Caleb Love's List: Content Strategy

• The first concept to consider in writing content for search engines is to make the content available to search engines within the first 100 lines of code.
• each page of content should have a clear and unique theme.

• Each web page should have several ingredients in place including:

    
   
  • Clear title tags with a distinct theme such as “orthodontic dental supplies.”
   
  • H1 and H2 tags which support the main theme of this page.
   
  • Keyword density of the main theme of the page in the 5% range.
   
  • Hyperlinks from the main theme of the page to other relevant pages.
   
  • A human readable URL containing the main keywords from this page.
• • Broaden your footprint on the web by writing relevant content in other places, e.g., guest blog posts (such as this), guest articles, white papers, press releases, etc.
   
  • Write compelling content that others will link to such as industry-wide news, “best of” lists and generally any thought leadership or thought provoking content.
   
  • Blog about your industry. Find non-marketing staff to write interesting blog content and write often. The more bloggers who write in your company the better.
   
  • Respond to relevant blog posts with intelligent comments. Some blogs permit you to link back to your website.
   
  • Recruit staff to use Twitter. Have them post links to good content. Some of the content can be yours but not all of it. Promote other’s relevant content, not just your own content.
• • Link out to other relevant content. Show the search engines you care enough to share other good, relevant content by linking out to it.
   
  •  Upload PowerPoint presentations to Slideshare.net. Link it to your website.
   
  • Link from your LinkedIn profile using keywords, not your company name.
   
  •  Create videos and optimize them for search engines. Video is great content for search engines to index.
   
  • Create still photos and upload them to social websites with links back to your website.
   
  • Create a new section in your website with the sole purpose of populating it with a lot of content. The purpose of this content is for search engines. This section doesn’t need to be in your menu navigation structure as long as there is a legitimate link from a footer or header and it’s located in the sitemap. Populate this section with unique pages of content of not less than 250 words each.
   
  • Make sure you have a sitemap (for humans) and an XML sitemap (for search engines).
• Write web page content in a flow according to how your website visitors will consume it efficiently. Write web pages with not more than about 500 words.
• The opposite of this approach is writing a long page of content with a call to action at the end. This is a common mistake.

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