----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Disa Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- May 01, 2007 SearchReturn Issue #128 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....IN THIS DIGEST..... // -- SEARCHRETURN INTERVIEW -- // "SEO Copywriting, Part One" ~ Heather Lloyd-Martin ----------------------------------------------------------------- // -- SEARCHRETURN INTERVIEW -- // ----------------------------------------------------------------- ==> SEO Copywriting, Part One SearchReturn: A number of our members have provided feedback that interviews would be great and add value to the list. The first person we contacted for our interview series is Heather Lloyd-Martin. Thank you Heather! Heather is credited with starting the discipline of Search Engine Writing, a focus area of hers since the early days and why we can rely on her for answers that reach from pertinent old school to today's hottest tips. In the next installment, we'll reveal one of those hot tips that originated with Heather and very few really have it. In the meantime, enjoy! If you'd like to throw your hat in the ring and be interviewed in SearchReturn as part of our series, send an email request for an interview using the following: Interview with Heather Lloyd-Martin Part One 1. In the old days, we saw a lot of company websites launch with what amounted to not much more than an online brochure. In fact, many simply took brochure creative work and duplicated it on the Web. I recall labeling such sites "brochureware," a phenomenon that exists still today. There are lots of things wrong with that approach including completely missing out on search engine listings. Forget search engines for a moment. I want to ask you about the important differences in offline versus online writing style that brochureware completely misses and if you see sites of today making similar mistakes. Answer: Oh yeah, I see some of the same things with catalogers who make the move to online. They typically want their readers to have the same experience as the offline catalog. So, they just take their catalog creative and upload it to the Web. It makes perfect sense from a branding perspective (as well as a content creation perspective - they just have to write the content once.) From a search engine perspective, it doesn't work. In the B2B space, companies may upload their brochure because they don't have any copywriters on staff, or they aren't aware how crucial SEO copywriting can be for their site rankings (and conversions, too!). For companies new to online copywriting, they're often surprised that SEO copywriting can actually improve their site conversions - it's not just about sticking keyphrases into the copy. Unfortunately, material that is written for brochures (or catalogs) is not the kind of text that is optimized for search engines at all. Catalog copy, for example, is typically too short, running 25-50 words per product description. This approach works great for print. Chances are, though, the copy doesn't contain any keywords. And why would it? It was originally written for a print medium. Sadly, without keywords, the text isn't leveraged for search engine rankings. And many times, the company isn't seeing the natural positions they want. 2. What are some specific things that make writing for search engines stand out from writing for the Web? Answer: The main difference is that SEO copywriting weaves keywords into direct response copywriting. It's not stuffing a page with keywords. It's not about losing the conversion flow or sacrificing the tone and feel. It's simply about transforming powerful marketing copy into copy that has a better chance of positioning well. "Regular" online copywriting certainly has a place. For instance, online direct response letters (the ones that are one long, scrolling page) or lead response forms probably won't benefit from SEO copywriting. That is, a one-page site probably won't position - and adding "extra" copy to a lead response form may hurt conversions. Even if SEO strategies wouldn't apply in these cases, folks would still want to create a strong online copywriting strategy. After all, if you want to get people to buy a product - or give you their email address - you have to build trust, demonstrate your unique benefits and entice your prospects into taking your desired conversion step. And that's exactly what good copywriting does. Heather Lloyd-Martin Chair Search Engine Marketing Council, The DMA CEO SuccessWorks Intl. http://www.searchenginewriting.com ----------------------------------------------------------------- Stay Tuned. Got feedback?: http://www.searchreturn.com/feedback.shtml Archives: http://www.searchreturn.com/digest-archive.shtml Alternate formats: http://www.searchreturn.com/info-formats.shtml Manage Subscriptions: http://www.searchreturn.com/help/manage-subs.shtml Problems unsubscribing? Contact the postmaster: mailto:postmaster@searchreturn.com Information on how to sponsor this publication: http://www.searchreturn.com/help/advertise.shtml Published by SearchReturn http://www.searchreturn.com Website Membership: http://www.searchreturn.com/register.shtml The contents of the digest do not necessarily reflect the opinions of SearchReturn or Disa Johnson. 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