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Please use this as your guide for writing articles for Search Influence. This will serve not only as an introduction to the article process but a guide to reference when you're unsure about a situation (of course, always feel free to email questions to content@searchinfluence.com
). Please remember that this guide is confidential and shouldn't be shared with anyone outside of the organization.
Some of the fields given in these tasks are for internal use only. These are the fields for Related URL and Resource Box. You can safely ignore these fields.
Our keywords are normally oriented towards a certain location. An example is plastic surgery
Boston. Plastic surgery is the root keyword, and Boston is the geographic modifier. When writing articles, ignore the geographic modifier and write only with the root keyword. This is still true for keywords like things to do in New Orleans or colleges in Michigan with dorms. For these examples, you would write about things to do and colleges with dorms. You will never use the
city/state/region given to you with the keyword.
The keyword must be placed strategically throughout your article:



Once in the title (towards the beginning if possible)
Once in the summary (towards the beginning if possible)
Between 3-5 times in the body (overuse will result in needed revisions)
You must use the root keyword exactly as it is given without inserting words in the keyword string.
This means that if the keyword is used car, then the plural version, used cars, does not count toward the density requirements.

However, we still don't want to use the keyword too many times. You may be using keywords more often than you're supposed to without realizing it. In fact, we don't want to overuse any noun. While you can never use the keyword more than 3-5 times, do not use any word more than 8 times.
Here are some examples to clarify. For the keyword dentist, the words dentists and dentistry also can't be used more than about 3 times each. The sites that we publish to will count those as instances of the keyword, and we don't want them to. If your keyword is dentist, you can avoid repeating the plural version of the word by saying things like dental professionals.
Sometimes keywords may not be easy to integrate into your writing naturally. When this is the case, you can use punctuation between the two words.
For example, if your keyword is doctor surgery, an acceptable usage of this difficult keyword in the article body would be ...you would have to consult your doctor. Surgery can be very... Generally, this should be avoided, but may be necessary sometimes.
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
Title: Five words or more.
Summary: Uniquely summarize the passage with at least 100 characters. Must be at least two sentences long. Don't repeat summaries for different articles.
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Body: approximately 500 words.
Article content can cover a wide variety of topics related to the keyword. The ideal article is unique, interesting, informative, and/or humorous. Your overall goal should be to write something that someone would enjoy reading, which is also written according to our specifications.
Here are some tips relating to submitting quality content:
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
The article's job is not to sell the client. In fact, the article should not mention the client at all. Articles should be informative, not promotional pieces. Overly promotional articles will get banned from the sites we submit to and are looked down upon by search engines. So if your keyword is pools, you are not meant to write about the specific pool company in the related
URL. You can write about 5 fun ways to make pools more exotic, tips on keeping pools clean, pros and cons of above ground pools, pros and cons of visiting public pools, how to keep your kids safe around pools, etc.
Your article should be unique. There should be no blocks of text in your article that appear anywhere else on the Internet. This also means that you cannot mimic a previous article that you have submitted or an article that you find elsewhere online. This is the most important criterion. We can't tolerate duplicate content.

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Your article should be interesting. Ideally, your article is filling a void, answering little known questions about a topic, or entertaining readers in an uncommon way.
Example: http://goarticles.com/article/Iconic-Movie-Scenes-Set-in-Jewelry-Stores/8273581/
Your title should be compelling. Rather than something like Things to Look For When Buying a New Car, use something like Five Must Haves For a New Car.
Avoid shallow content. Articles should not be written in such a way that they could be written without any prior knowledge of facts/data, creativity, or expertise. If you know a lot about a
 subject, it won't require any research. If you know little about a topic, it will. If you can think of a creative but acceptable way of presenting your ideas in an article, please do so.
Don't use lists to avoid writing unique, logical copy. Articles like Top 5 Reasons... are completely acceptable, but submitting content which is composed of solely a list is not acceptable, and usually turns out to be duplicate content copied from elsewhere. Using a list as a means of chewing up words instead of writing is not allowed.
Example: http://ezinearticles.com/?Commercial-Auto-Insurance-Is-A-Must&id=8062028
 Articles should not be anti-client. This comes up the most with lawyers. Example: If the client in the task is a corporate defense attorney, do not write an article from the perspective of a plaintiff (the party suing a corporation). On the other hand, if the client is a personal injury attorney, do not write things that express negativity towards this type of profession or process. This doesn't imply that you should write anything that's not factual, just avoid doing damage and take a balanced approach with a neutral tone.
Example: http://goarticles.com/article/5-Most-Charismatic-Injury-Lawyer-Roles-in-Pop-
Culture/8349948/
 Avoid offensive words. Don't use “bad wordssuch as common expletives. Don't name street drugs. Nothing more specific thanillegal drugs" should be written. Depending on what your keyword is, you might not be able to avoid certain grey area terms. If you have to say something of this nature, don't use slang for sex organs or sex acts.

Avoid Spam Words. Words that are often used in spam emails or sketchy ads are banned.
These include acai, male enhancement, viagra, cialis, scam, etc.
While bullet lists may be a good way to organize your thoughts, they create a few problems for articles. Typical Word bullet lists don't always work on the sites that we submit articles to. Please be aware of the following guidelines pertaining to bullets: * Don't go more than one level deep with bullets. * Use a dash (-) instead of a bullet generated in Word. * Don't use bullets unnecessarily.
Sometimes writers use bullets simply for labeling purposes. In this case, we prefer that writers use sub-headings instead, like this: http://ezinearticles.com/?How-To-Make-Sure-You-Prevent-
Scarring-During-Your-Breast-Augmentation&id=6755748 * Subheadings and lists should be spaced out. Apply a single space between a subheading and a paragraph. The same applies to bullets. See the previous link for an example.

Do not use any non-standard English letters that require accents, like the 'e' one in café.
There should be only one space after a period between sentences. There should also be a space between paragraphs.
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Don't use any curly quotes, dashes, special characters, or colons in titles. Use hyphens in place of dashes. Avoid contractions in the title.
Please use title case.
When you receive an assignment to write a blog, please take a few minutes to do a little research on the client you are writing for and the topic you are writing on. Carefully read the assignment, as most of these tasks have unique instructions. As with all writing, remember to keep your audience in mind.
 Write a title for the blog post that is compelling. This needs to be more than just a generic description of what the blog is about. This should be something that someone would want to click on.

Write a 160-character (including spaces) summary of the blog post. This should not be framed as simply telling someone what it's about (This blog explains..... or Read on to learn


 about.... etc.).
For titles and summaries, the keyword is not necessary, but if it (or some variation of it) can fit naturally, please include it.
In body of blog post, each keyword should be used once per 100 words, unless otherwise specified. If there are multiple keywords, at least one should be used once per 100 words and the others should be used at least once. Reference the Content Guidelines for help with integrating keywords.
The task description will outline the expected word count, which does not include title or summary.
 All content provided must be UNIQUE.

Include links to any source material used to write the blog. You can place these resources under your blog content.

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Go to Title Tags
Stylistic Considerations
Website copy is intended to be promotional — to sell the client. Website content is specifically written for an indicated page on the business’ website. Each piece of content for a single client needs to be different. If you were going to a company’s website to get as much info as possible, you wouldn’t want to click on 3 different pages and read the same copy. We want these pieces of copy to be as rich with information as possible so that people who go to the clients’ sites take action and buy their services or products. Our goal is to turn readers into doers.
It is OK to exactly re-state a company’s tagline, certifications, call to action, etc., but not to plagiarize from other pages on the company’s websites. Write as though you are the company talking directly to its customers. With doctors and lawyers, use a more formal tone than with landscapers or exterminators; we want professionals to have professional website content. Bulleted
lists are highly encouraged for organizational and linking purposes; they can be lists of different materials the client works with, services they perform, qualifications their employees have, etc.
All content will include four elements: the two tags at the top, a brief summary and the body of the content itself.
1. Title Tag: The title tag of the page is displayed at the top of your web browser (tab in Google
Chrome) and is also the blue hyperlink that is displayed when a page is indexed in search engine results. Google shows only the first 70 characters in the search results. The title tag can be longer than that, but if it is longer than 70 characters, Google will add an ellipsis after 67 characters.
2. Meta Description: The meta description is built into the back side of the page and acts as a summary or description of what the page is all about. The meta description is not something that’s visible to the normal user when they visit your page, but it should be compelling since it will display

on the search engine results page. The description is displayed in the 2 lines of black text on the search results page and should be 150-160 characters in length.
3. Heading (H1): Heading tags are used on a page to create structure and provide visual cues to the reader. The heading tag will should contain the keyword on the page.
4. On-Page Content: The on-page content that a user reads can also be optimized so that the search engines can easily scan and know what your page is all about. Keywords are typically mapped one per page of the site, and the on-page content is then optimized for that keyword, meaning that we try to work the keyword into the copy as naturally as possible.
Each and every page on the site must have a unique title tag. Title tags should be short but informative, Google will only display the first 70 characters in the SERP, so we typically strive to include our keyword close to the beginning.

Lead with the business name.
 Rather than optimizing for a keyword, we will optimize for the business CATEGORY (how
 might they be classified in the Yellow Pages?).
Include up to 3 cities provided. If multi location business, include overarching area(s), region, state, or metro area.
A properly optimized homepage title tag will look like this: Business Name - phrase including
CATEGORY and ACTUAL LOCATION
Example Scenarios:
Scenario #1
1.
Category: Bakery
2.
Business Name: Brandy’s Baker
3.
Actual Location: New York City
Brandy's Bakery - The Best Bakery in New York
Scenario #2
1.
Category: Plastic Surgeon
2.
Business Name: Center for Plastic Surgery
3.
Actual Location: (2 locations) Annandale, VA and Chevy Chase, MD
Center for Plastic Surgery - Plastic Surgeons in Maryland and Northern Virginia
Scenario #3

1.
Category: Garage Door Repair / Installation / Service
2.
Business Name: Premier Door Service of Detroit
3.
Actual Location: Lansing, MI
Premier Door Service of Detroit - Garage Door Repair, Installation, and Service in Lansing, MI
Scenario #4
1.
Category: Landscaper(s)
2.
Business Name: Outdoor Living and Landscape, Inc.
3.
Actual Location: Chanhassen, MN
Outdoor Living and Landscape, Inc - Landscaper and Landscape Architect in Chanhassen, MN
Scenario #5
1.
Category: Windows / Door Supplier
2.
Business Name: Polar Ray-o-Max
3.
Actual Location: Winnipeg, Calgary, Edmonton, Brandon and Saskatoon
Polar Ray-O-Max - Windows and Doors in Winnipeg, Calgary, and Edmonton

Lead with the keyword for that page, including the geo-modifier the client wants to rank for.
 If that geo is not their physical location, include their actual city and/or the major metro area
 also. Only include each city once.
End with the business name (separated by a dash).
A properly optimized internal title tag will look like this: KEYWORD (including geo) [Actual City,
Major Metro] - Business Name
Example scenarios:
Scenario #1
I’m in New Orleans and I want to rank for New Orleans:
1.
Keyword: Teeth Whitening New Orleans
2.
Business Name: William Kramer III DDS
Teeth Whitening New Orleans - William Kramer III DDS
Scenario #2
I’m in Latham but I want to rank for Albany:

1.
Keyword: Breast Augmentation Albany NY
2.
Business Name: DeLuca Plastic Surgery
Breast Augmentation Albany, Latham, NY - DeLuca Plastic Surgery
Scenario #3
I’m in Metairie and I want to rank for New Orleans:
1.
Keyword: Water Bottles New Orleans
2.
Business Name: Bottle Co.
Water Bottles New Orleans, Metairie, LA - Bottle Co.
Scenario #4
I’m in Kenner, I want to rank for Metairie, and I serve all of New Orleans:
1.
Keyword: Water Bottles Metairie
2.
Business Name: Bottle Co.
Water Bottles Metairie, Kenner, New Orleans LA - Bottle Co.
Scenario #5
I’m in Lansing, I want to rank in Plymouth, and I serve the whole Detroit area - and the biz name includes the metro:
1.
Keyword: Garage Door Opener Repair Plymouth
2.
Business Name: Premier Door Service of Detroit
Garage Door Opener Repair Plymouth, Lansing - Premier Door Service of Detroit
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Similar to the home page title tag, you will lead with the business name.
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Include the CITY, ST of the physical location as well as the phone number
Include up to 2 business CATEGORIES, similar to the home page
A properly optimized Location Landing Page Title Tag will look like this: Business Name - CITY, ST
[PHONENUMBER] - CATEGORY1, CATEGORY 2
Example Scenarios:
Scenario #1
1.
Category: Bakery, Wedding Bakery
2.
Business Name: Brandy’s Bakery

