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.
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