7 Steps To SEO Copywriting Success
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7 Steps To SEO Copywriting Success



Wondering if SEO copywriting was a smart strategy for your business? Learn about the seven steps to SEO copywriting success - and discover how to make small changes that can gain big ranking (and ...

Wondering if SEO copywriting was a smart strategy for your business? Learn about the seven steps to SEO copywriting success - and discover how to make small changes that can gain big ranking (and revenue) results!

Originally presented at SES Chicago 2009. Learn more at SEOCopywriting.com or contact Heather Lloyd-Martin at heather [at] seocopywriting.com



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    7 Steps To SEO Copywriting Success 7 Steps To SEO Copywriting Success Presentation Transcript

    • SES Chicago Copywriting Boot Camp: 7 Steps to SEO Copywriting Success
      • Presented by:
      Heather Lloyd-Martin CEO, SuccessWorks
    • SuccessWorks overview
      • Pioneers in SEO content since 1999
      • Train clients in SEO copywriting best practices
      • Develop strategy, new content and edited content
      • Founders of SEOCopywriting.com
    • Why care about content?
    • The Importance of SEO Content Keyphrase research Quality content Quality incoming links SEO sweet spot
    • The importance of SEO content How the text is written can have a tremendous impact on search positions and conversions It’s not enough to “just have content,” or “stick keyphrases in copy.”
    • Your main advantage
      • Control
    • Step #1-Who Are You?
    • How well should you know your target audience?
    • Write for the right audience How can you write effective copy if you don’t know who you’re writing it for...? Consider: - Who is your target audience (hint: it’s not “everyone.”) - Do you have multiple target audiences? - How old is your typical buyer/reader? - What level of education have they reached? - What are their average income levels? - What benefits are important to them? - What are their hopes, fears and desires?
    • Step #2: WIIFM?
    • How to show WIIFM - What are the benefits of working with you - and why are those benefits important to your target audience? - What specific objections do you have to overcome? - What is your competition doing and how do you position your company within your local or national marketplace? - What tone and feel should you use to resonate with your audience? How you say what you say is extremely important
    • Does this make you want to whip out your credit card?
    • Let’s compare: Quicken
    • Mint.com
    • Step #3: Be a content psychic
    • Want to get inside your customer’s heads? Keyphrase research helps you understand what information people are searching for and what questions they have.
    • Look for opportunities to build out new, unique content
    • Use Twitter for Content Marketing Ideas
    • Articles become part of resource center. New articles - with product links - featured in monthly newsletter - driving traffic back to the site
    • Step #4: Free yourself from “fake rules”
    • Party like it’s 1999... but don’t optimize your site that way
    • General SEO content “rules”
      • Keyphrases in headlines and subheadlines
      • Keyphrases in hyperlinks
      • Keyphrases throughout the content
      • Keyphrase-rich Title
      • Focus around 2-3 keyphrases per page
    • Step #5: Make your Titles sizzle off the SERP
    • Think of Titles like headlines
    • Title structure
      • Write your Title like a headline. Think “clickability”
      • Try to keep your Titles to around 70 characters with spaces
      • Include your main keyphrases within the Title
      • Clearly explain what the landing page is about
      • Include benefit statements (such as “free shipping”) whenever possible
      • Experiment with including your phone #
    • Step #6: Control what you can control
    • Beware the Website mullet Check for outdated copy. Worst offenders: - Press pages - Conference/events pages - Product pages - Old articles that are obviously outdated Set up an editorial plan to update the “old” copy.
    • Leverage content opportunities
      • Can’t change the existing template? Start a blog and/or write articles.
      • Are your pages unoptimized? Rewrite them or “edit” pages for keyphrases.
      • Consider Twitter/other channels to engage customers in a new way.
    • Step #7: Follow the SEO copywriting checklist
    • 5-W’s and 1 H of SEO copywriting
      • WHO does the writing (new SEO copywriters need training!)
      • WHAT pages need to be rewritten (create an editorial calendar.)
      • WHERE does the budget/time come from (good writing costs time and money.)
      • WHY don’t you look at other opportunities (Twitter, blogs.)
      • WHEN are you uploading new pages/making changes. Set deadlines.
      • HOW will you know if it works (conversion testing.)
    • SEOcopywriting.com Heather Lloyd-Martin [email_address] Twitter: http://twitter.com/heatherlloyd