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