3.
Actual Location: New York City
Brandy's Bakery - New York City (555) 123-4567 - Bakery, Wedding Bakery
Scenario #2
1.
Category: Plastic Surgeon
2.
Business Name: Center for Plastic Surgery
3.
Actual Location: Annandale, VA
Center for Plastic Surgery - Annandale, VA (703) 560-2850 - Plastic Surgeon
Google displays approximately 160 characters of your meta description on the results page. Each page must have a unique meta description that summarizes what can be found on the page while also using the keyword and business location. When words in your meta description are used in a search query, those words will be bolded on the SERPs. Just another reason we want to keyword optimize our metas!
 Lead with the keyword and write a short description of what the page is about, working the keyword into your sentence as naturally as possible.
 Include the location of the business.
 Include the brand name or business name.

Include a call to action with a goal of getting the user to visit the site. This can be something
 like Visit our site to learn more or For more information, please visit our site
Do not include anything like see below or click here.
Homepage Examples:
Scenario #1
1.
Category: Bakery
2.
Business Name: Brandy’s Bakery
3.
Actual Location: New York City
Brandy's Bakery, voted the best bakery in New York by Travel + Leisure, offers pastries, custom cakes, and more! Visit our site to view our delicious treats and our hours.
Scenario #2
1.
Category: Garage Door Repair / Installation / Service
2.
Business Name: Premier Door Service
3.
Actual Location: Lansing, MI

Learn about garage door service, repair and installation with Premier Door Service in Lansing, MI.
View our website for details about our expert technicians.
Internal Page Examples:
Scenario #1
1.
Page: Custom Wedding Cakes - Photo Gallery
2.
Keyword: new york wedding cake
3.
Business Name: Brandy’s Bakery
A custom New York wedding cake from Brandy’s Bakery will put the icing on top of your perfect day. Click to view our custom cake photo gallery today!
Scenario #2
1.
Page: Location Landing Page
2.
Keyword: new york bakery
3.
Business Name: Brandy’s Bakery
Our New York Bakery is conveniently located in Midtown, serving Brandy’s Bakery famous cakes and pastries daily! Visit our site today for hours and special order contact info!
The H1 works to reinforce the signals we are trying to send to the search engines with our meta and title tags. This is also going to be visible to the users of the site. Use the keyword but make it compelling for the reader.
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There’s no need to include the business name in the H1.
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The H1 should be as natural as possible!
Think of it like the title of a book or an article. It does have to include the keyword, but it should also describe what is on the page. So rather than just using something like Auto Repair
Shop Metairie, use something like Come to the Auto Repair Shop Metairie Residents
Trust or Metairie Residents Love Our Auto Repair Shop. As you can see, this is the one area where keeping the keyword string exact is not your main goal. It is more important to write a compelling, descriptive heading.
Example:
1.
Keyword: Patios Chanhassen
2.
Business Name: Outdoor Living and Landscape, Inc.
3.
Actual Location: Chanhassen, MN
Beautiful, Functional Patios Chanhassen Can Count On

For the body of your content, you'll need to follow a few rules with regard to the keyword string and how often it is used. However, this can vary from task to task.
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Keyword string must be included in the first paragraph, preferably as early as possible. Make sure the words are used exactly as given with no words inserted into the string.
You can insert punctuation into the keyword (In *Arlington, TX, roofer services* for the local community are available... is fine).
Include the company name somewhere in the first paragraph (you really only need the client's name in the first and last paragraphs, especially if a word in their name is a keyword).
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Keyword string must be included in last paragraph.
Include the company name.
Include a call to action - call us today, visit us for a consultation, fill this form on our website out, etc. This should be toward the end of the piece.

There will often be other related words or phrases that the task will ask you to include. These can appear anywhere in the body of the content and should be used as naturally as possible.
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Physical location - This city may be different from the one in the keyword, so it is important to state where the business is actually located at least once per page.
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Additional areas served - Some tasks will include locations other than the physical location and the keyword geo modifier. These cities, states, or regions should be naturally integrated into the body at least once.

Remember that website copy is SALES copy first and foremost. Make sure it includes real information about the business.

Google can’t read punctuation! We can use this to our advantage and use punctuation to break
 up clunky keywords and make them sound more naturally interspersed throughout our page.
Readability matters! Bulleted lists are encouraged. Sub-headings are encouraged.
 Geographic areas the client covers

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Positive aspects about the client’s technicians or employees (uniformed, licensed/insured/bonded, background checked, special training, etc)
List of professional qualifications and society memberships (very useful for medical doctors, attorneys, dentists etc)
Various types of services the client performs (can use subheadings to name and explain them or bulleted lists)
What sort of facility the client practices out of o What sort of equipment the clients uses to perform their services
Length of experience in the business/history in the area
Their participation in the local community * Avoid superlative speech: best, top, most, greatest, etc. Also avoid any promises that can’t be backed up: “you will be cured; we will get you out of jail, etc.” Only make statements of that nature if the client supplies us with that info; such as, if the unique proposition for a page is “100% guaranteed, etc.”
Below are a few guidelines we have regarding stylistic choices that have been inconsistent in the past. We will be adding to this section as things come up.
 State abbreviations should be written in accordance to the US Postal Service two-letter abbreviations where both letters are capitalized: LA not La.
 Dates should be written using the month abbreviation and no suffix added to the date: Jan. 1 not January 1st.

Spell out the numbers one through nine, and use figures for 10 and above. However, if a
 number begins a sentence, spell it out.

Use a single space after the period at the end of a sentence.
Lowercase “spring,” “summer,” “fall” and “winter” unless it's part of a formal name.

Website is one word. Internet is always capitalized.
 Please write all times (including hours of operation) in accordance with AP style: 5 p.m. and
5:30 p.m. These should also never been written out in paragraph form (ex. Our hours are
Monday through Friday 9 a.m. to 5 p.m.). These should be listed separate from the paragraphs. It should be formatted as below.

