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Effective Action-Based Copywriting  PubCon Nov. 2008 Jill Whalen, CEO  High Rankings
SEO Copywriting is not… <ul><li>Writing a certain # of words </li></ul><ul><li>Bolding/italicizing keywords </li></ul><ul>...
Remember this… <ul><li>Search engines don’t know you </li></ul><ul><li>Websites are not online brochures </li></ul><ul><li...
What’s this site about?
And this?
Every Page Must Provide… <ul><li>Specific info on exactly what it offers </li></ul><ul><li>Plain language that naturally u...
What is Good Content? <ul><li>The regular pages of your site! </li></ul><ul><ul><li>Speaks to your target audience </li></...
Content That is King… <ul><li>Is written for your users, while keeping the search engines in mind. </li></ul><ul><li>It’s ...
Good Content Starts With… <ul><li>Keyword Research </li></ul><ul><ul><li>Uncover words people use to find sites like yours...
Choosing  Keyword Phrases <ul><li>Most relevant </li></ul><ul><li>Most specific </li></ul><ul><li>Most topical </li></ul>
Home Pages and Main Category Pages <ul><li>Describe the company / website </li></ul><ul><li>Broad phrases </li></ul><ul><l...
Just a List of Keywords <ul><li>The Antique Jewelry Mall is the online home of unique antique and estate jewelry from the ...
Professionally written copy that naturally uses KWs! Home Page <ul><li>Keyword Phrases: </li></ul><ul><li>Inflatable adver...
Product-level Pages <ul><li>Very specific keyword phrases </li></ul><ul><li>Strong keyword-rich headlines </li></ul><ul><l...
Good, specific product page. But need to do keyword research. Sea Crystal Bath Salts isn’t searched on. Bath Salts too com...
News Pages <ul><li>Natural “long-tail” keywords </li></ul><ul><li>Don’t use pdfs! </li></ul><ul><li>Post press releases </...
News Item Titles <ul><li>Descriptive Titles: </li></ul><ul><ul><li>Consider the compliance risks and benefits of  electron...
Where to Use Keyword Phrases <ul><li>Title tags </li></ul><ul><li>Meta descriptions </li></ul><ul><li>Anchor text </li></u...
Engines Have to See the Content <ul><li>Avoid graphic headlines </li></ul><ul><li>Avoid all Flash or all graphics </li></u...
Text in Top Banner Invisible
Jill’s Nitty-gritty SEO Writing Tips <ul><li>Be descriptive </li></ul><ul><ul><li>Not “our product” or “our service” </li>...
Jill’s Nitty-gritty SEO Writing Tips <ul><li>Edit your current text </li></ul><ul><ul><li>Find generic words  </li></ul></...
Generic vs. Descriptive <ul><li>Generic </li></ul><ul><li>A Gentleman Farmer's Reverie </li></ul><ul><li>Designed to echo ...
Jill’s Nitty-gritty SEO Writing Tips <ul><li>Generic </li></ul><ul><li>If you’d like to contact us, fill out this brief fo...
Jill’s Nitty-gritty SEO Writing Tips <ul><li>No single words </li></ul><ul><li>Expand into phrases </li></ul><ul><li>“ fur...
Don’t Fake Real Content <ul><li>Fix Your Site! </li></ul><ul><ul><li>Don’t need to add useless articles </li></ul></ul><ul...
Professionally Written Copy is Key <ul><li>It brings highly targeted visitors that want exactly what you offer and convert...
Learn  more about High Rankings SEO Services  www.highrankings.com/seo-services   High Rankings Advisor Free SEO Newslette...
