copywriting for search success: smx west 2009

Copywriting for Search SuccessSMX West 2009

SEO Copywriting Makeover

Presented By: Heather Lloyd-MartinCEO, SuccessWorks

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

• LusterForever – Brand new site (less than 7 months old)

• Small business on a limited budget

• In-house technical help, no dedicated in-house writers

• Target audience – fashion-forward women from 18-35

“Old” home page

What We Look For…

SEO copywriting is more then just keyphrase usage!

• Keyphrase choice and usage• Title construction• Content tone and feel• Benefit statements• Call to action

Keyphrase Choices

• Are there other keyphrases?

• Is the intent of the page clear?

• Can you pick out 2-3 main keyphrases for the page?

Keyphrase Choices

Title Construction

• Titles should reflect main keyphrases on the page

• Include branding, where appropriate

• Think “clickability”

• Keep length around 60 characters (with spaces)

Title Construction

Copy Structure, Tone and Feel

• Think of the target audience? Does the copy sound like what she reads/watches on TV?

• Is the copy grammatically correct?

• Is there “enough” text?

• Is it engaging?

• Is it easy to read?

• Are there keyphrases in headlines/subheadlines

Tone and Feel

Tone and Feel

Copy Structure, Tone and Feel

• Think “longer copy” whenever possible. Don’t be afraid of text (but don’t put it all on one page.)

• Include your keyphrases throughout the entire page.

• Don’t forget to hyperlink the keyphrases whenever possible

Benefit Statements

Why would someone buy from you rather than the competition?

Benefit Statements

Call to Action?

Results

• #6 in Google for “leather bracelet”, #1 for “cool leather bracelet,” and a host of awesome rankings. AND>>>

Results

• Great listings on the SERP

AND>>>

Results

• Initial results after approximately 4.5 months

• Conversion rates have increased 354 percent since the beginning of the campaign

• Average order volume has increased 96.60 percent

• The client is exceptionally happy!

Takeaways

• SEO copywriting is more than sticking keyphrases into content

• A smart SEO copywriting campaign is a combination of a smart direct response copywriting, a savvy customer-centered tone and feel and choosing the right keyphrases for the right target audience.

• It’s OK to baby-step content and work on “bits” of your campaign over time.

Heather Lloyd-Martin

heather@seocopywriting.com

SEOcopywriting.com

Twitter:

http://twitter.com/heatherlloyd