Effective Action-Based Copywriting

SEO Copywriting Makeover

Presented by: Heather Lloyd-Martin

CEO, SuccessWorks

SuccessWorks Overview

• Pioneers in SEO content since 1999

• Train clients in SEO copywriting best practices

• Develop strategy, new content and edited content

• Founders of SEOCopywriting.com

– LusterForever – Brand new site – Small business on a limited budget– In-house technical help, no content– Target audience – fashion-forward

women from 18-35.

Baseline copy

SEO copywriting is more than just keyphrase usage!

– Keyphrase choice and usage– Title construction– Content tone and feel– Benefit statements– Call to action

What we look for…

Keyphrase choices- Are there other keyphrases?

-Is the intent of the page clear?

- Can you pick out 2-3 main keyphrases for the page?

Keyphrase choices

Title construction-Titles should reflect main keyphrases on the page

- Include branding, where appropriate

- Think “clickability”

- Keep length around 60 characters (with spaces)

Title construction

Copy structure, tone and feel -Think of the target

audience? Does the copy sound like what she reads/watches on TV?

-Is the copy grammatically correct?

- Is there “enough” text?

- Is it engaging?

- Is it easy to read?

Tone and feel

Copy structure, tone and feel

- Think “longer copy” whenever possible. Don’t be afraid of text (but don’t put it all on one page.)

- Include your keyphrases throughout the entire page.

Benefit Statements

Why would someone buy from you rather than the competition?

Purchasing is an emotional decision…

Benefit Statements

Call to action?

What is the reader supposed to do?

Heather Lloyd-Martinheather@searchenginewriting.co

mBlog: SEOcopywriting.com

Twitter: http://twitter.com/heatherlloyd

SEO Copywriting Success Seminar

January 21, 2009Portland, OR