This is one of the most important parts of writing content, and it's also the one that's easiest to mess up — or just as bad, fall into a predictable groove with. We've included this section as a by no means exhaustive but hopefully helpful guide to inserting your keywords in a way that's dynamic, interesting to read and varied from piece to piece.
To that effect, here are several examples of different ways to use keywords in syntactically unique sentences that still express a positive, encouraging message about the client. This is still sales copy, so there's no need to get overly poetic, but repetition is no good to both the client and to Google's search crawlers. Just remember not to imply with the that the client is the city used in the keyword if it is not.
Keyword 1: [GEOGRAPHIC MODIFIER] [MARKETED PRODUCT OR SERVICE]
annapolis air conditioning repair
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

Have you been sweltering through the summer in Annapolis? Air conditioning repair from AAA
HVAC Services can have you cool and comfortable again.
In Annapolis, air conditioning repair can go a long way toward keeping your family safe and comfortable in the heat.
If you've suffered an AC breakdown, local Annapolis air conditioning repair experts are ready and waiting to restore your home to its proper temperature.
Keyword 2: [MARKETED PRODUCT OR SERVICE] [GEOGRAPHIC MODIFIER]
dental implants jackson ms

If you've lost one or multiple teeth and are considering dental implants, Jackson, MS has a wide array of cosmetic dentistry professionals that can help.

When it comes to expertly-installed dental implants, Jackson, MS based Today Dental has the right technology and expert staff for the job.

 Are you in need of a skilled and compassionate local resource for dental implants? Jackson,
MS residents know that there's just one place to call: the friendly team at Today Dentistry
Services.
Keyword 3: [GEOGRAPHIC MODIFIER] [PROFESSION]
rhode island plumber
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

When it comes to drain cleaning in Rhode Island, plumber services from Al's Drains Inc. are the right choice for courteous service and great results.
Experiencing clanky pipes, backed-up toilets or a shower that's not functioning as it should? A local Rhode Island plumber from Al's Drains, Inc. can take care of the problem with aplomb.
While there are many Rhode Island plumber services to choose from, Al's Drains, Inc. is the only one that offers 24/7 emergency services and money-back guarantees if the problem recurs within six months.
Keyword 4: [PROFESSION] [GEOGRAPHIC MODIFIER]
plastic surgeon boston
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
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When they're in need of an expert plastic surgeon, Boston residents may be intimidated by the bewildering array of choices in front of them.
If you are considering seeking out the services of a plastic surgeon, Boston has a wide variety of medical professionals and facilities to choose from.
A good plastic surgeon in Boston can consult with you about your brow lines, crow's feet or any other facial wrinkling about which you are concerned.
If you are seeking consultation from an expert plastic surgeon, Boston based Dr. T.J. Eckleburg is happy to personally receive all new patients.
Keyword 5: [GEOGRAPHIC MODIFIER] [NOUN]
chicago flood damage
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


In Chicago, flood damage has affected the lives of many homeowners.
Our local Chicago flood damage repair experts employ tricks and techniques that other businesses don't in order to get your home back to tip-top shape.
Don't go with just any Chicago flood damage repair company: call the experts at Chi-Town
Recovery LLC for the best in customer service and meticulous renovation work.
Have you recently experienced a ruined basement due to inclement weather or a burst pipe in
Chicago? Flood damage professionals from Chi-Town Recovery can be on the scene within hours to start getting your home back to normal.
Keyword 6: [NOUN] [GEOGRAPHIC MODIFIER]
custom interior door brooklyn

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


When they're seeking a custom interior door, Brooklyn home and condo owners know that
Ghirelli and Sons Carpentry offers the highest-quality work at surprisingly affordable prices.
If you're renovating a home and seeking out just the right custom interior door, Brooklyn has many talented carpenters and contractors to choose from.
An affordable, gorgeous new custom interior door in Brooklyn is closer than you think; contact
Ghirelli and Sons Carpentry today.
When you are seeking out installation or creation of a new custom interior door, Brooklyn based Ghirelli and Sons has just the right service for you.
As you can see, the variations are nearly endless; this is just a small selection of how many different ways you can work a seemingly-static keyword into a sentence. Don't fall into a groove with one type of keyword string and keep using it, try challenging yourself — you may get some unexpectedly good ideas out of the deal!
Each and every page on the site must have a unique title tag. Title tags should be short but informative, Google will only display the first 70 characters in the SERP, so we typically strive to include our keyword close to the beginning.
 Lead with the business name.

Rather than optimizing for a keyword, we will optimize for the business CATEGORY (how might they be classified in the Yellow Pages?).

Include up to 3 cities provided. If multi location business, include overarching area(s), region, state, or metro area.
A properly optimized homepage title tag will look like this: Business Name - phrase including
CATEGORY and ACTUAL LOCATION
Example Scenarios:
Scenario #1
1.
Category: Bakery
2.
Business Name: Brandy’s Baker
3.
Actual Location: New York City
Brandy's Bakery - The Best Bakery in New York
Scenario #2
1.
Category: Plastic Surgeon

2.
Business Name: Center for Plastic Surgery
3.
Actual Location: (2 locations) Annandale, VA and Chevy Chase, MD
Center for Plastic Surgery - Plastic Surgeons in Maryland and Northern Virginia
Scenario #3
1.
Category: Garage Door Repair / Installation / Service
2.
Business Name: Premier Door Service of Detroit
3.
Actual Location: Lansing, MI
Premier Door Service of Detroit - Garage Door Repair, Installation, and Service in Lansing, MI
Scenario #4
1.
Category: Landscaper(s)
2.
Business Name: Outdoor Living and Landscape, Inc.
3.
Actual Location: Chanhassen, MN
Outdoor Living and Landscape, Inc - Landscaper and Landscape Architect in Chanhassen, MN
Scenario #5
1.
Category: Windows / Door Supplier
2.
Business Name: Polar Ray-o-Max
3.
Actual Location: Winnipeg, Calgary, Edmonton, Brandon and Saskatoon
Polar Ray-O-Max - Windows and Doors in Winnipeg, Calgary, and Edmonton



Lead with the keyword for that page, including the geo-modifier the client wants to rank for.
If that geo is not their physical location, include their actual city and/or the major metro area also. Only include each city once.
End with the business name (separated by a dash).
A properly optimized internal title tag will look like this: KEYWORD (including geo) [Actual City,
Major Metro] - Business Name
Example scenarios:
Scenario #1
I’m in New Orleans and I want to rank for New Orleans:
1.
Keyword: Teeth Whitening New Orleans

2.
Business Name: William Kramer III DDS
Teeth Whitening New Orleans - William Kramer III DDS
Scenario #2
I’m in Latham but I want to rank for Albany:
1.
Keyword: Breast Augmentation Albany NY
2.
Business Name: DeLuca Plastic Surgery
Breast Augmentation Albany, Latham, NY - DeLuca Plastic Surgery
Scenario #3
I’m in Metairie and I want to rank for New Orleans:
1.
Keyword: Water Bottles New Orleans
2.
Business Name: Bottle Co.
Water Bottles New Orleans, Metairie, LA - Bottle Co.
Scenario #4
I’m in Kenner, I want to rank for Metairie, and I serve all of New Orleans:
1.
Keyword: Water Bottles Metairie
2.
Business Name: Bottle Co.
Water Bottles Metairie, Kenner, New Orleans LA - Bottle Co.
Scenario #5
I’m in Lansing, I want to rank in Plymouth, and I serve the whole Detroit area - and the biz name includes the metro:
1.
Keyword: Garage Door Opener Repair Plymouth
2.
Business Name: Premier Door Service of Detroit
Garage Door Opener Repair Plymouth, Lansing - Premier Door Service of Detroit



Similar to the home page title tag, you will lead with the business name.
Include the CITY, ST of the physical location as well as the phone number
Include up to 2 business CATEGORIES, similar to the home page

A properly optimized Location Landing Page Title Tag will look like this: Business Name - CITY, ST
[PHONENUMBER] - CATEGORY1, CATEGORY 2
Example Scenarios:
Scenario #1
1.
Category: Bakery, Wedding Bakery
2.
Business Name: Brandy’s Bakery
3.
Actual Location: New York City
Brandy's Bakery - New York City (555) 123-4567 - Bakery, Wedding Bakery
Scenario #2
1.
Category: Plastic Surgeon
2.
Business Name: Center for Plastic Surgery
3.
Actual Location: Annandale, VA
Center for Plastic Surgery - Annandale, VA (703) 560-2850 - Plastic Surgeon
Google displays approximately 160 characters of your meta description on the results page. Each page must have a unique meta description that summarizes what can be found on the page while also using the keyword and business location. When words in your meta description are used in a search query, those words will be bolded on the SERPs. Just another reason we want to keyword optimize our metas!
 Lead with the keyword and write a short description of what the page is about, working the keyword into your sentence as naturally as possible.



Include the location of the business.
Include the brand name or business name.
Include a call to action with a goal of getting the user to visit the site. This can be something like Visit our site to learn more or For more information, please visit our site

Do not include anything like see below or click here.
Homepage Examples:
Scenario #1
1.
Category: Bakery
2.
Business Name: Brandy’s Bakery
3.
Actual Location: New York City

Brandy's Bakery, voted the best bakery in New York by Travel + Leisure, offers pastries, custom cakes, and more! Visit our site to view our delicious treats and our hours.
Scenario #2
1.
Category: Garage Door Repair / Installation / Service
2.
Business Name: Premier Door Service
3.
Actual Location: Lansing, MI
Learn about garage door service, repair and installation with Premier Door Service in Lansing, MI.
View our website for details about our expert technicians.
Internal Page Examples:
Scenario #1
1.
Page: Custom Wedding Cakes - Photo Gallery
2.
Keyword: new york wedding cake
3.
Business Name: Brandy’s Bakery
A custom New York wedding cake from Brandy’s Bakery will put the icing on top of your perfect day. Click to view our custom cake photo gallery today!
Scenario #2
1.
Page: Location Landing Page
2.
Keyword: new york bakery
3.
Business Name: Brandy’s Bakery
Our New York Bakery is conveniently located in Midtown, serving Brandy’s Bakery famous cakes and pastries daily! Visit our site today for hours and special order contact info!
The H1 works to reinforce the signals we are trying to send to the search engines with our meta and title tags. This is also going to be visible to the users of the site. Use the keyword but make it compelling for the reader.


There’s no need to include the business name in the H1.

The H1 should be as natural as possible!
Think of it like the title of a book or an article. It does have to include the keyword, but it should also describe what is on the page. So rather than just using something like Auto
Repair Shop Metairie, use something like Come to the Auto Repair Shop Metairie Residents
Trust or Metairie Residents Love Our Auto Repair Shop. As you can see, this is the one area

where keeping the keyword string exact is not your main goal. It is more important to write a compelling, descriptive heading.
Example:
1.
Keyword: Patios Chanhassen
2.
Business Name: Outdoor Living and Landscape, Inc.
3.
Actual Location: Chanhassen, MN
Beautiful, Functional Patios Chanhassen Can Count On
For the body of your content, you'll need to follow a few rules with regard to the keyword string and how often it is used. However, this can vary from task to task.



Keyword string must be included in the first paragraph, preferably as early as possible.
Make sure the words are used exactly as given with no words inserted into the string.
You can insert punctuation into the keyword (In *Arlington, TX, roofer services* for the local community are available... is fine).
Include the company name somewhere in the first paragraph (you really only need the client's name in the first and last paragraphs, especially if a word in their name is a keyword).


Keyword string must be included in last paragraph.

Include the company name.
Include a call to action - call us today, visit us for a consultation, fill this form on our website out, etc. This should be toward the end of the piece.



There will often be other related words or phrases that the task will ask you to include.
These can appear anywhere in the body of the content and should be used as naturally as possible.
Physical location - This city may be different from the one in the keyword, so it is important to state where the business is actually located at least once per page.
Additional areas served - Some tasks will include locations other than the physical location and the keyword geo modifier. These cities, states, or regions should be naturally integrated into the body at least once.



Remember that website copy is SALES copy first and foremost. Make sure it includes real information about the business.
Google can’t read punctuation! We can use this to our advantage and use punctuation to break up clunky keywords and make them sound more naturally interspersed throughout our page.
 Readability matters! Bulleted lists are encouraged. Sub-headings are encouraged.
 Geographic areas the client covers
 Positive aspects about the client’s technicians or employees (uniformed, licensed/insured/bonded, background checked, special training, etc)
 List of professional qualifications and society memberships (very useful for medical doctors, attorneys, dentists etc)
 Various types of services the client performs (can use subheadings to name and explain them or bulleted lists)
 What sort of facility the client practices out of o What sort of equipment the clients uses to perform their services
 Length of experience in the business/history in the area
 Their participation in the local community * Avoid superlative speech: best, top, most, greatest, etc. Also avoid any promises that can’t be backed up: “you will be cured; we will get you out of jail, etc.” Only make statements of that nature if the client supplies us with that info; such as, if the unique proposition for a page is “100% guaranteed, etc.”
Below are a few guidelines we have regarding stylistic choices that have been inconsistent in the past. We will be adding to this section as things come up.
 State abbreviations should be written in accordance to the US Postal Service two-letter abbreviations where both letters are capitalized: LA not La.
 Dates should be written using the month abbreviation and no suffix added to the date: Jan.
1 not January 1st.
 Spell out the numbers one through nine, and use figures for 10 and above. However, if a number begins a sentence, spell it out.
 Use a single space after the period at the end of a sentence.
 Lowercase “spring,” “summer,” “fall” and “winter” unless it's part of a formal name.
 Website is one word. Internet is always capitalized.
 Please write all times (including hours of operation) in accordance with AP style: 5 p.m. and
5:30 p.m. These should also never been written out in paragraph form (ex. Our hours are

Monday through Friday 9 a.m. to 5 p.m.). These should be listed separate from the paragraphs. It should be formatted as below.
This is one of the most important parts of writing content, and it's also the one that's easiest to mess up — or just as bad, fall into a predictable groove with. We've included this section as a by no means exhaustive but hopefully helpful guide to inserting your keywords in a way that's dynamic, interesting to read and varied from piece to piece.
To that effect, here are several examples of different ways to use keywords in syntactically unique sentences that still express a positive, encouraging message about the client. This is still sales copy, so there's no need to get overly poetic, but repetition is no good to both the client and to Google's search crawlers. Just remember not to imply with the that the client is the city used in the keyword if it is not.
Keyword 1: [GEOGRAPHIC MODIFIER] [MARKETED PRODUCT OR SERVICE]
annapolis air conditioning repair

Have you been sweltering through the summer in Annapolis? Air conditioning repair from
AAA HVAC Services can have you cool and comfortable again.
 In Annapolis, air conditioning repair can go a long way toward keeping your family safe and comfortable in the heat.
 If you've suffered an AC breakdown, local Annapolis air conditioning repair experts are ready and waiting to restore your home to its proper temperature.
Keyword 2: [MARKETED PRODUCT OR SERVICE] [GEOGRAPHIC MODIFIER]
dental implants jackson ms




If you've lost one or multiple teeth and are considering dental implants, Jackson, MS has a wide array of cosmetic dentistry professionals that can help.
When it comes to expertly-installed dental implants, Jackson, MS based Today Dental has the right technology and expert staff for the job.
Are you in need of a skilled and compassionate local resource for dental implants? Jackson,
MS residents know that there's just one place to call: the friendly team at Today Dentistry
Services.
Keyword 3: [GEOGRAPHIC MODIFIER] [PROFESSION]
rhode island plumber



When it comes to drain cleaning in Rhode Island, plumber services from Al's Drains Inc. are the right choice for courteous service and great results.
Experiencing clanky pipes, backed-up toilets or a shower that's not functioning as it should?
A local Rhode Island plumber from Al's Drains, Inc. can take care of the problem with aplomb.
While there are many Rhode Island plumber services to choose from, Al's Drains, Inc. is the only one that offers 24/7 emergency services and money-back guarantees if the problem recurs within six months.
Keyword 4: [PROFESSION] [GEOGRAPHIC MODIFIER]
plastic surgeon boston

When they're in need of an expert plastic surgeon, Boston residents may be intimidated by the bewildering array of choices in front of them.

If you are considering seeking out the services of a plastic surgeon, Boston has a wide variety of medical professionals and facilities to choose from.

A good plastic surgeon in Boston can consult with you about your brow lines, crow's feet or any other facial wrinkling about which you are concerned.

If you are seeking consultation from an expert plastic surgeon, Boston based Dr. T.J.
Eckleburg is happy to personally receive all new patients.
Keyword 5: [GEOGRAPHIC MODIFIER] [NOUN]
chicago flood damage

In Chicago, flood damage has affected the lives of many homeowners.
 Our local Chicago flood damage repair experts employ tricks and techniques that other
 businesses don't in order to get your home back to tip-top shape.
Don't go with just any Chicago flood damage repair company: call the experts at Chi-Town
Recovery LLC for the best in customer service and meticulous renovation work.

 Have you recently experienced a ruined basement due to inclement weather or a burst pipe in Chicago? Flood damage professionals from Chi-Town Recovery can be on the scene within hours to start getting your home back to normal.
Keyword 6: [NOUN] [GEOGRAPHIC MODIFIER]
custom interior door brooklyn




When they're seeking a custom interior door, Brooklyn home and condo owners know that
Ghirelli and Sons Carpentry offers the highest-quality work at surprisingly affordable prices.
If you're renovating a home and seeking out just the right custom interior door, Brooklyn has many talented carpenters and contractors to choose from.
An affordable, gorgeous new custom interior door in Brooklyn is closer than you think; contact Ghirelli and Sons Carpentry today.
When you are seeking out installation or creation of a new custom interior door, Brooklyn based Ghirelli and Sons has just the right service for you.
As you can see, the variations are nearly endless; this is just a small selection of how many different ways you can work a seemingly-static keyword into a sentence. Don't fall into a groove with one type of keyword string and keep using it, try challenging yourself — you may get some unexpectedly good ideas out of the deal!
See New Addition to Guidelines!
You will be provided a spreadsheet to enter your updates into. You will be given information about the specific needs of the client such as target audience, brand identity, requested tone, special instructions, etc. Please use that information in your writing. The following are requirements of every social media task.

