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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?
How the text is written can have a
tremendous impact on search
positions and conversions
It’s not enough to “just have content”
The Importance of SEO 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
Control
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
$48,000
BusinessWeek.com - OverviewOverview: • 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 SiteSince 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
“Game Room” Overview page
Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08
Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08
=> 1,150% traffic increase from SE
Customized keywords:
Customized keywords:
=> 405% traffic increase from SE
SEO Copywriting – The Real Scoop
What SEO Copywriting is NOT
SEO Content Across the Sales Cycle
Purchase
Research
AwarenessGeneral overarching keyphrases
Digital camera reviews, blog posts, brand/features
comparison
Make/model search
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”
Keyphrase research
Seasonal/trend
“Ego” keywords
Highly competitive phrases
Create new pages if search terms not represented
Create and/or edit new pages. Think of buy cycle!
Create pages
Create pages and/or edit new pages
Create pages and/or edit multiple pages
How to Strategize Content
Page type
Product pages
Subcategory pages
Articles/FAQs
Seasonal
Blogs
Applicable keyphrases
Brand keywords, category keywords, SKUs, unique features
Brand keywords, category keywords
Brand keywords, category keywords, research/ consideration keywords ***long tail
Seasonal keywords
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?
In-house/Partnership approach
Outsourced
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
• No time
• No editorial calendar
• No clue
Solution: outsource the work to build content
Cons: ExpensiveFinding the “right” firm Training writers in your tone and feel
Outsourced
How to Decide?
• Have existing writers on staff
• The writing team has time for SEO content development and training
OR
Writers create content, and outsourcekeyphrase editing
Cons: Explaining tone, feel and parameters to the training/content strategy
In-house/Partnership approach
Heather [email protected]
mBlog: SEOcopywriting.com
Twitter: http://twitter.com/heatherlloyd
SEO Copywriting Success Seminar
January 21, 2009Portland, OR