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  1. 1. Profiting Through The Search Marketing Sales Cycle: Turn Words Into Action! Presented By: Heather Lloyd-Martin, 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 We’ll Discuss Today <ul><li>SEO content through the sales cycle </li></ul><ul><li>Why build content – AmsterdamEscape case study </li></ul><ul><li>Why focus on content – BusinessWeek case study </li></ul><ul><li>Thinking about budget </li></ul><ul><li>In-house or outsource </li></ul>
  4. 4. Why Care About Content?
  5. 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. 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. 7. Control Your Main Advantage
  8. 8. Case Study – Amsterdam Escape
  9. 9. Past Issues <ul><li>#1 Specialty Lodging – Trip Advisor </li></ul><ul><li>“ Bad” SEO created duplicate content, which… </li></ul><ul><li>Caused AmsterdamEscape to be banned from Google </li></ul><ul><li>Was paying $4,000/month in PPC to fill the gap </li></ul>
  10. 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. 11. Content Page Example
  12. 12. Ranking Examples <ul><li>“ Amsterdam nightlife” - #7 in Google </li></ul><ul><li>“ Amsterdam shopping” - #16 in Google </li></ul><ul><li>“ Amsterdam red light district” - #13 in Google </li></ul><ul><li>“ Amsterdam apartments” - #2 in Google </li></ul><ul><li>“ Amsterdam Nieuwmarkt” - #11 in Google </li></ul><ul><li>“ Vacation rentals Amsterdam” - #7 in Google </li></ul><ul><li>Plus, scads of rankings for long-tail keyphrases! </li></ul>
  13. 13. Cost Savings Through Content Development $48,000
  14. 14. - Overview <ul><li>Overview: </li></ul><ul><li>Online since 1995 </li></ul><ul><li>Majority of content is available for free </li></ul><ul><li>Advertising based model: more page views => more revenue </li></ul><ul><li>Site receives high traffic referral from search, above industry average </li></ul>
  15. 15. SEO Role for Publisher Site <ul><li>Since 2006, BusinessWeek focuses on more traffic from search </li></ul><ul><li>Goal: </li></ul><ul><li>Traffic increase from search engines: More page views = more advertising revenue </li></ul><ul><li>Initiatives: </li></ul><ul><li>Evangelize SEO concepts by: </li></ul><ul><li>Optimizing templates & customized pages </li></ul><ul><li>Publishing more free content pages – accessible to SE </li></ul><ul><li>Conducting regular SEO training for Editorial team </li></ul><ul><li>Results: </li></ul><ul><li>More than doubled traffic from SE over the last two years </li></ul>
  16. 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. 17. SEO Copywriting – The Real Scoop
  18. 18. What SEO Copywriting is NOT
  19. 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. 20. Plethora of “Consideration” Keyphrases
  21. 21. SEO Copywriting Basics <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>2-3 keyphrases per page </li></ul><ul><li>“ Longer” copy (250 words is a rule of thumb, but it depends on page content and the page templates.) </li></ul>
  22. 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. 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. 24. Developing a Strategic Plan
  25. 25. Everyone’s Doing It! Articles on
  26. 26. Everyone’s Doing It! Blog
  27. 27. A word about budget…. Good content costs money….but… There are ways to manage costs
  28. 28. In-House or Outsourced? “ Insanity is doing the same thing over and over and expecting different results.”
  29. 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. 30. In-House or Outsourced? In-house/Partnership approach Outsourced
  31. 31. Copywriting Responsibilities <ul><li>Keyphrase research </li></ul><ul><li>Develop per-page keyphrase strategy </li></ul><ul><li>Write new content </li></ul><ul><li>Edit existing content </li></ul><ul><li>Develop editorial calendar </li></ul><ul><li>Liaison with SEO/SEM department and IT </li></ul>
  32. 32. Partnership, In-House or Outsourced? <ul><li>No writing staff </li></ul><ul><li>No time </li></ul><ul><li>No editorial calendar </li></ul><ul><li>No clue </li></ul><ul><li>Solution: outsource the work to build content </li></ul><ul><li>Cons: Expensive </li></ul><ul><li>Finding the “right” firm </li></ul><ul><li>Training writers in your tone and feel </li></ul>Outsourced
  33. 33. How to Decide? <ul><li>Have existing writers on staff </li></ul><ul><li>The writing team has time for SEO content development and training </li></ul><ul><li>OR </li></ul><ul><li>Writers create content, and outsource </li></ul><ul><li>keyphrase editing </li></ul><ul><li>Cons: Explaining tone, feel and parameters to </li></ul><ul><li>the training/content strategy </li></ul>In-house/Partnership approach
  34. 34. <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: </li></ul></ul></ul><ul><ul><ul><li>Twitter: </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>