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SEO and Copywriting

by Bigsofty
4 replies
So, how does one mix the two?

Without PPC?



B.
#copywriting #seo
  • Profile picture of the author procopywriter
    You don't.

    They have two different--and mutually exclusive--objectives, despite what some seem to think.

    People SEARCH for commodities and find a world of competing possibilities. But you want to SELL a unique product or service with added value over the competition (which in the end is what people ultimately want to buy).

    Therefore, the very words you use to set your product apart and communicate unique value must be different words than the competition is using.

    The words must "reframe" what it is you sell. The example I often tell is this: my girlfriend is an eyebrow and makeup artist. People SEARCH for eyebrow shaping services. Problem is, "eyebrow shaping" goes for about $8 in most salons.

    So instead, my girlfriend offers "Eyebrow Makeovers" for $55. The very language itself communicate more value and sets apart her services from the competition.

    No one is SEARCHING for "Eyebrow Makeovers." But once they discover the difference, many women are happy to pay the extra amount for the value-added service.

    The solution is to create external pages that are optimized for the search engines... then use those pages to drive people to the main sales page.

    Aaron
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  • Profile picture of the author Bigsofty
    Good answer!




    B.
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    • Profile picture of the author Loren Woirhaye
      For your weight-loss software site you might make a
      "ring" of subpages with long-tail keyphrases in the
      title tags.

      The title tag appears in the top blue bar of your browser
      and it is also what appears at the top of your google
      Search listing. The Meta-description can be anything
      you want - so make it a little classified ad.

      This way when somebody searches for:
      "free software to help me lose weight" - a phrase with no
      exact-match in Google, and thus easy-as-pie to dominate
      by making a page called THAT

      ie. title tag: free software to help me lose weight
      meta description: Free software helps you melt off those unwanted
      pounds easily. For a limited time you can get your free weight
      loss software.


      ...and so on. In Google the page would get indexed:

      free software to help me lose weight
      Free software helps you melt off those unwanted pounds easily.
      For a limited time you can get your free weight loss software....

      Now if you wanted to get the number one ranking for that
      keyphrase you would make that page and use the keyphrase
      and keywords here and there in your copy - not overdoing
      it because we want actual readers, not just spiders.

      The write an article with the same keyphrase or a press
      release, etc... and quickly you could dominate (in my
      experience) that somewhat obscure keyphrase as an
      exact match.

      The articles and PR should promote the actual page with the
      same keyphrase title. Won't work easily with EZA because
      TOS there demands you use a top-level domain, but other
      directories are more lenient.

      Hope this helps. Just start putting relevant information
      out there in a "circle" around your site and you'll get some
      traffic. Playing the SEO game with the big boys takes
      considerably more savvy and hard work than this example
      though.
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  • Profile picture of the author Bigsofty
    Well I'm already on the front page of Google, my concern is staying there while re-writing my homepage.

    I have about 30 or so articles that drag in traffic. One thing I know I'm doing wrong is not making it obvious enough for visitors to know what the site is about when they land on said articles. That I'll have to improve.

    Well have read Bob Serling and now have my mitts on the Adweek book (in physical form for $20 locally). The reason I asked is my headline - my instinct is to make it obvious what the product is for SEO - but the advice is to push the benefit/s instead.

    Right now a high percentage of my traffic is arriving having searched specifically for my kind of software, so I'm reluctant to damage that. Then again the site has so many links with suitable anchor text that I could probably have a blank page and still rank. Heck I almost do, as there's one page that simply says "looking for..?" and a link to where I moved it that still ranks quite high.

    OK, thanks, am off to wade through the latest book...



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