Create Great Content: Website Content for SEO and Customers | Tamara Budz | Skillshare

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Create Great Content: Website Content for SEO and Customers

teacher avatar Tamara Budz, Marketer. Instructor. Gator MBA. Coffee Addict.

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

5 Lessons (14m)
    • 1. Create Great Content: Introduction

    • 2. Create Great Content: Content Matters

    • 3. Create Great Content: Start with Copy

    • 4. Create Great Content: Content Is More Than Copy

    • 5. Create Great Content Wrap Up

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About This Class

Does your content connect with your customers? Does it make them want to take action? Do search engines rank your site before your competition?

Create better website content to maximize search rankings and reach your audience at the same time.

Meet Your Teacher

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Tamara Budz

Marketer. Instructor. Gator MBA. Coffee Addict.


Tamara Budz is an experienced marketing consultant who specializes in brand management, eCommerce, and merchandising for small and mid-sized companies. She has over 15 years of marketing and merchandising experience at companies of every size, from startups to multi-national corporations. Tamara is the founder of two eCommerce startups and currently manages the marketing firm, Silver Shade Group. Prior to her work at Silver Shade Group, Tamara worked in Merchandising and eCommerce at two Fortune 50 retailers and in Marketing and Brand Management at a consumer goods importer. Tamara holds an MBA from the University of Florida and a BA from Roosevelt University in Chicago, IL. She currently lives in South Florida.

