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    effective_action-based_copywriting-heather_lloyd_martin.ppt effective_action-based_copywriting-heather_lloyd_martin.ppt Presentation Transcript

    • Effective Action-Based Copywriting 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
        • Small business on a limited budget
        • In-house technical help, no content
        • Target audience – fashion-forward women from 18-35.
    • Baseline copy
        • SEO copywriting is more than just keyphrase usage!
        • Keyphrase choice and usage
        • Title construction
        • Content tone and feel
        • Benefit statements
        • Call to action
      What we look for…
    • 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?
    • 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.
    • Benefit Statements Why would someone buy from you rather than the competition? Purchasing is an emotional decision…
    • Benefit Statements
    • Call to action? What is the reader supposed to do?
          • Heather Lloyd-Martin
          • [email_address]
          • Blog: SEOcopywriting.com
          • Twitter: http://twitter.com/heatherlloyd
          • SEO Copywriting Success Seminar
          • January 21, 2009
          • Portland, OR