Hello, friends! In pervious video we talked about hoe to get the ready text from copywriter and this video is a continuation of the previos one. In this video I will briefly explain my personal guide on adding texts to a site, i.e. today we’ll talk about how to add the text to the site, how to insert the keywords, add images, etc. Let’s start with the fact that we have a ready text from the copywriter which we have read out and the text is ready for publication. First of all, you need to transfer the text into HTML format, i.e.into the html mark-up language. If you know it, you can do everything manually or use the special service (I will leave a link to one of such services to the description of this video) plus the ContentMonster copywriting exchange, which I recommended in the previous video. You automatically copy the text in both regular format, or already in html, i.e. you don’t need to do anything. So, we have translated the text into HTML format and now we are preparing to publish it on the site. But the important thing is: we need to think where we will place it? What does it mean? This means the location relative to the page where the text will be located. Everything is clear for articles in the blog, for information pages, for landing pages on service site – there the text goes immediately on the page. But if this is the home page, if it is a product category in an online store, or a product card, there is already a question, because usually the text on such pages is placed somewhere below. I recommend to break down text on such pages into two parts, i.e. we have a lead-paragraph, the text from which will be grasped by search engines and will be displayed in snippet, next goes the showcase, and next goes a large block of text. It works well and is actively used by me. Next keywords, LCI – queries in the text are certainly good, but Yandex itself on the help pages says that the presence of keywords in the text is an extremely important criterion of the page relevance to a particular request i.e. it means that if there is no keyword on the page the search is unlikely to put such a page on the top positions in SERPs by this query. Therefore keywords are necessary, they should be inserted, but keywords are not inserted by copywriters, we insert them on our own or use our employees. Why do we do this? Because if we give the task to the copywriter to insert keywords, practice has shown that they insert the keywords poorly, objectively, i.e. with spam, with the wrong inhuman language, so we will embed keywords on our own. I told in a separate video
how to insert keywords in the title there I explained all the nuances in detail. Now we will analyse the general rules. To do this, I drew a graph, this graph depicts a list of keywords. We take our keywords, under which we optimize our page, and sort them in descending order of frequency, from higher frequency to lower frequency. I.e. just as an example: we have a queries with a frequency of a 1000 per month and a query of 100 and 5. And thus the most high-frequency query will be the main query well and so on in descending order. We take the queries with maximum frequency and we distribute these queries in headers. Queries with less frequency should be distributed among paragraphs of the text. But there is one nuance, for example, we have a low-frequency query that contains a high-frequency query. Then we can use this query in the header and thus, it will be counted as the use of both keywords in the text, plus such a header will look as natural as possible for users and search engines. I.e. how it looks in practice: we have a list of keywords that we sorted, and we start adding these keywords to the headers. Moreover, we try to start adding keywords with the longest queries, which already have high-frequency queries, i.e. it is not necessary to
use each specific query in the text. If one query already contains several other queries, it is enough to use it only once. Once again, we must ensure that the keywords are written into the text in the human language. We can change the places of words, we can add conjunctions, prepositions, we can change declension, i.e. everything should look as natural, as possible, no spam. Next – formatting. Text formatting is necessary in order for the text to be convenient for the user to read. Let’s start with typography. Typography serves to make the text look professional and comply with certain rules. We replace hyphens on dashes, regular quotation marks into French ones, check points, commas, etc. I’ll describe the details in the blog. Next point regarding headers: don’t use headers too often, don’t spam in headers, use the correct hierarchy of headers,i.e. H3 inside an H2 header, and not vice versa. In addition, if we use the headers of the second and subsequent levels, there should be at least two of them. This point usually raises a lot of questions, I’ll explain why by example. Let’s imagine a text that has a first level header, it is always one, we never talk about it – it’s a name. Next is a paragraph with the text, then the second level header, a paragraph with the text, this text ends. I think this situation is wrong, because there should be at least two headers. Why so? Imagine I’m telling you something and saying: In the first place… I continue my speech and it ends. Probably it doesn’t look logical, because I didn’t say “in the second place, secondly”, the same is true for the headers of second and subsequent levels. It is important to follow this point. Next, lists. Information in lists is perceived better than just plain text in paragraphs. Therefore, we always try to use lists in our text. If we list something, use a sequential process, we use a numbered list; if this is a common enumeration, we use a bulleted