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  1. 1. Optimized Copywriting
  2. 2. Optimized CopywritingINTRODUCTION
  3. 3. Copywriting Defined Copywriting is the use of words to promote aperson, business, opinion or idea. Although the word copy may be applied to any content intended for printing (as in the body of anewspaper article or book), the term copywriter is generally limited to such promotional situations, regardless of media ... Wikipedia
  4. 4. Copywriting Defined Copywriting is the art and science of writing words to promote a product, a business, a person or an idea; and carefully selecting, editing, weaving and constructingthose words in a way that they’ll persuade thesearcher into taking a specific and measurable action...
  5. 5. Definition of Optimizing Make the best or most effective use of (asituation, opportunity, or resource)-Rearrange or rewrite data to improve efficiency of retrieval or processing
  6. 6. Optimized Copywriting “Copywriting is one of the most essentialelements of effective online marketing. The art and science of copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action.” CopyBlogger’s Brian Clark
  7. 7. Optimized CopywritingHOW SEARCH ENGINES WORK
  8. 8. Optimized Copywriting• Grab Attention/Get Indexed• Connect with People/Searchers• Get a Response/Search Result
  9. 9. Optimized CopywritingSEARCH ENGINE OPTIMIZATION
  10. 10. How important is SEO? More than 95 percent of all site traffic fororganic, non-branded queries on Google, Yahoo and Bing come from page-one results. A recent study by iCrossing
  11. 11. Three fundamentals of SEO1. Architecture – one time2. Links – on going3. Content – on going
  12. 12. Fundamentals of SEO• 33.3% Architecture• 33.3% Links• 33.3% Content
  13. 13. Why is content king?Copywriting = content
  14. 14. Why is content king?• One of the three most important factors of search marketing – architecture, links and content• Content is an on-going effort• Good content (copywriting sets the Law of Attraction for: − Web sites − Social media news − Blogs
  15. 15. When is content king?• Optimized• Relevant• Valuable• Socialized
  16. 16. “If it can be searched on, it can be optimized for better marketing performance.” Lee Odden Copywriting = Content Optimized Copywriting = Searchable Content
  17. 17. Optimized Copywriting Checklist• Web Pages• Press Releases• Blog Posts• Facebook Posts• Tweets• Linked In Updates
  18. 18. Optimized Copywriting Steps• Keywords• Headlines• Format/Style• Links• Call to Action
  19. 19. Keywords• Identify 1-2 most important keywords• Front load headline with Primary Keyword• Use keywords in headings, subheads and throughout the copy• Add links to keywords• TIP: Think about what people are going to type into a search to find your page. Make sure those keywords are on that page. – Matt Cutts, Head of Google Web Spam Team
  20. 20. HeadlinesHeadlines:72 characters, Primary Keywords front loadedSub Headline:165 Characters max using primary keywordsBody:300-500 = words centered around your keywordphrase
  21. 21. Optimized Copywriting Steps
  22. 22. Format/Style• Bullets• Easy reading• Lists• Break it up with headings
  23. 23. Links• One Link Per 120 words• + Link the first reference of the company name• + 500 words = 5 links• + Link to relevant content on website
  24. 24. Call to action• What do you want them to do?• Ask for it• You need to tell your searcher exactly what to do, how to do it, and that you want them to do it right now.
  25. 25. Copywriting Optimization Resources and Tools • SEOScribe • • Your website’s search data • PPC data
  26. 26. Optimized CopywritingOPTIMIZING GUIDELINES
  27. 27. Optimizing Guidelines• Target audience• Most important above the fold – for websites/blogs• At least 250-300 words - more is better• Break up copy with bold headings
  28. 28. Not just any content...great content 1. Optimized 2. Relative 3. Timely 4. User-friendly
  29. 29. Optimizing Drilldown• First paragraph is most important• Titles• Descriptions• Links• TIP: Title Tags are first impression a searcher sees in a search result. Needs to make sense, include keywords
  30. 30. Socializing, Optimizing and Copywriting• Use keywords• Links• Tag Photos
  31. 31. Socializing, Optimizing and CopywritingFacebook now accounts 12.3% of all time online (this is up from 7.2% a year ago representing an increase of nearly 71%)
  32. 32. Socializing, Optimizing and Copywriting• Facebook – Tag people and photos – Ask questions – Share quality and relative content with a custom comment with your opinion – Use images whenever possible
  33. 33. Socializing,Optimizing and Copywriting • Twitter – Take time and write with the purpose of getting RT – Use keywords and hashtags
  34. 34. Socializing, Optimizing and Copywriting• LinkedIn – Profiles and Updates – Use relative keywords in profile – Share updates with links to relative news with your network
  35. 35. Not just any copy... great copy that makes great content 1. Findable 2. Readable 3. Understandable 4. Actionable 5. Shareable
  36. 36. Optimized Copywriting Lisa Buyer