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7 Steps To SEO Copywriting Success
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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 …

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

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  • 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: