Boost Sales With Smart SEO Content Strategy
Marketing visionary Seth Godin said, “The best SEO (search engine optimization) means good content.” A SEO content strategy results in more than search engine positions. Savvy SEO copywriting seamlessly blends direct-response copywriting with smart SEO techniques, encouraging conversions and sales.
Leverage the power of SEO content by implementing these five powerful tips, right now:
1. Build content reflecting all phases of the sales cycle. How people search indicates where they are in the sales cycle. In the awareness phase, people search using generic keyphrases—like “SLR digital camera.” Searches become more specific as people move through the sales cycle (for example, “Sony SLR camera reviews”). It’s only at the end of the cycle where we see highly specific search terms such as “Sony A100 SLR 10.2 megapixel camera.”
Increase site traffic and conversion rates by creating pages targeted to every sales-cycle phase. From the sales perspective, a variety of value-added content promotes your site as an expert resource, helps overcome objections and encourages conversion. From a SEO perspective, adding keyphrase-targeted content helps companies position for more keyword searches.
2. Write your SEO content right. The way you weave keyphrases in your copy is just as important as picking the right keyphrases. Savvy SEO copywriting is not about making a page’s keyword density so high that it pushes the search engine envelope. In fact, smart SEO copywriting is a perfect blend of benefit-oriented copywriting that hits your prospects’ pain points, shows how you can help and highlights your benefits. Place keyphrases in headlines, subheads and hyperlinks. Never do anything that sacrifices your sales flow. If your copy sounds stilted or like a long keyphrase list, go back and rewrite it.
3. Capitalize on your first opportunity for conversion. Your first conversion opportunity actually happens at the search engine results page—not your site. From a sales perspective, the title (the clickable link on the search results page) is like a smartly written headline, encouraging people to click your link and go to your site. Although titles traditionally have been under IT’s control, that 50- to 75- character text block is incredibly important to the sales process. Think of ways you can make your titles more “clickable,” and carefully weave in the main keyphrase for that page. For instance, Zappos.com lists the shoe brand and name at the beginning of its titles and ends its titles with “free shipping and return shipping.”
4. Master the Google snippet trick. Google and other engines often display a “snippet” of text as the page description (what appears under the title on the search engine results page) and what’s displayed is sometimes a nonsensical description that’s out of the site owner’s control. To control your description as much as you can, place a benefit statement near the first instance of your main keyphrases. This simple technique often transforms a nonsensical snippet into a fairly decent marketing statement.
5. Increase sales with customer reviews. According to a February 2008 study by PowerReviews and The E-tailing Group, nearly nine out of 10 U.S. buyers read customer reviews “some of the time” before making a purchase. From a sales perspective, customer reviews provide shoppers piece of mind that they are purchasing a good product that other people like from a reliable site.
Customer reviews also can drive search engine traffic. How often have you seen Amazon.com product reviews in search results? Reviews provide unique, searchable content that tends to position well, drive highly targeted traffic and encourage your customer to buy right now. What could be better?
Heather Lloyd-Martin is president and CEO of SEO copywriting and optimization solutions company SuccessWorks and author of “Successful Search Engine Copywriting.” Contact her at (503) 922-3627, via e-mail at firstname.lastname@example.org or visit www.searchenginewriting.com
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.