writing for search engines ses chicago presented by heather lloyd-martin ceo, successworks author,...

Writing for Search Engines

SES Chicago

presented by

Heather Lloyd-Martin CEO, SuccessWorks

Author, “Successful Search Engine Copywriting”

presented by

Heather Lloyd-Martin CEO, SuccessWorks

Author, “Successful Search Engine Copywriting”

ChairSearch Engine Marketing Council, DMA

Executive Board Member, IMAB

ChairSearch Engine Marketing Council, DMA

Executive Board Member, IMAB

2 Copyright 2006, SuccessWorks www.searchenginewriting.com

About SuccessWorksAbout SuccessWorks

• Search marketing experts since 1999

• Pioneered SEO copywriting best practices

• Help companies make more money by leveraging their site’s content

• Specializing in SEO copywriting, training and strategy.


What We’ll Cover Today – What We’ll Cover Today –

Why SEO copywriting is crucial for branding, PR and Web sales/leads

Three best-practice secrets to successful Web site SEO copywriting

Ways you can work with existing sites


Why SEO copywriting is crucialWhy SEO copywriting is crucial

$$$$

$$$$

$$

$$

$$$$$$$$


What is SEO copywriting, anyway?What is SEO copywriting, anyway?

…It’s a powerful way to increase your

Strong SEO copywriting = higher online profits

Conversion Rates

ROI

…SEO copywriting is just like conventional copywriting… but

with the search engines in mind


SEO copywriting growth SEO copywriting growth

1999-2001: Barely on the SEO radar. All about coding tricks – people didn’t talk about conversion. Not even a keyword!

2001-2005: SEO copywriting gains momentum…more companies focus on the writing.

2006: Year of SEO copywriting – search engines reviewing page quality, big brands jumping on board.


Is SEO copywriting like conventional copywriting?Is SEO copywriting like conventional copywriting?YES!YES!

What is SEO copywriting, anyway?

[Successful copywriting involves creating] “copy that makes the arguments so convincingly the customer can't help but

want to buy the product being advertised” – Bob Bly

Ask yourself – are you writing to persuade? Inform? Who is your audience?

Search text:

SearchSearch

Your keyphrase here


Some folks believe you can mix your keyphrases into a 250 word text block, pop it into HTML and call it good.

That’s fine for a basic approach…but there is more to SEO copywriting than the

basics.

Savvy SEO copywriting is much more complex…

especially for large sites

Beware the Easy Bake Oven approach to SEO copywriting


What SEO copywriting is notWhat SEO copywriting is not


SEO copywriting provides one GREAT benefitSEO copywriting provides one GREAT benefit

“Free” organic listings

Following SEO copywriting best practices helps your company gain top search positions

People notice the top results. The higher the position, the higher the click potential.


And it also helps protect your brandAnd it also helps protect your brand

SEO copywriting dovetails with online PR, helping sites promote their products and

protect their brand. Good, strategic writing can overcome negative comments said about your

company


Is this the branding they want?


How does the outside world view your company?How does the outside world view your company?

Search text:

SearchSearch

Your company name

• What results show when you search for your company name?

• Are there objections/bad press that you need to overcome?

• What content should you create to overcome objections? Web pages? Blogs? Other?


Three Secrets toThree Secrets toSuccessful SEM WritingSuccessful SEM Writing

$$$$

$$$$

$$

$$

$$$$$$$$


Three Secrets toThree Secrets toSuccessful SEM CopywritingSuccessful SEM Copywriting

$$ $$

$$

$$ Savvy keyphrase choices

Longer text

Smart writing strategy

BONUS!

Secret Google hint (that your customers will love, too)


Keyphrase research is essentialKeyphrase research is essentialto your success!to your success!

It’s important to pinpoint keyphrases that:

• Prospects really type into a search box to find products or services your company offers

•Include specific and general keyphrases

• Aren’t misspellings or grammatical nightmares

• Smoothly flow within the writing


Longer text is good textLonger text is good text

Why 250 Words?Why 250 Words?

250250

Easier to include keyphrases

Easier to maintain marketing message

More content for the search engines and your customers

This is a rule of thumb – different sites have different needs

This is much different than traditional copy….and your site will still see success.


