SEO writing FAQ
Do you have a question about search engine writing and its effect on brand management and site ROI? Need additional details about the SEO writing process? Enjoy our SEO FAQ for additional search marketing information and resources.
If you don't see your search engine marketing question answered here, please contact us for more information.
- We're already the leading experts in our field. How can search engine marketing help our brand management campaign?
- Is search engine writing really important? Can't I just do some behind-the-scene coding tricks and get results?
- I'm sure that I know how our customers search. Why should I research my company's keyphrases?
- What qualifies your firm to specialize in SEO writing?
- What is SEO writing? Is it the same thing as search engine writing?
- I've heard that optimized pages have a lot of text. Do people read all those words?
- Why should I implement tracking? What will it tell me?
- Is SEO writing the only thing that I need for prime positioning?
- My marketing department spent a lot of time on our Web content. Does SEO writing mean that we have to rewrite everything?
- Where can I learn more about SEO writing?
- Does SEO writing mean that I have to create different pages for the search engines?
- My company's site has over 500 pages. What can I do to leverage the existing content we have?
- How can I receive a SEO writing quote from SuccessWorks?
Brand Management
The search engines are "brand-blind." That means they don't know (or care) how big your company is or if you're a top expert. The only way the search engines will know about your site (and position your pages well) is through search engine marketing efforts.
Don't believe us? Check out how many small businesses gain top Google rankings - while their corporate competitors are nowhere to be seen. Chances are, the small business engaged in a search engine marketing campaign, while the big brand competitor relied strictly on their offline branding for online results. If brand management is crucial for your marketing success, an SEO campaign should be paramount.
Search engine optimization
It's a common myth that successful SEO means sneaky coding tricks, and only geeky propeller heads understand the true SEO secrets. However, the key to top positioning is keyphrase-rich content written for both search engines and customers (otherwise known as SEO writing). Search engines spider a site's text to determine relevancy - doesn't it follow that your visible copy is a crucial component?
When the visible copy is already keyphrase-rich, "tweaking" tags for conversion and positioning may elicit strong results. This is done during XML editing campaigns. By having human hands "touch" and edit your most important conversion pages, your pages achieve better conversion than machine-generated SEO methods.
However, most sites suffer from keyphrase-poor content, where meta-editing is not an option. In this case, it's crucial to rewrite the content and tags for maximum positioning and conversions.
Keyphrase research
Don't take chances with your search engine marketing campaign. There's no benefit to a top ranking if prospects don't search upon that particular phrase. Keyphrase research guarantees that the keywords and keyphrases your organization optimizes for are words your customers use to find sites like yours. It's a crucial first step in SEO writing.
Furthermore, keyphrase research uncovers additional profit center opportunities, which translates into more targeted traffic and increased site ROI. Why be #1 for just one keyword, when you can gain top positioning for a number of targeted terms? See how SEO can provide superior brand management for your organization. Learn more about keyphrase research and its benefits now.
Savvy SEO expertise
Good question. Heather Lloyd-Martin, President of SuccessWorks, is considered the leading expert in SEO writing. Her background in marketing, copywriting and consumer psychology has helped her clients gain prime positioning for a plethora of keyphrases.
Heather travels the world teaching search engine writing techniques and is a featured speaker at Search Engine Strategies conferences and @d:tech. She moderated the Direct Marketing Association's 2004 net.marketing and the Annual Catalog Conference search engine marketing workshops. She was also elected to the 2005 Program Advisory Committee for the Annual Catalog Conference.
SEO writing
Yes. Search engine optimization writing has many names and is also called SEO writing, SEO copywriting and search engine writing.
Reading on the Web
They sure do - as long as the text is written in a way online readers can read it.
Studies show that customers will read longer Web copy if the text is well presented and easy to read. Certain usability techniques can enhance readability, making even long text easy to read.
Furthermore, customers like text - it's the only way they can make an informed decision about whether they want to work with your company. Prospects will read your SEO writing as long as it's persuasive, informative and interesting. If your site sinks into brochureware, conversion rates will suffer.
Tracking?
No search engine marketing campaign should be without spider-friendly, third party tracking. Your organization will instantly know how long prospects stay on each page, where they surf, how they surf and if they're a repeat customer. You can even track this information through to an eventual sale, making your marketing a complete closed-loop system.
Holistic search engine marketing
No. Search engine marketing is a holistic effort, with search engine writing being about 60 percent of your successful online marketing campaign. The other 40 percent is dependent on your site's structure, programming and inbound links. If the search engines cannot crawl your site, your organization will not benefit from any content changes. Any technology problems (which could be because of cookies, suboptimal coding, spam penalties or tracking codes) must be addressed before writing starts. Our Comprehensive Report will determine your site's indexability level and spam risk and provide targeted solutions.
Link exchanges with quality sites is another strong way to increase your PageRank and positioning. Contact us for more details.
Editing for keyphrases
No. Typically, there are pages that can be edited for keyphrases, rather than rewriting them. This entails inserting targeted keyphrases into existing copy and is highly effective for pages with over 220 words. FAQ pages, "about us" pages and information-type pages are prime for keyphrase editing.
Any page that is crucial for both positioning and conversion rates should be rewritten as a Click-Thru Conversion Page™. Some crucial conversion pages include home pages, main product pages and top service pages.
Learning SEO writing
- Buy the SEO writing book! Our book on successful SEO writing will be released third quarter 2004.
- Enjoy our free articles on SEO writing.
- Experience our personalized SEO training. Our distance training will excite you into taking those actions you need to go after the SEO results you want.
A page for each spider?
No. Writing different pages for search engines is an ineffective search engine marketing technique that does not enhance site ROI.
Strategic search engine writing will gain prime positioning and conversion across all the major spidering search engines. Even landing pages specifically written for pay-per-click-campaigns (like Overture or Google AdWords) can be maximized for top spidering search positioning.
Trusted Feed
Enterprise-level sites (especially catalog sites) can benefit from XML trusted feed solutions. Trusted feeds guarantee positioning for deep inner pages, which may not be possible with traditional methods. Furthermore, Titles and descriptions can be altered for top conversion rates and positioning. Paid on a per-click basis, trusted feeds provide excellent online brand management and rankings.
SEO writing quote
Easy. Simply contact us today or call us at (503) 922-3627. Our sales department office hours are 9am to 4pm Pacific Standard Time.