CONTENT WRITING FOR

SEO
Presented by Ankur PateL
CEO - Infotrex Services Pvt. Ltd.
28th April, 2010
Topics
• Importance of Content Writing for SEO
• How to do research for Content Writing?
• How to Write Unique Content for Web?
• How to write Blog?
• Examples and exercises
Importance of Content Writing for
SEO

• Google is Smart & wants Unique/Fresh Content

• People like Content & Drive Traffic

How to do Research for Content
Writing

• Google News alerts

• LinkedIn Question Answers
• Example: http://www.infotrex.com/outsourcing-
offshore-company-india/2009/10/16/how-to-
improve-your-writing-skills/

• General Google Search for New Topics

• Controversial Topics
How to write Unique Content?

• Research Topic
• Add Keywords in Title
• Make Summary or Re-write Existing Content
• Add Keywords with Good Anchor Text
 Differences between paper
and web products

• Print documents form a whole item and the

user is focused on the entire set of information
• On the web a document is split into multiple
hyperlinked pages since users are not willing to
read long pages.
 HOW USERS READ ON THE WEB
• Users scan rather than read on the web
• Users prefer short text that is to the point
• Users prefer factual information without jargon or “fluff”
• They find the following easy:
– Highlighted keywords
– Meaningful sub-heading
– Bulleted lists
– Inverted pyramid style (most important facts first)
– Half the word count of printed matter
Guidelines for successful writing for
the Web

• Keep text short and simple

• Use plain language
• Organize material by chunking text
• Provide scannable content
• Make content interactive
 Keep text short

• Use the active voice

• Use action verbs
• Keep transition phrases short or remove them
• Divide long sentences into two
 Use plain language

• Write simply, without jargon

• Have one idea per paragraph
• Use concrete language
• Use global English
 Organize material by chunking text

• Challenge
• Most users read only what is “above the fold”
• Only 16% scroll beyond what they can see

• Solution
• Use the inverted pyramid technique : put the
conclusion first
 Scannable content

• Users’ time & energy should be spent on content

they care about – they forage/scan then read
• Design with layers or levels
– grouping & ordering
– summary information at higher level
– details at lower levels
 Make content interactive
• Challenge
• The web is about motion – scrolling, clicking,
moving. Users need to feel engaged – remember
they are in control and every click is a decision point
• Solution
• Asking questions, linking to related documents,
adding a clip, web-based forms
• Remembering footnotes are replaced by hyperlinks
 Readability checklist
• Main point appears “above the fold”
• Text is divided into short sections
• Writing is concise
• Formatting emphasizes meaning and helps
scanning
• Hypertext links help users find more information
 Readability, Font size and type
• Font size - not below 10 points for body text
• Choose san serif fonts – Arial, Verdana
• Italics are hard to read – don’t use
• Never use underline, unless it’s a link
• Avoid using bold within body text, unless it’s
instructional
e.g. – Fill out the application form.
 Example
Advisory Board on Human Security
The Advisory Board on Human Security (ABHS), as recommended by the Commission on
Human Security (CHS), was established to carry forward the recommendations of the CHS
and advise the UN Secretary General on:

General orientations to be adopted by the United Nations Trust Fund for Human Security
(UNTFHS) to fulfill objectives;
Criteria for attribution of grants for UNTFHS to fulfill its objectives;
Specific situations or sectors on which special emphasis should be placed in using funds
from the UNTFHS, considering their particular importance for Human Security;
Approaches to be taken to increase the impact, from a human security perspective, of
projects and activities to be funded by the UNTFHS;
Actions to be taken to promote the conclusions and recommendations of the CHS and
further develop them on a continuing basis, for the benefit of the UNTFHS but also for a
wider audience interested and concerned with human security.

The ABHS is an independent body composed of eight distinguished members known for
their breadth of knowledge and their deep commitment to human security.
 Possible solution
Advisory Board on Human Security

The Advisory Board on Human Security (ABHS) was established by the

Commission on Human Security. It is an independent body composed of eight
distinguished experts in the field of human security.

As part of its functions, the Board advises the UN Secretary General on:

The general path the United Nations Trust Fund for Human Security (UNTFHS)
should take in fulfilling its objectives;
• Criteria for using awards;
• Selecting situations or sectors for special emphasis when making awards;
• Methods of increasing the impact of projects and initiatives to be funded by the
Trust Fund
• Ways of promoting the recommendations of the Commission and further
developing them on a continuing basis, both for the Trust Fund itself and for a wider
audience concerned with human security issues.
How to write Blog?

• Read Other Blogs

• Write 2-3 paragraphs
• Summary of Topic

• Example: http://www.infotrex.com/outsourcing-
offshore-company-india/2010/03/24/5-most-
important-steps-to/
 Exercise

• Write Blog & Article for a web-site:

• www.EmailChatSupport.com