Writing for SEO vs marketing writing — Sara Kieffer-Hess // Booz Allen Hamilton

Show Notes

• 03:14
  Writing for SEO vs. writing for marketing

  SEO writing requires a user-friendly, structured approach to cater to readability and search engine ranking factors. In contrast, marketing writing often uses jargon and sophisticated language, which can hinder capturing user traffic as it doesn't align with typical search behavior.
• 06:58
  Writing for user intent

  Writing for user intent involves aligning your content strategy with your audience's needs and their position in the marketing funnel. It entails identifying the search intent behind keywords and tailoring content and assets to effectively guide users through the funnel toward conversions.
• 08:35
  Writing for different stages of the funnel

  Writing for different funnel stages means adjusting content to match evolving user intent. Begin with simple explanations in the awareness phase, progress to more sophistication as users understand more, and in the decision phase, address specific user preferences and needs.
• 12:34
  Optimizing page structure for a seamless user experience

  Structure individual pages with an inverted pyramid approach, starting with the main point, followed by clear headings and readable content structures. Include an FAQ section at the end to ensure easy navigation and understanding for all site visitors, regardless of their entry point.
• 15:10
  An overview of plain language

  Plain language is a US government initiative, ensuring government agency websites comply with accessibility standards. It involves simplifying information to a level that is readable by the majority of Americans and adheres to general writing best practices for better readability.
• 16:41
  The link between writing and accessibility

  In the context of writing and accessibility, screen readers read headings and links out of context. Therefore, contextually relevant headings and anchor text for links are crucial to enhance accessibility.