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What you think you know about content optimization may be killing your chance of getting your pages ranked where you want them. With this manual you will be able to train your staff or school your contracted copywriter on the proper way to structure page content in a way that not only improves your chance of ranking but also converts visitors to potential customers.
“What is the point of a website if it is not a tool to generate real profit?”

Optimize Your Writing Style

You have 8 seconds to suck your reader in before you FAIL! There are many SEO copywriting principals to master in order to make sure your written content is compliant with the latest in search engine optimization techniques. At the same time you are figuring out how to structure your page you need to avoid scaring people off the site completely. You would be surprised just how common site abandonment is.

SEO content structure

All pages need to contain a targeted keyword in the title, introductory paragraph, two or three supporting paragraphs and a concluding paragraph. Each of these should be divided by logical sub-headings to cater to people who scan first before committing to a full read. These are the basics of proper SEO page structure but in order to keep from failing you need extreme skill to write the page content in a way that has a natural flow and tone as people read it. Most people hear a negative tone in their mind as they read and you have to change that to a positive one. That can’t be accomplished by awkwardly trying to stuff keywords where they don’t belong!

You may be a good writer

You may even be a journalist. You may have many people telling you how great your writing skills are. It could be that none of these are true and you are just the “doer” type of person who wants to be successful online. No matter who you are you should understand that the psychology behind effective and persuasive copywriting is not something new. All that is new is the fact you now have to add more science to your strategy to optimize your vocabulary for machines called search engines.

Demonstrate mathematically calculable authority

If you want to succeed online then you need to be concerned with demonstrating authority as an SEO content strategist. There is no room for eccentricities online. If you are already skilled or just want your content to rank well and gain traffic then pay close attention to the science behind the why’s and how’s of structuring your content. Write clean clear persuasive content with an eye to mathematical topical accuracy and you will be a cut above the rest.

Here is some info that we have used in the past to get content production teams passed writers block and slow periods.

If you stay informed about your industry news that is the best technique for knowing what to write about.

Steps:

1. Research topics
2. Check search trends of topics and related keywords
3. Check long term search trends for keywords and find related phrases
4. Include all topics and keywords in article according to the steps
5. Here is the format for all written articles
   http://optimizationtutor.com/2011/06/free-seo-content-optimization-strategy-e-book/

Follow it very carefully. Make sure the writers write it formatted so we don’t have to.

Tools for finding topics:

http://www.google.com/trends/hottrends
http://www.alexa.com/hoturls
http://hot.aol.com/
http://www.search.com/top?page=0&tag=se.ts.page.1
http://about.ask.com/en/docs/iq/iq.shtml
http://popurls.com/
http://www.seomoz.org/popular-searches

Check the 90 trend for the topics using this tool. You can also see related keywords to use in the article to support topics.
http://www.google.com/insights/search/#

Check the all time average searches for the topics here. This will also give you keywords to use that are related.

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&stylePrefOverride=2#search.none!ideaType=KEYWORD&requestType=IDEAS

Once you complete these then you have a great article that will attract lots of traffic.

Newsworthy instructional blogs are best

The search engines favor newsworthy and instructional type of websites. Good thing for you that blog platforms like WordPress are suitable for both. There is no way around the fact that you have to have a continuous supply of up to day fresh content for your site.

New and fresh original content is king

Any site that does not have several whole new pages going up every day will not be able to compete against large budget competitors. Most big sites spend all their time and money on marketing and very little on putting new content on their site daily. You may be able to dominate a niche market without lots of content but you won’t be able to make any decent amount of money.

New original content is cheaper than spam

Writing new content every day is thousands of times cheaper than buying mass amounts of different types of marketing, especially SPAM. If you don’t like writing hire a writer overseas and just be the editor for your site. Either way you want your everyday content to have your target keywords in the titles and in the content area of all your posts and pages. new content means nothing if it does not optimize for the phrases used in search engines by your customers. See this article for more on keyword placement.

Keyword research determines type of content

Figure out what your customers want through keyword research. Then find the right support staff or network to produce content that will be enjoyed by that target market. People often make the mistake of stuffing keywords where they don’t belong or making every peace of content a sales pitch in disguise. If you watch your own web surfing behavior you will likely find yourself avoiding those types of sites. Learn from that.

Keep sales pitches where they belong

The right type of content does not necessarily mean the right sales pitch you think people want to hear. No one likes sales pitches. Write articles about things they are interested in and figure out a way to include your keywords in a way that is not annoying or obvious. Search engine optimization is not about talking people into buying. That is the job of your buy buttons and your sales pages.

