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SES Chicago Copywriting Boot Camp: 7 Steps to SEO Copywriting Success <ul><li>Presented by: </li></ul>Heather Lloyd-Martin...
SuccessWorks overview <ul><li>Pioneers in SEO content since 1999 </li></ul><ul><li>Train clients in SEO copywriting best p...
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’...
Your main advantage <ul><li>Control </li></ul>
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:...
 
Step #2: WIIFM?
How to show WIIFM - What are the benefits of working with you - and why are those benefits important to your target audien...
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 f...
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 traf...
Step #4: Free yourself from “fake rules”
Party like it’s 1999... but don’t optimize your site that way
General SEO content “rules” <ul><li>Keyphrases in headlines and subheadlines </li></ul><ul><li>Keyphrases in hyperlinks </...
 
Step #5: Make your Titles sizzle off the SERP
Think of Titles like headlines
Title structure <ul><li>Write your Title like a headline. Think “clickability” </li></ul><ul><li>Try to keep your Titles t...
Step #6: Control what you can control
Beware the Website mullet Check for outdated copy.  Worst offenders: - Press pages - Conference/events pages - Product pag...
Leverage content opportunities <ul><li>Can’t change the existing template? Start a blog and/or write articles. </li></ul><...
Step #7: Follow the SEO copywriting checklist
5-W’s and 1 H of SEO copywriting <ul><li>WHO does the writing (new SEO copywriters need training!) </li></ul><ul><li>WHAT ...
SEOcopywriting.com Heather Lloyd-Martin [email_address] Twitter: http://twitter.com/heatherlloyd
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7 Steps To SEO Copywriting Success

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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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Transcript of "7 Steps To SEO Copywriting Success"

  1. 1. SES Chicago Copywriting Boot Camp: 7 Steps to SEO Copywriting Success <ul><li>Presented by: </li></ul>Heather Lloyd-Martin CEO, SuccessWorks
  2. 2. SuccessWorks overview <ul><li>Pioneers in SEO content since 1999 </li></ul><ul><li>Train clients in SEO copywriting best practices </li></ul><ul><li>Develop strategy, new content and edited content </li></ul><ul><li>Founders of SEOCopywriting.com </li></ul>
  3. 3. Why care about content?
  4. 4. The Importance of SEO Content Keyphrase research Quality content Quality incoming links SEO sweet spot
  5. 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. 6. Your main advantage <ul><li>Control </li></ul>
  7. 7. Step #1-Who Are You?
  8. 8. How well should you know your target audience?
  9. 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?
  11. 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
  12. 13. Does this make you want to whip out your credit card?
  13. 14. Let’s compare: Quicken
  14. 15. Mint.com
  15. 16. Step #3: Be a content psychic
  16. 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.
  17. 18. Look for opportunities to build out new, unique content
  18. 20. Use Twitter for Content Marketing Ideas
  19. 21. Articles become part of resource center. New articles - with product links - featured in monthly newsletter - driving traffic back to the site
  20. 22. Step #4: Free yourself from “fake rules”
  21. 23. Party like it’s 1999... but don’t optimize your site that way
  22. 24. General SEO content “rules” <ul><li>Keyphrases in headlines and subheadlines </li></ul><ul><li>Keyphrases in hyperlinks </li></ul><ul><li>Keyphrases throughout the content </li></ul><ul><li>Keyphrase-rich Title </li></ul><ul><li>Focus around 2-3 keyphrases per page </li></ul>
  23. 26. Step #5: Make your Titles sizzle off the SERP
  24. 27. Think of Titles like headlines
  25. 28. Title structure <ul><li>Write your Title like a headline. Think “clickability” </li></ul><ul><li>Try to keep your Titles to around 70 characters with spaces </li></ul><ul><li>Include your main keyphrases within the Title </li></ul><ul><li>Clearly explain what the landing page is about </li></ul><ul><li>Include benefit statements (such as “free shipping”) whenever possible </li></ul><ul><li>Experiment with including your phone # </li></ul>
  26. 29. Step #6: Control what you can control
  27. 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.
  28. 31. Leverage content opportunities <ul><li>Can’t change the existing template? Start a blog and/or write articles. </li></ul><ul><li>Are your pages unoptimized? Rewrite them or “edit” pages for keyphrases. </li></ul><ul><li>Consider Twitter/other channels to engage customers in a new way. </li></ul>
  29. 32. Step #7: Follow the SEO copywriting checklist
  30. 33. 5-W’s and 1 H of SEO copywriting <ul><li>WHO does the writing (new SEO copywriters need training!) </li></ul><ul><li>WHAT pages need to be rewritten (create an editorial calendar.) </li></ul><ul><li>WHERE does the budget/time come from (good writing costs time and money.) </li></ul><ul><li>WHY don’t you look at other opportunities (Twitter, blogs.) </li></ul><ul><li>WHEN are you uploading new pages/making changes. Set deadlines. </li></ul><ul><li>HOW will you know if it works (conversion testing.) </li></ul>
  31. 34. SEOcopywriting.com Heather Lloyd-Martin [email_address] Twitter: http://twitter.com/heatherlloyd
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