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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.

 

Mobile-First Marketing

Greg Hoy
Cross-Device Is the Cornerstone of Your Marketing Plan
Dec 17, 2014

As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning...



The Integrated Email

Cyndie Shaffstall
5 Shades of Pop-Up Email Acquisition
Dec 15, 2014

As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Making Social Sell

Jeff Molander
5 LinkedIn Best Practices That Don't Work
Dec 12, 2014

Prediction: 95 percent of sales reps and distributors will invest time in LinkedIn best practices that fail to generate leads...



Direct Mail for the Modern Marketer

Summer Gould
QR Codes Can Make Your Direct Mail More Effective
Dec 11, 2014

Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and...



Reinventing Direct

Gary Hennerberg
5 Numeric Speed Bumps to Higher Conversion
Dec 10, 2014

Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Marketing Sustainably

Chet Dalzell
‘Programmatic’ Goes the World - Media Buying Is Audience Buying
Dec 8, 2014

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example,...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Smart Data - Not Big Data
Dec 4, 2014

As a concerned data professional, I am already plotting an exit strategy from this Big Data hype. Because like any...



The Power Punch

Carolyn Goodman
Mergers and Acquisitions: A Challenge to Brand Loyalty
Dec 5, 2014

In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through...



IMM-Possible ROI

Stephanie Miller
Mastering the Complexities of Multichannel Digital Marketing
Dec 2, 2014

Integration is like the Holy Grail of marketing. Connecting the dots at the customer level, across channels, devices and owned...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Named Account Marketing: New Tools and Techniques to Reach a Limited Universe
Dec 1, 2014

Some B-to-B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



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...



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...



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...



Why You Should Beware the 'Quick SEO Copywriting Fix'

5
 
The question comes up during almost every conference at which I present.

"I hear what you're saying about writing quality content. But I need immediate results. What's a quick SEO copywriting fix I can try?"

I understand this mindset. I really do. Now that the recession is easing its iron grip on marketing budgets, companies are trying to make up for lost time. Now, more than ever, forward-thinking businesses have the opportunity to make a huge impact on their search engine rankings. And they're doing what they can, where they can—as fast as they can.

But here's the thing. There is no "quick SEO copywriting fix." There's no "easy way to get to the top of the search engines" like the spam e-mails promise. You can't wave a magic algorithmic wand and transform your copy into search engine goodness.

You just have to roll your sleeves, do the hard work and get it done.

Unfortunately, many companies fall prey to this quick fix mentality and do stupid things that mess up their SEO campaigns, branding or both. For instance:

  • Building out stand-alone "SEO pages" geared to pull rankings

  • Hiring $10/post bloggers to write keyphrase-stuffed posts

  • Tweeting incessantly about their products or services without becoming a part of the Twitter community

Although these folks feel like progress is quickly being made ("Woo-hoo, now we have 50, poorly-written posts about legal services"), what they don't realize is the unforeseen consequences. Poorly written content doesn't convert. "Stand-alone" pages typically are over-optimized messes that search engines ignore. Splattering your sales message all over Twitter makes your firm look like a spammer.

So, what can you do to start seeing the search results (and conversions) you crave? I am so glad you asked …

1. Evaluate your existing content. Every marketer can leverage its own low-hanging fruit and focus on what specifically matters for its site. For some sites, penning new page titles can drive amazing results. For others, keyphrase editing (adding keyphrases to existing content) may be appropriate. Consider bringing in a consultant for this part of the process. The reason? The consultant doesn't "own" the copy and can see it with fresh eyes. Because he's not close to it, he can notice opportunities your marketing department may not.

2. Check your keyphrase research. It's easy to let your keyphrase research stagnate when you don't have the time (or funds) to spend on your site. Now that you're planning a content overhaul, it's crucial to examine what other keyphrases opportunities you can leverage - especially keyphrases that represent the research phase of the buy cycle. Research tools like WordStream, Keyword Discovery and Wordtracker can help you see what phrases people type into the search box to find products and services like yours.

3. Develop a (workable) content schedule and budget. Rome wasn't built in a day, and your site won't be rewritten overnight. Work on your most important pages first, and set up a schedule where you'll work on a certain number of pages a month. Or, if you know that writing content in-house isn't your style, hire an experienced SEO copywriter and have him help. Creating content in baby steps is completely OK - and gives you the satisfaction of seeing continued improvement.

It's tempting to fall prey to the SEO copywriting quick fix. But when you take strategic baby steps and focus on what's really important to your site's success, you'll finally realize the search ranking (and conversions) you crave.
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COMMENTS

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Most Recent Comments:
Suman RoyChoudhury - Posted on February 14, 2010
Heather, Thank you for the crisp article on Quick SEO Copywriting fix. Information on this issue is to be made aware amongst people. SEO's also need to be aware of the ethical practices to be used by them to service clients.
Sarah Z. Cordell - Posted on February 11, 2010
Thank you, Heather, for the great article and the great resources. Creating readable, keyword-rich content isn't rocket science, but it does take time and talent. Here's hoping more businesses take the time to invest in those two!
Laura Crest - Posted on January 28, 2010
Heather, Fabulous! Simple fabulous! As usual, you are right on target with taking the larger perspective and longer time line for successful SEO web content! With clumsy, keyword- gourged content, the company brand/message is lost in the medium. I have much to learn from you, as you have so generously shared your wisdom with new copywriters like myself, and with marketers. What can I say? I'm a fan!
Click here to view archived comments...
Archived Comments:
Suman RoyChoudhury - Posted on February 14, 2010
Heather, Thank you for the crisp article on Quick SEO Copywriting fix. Information on this issue is to be made aware amongst people. SEO's also need to be aware of the ethical practices to be used by them to service clients.
Sarah Z. Cordell - Posted on February 11, 2010
Thank you, Heather, for the great article and the great resources. Creating readable, keyword-rich content isn't rocket science, but it does take time and talent. Here's hoping more businesses take the time to invest in those two!
Laura Crest - Posted on January 28, 2010
Heather, Fabulous! Simple fabulous! As usual, you are right on target with taking the larger perspective and longer time line for successful SEO web content! With clumsy, keyword- gourged content, the company brand/message is lost in the medium. I have much to learn from you, as you have so generously shared your wisdom with new copywriters like myself, and with marketers. What can I say? I'm a fan!