Copywriting for Search Success SMX West 2009 SEO Copywriting Makeover 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

Pioneers in SEO content since 1999

Train clients in SEO copywriting best practices

Develop strategy, new content and edited content

Founders of SEOCopywriting.com

LusterForever – Brand new site (less than 7 months old) Small business on a limited budget In-house technical help, no dedicated in-house writers Target audience – fashion-forward women from 18-35

LusterForever – Brand new site (less than 7 months old)

Small business on a limited budget

In-house technical help, no dedicated in-house writers

Target audience – fashion-forward women from 18-35

“ Old” home page

What We Look For… SEO copywriting is more then just keyphrase usage! Keyphrase choice and usage Title construction Content tone and feel Benefit statements Call to action

SEO copywriting is more then just keyphrase usage!

Keyphrase choice and usage

Title construction

Content tone and feel

Benefit statements

Call to action

Keyphrase Choices Are there other keyphrases? Is the intent of the page clear? Can you pick out 2-3 main keyphrases for the page?

Are there other keyphrases?

Is the intent of the page clear?

Can you pick out 2-3 main keyphrases for the page?

Keyphrase Choices

Title Construction Titles should reflect main keyphrases on the page Include branding, where appropriate Think “clickability” Keep length around 60 characters (with spaces)

Titles should reflect main keyphrases on the page

Include branding, where appropriate

Think “clickability”

Keep length around 60 characters (with spaces)

Title Construction

Copy Structure, Tone and Feel Think of the target audience? Does the copy sound like what she reads/watches on TV? Is the copy grammatically correct? Is there “enough” text? Is it engaging? Is it easy to read? Are there keyphrases in headlines/subheadlines

Think of the target audience? Does the copy sound like what she reads/watches on TV?

Is the copy grammatically correct?

Is there “enough” text?

Is it engaging?

Is it easy to read?

Are there keyphrases in headlines/subheadlines

Tone and Feel

Tone and Feel

Copy Structure, Tone and Feel Think “longer copy” whenever possible. Don’t be afraid of text (but don’t put it all on one page.) Include your keyphrases throughout the entire page. Don’t forget to hyperlink the keyphrases whenever possible

Think “longer copy” whenever possible. Don’t be afraid of text (but don’t put it all on one page.)

Include your keyphrases throughout the entire page.

Don’t forget to hyperlink the keyphrases whenever possible

Benefit Statements Why would someone buy from you rather than the competition?

Why would someone buy from you rather than the competition?

Benefit Statements

Call to Action?

Results #6 in Google for “leather bracelet”, #1 for “cool leather bracelet,” and a host of awesome rankings. AND>>>

#6 in Google for “leather bracelet”, #1 for “cool leather bracelet,” and a host of awesome rankings. AND>>>

Results Great listings on the SERP AND>>>

Great listings on the SERP

AND>>>

Results Initial results after approximately 4.5 months Conversion rates have increased 354 percent since the beginning of the campaign Average order volume has increased 96.60 percent The client is exceptionally happy!

Initial results after approximately 4.5 months

Conversion rates have increased 354 percent since the beginning of the campaign

Average order volume has increased 96.60 percent

The client is exceptionally happy!

Takeaways SEO copywriting is more than sticking keyphrases into content A smart SEO copywriting campaign is a combination of a smart direct response copywriting, a savvy customer-centered tone and feel and choosing the right keyphrases for the right target audience. It’s OK to baby-step content and work on “bits” of your campaign over time.

SEO copywriting is more than sticking keyphrases into content

A smart SEO copywriting campaign is a combination of a smart direct response copywriting, a savvy customer-centered tone and feel and choosing the right keyphrases for the right target audience.

It’s OK to baby-step content and work on “bits” of your campaign over time.

Heather Lloyd-Martin [email_address] SEOcopywriting.com Twitter: http://twitter.com/heatherlloyd