Training Materials

SEO and Web Writing Best Practices Guide

This guide provides essential SEO and web writing best practices to help optimize your content for both search engines and human readers.

SEO Basics for Content Editors

Proper Heading Structure

  • Use Heading Hierarchy Correctly
    • H1: Main page title (only one per page)
    • H2: Major section headings
    • H3: Sub-sections within H2 sections
    • H4-H6: Further subdivisions as needed
  • Why It Matters: Proper heading structure helps search engines understand your content organization and improves accessibility for screen readers
Heading Hierarchy Example

Example of proper heading hierarchy

Keyword Usage

  • Include Relevant Keywords
    • Place important keywords in headings, especially H1 and H2
    • Include keywords naturally in the first paragraph
    • Distribute keywords throughout the content
  • Avoid Keyword Stuffing
    • Don't force keywords where they don't fit naturally
    • Aim for 1-2% keyword density (1-2 uses per 100 words)
    • Focus on readability first, keywords second
Keyword Placement Example

Example of natural keyword placement

Image Optimization

  • Always Add Alt Text
    • Describe the image content clearly
    • Include relevant keywords when appropriate
    • Keep alt text under 125 characters
  • Use Descriptive File Names
    • Rename images before uploading (e.g., "dixie-chemical-product-line.jpg" instead of "IMG_12345.jpg")
    • Use hyphens between words in file names
Alt Text Example

Example of adding descriptive alt text

Internal Linking

  • Link to Other Relevant Pages
    • Connect related content within your website
    • Use descriptive anchor text (not "click here")
    • Ensure links are working properly
  • Update Old Content
    • Add links to newer content from older, relevant pages
    • Remove links to pages that no longer exist
Internal Linking Example

Example of effective internal linking

Web Writing for Readability

Content Structure

  • Front-Load Important Information
    • Put the most important points at the beginning
    • Use the inverted pyramid style (start with conclusion, then details)
    • Don't bury key information deep in paragraphs
  • Break Up Long Content
    • Use subheadings every 2-3 paragraphs
    • Keep paragraphs short (2-3 sentences)
    • Use bullet points and numbered lists for easy scanning
Content Structure Example

Example of well-structured content

Writing Style

  • Use Clear, Simple Language
    • Avoid jargon unless necessary for your audience
    • Explain technical terms when they must be used
    • Use active voice instead of passive voice
  • Be Concise
    • Remove unnecessary words
    • One idea per paragraph
    • Use bullet points for lists of items or features
Writing Style Example

Example of clear, concise writing

Formatting for Scannability

  • Use Visual Hierarchy
    • Bold important points
    • Use italics sparingly for emphasis
    • Create white space between sections
  • Utilize Lists
    • Numbered lists for sequential steps
    • Bulleted lists for non-sequential items
    • Keep list items parallel in structure
Formatting Example

Example of scannable formatting

Specific Guidelines for Dixie Chemical Websites

Industry-Specific SEO

  • Include Industry Terms
    • Use proper chemical names and industry terminology
    • Include common abbreviations alongside full terms
    • Consider what terms customers might search for
  • Product Pages
    • Include specific product names in page titles and headings
    • List key applications and benefits
    • Use structured data when appropriate
Industry SEO Example

Example of industry-specific SEO

Content Recommendations

  • Product Descriptions
    • Start with a clear overview of what the product is
    • List key benefits before detailed specifications
    • Include application examples and use cases
  • Company Information
    • Keep "About" content current and accurate
    • Highlight company achievements and milestones
    • Include location information for local SEO
Content Recommendations Example

Example of effective content structure

Mobile Optimization

  • Consider Mobile Readers
    • Preview content on mobile devices
    • Use shorter paragraphs for mobile screens
    • Ensure buttons and links are large enough to tap
  • Image Sizing
    • Check that images resize appropriately on small screens
    • Avoid wide tables that require horizontal scrolling
Mobile Optimization Example

Example of mobile-optimized content

Quick Reference Checklist

Before Publishing Content

  • Proper heading structure used (H1, H2, H3, etc.)
  • Relevant keywords included naturally
  • Paragraphs are short and scannable
  • Images have descriptive alt text
  • Content is organized with a clear structure
  • Links use descriptive anchor text
  • Technical terms are explained when necessary
  • Content previewed on both desktop and mobile
  • Spelling and grammar checked
  • Content aligns with company messaging and brand voice

After Publishing

  • Test all links to ensure they work
  • Check how the page appears on the live site
  • Verify mobile appearance
  • Consider sharing new content on social media or newsletters
  • Plan for content updates as needed

Next Steps: Now that you understand SEO and web writing best practices, proceed to the Contact Form Overview to learn about the form functionality on the websites.