If you've been online for any length of time at all, I'm sure you know of Marketing Sherpa. This trusted and dependable source for online marketing information has put out some of most widely known and highly praised books and reports available today. Some of their repeated best sellers include, "Email Marketing Metrics Guide" and "How To Get Your Permission Emails Past Filters." Marketing Sherpa consistently provides tools that powerhouse companies use to supercharge conversions and profits repeatedly.
"If you follow Handbook's data and design guidelines, we estimate your landing page conversions may rise by 40%.
Did I buy it? Yes. Have I actually read it? Yes. Did I find elements that could be improved on my own pages and those of my clients? You bet! I just finished making changes to one of my sites and I'll tell you results in just a moment.
It's really surprising what we assume when we create landing pages (or any type of advertising). We think we know what site visitor is looking at (and for), when, in fact, we don't.
Search engine copywriting has become an extremely important part of overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft.
Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward engines will usually result in a decline in your customer's experience at your site.
What's best way to write SEO copy? Starting with a plan is always a good idea. Keep in mind, these are guidelines of techniques that can be used *IF* they make sense for your site visitors. I never recommend writing solely for search engines. In case of search engine copywriting, customer is truly #1.
1) Use Three Keyphrases Per Page - Not a carved-in-stone rule, guideline of three keyphrases per page gives good variety and helps keep copy from sounding too repetitive. I always choose keyphrases first - before I write - because they can have a direct impact on focus of page.
2) Have 250 or More Words of Copy - The length of your copy depends on several things: Your target customer's preferred communication style, whether product is new to marketplace, if a detailed explanation needs to be given, site design and many other factors. However, 250-word minimum gives enough room to get your message across and offer an effective level of keyword support. Remember though, it's all about customer. If your target customers prefer longer copy, write longer copy. If they like shorter copy, write shorter copy.
3) Write In Natural Language - "Natural language" is a term popular in SEO copywriting. It means that reader should not be able to (or should barely be able to) detect what keyphrases page is being optimized for. The copy should flow as if it were not written with search engines in mind. You don't want copy to sound forced or stiff. When you generate ideas for page copy, keep your keywords in mind. Ask yourself whether you can use them in copy in such a way that they won't be obtrusive.