Writing Effective Copy
for SEO and Internet Sales
Successful search engine marketing strategy and website marketing strategy rely on exquisitely effective copy.
Crafting Content for SEO
Search engine optimization strategy focuses heavily on keyword density. The density Google wants is actually a pretty natural density that would tend to occur spontaneously in content that is truly relevant to your company and product.
However, the copy you spontaneously write will probably not contain the most effective keywords for you to optimize.
The keyword research we perform as part of our
search engine optimization services will identify the most sales-effective and cost-effective keywords you can target. Then your content will need to be reworked to achieve optimal density for those keywords.
Crafting content for search engine ranking also requires that you place your most important keywords near the top of each page.
Crafting Content to Increase Internet Sales
It's all about the customer. The way to grab your visitor's interest and convince her that you can help is to frame your content in terms of her needs, not yours.
- Q: How do you convince your visitors that you can solve their problems?
- A: You anticipate their questions and answer them.
- Q: How do you keep your visitor on their scent trail?
- A: You anticipate their motives and cater to them.
- Q: How do you make sure your visitor knows what do do next?
- A: You anticipate what they will want to do next and provide a very visible path for them.
Make it tasty
Present content in bite-size pieces, each as brief and simple as possible. Place keyword-related text strategically within a framework of clearly related headings and stand-out key phrases.
A web surfer's attention span will not survive anything that bores him or takes too long, so you need to move him along quickly. Content must be presented tastily.
- Focus on edgy, grabby words in staccatto
- Every sentence is strategic and carries a punch.
- Lead with benefits, not features
- Focus on opening and closing sentences
- Use headings strategically (great place for "trigger words")
Choice of Language
You could serve your visitor a perfect scent trail but then lose her by boring her to death with lifeless content that drones on about standard features and virtues. Tedious content is deadly to your conversion rate. Do not bore your visitor! Almost every sentence needs to pack a wallop. Do not prattle!
- The ineffective page teaches, pedantically and boringly.
- The effective page informs, concisely and authoritatively.
- Use highly colorful language, evocative and compelling.
Learn More about