SEO Copywriting: Working With Existing Sites


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Do you have an existing Website and you're wondering how to improve search rankings and conversions? Learn how you can evaluate your current site and start making some smart SEO copywriting and content marketing changes. This presentation was given by Heather Lloyd-Martin during PubCon Vegas 2009.

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SEO Copywriting: Working With Existing Sites

  1. 1. Real-world winning tactics for content creation: Working with existing sites <ul><li>Presented by: </li></ul>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 </li></ul>
  3. 3. What is SEO content marketing, anyway? - Articles - News releases - Blog posts - Product pages - Subcategory pages - FAQ pages - White papers - Facebook pages - Twitter Tweets - Articles - News releases - Blog posts - Product pages - Subcategory pages - FAQ pages - White papers - Facebook pages - Twitter Tweets - Articles - News releases - Blog posts - Product pages - Subcategory pages - FAQ pages - White papers - Facebook pages - Twitter Tweets Any writing that showcases your messaging, builds your brand and helps make sales
  4. 4. Why care about content?
  5. 5. The importance of SEO content How the text is written can have a tremendous impact on search positions and conversions It’s not enough to “just have content,” or “stick keyphrases in copy.”
  6. 6. Your main advantage <ul><li>Control </li></ul>
  7. 7. Tip #1: Check your content
  8. 8. Does this make you want to whip out your credit card?
  9. 9. Create a customer persona How can you write effective copy if you don’t know who you’re writing it for...? Consider: - Who is your target audience (hint: it’s not “everyone.”) - Do you have multiple target audiences? - How old is your typical buyer/reader? - What level of education have they reached? - What are their average income levels? - What benefits are important to them? - What are their hopes, fears and desires?
  10. 10. Think about your messaging Match your messaging to your target audience (s). Consider: - What are the benefits of working with you - and why are those benefits important to your target audience? - What specific objections do you have to overcome? - What is your competition doing and how do you position your company within your local or national marketplace? - What do you want your readers to do (make a purchase, learn more about a product, call you for more information). How you say what you say is extremely important
  11. 11. Tip #2: Expand your keyphrase universe
  12. 12. Look for opportunities to build out new, unique content
  13. 14. Tip #3: Free yourself from “fake rules”
  14. 15. Hitting a specific keyword density/word count
  15. 16. General SEO content “rules” <ul><li>Keyphrases in headlines and subheadlines </li></ul><ul><li>Keyphrases in hyperlinks </li></ul><ul><li>Keyphrases throughout the content </li></ul><ul><li>Keyphrase-rich Title </li></ul><ul><li>Focus around 2-3 keyphrases per page </li></ul>
  16. 18. Tip #4: Help your Titles sizzle off the SERP
  17. 19. Think of Titles like headlines
  18. 20. Title structure <ul><li>Write your Title like a headline. Think “clickability” </li></ul><ul><li>Try to keep your Titles to around 70 characters with spaces </li></ul><ul><li>Include your main keyphrases within the Title </li></ul><ul><li>Clearly explain what the landing page is about </li></ul><ul><li>Include benefit statements (such as “free shipping”) whenever possible </li></ul><ul><li>Experiment with including your phone # </li></ul>
  19. 21. Tip #5: There’s always something you can do
  20. 22. Beware the Website mullet Check for outdated copy. Worst offenders: - Press pages - Conference/events pages - Product pages - Old articles that are obviously outdated Set up an editorial plan to update the “old” copy.
  21. 23. Leverage content opportunities <ul><li>Can’t change the existing template? Start a blog and/or write articles. </li></ul><ul><li>Are your pages unoptimized? Rewrite them or “edit” pages for keyphrases. </li></ul><ul><li>Consider Twitter/other channels to engage customers in a new way. </li></ul>
  22. 24. Online SEO copywriting training 7-day discount code for 10% off: A7819 Heather Lloyd-Martin [email_address] Twitter: