Chris Rauff’s “SEO Tips for Technical Communicators: Six Ways to Boost Sales and Decrease Costs” gives us ideas to help with Web projects and audiences.
Presenting an STC webinar called TechComm and Search Engine Optimization: A Powerful and Cost-Reducing Combination Chris is founder of Colorado-based Boulder SEO Marketing.
Let’s look at some of his definitions, ideas, and tips.
Chris reminds us that SEO stands for Search Engine Optimization that refers to techniques to increase traffic to a website.
Good SEO practices help your website appear in organic (not paid for or sponsored) search results for target phrases and keywords when using search engines such as Google, Yahoo, and Bing.
This graphic sheds some light on SEO and comes from
Where to start
A best practice for good SEO – as Chris explains it – is to involve a team that includes marketers and writers. For example, an SEO manager should have a list of phrases and keywords scientifically researched. The writer can use these in creating copy, content, meta tags, and support content.
Chris proposes that you begin with these steps to develop targeted marketing content.
- Deliver content in the right format
- Reuse content in different formats
- Incorporate keywords into your content
- Create searchable content
- Create help systems that are optimized for organic search
He gives these tips on how to create SEO content.
- Make blog posts 350 to 500 words and press releases 350 to 450 words long.
- Include one internal hyperlink per 100 words.
- Include at least one high quality external link to a relevant website.
- Make all Alt / Images tags contain an applicable target keyword or phrase.
- Include keywords in H1, H2 and H3 headings.
- Include your most important keyword in the first paragraph and a variation in the last paragraph.
- Include a call to action.
He goes on with these additional tips.
- Make every web page have optimized meta tags.
- Make the title tag a short and precise description of what people can expect to read.
- Make the title tag 50 – 60 characters.
- Include your main target SEO keyword for the title page.
- Make the description tag contain 150 – 160 characters.
- Provide additional information about the page.
- Include one or two target SEO keywords in the additional information.
- Make in-depth and evergreen content at least 1,000 words long.
Although Google currently ignores the keywords tag, Chris notes “I’d still add 3-4 target keywords since other search engines still pay attention to this tag.”.
If you publish MS Word and other source format docs in PDF format to your site, he says to “make sure to fill out the title, subject and keywords property fields before PDFing the doc; this lends some additional SEO-juice.”
This looks to me like a great place to start. Let’s make our call to action to use these tips and keep looking for more tips to better serve our audiences.
By Jeanette Evans