SEO: Sexy and You Know It
Panda and its algorithmic update cousin Penguin have caused international controversy and many doom and gloom discussions. Marketers have gotten caught in a learned helplessness loop.
Site owners can't figure out why Google doesn't like them. They don't know what they're doing wrong and they're frustrated.
But here's where some weird self-sabotage comes into play: At the same time as marketers are struggling with content creation, companies are devaluing it.
We know that content is crucial—according to a MarketingSherpa report, more than 92 percent of marketers believe that content creation is "somewhat" or "very effective" as an SEO technique. But it seems to be in the lowest position on the "what will we spend money on" totem pole. Certainly budget is always an issue, but it's telling when companies will spend six figures on a redesign, then hire an intern to write content. Or outsource to a freelancer, budgeting $10 for a Web page.
Is it any wonder why these companies aren't seeing the results they want? As an industry, we should be ashamed of ourselves for believing $10-a-page, outsourced content would somehow meet our marketing goals.
The conversation had pulled away from what we knew were solid copywriting fundamentals. Instead, we replaced "conversion" with: "What will my Google ranking be, and how much will I have to pay for this?" Instead of focusing on value, we focused on driving incoming links.
Struggling With Content? Go Back to the Basics
Do you want to seduce Google and your customers? Find your uniqueness. Give your readers the excellent content they want. Write content that will be shared, linked to and loved. Spend time (and money) on content creation and do it right. In short, just go back to what we know are proven copywriting techniques.
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.