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1. Create Great Content: Introduction: hi there and welcome to create great content. My name is Tamara Buds, and I'm a marketing consultant. I've worked with companies of pretty much every size over the last 15 years. The end of my corporate career was spent in e commerce at a big home improvement retail store, and I've been creating content for advertising and digital for over 10 years. I'm glad you've made this investment in your business and want to learn to create great content both for your S E O and your customers. In this course, we will focus on website content and we will cover the importance of content, especially for search. We will also go through how to write salad copy, how to determine the S e o keywords for your business, and I'll give you a quick overview of how to choose the images and the links for your site . By the end of this course, you'll also have a solid understanding of content and be able to create or improve the content for your site. 2. Create Great Content: Content Matters: great content is important for building your digital presence, both for your customers and for ASIO. In short, content matters from a customer perspective. Your site tells your story and shares information. The content on your site includes anything that helps your potential customers make decisions about whether or not they should hire you from your about page to your product. Descriptions. From a surge perspective, your site needs to provide information. In the simplest terms. Google and other search engines assume that when someone types a word or phrase into the search bar, they are looking for information about that subject. Obviously, there's more to it than that, but the primary goal of a search engine is to return results that are the best fit for each search. If you consistently offer high quality information on a single topic or a group of topics, you will eventually be seen as an authority on. Those topics will get into the mechanics a little bit more, but for now, just understand that you need to be consistent and demonstrate knowledge. Next up, we'll start writing some copy 3. Create Great Content: Start with Copy: our first focus for content creation is copy. Your copy will set the tone for your site. Provide details for your potential customers and get your site found by the search engines when you're writing copy. It's a great idea to start with keyword research, even if you already know some of the words and phrases that you want to use for your business. Researching other keywords can help you find the words and phrases that should feature prominently on your site. Here are the steps to perform a basic keyword search using Google's keyword planning tool within AdWords. The tool is obviously more robust than what you'll see here, especially if you plan to run a paperclip campaign. But this will give you a solid understanding of how to determine the key words and phrases you should use in the copy that you write for your website and in your block posts. First. If you're going to use Google's keyword planner, you'll need a Google account. I use my main Gmail account because most of my business and client accounts are linked to that. Anyway, follow the link to the keyword planning tool within. The resource is for this course, or you could just type it into the Google search Bar. You'll need to sign into your account, and then you can select search for new keywords using a phrase website or category that's under, Find new keywords and get search volume data. Once you see this box on the screen, you can type a word or phrase that describes your business in the box with the arrow. If you have a local business, you can also set that as a parameter within targeting like I've done here with Charlotte. To do that, just click on the gray pencil toe, edit the field and start typing your city, state or whatever location you need. The tools pretty savvy, and we'll give you options pretty quickly. Once you're set, click get ideas. That's the blue button toward the bottom. On the next page, Google will tell you what they think you should pay for and how much it will cost you. But if you click on the key word ideas tab that will give you suggestions of the related keywords for the word or phrase you entered used the average monthly searches to help you determine which keywords and phrases you should actually use. Make a list of the phrases that seem relevant and worth using. Repeat this. Get ideas search process until you have between 20 and 40. Words and phrases for your business. You don't want too many, but you definitely want at least 20. Now that you've got a list of keywords, you can focus on the key ideas for your copy. For now, start with a list of highlights or key ideas. How is your business? Different? What about your brand is special and might be compelling. How long have you been in the industry? How long have you been in your local market? You'll use this list to write the copy for your site. When you start writing for your site, you might find it easiest to name your pages and the headlines. First, use the keywords in your page titles, if possible, but not at the expense of customer understanding. Work on your main page is first and save your blog's for last. That way you'll be comfortable writing once you need to sit down and write lengthy block posts. Right short. Three defies sentence paragraphs, right thumb for your audience. Use you instead of I and write an active voice to motivate action. If you aren't sure about capitalization capitalized, my title dot com has a great tool. I'm gonna use your about page as an example, and I do suggest that you start with your about page for two reasons. First, you know a lot about yourself and why you're in business. And second, you'll feel a huge sense of accomplishment when it's done. If you need 1/3 reason, it's that I'm guessing you're highly motivated right now. And that's a good page to use to carry your mo mentum forward if you get stuck there, some decent about page templates out there. But I urge you to try and write your own page before you go downloading a template. Why? Because someone else's template isn't your authentic voice and brand. If you're stuck on the how portion but you know what you want to write, a copywriter might actually be a better investment. When you write your about page or any other page, it should be just as much about your customers as it is about you. How can your fancy degree or experience swimming with sharks helped them sell more products . How have you helped other similar clients in the past show your potential clients the benefit of working with you and that they are exactly the right fit for your expertise? If you as a founder feature prominently in your business, you can include a section on your own background as well. Also include the company profile on background. Even if you own a product based business, it might make sense to highlight the woman or the man at the helm right, one section at a time, one sentence at a time. Each sentence should incorporate your keywords, your highlights and your customer. Keep writing until you're satisfied. Once you're satisfied with your copy, you contest it with a word cloud tool. I really like the tool at world dot net, but it does require Java, so there are other options out there as long as you have job of though world dot net is great. Once you're there, click create your own to make a word cloud copier text and paste it into the box and then click Go to create the cloud. This is where you'll find out if your job is up to date chroma Java don't seem to play nicely together, so use safari or Firefox. If you do decide to go with word all. Once you get a word cloud, it will look something like what you see here. If you need to, you can adjust the colors and the orientation to make it easier for you to read. When you analyze the word cloud, look at the size of the words featured. The largest words in your cloud are the ones who used most frequently. If you see a giant eye or the or doing, consider a rewrite. We frequently use the same verbs over and over again, so it might take some practice for you, too. Uses the source a little bit and diversify. It's not a perfect science, but if the words that are used frequently appear on a word cloud, they'll also likely be attributed to your site by Google. Don't waste space on a mediocre word. Get good customer friendly words out in the forefront of your writing. Work on the copy for each page following the same process. Go one by one, create a word cloud for each and you'll get consistent Copy. That way, both Google and your customers will be happy because both love consistency 4. Create Great Content: Content Is More Than Copy: content, especially great content, really is more than copy. Your images and links are important when you're creating your site, you can definitely use the copy you already wrote toe help you choose the images in the links that are right for your site. When it comes to images, there are a few important things to keep in mind. First, where will you get the images? And, second, how will you use thumb? Sometimes, how you use the images determines where you will get them. For example, if you need headshots, chances are you'll need to hire a professional photographer. The same probably goes for your product images unless you have a DSLR and know how to use it really well. But if you need images for course materials or block posts, you can get them a few different ways. You can obviously use any of your own photos or higher that photographer. You can also use what are called stock photos, those air kind of generic photos that professional photographers make available to the public, either for free or for a small fee. My favorite source for stock photos is called Death to Stock or not paying Me, but there's air. Definitely good photos. It's death to stock photo dot com. They offer both free and paid options and the email of photo Pack every month. If you use the free option or they offer all access for $15 a month, this image here is a death to stock photo. Once you select your photos, you're gonna want to rename them using your keywords. Use your company name the page and a few key words as the image title before you upload it . The data on the images is also read by search engines, so this will help you make the most of your seo efforts. A final note about images. If you share your block posts or other pages on social media, take a look at how your images should be oriented for each platform. For example, on Pinterest, it's best to have a vertical image. And if there's an option within your sight to crop your images for social media, it might be a good idea to take advantage of that. Your content also consists of links. The links under your primary control are your outbound links. Those air, the links that lead away from your site to another site. The links that get you the most S e o credit are your inbound links those of the links that lead to your site from another site for your outbound links. It's good to follow a few best practices First. Onley linked to reputable sites Social media links are good Links to amazon dot com are good links to another business in a similar industry. Also, good links to junk website dot Not a domain. Not good. Do your homework when you add a link to your website and make sure that you're not sending your customers to a junk website. Next, every outbound link should open a new tab or a new window. Don't take people away from your site. You worked really hard to get them to your site. Keep them if you can. Finally, inbound links. There are really only a few ways that you can get them. The best way is by sharing your content. Either syndicate your content or right guests, posts that link back to your site. It's very time consuming, but it is worthwhile. A good Seo company can help you with us, but it is pricey. Basically, you want to build your credibility and authority by showing search engines, Google and others that your content is valuable when other sites link back to your site. That's showing Google that your site is an authority and has information that that other site is relying upon or finds valuable, so basically provide value with your content and get it out there so that other people can find it. 5. Create Great Content Wrap Up: So you wrote some strong copy. You selected the right images and you linked to high quality sources. You have great content. Congratulations. One more quick note before I go. Your website is the digital hub for your business, and it's a fantastic opportunity to educate your potential customers and highlight your expertise. Treat your site like a sales person, not like a brochure. Update your site often, and take advantage of that opportunity to talk directly to your customers. If you have questions about the content or want to get a quick critique, email me at info at Silver Shade group dot com or send me a message here. I'm happy to help.