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  1. 1. Effective Action-Based Copywriting PubCon Nov. 2008 Jill Whalen, CEO High Rankings
  2. 2. SEO Copywriting is not… <ul><li>Writing a certain # of words </li></ul><ul><li>Bolding/italicizing keywords </li></ul><ul><li>Writing to a specific keyword density </li></ul><ul><li>Optimizing for just 1 phrase </li></ul><ul><li>Repeating keywords a certain # of times </li></ul>
  3. 3. Remember this… <ul><li>Search engines don’t know you </li></ul><ul><li>Websites are not online brochures </li></ul><ul><li>Assume visitors never heard of you </li></ul>
  4. 4. What’s this site about?
  5. 5. And this?
  6. 6. Every Page Must Provide… <ul><li>Specific info on exactly what it offers </li></ul><ul><li>Plain language that naturally uses keyword phrases </li></ul>
  7. 7. What is Good Content? <ul><li>The regular pages of your site! </li></ul><ul><ul><li>Speaks to your target audience </li></ul></ul><ul><ul><ul><li>Solves problems </li></ul></ul></ul><ul><ul><ul><li>Answers questions </li></ul></ul></ul><ul><ul><ul><li>Provides information </li></ul></ul></ul>
  8. 8. Content That is King… <ul><li>Is written for your users, while keeping the search engines in mind. </li></ul><ul><li>It’s all about balance! </li></ul>
  9. 9. Good Content Starts With… <ul><li>Keyword Research </li></ul><ul><ul><li>Uncover words people use to find sites like yours </li></ul></ul><ul><li>Base your copywriting around those words </li></ul><ul><ul><li>Answer their search on your web page </li></ul></ul>
  10. 10. Choosing Keyword Phrases <ul><li>Most relevant </li></ul><ul><li>Most specific </li></ul><ul><li>Most topical </li></ul>
  11. 11. Home Pages and Main Category Pages <ul><li>Describe the company / website </li></ul><ul><li>Broad phrases </li></ul><ul><li>Most competitive </li></ul><ul><li>List products with summary </li></ul><ul><li>Link to individual products (or sub-cats) </li></ul>
  12. 12. Just a List of Keywords <ul><li>The Antique Jewelry Mall is the online home of unique antique and estate jewelry from the Victorian, Edwardian, Art Nouveau, Art Deco, Mid-Century Retro Moderne, and contemporary periods. We travel and search extensively to find beautiful and exceptional fine vintage jewelry items. If you are looking for something special, whether it be heirloom quality art deco filigree antique engagement rings and antique wedding rings, antique style engagement ring mountings and settings, platinum and white gold estate jewelry, whimsical movable vintage charms for your charm bracelet, unusual sterling silver novelty cufflinks, antique diamond jewelry, Victorian earrings, filigree antique rings, a one of a kind antique jewelry gift, or a well-earned present to yourself, you have come to the right place! </li></ul><ul><li>Trying to do everything on one page </li></ul>
  13. 13. Professionally written copy that naturally uses KWs! Home Page <ul><li>Keyword Phrases: </li></ul><ul><li>Inflatable advertising </li></ul><ul><li>Inflatable advertising balloons </li></ul><ul><li>Advertising balloons </li></ul><ul><li>Advertising inflatables </li></ul><ul><li>Advertising inflatable </li></ul><ul><li>Inflatable costumes </li></ul>
  14. 14. Product-level Pages <ul><li>Very specific keyword phrases </li></ul><ul><li>Strong keyword-rich headlines </li></ul><ul><li>Keyword rich anchor text pointing to them </li></ul>
  15. 15. Good, specific product page. But need to do keyword research. Sea Crystal Bath Salts isn’t searched on. Bath Salts too competitive. Crystal Bath Salts – not searched. Bath Sea Salts – BINGO!