Longer text…Longer text…


YourYour product or service is great – talk about it! product or service is great – talk about it! YourYour product or service is great – talk about it! product or service is great – talk about it!


Smart writing strategySmart writing strategy

Choose 2-3 keyphrases that are targeted for each page, and are grammatically correct.

Include each keyphrase 3-4 times each within your copy — more if it makes sense

Remember, the search engines don’t pay your bills — your prospects do. If your text sounds spammy to you, slice your keyphrase usage.

ALWAYS provide benefit statements


For maximum success, place your For maximum success, place your keyphrases in your….keyphrases in your….

Main body text copy, top to bottom

Headlines and subheadlines

Call to action links (hyperlinks)


Keyphrase focus:Keyphrase focus: best radar detectors,best radar detectors, radar detector sale radar detector sale


How to boost SERP conversions (and positions) with How to boost SERP conversions (and positions) with powerful Titlespowerful Titles

$$$$

$$$$

$$

$$

$$$$$$$$


The text that appears on the blue bar above your browser….

Is the same text that appears as the hyperlink on the SERP

Why is the Title so important….

Remember, the SERP is your first conversion opportunity!


Titles serve a dual purposeTitles serve a dual purpose

Well-written Titles paired with strong content helps pages position well.

“Clickable,” compelling Titles tempt your prospects to click on your link over others on the SERP.


Powerful, compelling Titles get the Powerful, compelling Titles get the clickclick

Exactly the informationI need – and it’s on sale!


What about this?…What about this?…

Am I even in the right place?!


Hot copyHot copy and and compelling Titlescompelling Titles= Prime positions and conversions= Prime positions and conversions

Make your Title read like a compelling headline.

Create unique Titles for every page.

Include the main keyphrases you are targeting for each page.

Don’t necessarily target your company name – that’s something to test for click-through.

Each Title should be 50-75 characters (with spaces)


How to “control” your Google descriptionsHow to “control” your Google descriptions(as much as you can!)(as much as you can!)

Secret Google hint:Secret Google hint:

Place benefit statements near your main keyphrases.

When Google takes a snippetfor the SERP page, your description will boost your benefits.


Laser-focused pageLaser-focused page


Great B2B catalog description


How to work with existing sites

$$$$

$$$$

$$

$$

$$$$$$$$


““Our online catalogs are exact replicas of [our] print Our online catalogs are exact replicas of [our] print versions,” versions,” Roger RoisyRoger Roisy, Mrs. Field’s Cookies

If your site is not SEO copywriting friendly, can you pull down your site and rewrite every page and its Title for the search engines?

No.

Not without losing tremendous profit.

Your SEO copywriting strategy is key


Sometimes, you can’t make it “SEO copywriting perfect.” If so…

Work with IT, legal and other departments and develop workarounds

• If Titles are dynamically generated, is there a way to structure them better?

• If Legal is squeamish about adding keyphrases, is there a way to train them on the importance and/or work with a longer approval process?

• Can you alter the existing template and accommodate a longer copy block?

• Can you utilize Yahoo! paid inclusion and edit the XML document?

• Can you “touch” some pages and show success metrics?


Lots of content – but no keyphrase Lots of content – but no keyphrase focus focus

Common problem, especially for ecommerce sites

For quick and dirty positioning, try editing some pages that ARE NOT crucial for conversions

Tweak the Title to reflect the keyphrase focus

Don’t stuff the page with keyphrases – make them flow naturally.

Tip: Try adding headlines and subheadlines to text.


Parting ponderablesParting ponderables

Smart SEO copywriting “closes the loop” between the engines and your offer – so the right approach is crucial

Good writers can create seamless search engine targeted-copy without losing conversions

Creating spider-friendly copy can drastically improve positioning on your main branded keyphrases – as well as help protect your brand.

It’s OK to baby-step content, as well as build out new content.


Thank you! Please contact me with Thank you! Please contact me with questions! questions!

[email protected]@searchenginewriting.com

http://www.searchenginewriting.com

Free SEO copywriting guide available. Please write “guide” on your business card and bring it to the front. Thank you!

writing for search engines ses chicago presented by heather lloyd-martin ceo, successworks author,...

Documents

seo copywriting slide

strong seo copywriting

savvy seo copywriting

seo copywriting growth

successful copywriting

conventional copywriting

seo radar

successworks author