Your SlideShare is downloading. ×
7 Steps To SEO Copywriting Success
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

7 Steps To SEO Copywriting Success


Published on

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 or contact Heather Lloyd-Martin at heather [at]

Published in: Business, Technology

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. SES Chicago Copywriting Boot Camp: 7 Steps to SEO Copywriting Success
    • Presented by:
    Heather Lloyd-Martin CEO, SuccessWorks
  • 2. SuccessWorks overview
    • Pioneers in SEO content since 1999
    • Train clients in SEO copywriting best practices
    • Develop strategy, new content and edited content
    • Founders of
  • 3. Why care about content?
  • 4. The Importance of SEO Content Keyphrase research Quality content Quality incoming links SEO sweet spot
  • 5. 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.”
  • 6. Your main advantage
    • Control
  • 7. Step #1-Who Are You?
  • 8. How well should you know your target audience?
  • 9. 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?
  • 10.  
  • 11. Step #2: WIIFM?
  • 12. 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
  • 13. Does this make you want to whip out your credit card?
  • 14. Let’s compare: Quicken
  • 15.
  • 16. Step #3: Be a content psychic
  • 17. Want to get inside your customer’s heads? Keyphrase research helps you understand what information people are searching for and what questions they have.
  • 18. Look for opportunities to build out new, unique content
  • 19.  
  • 20. Use Twitter for Content Marketing Ideas
  • 21. Articles become part of resource center. New articles - with product links - featured in monthly newsletter - driving traffic back to the site
  • 22. Step #4: Free yourself from “fake rules”
  • 23. Party like it’s 1999... but don’t optimize your site that way
  • 24. 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
  • 25.  
  • 26. Step #5: Make your Titles sizzle off the SERP
  • 27. Think of Titles like headlines
  • 28. 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 #
  • 29. Step #6: Control what you can control
  • 30. 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.
  • 31. 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.
  • 32. Step #7: Follow the SEO copywriting checklist
  • 33. 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.)
  • 34. Heather Lloyd-Martin [email_address] Twitter: