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effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
effective_action-based_copywriting-heather_lloyd_martin.ppt
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effective_action-based_copywriting-heather_lloyd_martin.ppt

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  • 1. Effective Action-Based Copywriting SEO Copywriting Makeover Presented by: Heather Lloyd-Martin CEO, SuccessWorks
  • 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. <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. Baseline copy
  • 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. 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. Keyphrase choices
  • 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. Title construction
  • 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. Tone and feel
  • 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. Benefit Statements Why would someone buy from you rather than the competition? Purchasing is an emotional decision…
  • 14. Benefit Statements
  • 15. Call to action? What is the reader supposed to do?
  • 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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