smw09 power point template[1]
DESCRIPTION
TRANSCRIPT
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Copywriting for Search Success
Stephanie Courtney
MindShare Ireland
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Overview
• What is unique about writing for the web
• Know your audience
• Keywords
• Writing Title Tags and Meta Descriptions
• Writing web page content
• Writing anchor text
Search Marketing World 2009
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Search Marketing World 2009
Writing for the Web is Different It’s Personal
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KNOW YOUR AUDIENCE
Search Marketing World 2009
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Web pages are viewed en masse…
Search Marketing World 2009
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…they are viewed by millions of individuals simultaneously.
Search Marketing World 2009
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Know Your Audience
Search Marketing World 2009
• Write for a specific person rather than the general masses.
• Understand the relationship you want to create with your reader.
• The tone you use to write with is as important as the tone you use to speak with.
• Making a connection is everything.
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Never Forget!Technology
is the vehicle....
Search Marketing World 2009
...but the web is a very HUMAN place.
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KEYWORDS
Search Marketing World 2009
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Hansel Had Breadcrumbs
Search Marketing World 2009
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‘Broadband’ vs ‘Internet’
Search Marketing World 2009
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TITLE TAGS & META DESCRIPTIONS
Search Marketing World 2009
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What Is the Title Tag?
Search Marketing World 2009
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Title Tags
Search Marketing World 2009
• Shouldn’t be more than 10-12 words
• Should reflect exactly and specifically what the page is about
• Should not repeat words when not necessary:– Brand X - Internet, Internet provider, Internet
Service, Internet Service Provider – s/b:– Brand X – Internet Service Provider
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What is a Meta Description?
Search Marketing World 2009
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Meta Descriptions
• Can be any length, but the snippet will only show 20-35 words depending on length.
• Should be written as a call-to-action
• Should not be stuffed with keywords
Search Marketing World 2009
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WRITING WEB PAGE CONTENT
Search Marketing World 2009
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Always Write for Your Customer
• Do not write for Google (search engines)
• Write for people
• Write for searchers
• Write for customers
• Did I mention writing for Human Beings?
Search Marketing World 2009
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The Difference Between Search Engines...
Search Marketing World 2009
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Search Marketing World 2009
... And People
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Inspire
Search Marketing World 2009
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Calls to Action
Search Marketing World 2009
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Calls to Action
Search Marketing World 2009
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Appeal to Practicality
Search Marketing World 2009
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Anchor Text
Search Marketing World 2009
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Make the Conversion
Search Marketing World 2009
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04/10/23 Sample Footer Text Here 27
Internal Linking & Site Structure
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Search is Only 1 Channel
Search Marketing World 2009
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That Leads to Your Web Page
Search Marketing World 2009
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MindShare Ireland
Search Marketing World 2009