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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
          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
                     impact on search
                       positions and

                     It’s not enough to
                          “just have
 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

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

  - 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

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

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

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


            Digital camera reviews,          Research
           blog posts, brand/features

        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
      Leveraging Keyphrase Intelligence

“Site search”        Create new pages if search terms not

Keyphrase research   Create and/or edit new pages. Think of
                     buy cycle!
                     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

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
Everyone’s Doing It! Blog
A word about budget….

  Good content costs

   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?


Copywriting Responsibilities

                      • Keyphrase research

                  • Develop per-page keyphrase

                      • Write new content

                     • Edit existing content

                   •Develop editorial calendar

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


                       Writers create content, and outsource
                       keyphrase editing

                       Cons: Explaining tone, feel and parameters to
                       the training/content strategy
      Heather Lloyd-Martin

SEO Copywriting Success Seminar
       January 21, 2009
         Portland, OR

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