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					Profiting Through The Search
   Marketing Sales Cycle:

  Turn Words Into Action!

            Presented By:
 Heather Lloyd-Martin, 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
          What We’ll Discuss Today

• SEO content through the sales cycle

• Why build content – AmsterdamEscape case study

• Why focus on content – BusinessWeek case study

• Thinking about budget

• In-house or outsource
Why Care About Content?
The Importance of SEO Content

                      How the text is
                     written can have a
                        tremendous
                     impact on search
                       positions and
                        conversions

                     It’s not enough to
                          “just have
                           content”
 Why Focus on SEO Content Development?

 “Last year (2006) marketers spent eight times more
money on paid search than they did on organic search.
  In essence, marketers spent nearly $6 billion on a
   minority of their search traffic while they nearly
                ignored the majority.”
                       - DMNews
Your Main Advantage




     Control
Case Study – Amsterdam Escape
                  Past Issues
• #1 Specialty Lodging – Trip Advisor

• “Bad” SEO created duplicate content, which…

• Caused AmsterdamEscape to be banned from Google

• Was paying $4,000/month in PPC to fill the gap
Creating Content Across the Sales Cycle


Travel to Amsterdam Hotels in Amsterdam                                                           Amsterdam


 vacation rental dam square things   to do in Amsterdam Amsterdamrestaurants                    what’s the


currency in Amsterdam   Amsterdam nightlife Amsterdam shopping
              Amsterdam apartments vacation rental rembrandtplein   Travel packages Amsterdam
Content Page Example
                Ranking Examples

•   “Amsterdam nightlife” - #7 in Google
•   “Amsterdam shopping” - #16 in Google
•   “Amsterdam red light district” - #13 in Google
•   “Amsterdam apartments” - #2 in Google
•   “Amsterdam Nieuwmarkt” - #11 in Google
•   “Vacation rentals Amsterdam” - #7 in Google

Plus, scads of rankings for long-tail keyphrases!
Cost Savings Through Content Development




          $48,000
           BusinessWeek.com - Overview
Overview:
• Online since 1995
• Majority of content is available for free
• Advertising based model: more page views => more revenue

Site receives high traffic referral from search, above industry average
                  SEO Role for Publisher Site
Since 2006, BusinessWeek focuses on more traffic from search


Goal:
Traffic increase from search engines: More page views = more advertising revenue


Initiatives:
Evangelize SEO concepts by:
- Optimizing templates & customized pages
- Publishing more free content pages – accessible to SE
- Conducting regular SEO training for Editorial team


Results:
More than doubled traffic from SE over the last two years
           SEO Copywriting Outsourced: Results
                                        Examples – pages optimized in 11/07
“Economy” Overview page
                                                                 Customized keywords:


                                                                 => 1,150% traffic increase from SE

  Aug-07   Sep-07   Oct-07   Nov-07   Dec-07   Jan-08   Feb-08




“Game Room” Overview page
                                                                 Customized keywords:



                                                                 => 405% traffic increase from SE
  Aug-07   Sep-07   Oct-07   Nov-07   Dec-07   Jan-08   Feb-08
SEO Copywriting – The Real Scoop
What SEO Copywriting is NOT
SEO Content Across the Sales Cycle


                                        Purchase
                 Make/model
                   search


            Digital camera reviews,          Research
           blog posts, brand/features
                  comparison


                                                   Awareness
        General overarching keyphrases
Plethora of “Consideration” Keyphrases
           SEO Copywriting Basics

•   Keyphrases in headlines and subheadlines
•   Keyphrases in hyperlinks
•   Keyphrases throughout the content
•   Keyphrase-rich Title
•   2-3 keyphrases per page
•   “Longer” copy (250 words is a rule of thumb,
    but it depends on page content and the page
    templates.)
      Leveraging Keyphrase Intelligence

“Site search”        Create new pages if search terms not
                     represented

Keyphrase research   Create and/or edit new pages. Think of
                     buy cycle!
Seasonal/trend
                     Create pages
“Ego” keywords
                     Create pages and/or edit new pages
Highly competitive
phrases              Create pages and/or edit multiple pages
                How to Strategize Content
Page type           Applicable keyphrases

Product pages       Brand keywords, category keywords, SKUs, unique
                    features

Subcategory pages   Brand keywords, category keywords

Articles/FAQs       Brand keywords, category keywords, research/
                    consideration keywords ***long tail

Seasonal            Seasonal keywords

Blogs               Brand keywords, category keywords,
                    research/consideration ***long tail
Developing a Strategic Plan
Everyone’s Doing It! Articles on CircuitCity.com
Everyone’s Doing It! Zappos.com Blog
A word about budget….




  Good content costs
   money….but…

   There are ways to
     manage costs
In-House or Outsourced?



             “Insanity is doing the same
               thing over and over and
             expecting different results.”
    Whether In-House or Outsourced

If your copywriter is writing sales-related copy, look for
    direct response copywriting experience…

If your copywriter is writing informational copy, look for
    journalism experience

Either way, the writing – and how it flows on the page –
   is crucial. Don’t pay low dollar for bad writing!
       In-House or Outsourced?


                          Outsourced




In-house/Partnership
      approach
Copywriting Responsibilities

                      • Keyphrase research

                  • Develop per-page keyphrase
                             strategy

                      • Write new content

                     • Edit existing content

                   •Develop editorial calendar

                     •Liaison with SEO/SEM
                       department and IT
    Partnership, In-House or Outsourced?
• No writing staff
                                                Outsourced
• No time

• No editorial calendar

• No clue

Solution: outsource the work to build content

Cons: Expensive
   Finding the “right” firm
   Training writers in your tone and feel
               How to Decide?
                       •    Have existing writers on staff

                       •    The writing team has time for SEO content
                            development and training

                       OR

                       Writers create content, and outsource
                       keyphrase editing

                       Cons: Explaining tone, feel and parameters to
                       the training/content strategy
In-house/Partnership
      approach
      Heather Lloyd-Martin
heather@searchenginewriting.com
    Blog: SEOcopywriting.com
             Twitter:
 http://twitter.com/heatherlloyd



SEO Copywriting Success Seminar
       January 21, 2009
         Portland, OR

				
DOCUMENT INFO
Zach Browne Zach Browne Owner
About I'm a Interactive Marketing Consultant, Social Networker, & Affiliate Marketer with over a decade of experience. I generate leads & increase conversions for small businesses by keeping their websites on top of Google's search results. I've worked with a variety of industries including but not limited to; financial, manufacturing, technology, medical, legal, and construction. I've successfully promoted an extensive array of products, services and messages to strategically targeted markets.