7 steps to seo copywriting success

Download 7 Steps To SEO Copywriting Success

Post on 13-Jan-2015




2 download

Embed Size (px)


Wondering if SEO copywriting was a smart strategy for your business? Learn about the seven steps to SEO copywriting success - and discover how to make small changes that can gain big ranking (and revenue) results!Originally presented at SES Chicago 2009. Learn more at SEOCopywriting.com or contact Heather Lloyd-Martin at heather [at] seocopywriting.com


  • 1. SES Chicago Copywriting Boot Camp: 7 Steps to SEO Copywriting Success
    • Presented by:

Heather Lloyd-Martin CEO, SuccessWorks 2. SuccessWorks overview

  • Pioneers in SEO content since 1999
  • Train clients in SEO copywriting best practices
  • Develop strategy, new content and edited content
  • Founders of SEOCopywriting.com

3. Why care about content? 4. The Importance of SEO Content Keyphrase research Quality content Quality incoming links SEO sweet spot 5. The importance of SEO content How the text is written can have a tremendous impact on search positions and conversions Its not enough to just have content, or stick keyphrases in copy. 6. Your main advantage

  • Control

7. Step #1-Who Are You? 8. How well should you know your target audience? 9. Write for therightaudience How can you write effective copy if you dont know whoyoure writing it for...? Consider: - Who is your target audience (hint: its 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. 11. Step #2: WIIFM? 12. How to show WIIFM - 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 tone and feel should you use to resonate with your audience? Howyou say what you say is extremely important 13. Does this make you want to whip out your credit card? 14. Lets compare: Quicken 15. Mint.com 16. Step #3: Be a content psychic 17. Want to get inside your customers heads? Keyphrase research helps you understand whatinformation people are searching for and what questions they have. 18. Look for opportunities to build out new, unique content 19. 20. Use Twitter for Content Marketing Ideas 21. Articles become part of resource center. New articles - with product links - featured in monthly newsletter - driving traffic back to the site 22. Step #4: Free yourself from fake rules 23. Party like its 1999... but dont optimize your site that way 24. General SEO content rules

  • Keyphrases in headlines and subheadlines
  • Keyphrases in hyperlinks
  • Keyphrases throughout the content
  • Keyphrase-rich Title
  • Focus around 2-3 keyphrases per page

25. 26. Step #5: Make your Titles sizzle off the SERP 27. Think of Titles like headlines 28. Title structure

  • Write your Title like a headline. Think clickability
  • Try to keep your Titles to around 70 characters with spaces
  • Include your main keyphrases within the Title
  • Clearly explain what the landing page is about
  • Include benefit statements (such as free shipping) whenever possible
  • Experiment with including your phone #

29. Step #6: Control what you can control 30. 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. 31. Leverage content opportunities

  • Cant change the existing template? Start a blog and/or write articles.
  • Are your pages unoptimized? Rewrite them or edit pages for keyphrases.
  • Consider Twitter/other channels to engage customers in a new way.

32. Step #7: Follow the SEO copywriting checklist 33. 5-Ws and 1 H of SEO copywriting

  • WHO does the writing (new SEO copywriters need training!)
  • WHAT pages need to be rewritten (create an editorial calendar.)
  • WHERE does the budget/time come from (good writing costs time and money.)
  • WHY dont you look at other opportunities (Twitter, blogs.)
  • WHEN are you uploading new pages/making changes. Set deadlines.
  • HOW will you know if it works (conversion testing.)

34. SEOcopywriting.com Heather Lloyd-Martin [email_address] Twitter: http://twitter.com/heatherlloyd