writing for search engines ses chicago presented by heather lloyd-martin ceo, successworks author,...
Post on 19-Dec-2015
219 Views
Preview:
TRANSCRIPT
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.
3 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
4 Copyright 2006, SuccessWorks www.searchenginewriting.com
Why SEO copywriting is crucialWhy SEO copywriting is crucial
$$$$
$$$$
$$
$$
$$$$$$$$
5 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
6 Copyright 2006, SuccessWorks www.searchenginewriting.com
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.
7 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
8 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
9 Copyright 2006, SuccessWorks www.searchenginewriting.com
What SEO copywriting is notWhat SEO copywriting is not
10 Copyright 2006, SuccessWorks www.searchenginewriting.com
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.
11 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
14 Copyright 2006, SuccessWorks www.searchenginewriting.com
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?
15 Copyright 2006, SuccessWorks www.searchenginewriting.com
Three Secrets toThree Secrets toSuccessful SEM WritingSuccessful SEM Writing
$$$$
$$$$
$$
$$
$$$$$$$$
16 Copyright 2006, SuccessWorks www.searchenginewriting.com
Three Secrets toThree Secrets toSuccessful SEM CopywritingSuccessful SEM Copywriting
$$ $$
$$
$$ Savvy keyphrase choices
Longer text
Smart writing strategy
BONUS!
Secret Google hint (that your customers will love, too)
17 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
18 Copyright 2006, SuccessWorks www.searchenginewriting.com
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.
20 Copyright 2006, SuccessWorks www.searchenginewriting.com
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!
21 Copyright 2006, SuccessWorks www.searchenginewriting.com
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
22 Copyright 2006, SuccessWorks www.searchenginewriting.com
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)
23 Copyright 2006, SuccessWorks www.searchenginewriting.com
Keyphrase focus:Keyphrase focus: best radar detectors,best radar detectors, radar detector sale radar detector sale
24 Copyright 2006, SuccessWorks www.searchenginewriting.com
How to boost SERP conversions (and positions) with How to boost SERP conversions (and positions) with powerful Titlespowerful Titles
$$$$
$$$$
$$
$$
$$$$$$$$
25 Copyright 2006, SuccessWorks www.searchenginewriting.com
The text that appears on the blue bar above your browser….
Is the same text that appears as the hyperlink on the SERP
Why is the Title so important….
Remember, the SERP is your first conversion opportunity!
26 Copyright 2006, SuccessWorks www.searchenginewriting.com
Titles serve a dual purposeTitles serve a dual purpose
Well-written Titles paired with strong content helps pages position well.
“Clickable,” compelling Titles tempt your prospects to click on your link over others on the SERP.
27 Copyright 2006, SuccessWorks www.searchenginewriting.com
Powerful, compelling Titles get the Powerful, compelling Titles get the clickclick
Exactly the informationI need – and it’s on sale!
28 Copyright 2006, SuccessWorks www.searchenginewriting.com
What about this?…What about this?…
Am I even in the right place?!
29 Copyright 2006, SuccessWorks www.searchenginewriting.com
Hot copyHot copy and and compelling Titlescompelling Titles= Prime positions and conversions= Prime positions and conversions
Make your Title read like a compelling headline.
Create unique Titles for every page.
Include the main keyphrases you are targeting for each page.
Don’t necessarily target your company name – that’s something to test for click-through.
Each Title should be 50-75 characters (with spaces)
30 Copyright 2006, SuccessWorks www.searchenginewriting.com
How to “control” your Google descriptionsHow to “control” your Google descriptions(as much as you can!)(as much as you can!)
Secret Google hint:Secret Google hint:
Place benefit statements near your main keyphrases.
When Google takes a snippetfor the SERP page, your description will boost your benefits.
33 Copyright 2006, SuccessWorks www.searchenginewriting.com
How to work with existing sites
$$$$
$$$$
$$
$$
$$$$$$$$
34 Copyright 2006, SuccessWorks www.searchenginewriting.com
““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
35 Copyright 2006, SuccessWorks www.searchenginewriting.com
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?
36 Copyright 2006, SuccessWorks www.searchenginewriting.com
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.
37 Copyright 2006, SuccessWorks www.searchenginewriting.com
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.
38 Copyright 2006, SuccessWorks www.searchenginewriting.com
Thank you! Please contact me with Thank you! Please contact me with questions! questions!
Heather@searchenginewriting.comHeather@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!
top related