  16. 16. News Pages <ul><li>Natural “long-tail” keywords </li></ul><ul><li>Don’t use pdfs! </li></ul><ul><li>Post press releases </li></ul>
  17. 17. News Item Titles <ul><li>Descriptive Titles: </li></ul><ul><ul><li>Consider the compliance risks and benefits of electronic test ordering </li></ul></ul><ul><ul><li>Using technology to improve denials management </li></ul></ul><ul><li>Non-descriptive Titles </li></ul><ul><ul><li>“ Read More” </li></ul></ul>
  18. 18. Where to Use Keyword Phrases <ul><li>Title tags </li></ul><ul><li>Meta descriptions </li></ul><ul><li>Anchor text </li></ul><ul><li>Clickable image alt attributes (alt tags) </li></ul><ul><li>Headlines </li></ul><ul><li>Body text copy </li></ul>
  19. 19. Engines Have to See the Content <ul><li>Avoid graphic headlines </li></ul><ul><li>Avoid all Flash or all graphics </li></ul><ul><li>Avoid technical programming that traps spiders </li></ul>
  20. 20. Text in Top Banner Invisible
  21. 21. Jill’s Nitty-gritty SEO Writing Tips <ul><li>Be descriptive </li></ul><ul><ul><li>Not “our product” or “our service” </li></ul></ul><ul><ul><li>But “our Las Vegas event planning services” </li></ul></ul><ul><ul><li>(Just don’t stuff it in a zillion times!) </li></ul></ul>
  22. 22. Jill’s Nitty-gritty SEO Writing Tips <ul><li>Edit your current text </li></ul><ul><ul><li>Find generic words </li></ul></ul><ul><ul><li>Replace them with keywords </li></ul></ul><ul><ul><ul><li>(where appropriate!) </li></ul></ul></ul>
  23. 23. Generic vs. Descriptive <ul><li>Generic </li></ul><ul><li>A Gentleman Farmer's Reverie </li></ul><ul><li>Designed to echo the look of a grand carriage house circa 1850, this striking barn was built for a couple that wanted extra storage space and an heirloom-quality structure that would enhance the beauty of their home and property on Cousins Island. Its distinctive design incorporates thoughtful details such as… </li></ul><ul><li>Descriptive </li></ul><ul><li> A Gentleman Farmer's Grand Carriage House </li></ul><ul><li>Designed to echo the look of a grand carriage house circa 1850, this striking classic barn was built for a couple that wanted extra storage space and an heirloom-quality carriage house that would enhance the beauty of their home and property on Cousins Island. Its distinctive barn house design incorporates thoughtful details such as… </li></ul>
  24. 24. Jill’s Nitty-gritty SEO Writing Tips <ul><li>Generic </li></ul><ul><li>If you’d like to contact us, fill out this brief form. </li></ul><ul><ul><li>Descriptive </li></ul></ul><ul><li>If you’d like to contact us for help with your next meeting planning , fill out our special event planning request form. </li></ul>
  25. 25. Jill’s Nitty-gritty SEO Writing Tips <ul><li>No single words </li></ul><ul><li>Expand into phrases </li></ul><ul><li>“ furniture” can become: </li></ul><ul><ul><li>Rustic wood furniture </li></ul></ul><ul><ul><li>Solid wood furniture </li></ul></ul><ul><ul><li>Wood bedroom furniture </li></ul></ul><ul><ul><li>Barn wood furniture </li></ul></ul>
  26. 26. Don’t Fake Real Content <ul><li>Fix Your Site! </li></ul><ul><ul><li>Don’t need to add useless articles </li></ul></ul><ul><ul><li>Don’t need doorway pages that aren’t an actual part of your site </li></ul></ul><ul><ul><li>Write clearly and descriptively to your target audience </li></ul></ul>
  27. 27. Professionally Written Copy is Key <ul><li>It brings highly targeted visitors that want exactly what you offer and converts them into customers. </li></ul>
  28. 28. Learn more about High Rankings SEO Services www.highrankings.com/seo-services High Rankings Advisor Free SEO Newsletter http://www.highrankings.com/newsletter/ High Rankings SEO Forum http://www.highrankings.com/forum/ High Rankings SEO Classes http://www.highrankings.com/seo-classes
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