list. Next, highlighting in bold. Probably, you have come across more than once, especially before, when the keywords in texts were bold, it was a ranking factor, because the weight of the highlighted keyword was higher. Now it does not work and you can get an a-filter from the search engine for the use of highlighting, so we use highlighting carefully. It doesn’t mean that we don’t use highlighting at all. We use it when necessary, because the highlighted bold text attracts the attention of the user, brings a focus on something. But it is important not to overdo it and observe certain rules. What can be bolded? It is possible to emphasise some conclusions, definitions, important moments in techniques, it can be one word, sentence, or even can be a paragraph. How to check whether highlighting in bold applied correctly, when it comes to a sentence or a paragraph? Scan the text and each selected piece of text should carry one complete thought. I.e. you have to read and understand what is said without reading other text. Next, let’s consider the images. Images are an important point of content pages, which allows to understand what is said in the text. Therefore, it is necessary to use images, and try to find such images that would fit the subject of the text as much as possible. Where to take images? I’ll tell about four ways. The first way is to use your own images: own photos, own images, made on the computer, pluses from search traffic by images from search engines, trust of users, absence of problems with copyright holders. Cons: high cost and complexity of producing. You can always take a picture or come up with a picture on your computer. The next point is paid photobanks. There are special sites that exhibit millions of photos that you can buy and use on your sites. Pros: large selection of images, ability to find a suitable image for almost any subject, high quality images, no problems with copyright holders. Cons: high cost.
For example, if you want to buy one image on deposit photos, you have to pay for it about 700 rubles. The next way to search for images is free photobanks, i.e., there are special sites on which are aggregated images that you can safely place on your site, without fear of problems with copyright holders, because such photos, images are distributed under a special license. Pros: free, no problems with copyright holders. Cons — small choice. And the fourth way, which I don’t recommend, is just to find an image. It is easy to open a search for images in Google or Yandex, to enter the name of your text, find a suitable image and copy to your computer, and then paste on the site. Pros – it is free, free choice. Cons – you can be possibly sued and right holders will demand compensation for the stolen images. There is photobank that specializes in this: lawyers are looking for sites that use their stolen images, make a screenshot of the site, notarize it, then the site owner is sued and the photobank wins a large amount of money. That is why I don’t recommend this method. If now you have a task to find an image, and have no money, no possibility to make your own photos, use free photobanks.
I will attach the link in the description. Basically, there is an adequate number of pictures, you can find something suitable. If not, use your logic, i.e. fantasy – you can find something similar and insert on the site. You have to use at least some image. The main thing is not to use stolen images. Next, in addition to images you can embed video in the text. We embed video to the text, a user watches the video, stays on the site longer, which increases the behavioural factor of your site, which, in turn, affects ranking. Where to take the video? Of course, it is best to use your own videos. If you don’t have your own videos, you can search for some suitable ones on YouTube and, if the author didn’t forbid embedding videos on other sites, embed it into your text. You can also use if you built the video in the title with the text of the video, so you collect a bit of traffic when users search for a query + video. It is important to make a paragraph of text that briefly explains the contents of the video between the title of the video and the video itself. It is also useful to add other content to the page: spelling, diagram, online calculators. Now let’s move on to what to do after the text is published. We added text to the site, formatted it, added keywords, images, video, possibly some other content and published it. I.e. our text is now available to users. But sometimes it happens, especially on popular sites which publish good and interesting content, that the text is stolen and published on other sites. We need to show the search engines that we are the source of the text, we have the original text, so we need to accelerate its indexing. How to speed up indexing? First, we go to Google Search Console, where we added our site, move to the scan section, then see how google bot leads, enter the URL of our page with our text, click Get, display, wait for a while and then press the button add to Yandex. Next we go to Yandex webmaster, where our site is added, choose Check URL status, enter our address there, press Check, go to Original texts, copy all our text, paste it entirely to the Original text. Although they say that this service does not work, but I recommend adding text to it. Plus, add a link to our page with text in all available social networking sites. If we have many texts, many pages, you can use the services to speed up indexing. I use the GetBotGuru service: enter the addresses there, press, choose a rate, pay it (it doesn’t cost much), and the links to our resources are published on the accounts of this service. If you still have questions. please ask them in the comments. Good luck.