Optimized Copywriting

INTRODUCTIONOptimized Copywriting

Copywriting is the use of words to promote a person, business, opinion or idea. Although the

word copy may be applied to any content intended for printing (as in the body of a

newspaper article or book), the term copywriter is generally limited to such promotional

situations, regardless of media ...

Wikipedia

Copywriting Defined

Copywriting is the art and science of writing words to promote a product, a business, a person or an idea; and carefully selecting, editing, weaving and constructing those words in a way that they’ll persuade the

searcher into taking a specific and measurable action...

Copywriting Defined

Make the best or most effective use of (a situation, opportunity, or resource)-Rearrange

or rewrite data to improve efficiency of retrieval or processing

Definition of Optimizing

“Copywriting is one of the most essential elements of effective online marketing. The

art and science of copywriting involves strategically delivering words (whether

written or spoken) that get people to take some form of action.”

CopyBlogger’s Brian Clark

Optimized Copywriting

HOW SEARCH ENGINES WORKOptimized Copywriting

• Grab Attention/Get Indexed• Connect with People/Searchers• Get a Response/Search Result

Optimized Copywriting

SEARCH ENGINE OPTIMIZATIONOptimized Copywriting

More than 95 percent of all site traffic for organic, non-branded queries on Google, Yahoo and Bing

come from page-one results.

A recent study by iCrossing

How important is SEO?

1. Architecture – one time2. Links – on going3. Content – on going

Three fundamentals of SEO

• 33.3% Architecture

• 33.3% Links

• 33.3% Content

Fundamentals of SEO

Copywriting = content

Why is content king?

• One of the three most important factors of search marketing – architecture, links and content

• Content is an on-going effort• Good content (copywriting sets the Law of

Attraction for:− Web sites − Social media news − Blogs

Why is content king?

• Optimized• Relevant• Valuable• Socialized

When is content king?

“If it can be searched on, it can be optimized for better marketing performance.”

Lee Odden

Copywriting = ContentOptimized Copywriting = Searchable Content

• Web Pages• Press Releases• Blog Posts• Facebook Posts• Tweets• Linked In Updates

Optimized CopywritingChecklist

• Keywords• Headlines• Format/Style• Links• Call to Action

Optimized Copywriting Steps

• Identify 1-2 most important keywords• Front load headline with Primary Keyword• Use keywords in headings, subheads and

throughout the copy• Add links to keywords

• TIP: Think about what people are going to type into a search to find your page. Make sure those keywords are on that page.

– Matt Cutts, Head of Google Web Spam Team

Keywords

Headlines:72 characters, Primary Keywords front loaded

Sub Headline: 165 Characters max using primary keywords

Body: 300-500 = words centered around your keyword phrase

Headlines

Optimized Copywriting Steps

• Bullets• Easy reading• Lists• Break it up with headings

Format/Style

• One Link Per 120 words• + Link the first reference of the

company name • + 500 words = 5 links• + Link to relevant content on website

Links

• What do you want them to do? • Ask for it

• You need to tell your searcher exactly what to do, how to do it, and that you want them to do it right now.

Call to action

• SEOScribe• CopyBlogger.com• Your website’s search data• PPC data

Copywriting Optimization Resources and Tools

OPTIMIZING GUIDELINESOptimized Copywriting

• Target audience• Most important above the fold – for

websites/blogs• At least 250-300 words - more is better• Break up copy with bold headings

Optimizing Guidelines

1. Optimized2. Relative3. Timely 4. User-friendly

Not just any content...great content

• First paragraph is most important• Titles• Descriptions• Links

• TIP: Title Tags are first impression a searcher sees in a search result. Needs to make sense, include keywords

Optimizing Drilldown

• Use keywords• Links• Tag Photos

Socializing, Optimizing and Copywriting

Facebook now accounts 12.3% of all time online (this is up from 7.2% a year ago representing an increase of nearly 71%)

Socializing, Optimizing and Copywriting

• Facebook– Tag people and photos– Ask questions– Share quality and relative content

with a custom comment with your opinion

– Use images whenever possible

Socializing, Optimizing and Copywriting

• Twitter– Take time and write with the

purpose of getting RT– Use keywords and hashtags

Socializing, Optimizing and Copywriting

• LinkedIn – Profiles and Updates– Use relative keywords in profile– Share updates with links to relative

news with your network

Socializing, Optimizing and Copywriting

1. Findable2. Readable3. Understandable4. Actionable5. Shareable

Not just any copy... great copy that makes great content

Optimized Copywriting

Lisa Buyer