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Effective Action-Based Copywriting SEO Copywriting Makeover Presented by: Heather Lloyd-Martin CEO, SuccessWorks
SuccessWorks Overview <ul><li>Pioneers in SEO content since 1999 </li></ul><ul><li>Train clients in SEO copywriting best p...
<ul><ul><li>LusterForever – Brand new site  </li></ul></ul><ul><ul><li>Small business on a limited budget </li></ul></ul><...
Baseline copy
<ul><ul><li>SEO copywriting is more than just keyphrase usage! </li></ul></ul><ul><ul><li>Keyphrase choice and usage </li>...
Keyphrase choices <ul><li>-  Are there other keyphrases? </li></ul><ul><li>Is the intent of the page clear? </li></ul><ul>...
Keyphrase choices
Title construction <ul><li>Titles should reflect main keyphrases on the page </li></ul><ul><li>Include branding, where app...
Title construction
Copy structure, tone and feel <ul><li>- Think of the target audience? Does the copy sound like what she reads/watches on T...
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 o...
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?
<ul><ul><ul><li>Heather Lloyd-Martin </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><...
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Transcript of "effective_action-based_copywriting-heather_lloyd_martin.ppt"

  1. 1. Effective Action-Based Copywriting 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 SEOCopywriting.com </li></ul>
  3. 3. <ul><ul><li>LusterForever – Brand new site </li></ul></ul><ul><ul><li>Small business on a limited budget </li></ul></ul><ul><ul><li>In-house technical help, no content </li></ul></ul><ul><ul><li>Target audience – fashion-forward women from 18-35. </li></ul></ul>
  4. 4. Baseline copy
  5. 5. <ul><ul><li>SEO copywriting is more than just keyphrase usage! </li></ul></ul><ul><ul><li>Keyphrase choice and usage </li></ul></ul><ul><ul><li>Title construction </li></ul></ul><ul><ul><li>Content tone and feel </li></ul></ul><ul><ul><li>Benefit statements </li></ul></ul><ul><ul><li>Call to action </li></ul></ul>What we look for…
  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>
  11. 11. Tone and feel
  12. 12. 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.
  13. 13. Benefit Statements Why would someone buy from you rather than the competition? Purchasing is an emotional decision…
  14. 14. Benefit Statements
  15. 15. Call to action? What is the reader supposed to do?
  16. 16. <ul><ul><ul><li>Heather Lloyd-Martin </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>Blog: SEOcopywriting.com </li></ul></ul></ul><ul><ul><ul><li>Twitter: http://twitter.com/heatherlloyd </li></ul></ul></ul><ul><ul><ul><li>SEO Copywriting Success Seminar </li></ul></ul></ul><ul><ul><ul><li>January 21, 2009 </li></ul></ul></ul><ul><ul><ul><li>Portland, OR </li></ul></ul></ul>
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