit in the face of SEO efforts. Sometimes, emphasis on design goes hand-in-hand with the sentiment that “lots of text doesn’t look good.” That’s not un-true; optimized content usually isn’t sexy. …But it helps us rank better.

I wrote this post today because I whipped up a small section thereof in response to a first look at a client’s new site mockup. It’s pretty, and they’re paying a lot for it, from a big name. …Which is why I fear they’ll make my SEO work harder in the near future. No matter. SEO gets harder every year with or without their “help” ๐Ÿ˜‰ I advise. We carry on.

It’s a dance. Pick your priorities and get good advice. Start with the ABCs of search engine optimization.

 

Dan Dreifort consults on UX and SEO. Damn. He missed the perfect opportunity to tell you about how important UX is for great SEO. Oh well. He accepts no more than four new clients per year. His client waiting list is mercifully short right now, but for some reason, he doesn’t make it really easy to contact him.