Write no more than 1-3 sentences for all updates
 Facebook, Google+, and LinkedIn: 150 characters or less — occasional longer posts are
 acceptable, but for the most part, think short, engaging, and to the point
Twitter: ALWAYS 115 characters or less

 For tasks with the subject Write Social Media Updates for Google+/Twitter/Facebook, the updates will be posted to all three social networks. This means that they must conform to the Twitter character limit.

All updates must be original (do not copy quotes from an article you are linking)
 Avoid speculation

Do not make claims for the client that are not already being made
 Do not reference competitors

Do not modify the days of the week or dates columns of a spreadsheet
 Before you submit, please review for grammar, spelling, and overall quality
 There must be variety in your updates. We cannot accept too many of the same type of post.
 Facebook, Google+, and Twitter updates should focus on being engaging and informative, while LinkedIn updates should focus on being professional and informative.
Each of your updates needs a media link. This could be a link to an article, the client's site, a video, or an image. To an extent, the type of media will depend on the category of the update. We also do not want repeated media to be used across several different clients.
The page must have an interesting/relevant photo that can be used in the link preview, OR you must also include a link to a relevant photo. Updates missing media will not be accepted.
Image Quality and Size
 Images must be of high quality/high resolution. Blurry or pixelated images will not be accepted.
 Images cannot have watermarks or other branding on them.

Images must be at least 400 x 209 pixels .
You will be provided with a spreadsheet that details the “Category” (type of post) to be written for update.
Content that is self-promotional or features the company’s own products or services. The goal of
Product Posts is to provide a value proposition to the audience.



Tone = Promotional (NOT gimmicky or too forward)
Posts may or may not include a link back to the client’s own website/blog (it is preferred).

Examples:

Specials/deals:

Sponsorships/Partnerships:

Displays of the client’s own products or services:

Testimonials:
Photos of company’s work (B&A case photos, etc.):

Links back to the client's own website:

Announcements about company events, exclusive brand information:
Entertaining content with the goal of generating fan engagement and actions such as likes, comments, shares, +1s, etc. The goal of each engagement post is to be shareable.

Tone = Fun, motivational, conversational, entertaining
 NONE of these posts can include a link back to the client’s own website.



A Note on Quotes: If you include a quote from a celebrity or other public figure, please make sure that the client or general public would have no reason to take offense to that person being featured in a positive light. This means no politicians or political figures of any kind. You might need to take a few minutes to research who it is you are quoting. Please also stay away from anyone who might be considered controversial for any reason.
A Second Note on Quotes: Use them sparingly. We cannot accept a quote of some sort as every engagement post for a month. Quotes should make up less than a quarter of the engagement posts for any given assignment.
Examples:

Visual Content (write a caption for all of the following visual content types)

Memes, Videos,
Photos:

 Quotes:

 Humor:

 Local happenings:

 Call to action to encourage the reader to take some action on the post itself:

 Questions / Polls / Fill in the blanks:
Please note: We are no longer accepting links from rottenecards.com.
Industry-related news or information. The goal is to educate the audience on the type of products/services that the company offers, without directly promoting the company’s specific selling propositions.

Tone should be educational.
 Most likely should include a link to an article, news story, video if applicable, how-to, etc.

Links must be fresh and relevant/nothing further back than 2 months.

Examples:
 Industry
News:

 Research released by professional associations:

 Announcements about happenings, innovations or trends in industry:

 Relevant resources:
You will be provided a spreadsheet to enter your updates into. You will be given information about the specific needs of the client, such as target audience, brand identity, requested tone, special instructions, references/resources for industry information, etc. Please use that information in your writing. Do not modify the days of the week or dates columns of a spreadsheet. The following are requirements for LinkedIn updates.




Between 2-4 sentences
Must be at least 200 characters (≈ 40 words)
Posts can be up to 600 characters, including spaces.
 All updates must be original (do not copy quotes from an article you are linking)


Avoid speculation

Do not make claims for the client that are not already being made
 Do not reference competitors
 Before you submit, please review for grammar, spelling, and overall quality
There must be variety in your updates. We cannot accept too many of the same type of post.
 Reference the task description and/or strategy document for brand identity and target demographics.
Each of your updates needs a media link. This could be a link to an article, the client's site, a video, or an image. To an extent, the type of media will depend on the category of the update (more on that below). We also do not want repeated media to be used across several different clients.
You will be provided with a spreadsheet that details the “Category” (type of post) to be written for update.
Content that is self-promotional or features the company’s own products or services. The goal of
Product Posts is to provide a value proposition to the audience.


Tone = Promotional (NOT gimmicky or too forward)

Posts may or may not include a link back to the client’s own website/blog
Types of Content:
 Links back to the clients own website
Types of Content:

Sponsorships/Partnerships
 Announcements about company awards, events, exclusive brand information





Charity/Goodwill the company participates in
Displays of the client’s own products or services
Photos of company’s work (B&A case photos, etc.)
Job openings, suggestions to apply
EXAMPLES: (NOTE: Length of content in example post(s) below may be less than required character/word count. Your updates must still follow the mandatory length requirements above.)

Entertaining content with the goal of generating follower engagement and actions such as likes, comments, shares, etc.
 Tone = Fun, motivational, conversational, entertaining

NONE of these posts can include a link back to the client’s own website.
Types of Content:
Visual Content



Videos (Include a caption/update)
Photos (Should be at least 350 x 250 pixels and include a caption/update)
Company Photos (of staff or office)
Other Updates Meant to Invite Engagement

Quotes (Include a related image)
 Questions (Include related image)
 Local events (Include related image)
EXAMPLES: (NOTE: Length of content in example post(s) below may be less than required character/word count. Your updates must still follow the mandatory length requirements above.)

Industry-related news or information. The goal is to educate the audience on the type of products/services that the company offers, without directly promoting the company’s specific selling propositions. * Tone = Educational * Most likely would be either a text-only or a link to an article, industry blog, news story, video if applicable, how-to, etc.

Text-only or links to any of the following: (Links must be fresh and relevant. Nothing further back than 2 months)
 Industry News


Features and articles relevant to industry
Research and trends released by professional associations
 Announcements about happenings in industry
 Innovations (ex: “new Gummy Bear breast implants approved by FDA”)

Local news impacting relevant industry
EXAMPLES: (NOTE: Length of content in example post(s) below may be less than required character/word count. Your updates must still follow the mandatory length requirements above.)

