Copywriting for Search Success: SMX West 2009


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Case study on SEO copywriting for search success from SuccessWorks CEO Heather Lloyd-Martin.

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Copywriting for Search Success: SMX West 2009

  1. 1. Copywriting for Search Success SMX West 2009 SEO Copywriting Makeover Presented By: 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 </li></ul>
  3. 3. <ul><li>LusterForever – Brand new site (less than 7 months old) </li></ul><ul><li>Small business on a limited budget </li></ul><ul><li>In-house technical help, no dedicated in-house writers </li></ul><ul><li>Target audience – fashion-forward women from 18-35 </li></ul>
  4. 4. “ Old” home page
  5. 5. What We Look For… <ul><li>SEO copywriting is more then just keyphrase usage! </li></ul><ul><li>Keyphrase choice and usage </li></ul><ul><li>Title construction </li></ul><ul><li>Content tone and feel </li></ul><ul><li>Benefit statements </li></ul><ul><li>Call to action </li></ul>
  6. 6. Keyphrase Choices <ul><li>Are there other keyphrases? </li></ul><ul><li>Is the intent of the page clear? </li></ul><ul><li>Can you pick out 2-3 main keyphrases for the page? </li></ul>
  7. 7. Keyphrase Choices
  8. 8. Title Construction <ul><li>Titles should reflect main keyphrases on the page </li></ul><ul><li>Include branding, where appropriate </li></ul><ul><li>Think “clickability” </li></ul><ul><li>Keep length around 60 characters (with spaces) </li></ul>
  9. 9. Title Construction
  10. 10. Copy Structure, Tone and Feel <ul><li>Think of the target audience? Does the copy sound like what she reads/watches on TV? </li></ul><ul><li>Is the copy grammatically correct? </li></ul><ul><li>Is there “enough” text? </li></ul><ul><li>Is it engaging? </li></ul><ul><li>Is it easy to read? </li></ul><ul><li>Are there keyphrases in headlines/subheadlines </li></ul>
  11. 11. Tone and Feel
  12. 12. Tone and Feel
  13. 13. Copy Structure, Tone and Feel <ul><li>Think “longer copy” whenever possible. Don’t be afraid of text (but don’t put it all on one page.) </li></ul><ul><li>Include your keyphrases throughout the entire page. </li></ul><ul><li>Don’t forget to hyperlink the keyphrases whenever possible </li></ul>
  14. 14. Benefit Statements <ul><li>Why would someone buy from you rather than the competition? </li></ul>
  15. 15. Benefit Statements
  16. 16. Call to Action?
  17. 17. Results <ul><li>#6 in Google for “leather bracelet”, #1 for “cool leather bracelet,” and a host of awesome rankings. AND>>> </li></ul>
  18. 18. Results <ul><li>Great listings on the SERP </li></ul><ul><li>AND>>> </li></ul>
  19. 19. Results <ul><li>Initial results after approximately 4.5 months </li></ul><ul><li>Conversion rates have increased 354 percent since the beginning of the campaign </li></ul><ul><li>Average order volume has increased 96.60 percent </li></ul><ul><li>The client is exceptionally happy! </li></ul>
  20. 21. Takeaways <ul><li>SEO copywriting is more than sticking keyphrases into content </li></ul><ul><li>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. </li></ul><ul><li>It’s OK to baby-step content and work on “bits” of your campaign over time. </li></ul>
  21. 22. Heather Lloyd-Martin [email_address] Twitter:
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