Persuasive SEO copywriting satisfies two masters—the search engines and prospects. Here are some ideas that work for both.
* It’s alright to revise your company’s Web pages gradually. To decide what pages to work with first, consider any upcoming sales or promotions you want to promote, product or service pages that aren’t currently positioning, and any pages that may be important to your brand.
* Content opportunities are everywhere. By simply adding customer-centered or generated content, such as articles, FAQs and blogs, your company can overcome objections, provide information your prospects want to know and enjoy additional opportunities for search engine positioning. These are not set-it-and-forget-it marketing channels; you need to monitor comments and be part of the community.
* A smart keyphrase strategy lets you see higher page positions for your main and long-tail keyphrases, without sacrificing your site’s tone and feel. Titles, which appear as the clickable link on the search engine results page, provide your organization the first opportunity for conversion. You can review your company’s titles in Google by typing “site:” followed by your domain name into the search box. If your titles are all the same, fix them ... fast!
Heather Lloyd-Martin is CEO of SuccessWorks and the chair of the DMA Search Engine Marketing Council (SEMC). She can be reached at (503) 922-3627.
(This information appeared in the DMA07 Show Daily, produced by the Target Marketing Group, during the Direct Marketing Association’s annual conference. It is based on Lloyd-Martin’s session, “Free Clicks and Top Search Positions: Advanced SEO Copywriting Strategies.”)
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.