- The document discusses how to profit through search marketing by developing effective SEO content across the sales cycle. It provides a case study of how content improved rankings and conversions for AmsterdamEscape.com. - Content is important for both organic search rankings and conversions. A case study shows how developing SEO content improved rankings and saved $48,000 for AmsterdamEscape.com. - Developing free content increased traffic from search engines by over 100% for BusinessWeek.com, leading to more page views and advertising revenue. Strategic SEO content creation is important for publishers.

1. Profiting Through The Search Marketing Sales Cycle: Turn Words Into Action! Presented By: Heather Lloyd-Martin, SuccessWorks

4. Why Care About Content?

5. How the text is written can have a tremendous impact on search positions and conversions It’s not enough to “just have content” The Importance of SEO Content

6. Why Focus on SEO Content Development? “ Last year (2006) marketers spent eight times more money on paid search than they did on organic search. In essence, marketers spent nearly $6 billion on a minority of their search traffic while they nearly ignored the majority.” - DMNews

7. Control Your Main Advantage

8. Case Study – Amsterdam Escape

10. Creating Content Across the Sales Cycle Travel to Amsterdam Hotels in Amsterdam Amsterdam vacation rental dam square things to do in Amsterdam Amsterdamrestaurants what’s the currency in Amsterdam Amsterdam nightlife Amsterdam shopping Amsterdam apartments vacation rental rembrandtplein Travel packages Amsterdam

11. Content Page Example

13. Cost Savings Through Content Development $48,000

16. SEO Copywriting Outsourced: Results Examples – pages optimized in 11/07 “ Economy” Overview page “ Game Room” Overview page => 1,150% traffic increase from SE Customized keywords: Customized keywords: => 405% traffic increase from SE

17. SEO Copywriting – The Real Scoop

18. What SEO Copywriting is NOT

19. SEO Content Across the Sales Cycle Purchase Research Awareness General overarching keyphrases Digital camera reviews, blog posts, brand/features comparison Make/model search

20. Plethora of “Consideration” Keyphrases

22. Leveraging Keyphrase Intelligence “ Site search” Keyphrase research Seasonal/trend “ Ego” keywords Highly competitive phrases Create new pages if search terms not represented Create and/or edit new pages. Think of buy cycle! Create pages Create pages and/or edit new pages Create pages and/or edit multiple pages

23. How to Strategize Content Page type Product pages Subcategory pages Articles/FAQs Seasonal Blogs Applicable keyphrases Brand keywords, category keywords, SKUs, unique features Brand keywords, category keywords Brand keywords, category keywords, research/ consideration keywords ***long tail Seasonal keywords Brand keywords, category keywords, research/consideration ***long tail

24. Developing a Strategic Plan

25. Everyone’s Doing It! Articles on CircuitCity.com

26. Everyone’s Doing It! Zappos.com Blog

27. A word about budget…. Good content costs money….but… There are ways to manage costs

28. In-House or Outsourced? “ Insanity is doing the same thing over and over and expecting different results.”

29. Whether In-House or Outsourced If your copywriter is writing sales-related copy, look for direct response copywriting experience… If your copywriter is writing informational copy, look for journalism experience Either way, the writing – and how it flows on the page – is crucial. Don’t pay low dollar for bad writing!

30. In-House or Outsourced? In-house/Partnership approach Outsourced