Advanced Copywriting for SEO

Advanced Copywriting for SEOPresented @ Think Tank Live! 2010 Advanced SEO WorkshopOctober 28, 2010

Rey VillarSearch Marketing Manager

Norvax/GoHealth.com

Advanced SEO Copywriting Think Tank Live!SM

@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi

3 SEO Copywriting GoalsRanking

Conversion

Sales



Review: Page Elements to Avoid

• Frames

• Ads

• Content-less splash & home pages

• Unnecessary directories

• Javascript and forms (mostly)

• Unsupported meta-tags



Content Structure

Page size

Text to code ratio

Theme

Unique & Original



A Word About Keyword Density



Focus on Placement

• URL

• Title meta-tag (unique)

• Headline

• 1st Paragraph

• Emphasized text

• Keyword variations



Image Optimization Tips

• Relevant images only

• Title and Alt tags

• Triple score for hyperlinks!



Problem Content

• Stolen images

• Stolen content

• Obscenities and profanities

• Racial slurs

• Overlooked alt tags

• Stop words and underscores

• Unrelated or cloaked keywords



Sphinning: Just Don’t Do It!

Dare to stand out with quality – and you will be rewarded.



Conversion Content

Attention

• Hot Button

• Images

Interest

• Trust Logos

• Substance

Desire

• Special Offer

• Benefits

Action

• Call to Action

• “ABC”



Writing Tips

• Brief 1st paragraph

• Short sentences

• Active tense

• Break up text

• The magic “You”



Content Schedule

• Frequent additions or updates

• Target: 5-10 pages per week

• Follow your keyword priorities

• Outsource!!!



Special SEO Tips

• Linkbait

• Anchored internal links

• Ping, tweet and bookmark your pages

• Avoid superfluous content

• Think “Instant Coffee”



3 SEO Copywriting GoalsRanking

Conversion

Sales