Smw09 Power Point Template[1]

Copywriting for Search Success

Stephanie Courtney

MindShare Ireland

Overview

• What is unique about writing for the web

• Know your audience

• Keywords

• Writing Title Tags and Meta Descriptions

• Writing web page content

• Writing anchor text

Search Marketing World 2009


Writing for the Web is Different It’s Personal

KNOW YOUR AUDIENCE


Web pages are viewed en masse…


…they are viewed by millions of individuals simultaneously.


Know Your Audience


• Write for a specific person rather than the general masses.

• Understand the relationship you want to create with your reader.

• The tone you use to write with is as important as the tone you use to speak with.

• Making a connection is everything.

Never Forget!Technology

is the vehicle....


...but the web is a very HUMAN place.

KEYWORDS


Hansel Had Breadcrumbs


‘Broadband’ vs ‘Internet’


TITLE TAGS & META DESCRIPTIONS


What Is the Title Tag?


Title Tags


• Shouldn’t be more than 10-12 words

• Should reflect exactly and specifically what the page is about

• Should not repeat words when not necessary:– Brand X - Internet, Internet provider, Internet

Service, Internet Service Provider – s/b:– Brand X – Internet Service Provider

What is a Meta Description?


Meta Descriptions

• Can be any length, but the snippet will only show 20-35 words depending on length.

• Should be written as a call-to-action

• Should not be stuffed with keywords


WRITING WEB PAGE CONTENT


Always Write for Your Customer

• Do not write for Google (search engines)

• Write for people

• Write for searchers

• Write for customers

• Did I mention writing for Human Beings?


The Difference Between Search Engines...



... And People

Inspire


Calls to Action


Appeal to Practicality


Anchor Text


Make the Conversion


04/10/23 Sample Footer Text Here 27

Internal Linking & Site Structure

Search is Only 1 Channel


That Leads to Your Web Page


MindShare Ireland


Smw09 Power Point Template[1]

Business

Transcript of Smw09 Power Point Template[1]