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Copywrite Matters SEO Copywriting Seminar March 2012
 

Copywrite Matters SEO Copywriting Seminar March 2012

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This is part two of a seminar showing small business owners how they can share their knowledge using content marketing to pull customers to them (rather than simply pushing marketing message out).

This is part two of a seminar showing small business owners how they can share their knowledge using content marketing to pull customers to them (rather than simply pushing marketing message out).

This half showed them how to incorporate SEO copywriting into the process of creating online marketing.

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    Copywrite Matters SEO Copywriting Seminar March 2012 Copywrite Matters SEO Copywriting Seminar March 2012 Presentation Transcript

    • Online marketing that yourcustomers and Google will L ve How to turn your knowledge into more profitable business
    • PART II – SEO COPYWRITING
    • What is SEO?
    • How your website Links back to your is setup website (from other online sources) The clarity and value of your THE SEO content SWEET SPOT
    • Some definitions… WHAT IS COPYWRITING? Writing the material you use to promote your business WHAT IS SEO COPYWRITING? Writing online content that search engines can interpret WHY IS IT IMPORTANT? Search engines can’t “see” your website. You need to tell what your website is about
    • What does Google see?
    • Step1: Find the best keywordsThe words (and phrases) your customers use tosearch online• Get specific (with a specialty or location)• Don’t be afraid to use a whole phrase• Make it relevant and actionable
    • Keyword brainstorming1. Write down words that describe your business2. Describe the issues people have when they come to youWrite down every word you can think ofBe descriptive and Be specific
    • A Case Study: iCanQuit
    • A Case Study: iCanQuit [Quit Plan page]
    • iCanQuit Keyword Brainstorming
    • Competitor KeywordsView your well ranking competitors websites and see which keywords they are using.• Notice who is ranking• Go to their website• See which words and phrases they use• Add them to your list
    • Find out if your ideas match searchesFREE Keyword Tool – Google AdwordsPAID Market Samurai Keyword Discovery WordtrackerTIP: Explore Google Webmaster Tools
    • Step 2: Use Your Keywords As frequently as is natural In headings, subheadings and lists At the start of the items above Bolded, underlined and in italics In links within your site and back to your site
    • Use Your Keywords FrequentlyFrequency is the number of times aspecific keyword appears on your pageHow?Be specific
    • Remember this image?
    • Introducing Wordle.net
    • iCanQuit Quit Plan pre-optimisation
    • iCanQuit Quit Plan post-optimisation
    • Use Related Keywords cigars smokers tobacco cigarettes Smoke-free QUIT SMOKING nicotine Non-smoker PLAN cravings smoke addiction
    • Use Keywords Strategically  Headings  Sub-headings  Lists (numbered or bullets)  LinksADD SOME RAZZLE DAZZLEBold italic underline
    • The SEO tightrope Keywords Readability Persuasiveness
    • SEO Copywriting TIPS• You don’t have to be EXACT Matching exactly is better but don’t compromise the quality of your content.• Don’t try and target multiple keyword themes on a single page or post
    • Use Your META tags Luke… • Page Title tag (60 chars) • Page Description tag (160 chars)
    • Page Title and Descriptions
    • Use Your META tags Luke… • Page Title tag (60 chars) • Page Description tag (160 chars) • Link Titles • Image captions and ALT tags Make them unique Put your keywords at the start Remember your reader
    • Have you done enough SEO?
    • SEO Copywriting ChecklistHave you identified your keywords?Is your keyword in your main Headline?Do you use subheadings and lists?Are your product references specific enough?Have you highlighted your keywords?Have you filled out your page title &description (using your keywords)?Is your page or post still interesting to read?
    • Don’t PANIC
    • General Copywriting TIPS• Know thy reader• Keep it conversational [write like you speak only better]• Benefits not features• Break up your text so it’s easy to read• Always have a call to action
    • Questions?
    • You can find me at…. Subscribe to The Copy Detective blog for a new copywriting mystery solved every week …