Feeling frustrated by Google's constant updates? Learn how good SEO content that connects with your customers can make you more money.

1. SMX East 2012
The New “Killer” Content
How To Stop Playing Google’s
Game...
And Make More Money, Instead

2. About SuccessWorks
First SEO copywriting agency
(established in 1998.)
Help B2B companies tell their stories,
boost their leads and drive more profit.
Train companies in SEO content best
practices and provide copywriting
services
Established the SEO Copywriting
Certification training.

3. First...let me tell you a little story...
http://bit.ly/PWBxYx

4. Marketers are overwhelmed...

5. But here’s the thing...
Google is a demanding
mistress...
...She may love you today
and give you great
rankings...
...But tomorrow...not so
much

6. The only “safe” strategy long-term
Focus 100% on what your
prospects/customers/readers
want to read - and give it to
them.
It’s not about “what’s good for
Google...”
It’s all about “what’s good for
your readers?”

7. I know that SEO content planning and
execution is challenging.
92 percent of
surveyed marketers
say that content
creation is “very” or
“somewhat” effective
as an SEO tactic...
But it’s the most
difficult to
implement...

8. And there are challenges...
- What do our prospects/customers
want to see?
- How do we set up a workflow?
- How do we increase conversion
rates?
- How do we differentiate?
- How do people search for us?
- What “voice” should we use?
Let’s talk about what works.

9. Tip #1: Find your voice
Why? You will connect with your readers faster (and sell more, too!)

10. Tip #2: Help your sales pages make
more money - test your content.
- Longer copy increased
conversion rates. Page was
20x longer and conversions
increased 30 percent.
Source: Conversion Rate Experts
- Placing the CTA below the
fold increased conversion
rates 20 percent.
Source: KISSMetrics

11. Tip #3: Create content for your
customers (not Google!)
The blog
drives over
30% of sales
Source: Dr. Bailey Skin Care

12. Tip #4: Maximize your first opportunity
for conversion
Source: Slingshot SEO

13. Tip #5 Repurpose existing content
White paper/Ebook Blog post Sales pages/ case
studies
- Create a blog series - Tweet something - Have video
based on the white from the post, and link testimonials? Share
paper. back to it. them on FB or
Google +.
- Tweet a stat and link - Aggregate related
back to the white blog posts and turn - Tweet something
paper. them into an ebook. from the case study
and link back.
- Post a fact on your - Create a video that
Facebook page or links back to the blog
Google + post.
- Pull out excerpt for - Post on LinkedIn/FB
an enewsletter and start a discussion.

14. Larry Chase from Web Digest for
Marketers says...
“...The content used in my newsletter is repurposed into 66 Internet
Marketing categories at the Web Digest For Marketers website. This
is done for SEO purposes. At the time of this writing, Yahoo! shows
more than 2,000 inbound links.
These links help boost traffic to my website, which, in turn, results in
more new subscribers. More new subscribers are apt to click on
those whitepaper and webinar offers from my advertisers, which also
appear on my website.
Call this a virtuous circle of content marketing.”

15. Tip #6 Find an “SEO content champion”
- Outlines topics that reaches
prospects at all stages of the buy cycle.
- Finds “low hanging fruit” (good
rankings, poor click-through pages.)
- Schedules existing pages for
rewrites/updates
- Sets the workflow and editorial
calendar
- Trains your team in SEO content best
practices
- Works with with your SEO

16. Your main takeaway...?
Your Website doesn’t need
“more content for Google...”
Your site needs the right
content that connects with
your customers and makes
you money.
It’s important to know the
difference.

17. Questions? Here’s how to reach me.
SEO content writing services and customized
training
Heather Lloyd-Martin
CEO, SuccessWorks
SEOCopywriting.com
heather@seocopywriting.com
Twitter: @heatherlloyd