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SEO & Content Marketing Revue

SEO & Content Marketing Revue

By Heather Lloyd-Martin

About Heather

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, she has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns via her consultancy, SuccessWorks.

 

Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
Sep 15, 2014

The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with...



The Power Punch

Carolyn Goodman
Blogs: The Long and Short of It
Sep 12, 2014

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



The Integrated Email

Cyndie Shaffstall
Email to Support Your Shopping Cart
Sep 8, 2014

Your website provides you with real estate for validating claims and educating customers, and should be a critical part of...



Making Social Sell

Jeff Molander
The Art of the Follow-Up
Sep 5, 2014

When prospecting using email or LinkedIn InMail, when should I send a follow-up email—to make sure the prospect saw my...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Layout
Sep 4, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since this can be a...



Reinventing Direct

Gary Hennerberg
7 Tasty Copywriting Languages
Sep 3, 2014

How tasty is your copywriting? Taste-related words and figurative language can be more deliciously persuasive and sumptuously effective than literal...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



5 Ways to Make Your Product Copy "Pop"

5
 

Yesterday, I got a call from a highly frustrated e-commerce marketer: "We have a smart in-house SEO and our platform is solid. The problem is, our product pages aren't ranking. What are we doing wrong?"

I surfed over to their site and noticed a major problem. Their product content was pulled directly from the manufacturers' copy.

That may not sound like a big deal. But it is. Here's why.

Imagine that you're an e-commerce retailer selling, say, a high-end ergonomic office chair. And let's say that you upload the exact verbiage that appears on the manufacturer's site (which is the "official" product description).

Sure, this sounds like an easy way to go. After all, rewriting or "tweaking" thousands of product pages sounds like a daunting task. But here's the problem …

Chances are, many of your competitors are using the exact same strategy—and their Web page copy will read exactly like yours. Exactly.

Suddenly, seeing prime search engine rankings is that much harder. You're not just competing with other companies that sell the same product. Your company is competing in the search engines with hundreds (or thousands) of companies with the exact same sales copy.

Who do you think is going to be No. 1 for that product search? Unless you're the manufacturer, it's probably not your company; your site sounds the same as everyone else. Heck, your product page may not even position in the top 100 search results with that strategy.

The "winner" will be the company that spent the time to wordsmith its content—and make its product copy "pop."

A huge untapped opportunity for a plethora of e-commerce sites is revamping (or significantly tweaking) their product copy. Think about it: Product-label copy isn't keyphrase-rich. It's not constructed to maximize its search engine ranking potential. Nor is it necessarily targeted towards your customer base.

In short, it's great as offline product copy. But for online … not so much.

The key is to spend time writing your product copy in a way that pops off the page. You need to include the product specs and features, yes—and that may mean using some existing product copy.

But it also means having a savvy content marketing strategy in mind so your product copy does well with search engines and your customers.

Here are some things you can do:

1. Include user reviews. Reviews provide fantastic user-generated content, and they often naturally use the main page keyphrases (for instance, people would probably include a brand/product name like "Kodak EasyShare C180" in their review). Reviews provide your company "free" additional content that's a huge value-add to your site visitors. Plus, keyphrase research shows that people search for "product review" keyphrases. Why not give your customers what they want to read?

2. Want to keep the product spec copy? Give yourself the best of both worlds. Include the product copy, but add some paragraphs to make the page keyphrase-rich, benefit-heavy and unique. You don't have to wax poetic and write more than 1,000 words. Depending on what you're selling, a paragraph or two is ideal. But those paragraphs can have a tremendous effect on your rankings and conversions.

3. Are certain products highly important to your bottom line? Completely rewrite those product pages. Yes, it's a pain and yes, it can be expensive. At the same time, you're ensuring the product copy is laser-focused towards your target audience. Companies that have created product pages from scratch often see better conversions compared to pages that weren't rewritten.

4. Create a compelling, clickable title. Remember that your first opportunity isn't when a customer hits your site—it's the search engine results page. If you create titles like:

<title>Kodak EasyShare C180 - 25% off and free shipping</title>

... you'll probably see better clickthroughs than with a title that reads:

<title>Kodak EasyShare C180 - Buycameras.com</title>

5.  Don't forget to weave in benefit statements. Remember, buying anything—from a new office chair to heavy machinery—means appealing to "what's in it for your customer." Focus your product copy on how your product will help your prospect. Will it save them money? Help them work more efficiently? Increase revenues? Penning specific benefit statements can transform your so-so copy into a high converting powerhouse.

Altering your product copy can seem overwhelming, especially when you have thousands of SKUs. But with the right content marketing strategy, you can have content that "pops" off the page—and see top-positioned content that converts like crazy.

5

COMMENTS

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Most Recent Comments:
Emily Foshee - Posted on May 13, 2010
Great article, Heather. Putting extra effort in at the beginning when you're creating a website is crucial to its success. Also, companies will benefit from doing a keyword search to determine which key words in their niche are getting the most traffic to help them determine which keywords to incorporate into their copy. The keywords getting the most hits aren't always the best choice to use in headlines and copy because the competition is greater for those words. But, that's a decision each company must make.
Heather Lloyd-Martin - Posted on April 21, 2010
Kim and Brian, thank you! I've worked with a number of retailers who drug their feet around the whole "changing up the product copy" thing. And I completely understand why they did - the thought of massaging all that product copy must have been highly overwhelming. Yet, when they *did* do the extra work, they saw such great returns that they wondered why they didn't do it earlier (isn't that always the case?!) Thanks so much for your comments. I'm glad you enjoyed the post.
Kim Butler - Posted on April 19, 2010
I completely agree Heather. In my experience, when the manufacturer's description is used verbatim, you can kiss that natural placement goodbye. I like your suggestions about the title. Great advice, once again!
Brian V. Hunt - Posted on April 19, 2010
As usual, Heather, great article. This is an area of SEO that I would not have considered. It clearly could be a bonanza for good freelance writers who know how to write copy that converts traffic into customers.
Click here to view archived comments...
Archived Comments:
Emily Foshee - Posted on May 13, 2010
Great article, Heather. Putting extra effort in at the beginning when you're creating a website is crucial to its success. Also, companies will benefit from doing a keyword search to determine which key words in their niche are getting the most traffic to help them determine which keywords to incorporate into their copy. The keywords getting the most hits aren't always the best choice to use in headlines and copy because the competition is greater for those words. But, that's a decision each company must make.
Heather Lloyd-Martin - Posted on April 21, 2010
Kim and Brian, thank you! I've worked with a number of retailers who drug their feet around the whole "changing up the product copy" thing. And I completely understand why they did - the thought of massaging all that product copy must have been highly overwhelming. Yet, when they *did* do the extra work, they saw such great returns that they wondered why they didn't do it earlier (isn't that always the case?!) Thanks so much for your comments. I'm glad you enjoyed the post.
Kim Butler - Posted on April 19, 2010
I completely agree Heather. In my experience, when the manufacturer's description is used verbatim, you can kiss that natural placement goodbye. I like your suggestions about the title. Great advice, once again!
Brian V. Hunt - Posted on April 19, 2010
As usual, Heather, great article. This is an area of SEO that I would not have considered. It clearly could be a bonanza for good freelance writers who know how to write copy that converts traffic into customers.