24
Real-world winning tactics for content creation: Working with existing sites Presented by: Heather Lloyd-Martin CEO, SuccessWorks

SEO Copywriting: Working With Existing Sites

Embed Size (px)

DESCRIPTION

Do you have an existing Website and you're wondering how to improve search rankings and conversions? Learn how you can evaluate your current site and start making some smart SEO copywriting and content marketing changes. This presentation was given by Heather Lloyd-Martin during PubCon Vegas 2009.

Citation preview

Page 1: SEO Copywriting: Working With Existing Sites

Real-world winning tactics for content creation:

Working with existing sites

Presented by:

Heather Lloyd-MartinCEO, SuccessWorks

Page 2: SEO Copywriting: Working With Existing Sites

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

Page 3: SEO Copywriting: Working With Existing Sites

What is SEO content marketing, anyway?

- Articles- News releases- Blog posts- Product pages- Subcategory pages- FAQ pages- White papers- Facebook pages- Twitter Tweets

- Articles- News releases- Blog posts- Product pages- Subcategory pages- FAQ pages- White papers- Facebook pages- Twitter Tweets

Any writing that showcases your messaging, builds your brand and helps make sales

- Articles- News releases- Blog posts- Product pages- Subcategory pages- FAQ pages- White papers- Facebook pages- Twitter Tweets

Page 4: SEO Copywriting: Working With Existing Sites

Why care about content?

Page 5: SEO Copywriting: Working With Existing Sites

The importance of SEO content

How the text is written can have a

tremendous impact on search positions

and conversions

It’s not enough to “just have content,” or

“stick keyphrases in copy.”

Page 6: SEO Copywriting: Working With Existing Sites

Your main advantage

Control

Page 7: SEO Copywriting: Working With Existing Sites

Tip #1: Check your content

Page 8: SEO Copywriting: Working With Existing Sites

Does this make you want to whip out your credit card?

Page 9: SEO Copywriting: Working With Existing Sites

Create a customer persona

How can you write effective copy if you don’t know who you’re writing it for...? Consider:

- Who is your target audience (hint: it’s 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?

Page 10: SEO Copywriting: Working With Existing Sites

Think about your messaging

Match your messaging to your target audience (s). Consider:

- 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 do you want your readers to do (make a purchase, learn more about a product, call you for more information).

How you say what you say is extremely important

Page 11: SEO Copywriting: Working With Existing Sites

Tip #2: Expand your keyphrase universe

Page 12: SEO Copywriting: Working With Existing Sites

Look for opportunities to build out new, unique content

Page 13: SEO Copywriting: Working With Existing Sites
Page 14: SEO Copywriting: Working With Existing Sites

Tip #3: Free yourself from “fake rules”

Page 15: SEO Copywriting: Working With Existing Sites

Hitting a specific keyword density/word count

Page 16: SEO Copywriting: Working With Existing Sites

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

Page 17: SEO Copywriting: Working With Existing Sites
Page 18: SEO Copywriting: Working With Existing Sites

Tip #4: Help your Titles sizzle off the SERP

Page 19: SEO Copywriting: Working With Existing Sites

Think of Titles like headlines

Page 20: SEO Copywriting: Working With Existing Sites

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 #

Page 21: SEO Copywriting: Working With Existing Sites

Tip #5: There’s always something you can do

Page 22: SEO Copywriting: Working With Existing Sites

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.

Page 23: SEO Copywriting: Working With Existing Sites

Leverage content opportunities

• Can’t 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.

Page 24: SEO Copywriting: Working With Existing Sites

Online SEO copywriting training

SEOcopywriting.com

7-day discount code for 10% off: A7819

Heather Lloyd-Martin

[email protected]

Twitter:

http://twitter.com/heatherlloyd