Content that fits search engines

The right type of content is articles that search engines think their users will enjoy. Filling your site with rss feeds or fake news that you got from somewhere else will only deter search engines like Google, Yahoo, and MSN from assisting your site. Original commentary on current events does work quite well though. They have advanced mathematical algorithms that can detect the quality of content. Don’t be lazy because that just costs too much money and wastes your time.

Use your content articles to direct page rank to your sales pages

If you are trying to rank high for any terms for example “free SEO training” make sure you put keyword links to the conversion page for “free SEO training.” That way your article does not have to be a sales pitch and it will promote your main page with your internal linking strategies. Links from inside your site pass just as much Page Rank as links from outside of your site, all other things being equal. See more on link building strategies here.

Do it right the first time

Do not waste your time on any short cut garbage. SEO is like relationships, the more quality time you put into them the more rewarding they are. We highly recommend that everyone stay away from anything that seems like a trick or a short cut. How would you ever find out if you were penalized for behavior that the search engines think is bad? The fact is you wouldn’t know and would continue to bang your head on the wall trying to figure out how you did not follow the instructions “exactly” to make the “SEO Trick” work.

Keep it simple and focus on visitor enjoyment

The best type of content is what every type of written material, video, and graphics your target customers would enjoy. It seems simple enough but most people get distracted from that with all the “so called” advanced SEO techniques. Just keep it basic and the search engines will reward you for it. Blog about what your customers are passionate about. That is how you create the right type of content for search engine optimization.

Use your learning experiences as inspiration for writing

Write about what you are learning. Every blog or no matter what type of product or service you are trying to make money with has a personality. Allow your personality to show in you blog. If you are studying ways to keep your spam to a minimum post an article on it and share it with your readers and maybe others doing the same thing online will link to you. Post an article about every problem that you face and the steps others can take to avoid the headache. People will appreciate it. Most bloggers are reading other blogs. Don’t forget that marketing and blogging is an actual community online.

Turn everything into an excuse to post an article with your keywords

Use your blog for what it is, a “web” “log” or online journal. It is just a public version of it. People are intrigued by personal stories and activities of the people behind the scenes of professional sites they visit. It allows them to get to know you to a degree. Keep your posts professional of course and never pass up the opportunity to put your keywords in every post. Many sites and blogs won’t get enough traffic in the early stages to worry about mistakes or trying to be a perfectionist when it comes to what you think users will think of your site. By the time you complete your optimization likely all your posts will be in your sites archives and not readily available to your readers but the search engines will see a steady stream on new content for a long period of time which have your keywords in it.

Get email alerts to stay on top of the news about your keywords

Set up “Google Alerts” from Google News. This allows you to go to Google and click the news link at the top left. When you search inside Google News you can set up an email alert that will send you the new stories based on what every topic you like. Of course you are going to want to read about other sites like yours, possibly in the same industry, and general news on the keywords your site is trying to optimize for. This gives you fresh ideas and topics to write about on a daily basis. We suggest you have one gmail account dedicated to handling all your email needs for your website. Dealing with spam or personal emails constantly will only slow your productivity down.

When you explain anything to anyone turn it into a post

Make posts about your email activity. Many times we get questions about things that take us over 500 words to explain. Don’t waste that effort and time. Rewrite that email into a great post for your site. One opportunity that will arise is when you have to explain to family or friends what you are trying to do with your site. Do your best to give them details and information that will show them that you are doing something worth while and why it is a good idea. These emails are perfect for changing them into great blog content.

Auto creation systems for content will hurt your optimization efforts

Stay away from auto content posting systems. It may seem like a good idea but it will definitely hurt your optimization. “CONTENT IS KING!” screams Google and the other search engines. Everyone needs to pay close attention to what the rulers of the Internet are saying. We know many ways to cheat and have followed all the so called SEO Tricks but all of them get shut down or penalized. The search engines control who makes money online and who doesn’t. They have guidelines to follow and in those guides they constantly emphasize “ORIGINAL CONTENT.” Do yourself a favor and don’t try to out-smart thousands of people smarter than you all working together to stop you from cheating. Just do what they say.

When all else false outsource your content writing

Outsourcing is a very viable and reliable way to pump your site full of content. There are extremely skilled copywriters in India, South East Asia, Russia and other places. There are Americans living all over the world that are willing to work for very cheap. Many countries have citizens that are just as skilled. You can go on sites like http://scriptlance.com, htp://elance.com and many others. You post your project and get bids from various people for prices. You can see their past record of happy or unhappy customers and how many total projects they have completed successfully. Keep in mind though it takes as much time to work these sites for bids and post specs on your projects as it does to write the content your lazy self. Only kidding.