When you receive an assignment to write a press release, please take a few minutes to do a little research on the client you are writing for and the topic you are writing on.

When you are ready to write, please follow the Press Release Template .
The following are required.

Write a title for the PR that is compelling and includes the business name as well as a description of what the press release is about.

Write a summary that is approximately 200 characters (including spaces) and includes the keyword once.

Write approximately 300 words (This does not include the “About the Business” section) of
 completely unique content based on the particular news event/topic provided.

Integrate the given keyword(s) at least once seamlessly within the body content.
Write the release in 3rd person.

If no quote is provided in the task, write a first person quote to be attributed to the business owner or practitioner and include it in the body content. This quote will be approved by the
 client. Do not attempt to contact the client for a quote.
If an “About the Business” section (known as a boilerplate) is not provided, please include a
50-75 word summary of the business.
** 300 words EXCLUDING “About the Business”**
**Should be written in third person**
TITLE: Keep this very simple and to the point. Should include some action to make it new or newsworthy: the doctor educates, the doctor explains, he announces, etc.
SUMMARY: Approx. 200 characters (including spaces). Add’l information to support title. Include one keyword and the business name, such that it is apparent that the business is putting out the release.
BODY:
CITY, abbrev Prov/State., Month Date, Year – 1) 1st paragraph – intro. Tell the most important information in this first paragraph – approx. 2 sentences in length. Include who/what/where/why/when as appropriate as they may not read the rest.

2) 2nd paragraph – embellishes the lead and provides additional information. Remember, press releases are meant to be brief, concise and ideally one page. What you are writing needs to be factual, not promotional copy. General company info can be found in the boilerplate below.
*** Integrate the given keyword or topic seamlessly within the body content.***
3) 3rd paragraph – include a direct quotation – “…...,” said (name), (position). “…….” Business
Owners or industry experts are great to quote, as well as testimonials from customers of our client.
(If no quote is provided, please write one.)
4) Additional paragraphs supply less important information.
5) Add citation to last paragraph before boilerplate, including Name, Address, Phone Number
(please copy exactly from the task). Example:
For more information on liposuction, Columbus, Ohio, plastic surgeon, Dr. Jeffrey Donaldson, invites prospecitve patients to visit his website at http://www.donaldsonplasticsurgery.com or contact his office at 614-442-7610 or Donaldson Plastic Surgery, 4661 Sawmill Road, Columbus, OH 43220.
6) Boilerplate “About the Business” The boiler gives the background on the company so that you can focus on the event in the above text. Use the following as an example; it will be the last paragraph of the release. (Note: this may be provided in the task; if not, please review the client’s website and write one)
About Search Influence
A national Internet marketing company based in New Orleans, Search Influence specializes in helping small businesses succeed online. Whether working directly with customers or with publisher partners, Search Influence focuses on customer return on investment. Search Influence offers local
SEO, social media marketing and a full range of online marketing services, including in-house production services.
There are many rules and regulations regarding legal advertising. Because law firm websites serve as advertising, we need to be careful of what we are writing for these websites. What this list boils down to is basically, don't make claims for the lawyer. Never use words like expert, specialist, orguarantee. Never make promises about a case.
The following lists give some idea of how risky certain word choices are, spelling out which ones you should use with caution and which ones you should avoid.
These terms carry a relatively small risk. Some are arguably too vague and subjective and could theoretically mislead a consumer. (For example, that is possibly the case for the terms “proven,”
“we get results,” “and “dedicated”). Some can also be interpreted to be an implied unsubstantiated comparison (e.g. experienced, skilled). Of course, it would be an ethics violation should a recent law school graduate use either term, but very unlikely to be one for a lawyer with 20 years of experience.
If information about the lawyer or law firm can back up any of these, you can certainly use them.
 Experienced

 Highly experienced


Extensive … experience
Extensive knowledge


Highly trained
Skilled


Highly skilled
Knowledgeable


Renowned
Reputable


Compassionate
Passionate
 Dedicated
 Seasoned
 Proven Results
 Proven Case
 Proven Lawyer
 Proven Reputation
 Proven Defense
 … gets results
 We make you our number one priority
 Acts quickly to get you results
 Respected
 Trusted
 Trustworthy
If regulators actually followed the rules, the next ones should also be a relatively small risk and be part of the group above. However, although case law makes it clear that taste is not supposed to be regulated, the reality is that in a very small number of states, it is. These terms have a tendency to offend regulators and could therefore be a violation.


Aggressive

Relentless
Zealous

Tough
 We won’t just settle, we fight

Powerful Defense

I would recommend that these terms or phrases never be used. They either: 1. Violate the specialist rule (7.4); 2. Use a superlative which leads to an implied unsubstantiated comparison; or 3. Make a guarantee or create an unjustified expectation.
 Specialize
 Specialist
 … Experts
 Expert Legal Counsel
 ___years of expertise
 Preeminent
 Premier
 Top Quality


Top Advice

Top … Lawyer
Successful

Winning Lawyers
 Effective

Effective…
 Abolish your debt

Don’t let a DUI Stay on your record
 We can help save your home

We can minimize the damage
 We’ll protect your reputation

We can help you avoid points
 There is always a way out

Erase your debt today
 Erase your debt while keeping control of your business

Wipe out debt for good. You can!
 We can help you win custody

We make divorce painless
 Avoid jail

We can help to keep your license
 Guaranteed powerful DUI defense

You need hard hitting defense
 You can clear your name

Clear your name
 Get your record expunged

Don’t lose your home to foreclosure
 Avoid foreclosure

We can help you avoid garnishment
 How to beat your DUI

We won’t let insurance companies bully you
 We can protect your ideas and patents

 We can resolve … disputes


Our lawyers can modify your loan
Get the benefits you need


Get a green card
Get compensation for your injuries


We get charges reduced or dropped
We can negotiate a solution


We can help modify your mortgage
Become a naturalized citizen


Don’t lose your license

Avoid additional closing costs
 Avoid issues with your transaction
 We can minimize the legal damage
We’ll settle your divorce quickly