Copywriting for Search Success: SMX West 2009

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

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

Keyphrase Choices
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)

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

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

Benefit Statements
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>>>

Results
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!

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.

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

Copywriting for Search Success: SMX West 2009

by Heather Lloyd-Martin

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