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Copywriting for Search Success: SMX West 2009
 

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.

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 Copywriting for Search Success: SMX West 2009 Presentation Transcript

    • 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
    • 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