Back To Basics – SEO Content Writing

Say farewell to the days of keyword stuffing and to text that reads poorly.  2012 has been a year of cleaning up for Google.  In the wake of these updates, we find ourselves revisiting our SEO campaigns to make sure that our SEO content writing strategies we have in place for our clients don’t cause rankings to drop thus hurting opportunities for conversions.  Writing for SEO has become more about delivering a better user experience.

What keeps your visitors interested in you?  What keeps your visitors interested in your products? What keeps your visitors ON your website?

As most of my colleagues know, my writing for SEO was based on a love/hate relationship. I’ve had to make several adjustments that have taken many lessons and lots of practice.  With my new lessons and techniques in hand, I would like to share with you what new lessons I have learned throughout my time at Leverage Marketing.

For my writing to be successful, I have followed several tips. Most of these tips are basic SEO content techniques, but some are SEO content writing techniques that have been taken up a notch.

An Interested Reader – Doesn’t Read the Entire Page Content *GASP*

It’s the truth.  When writing for SEO, remember that your readers are only going to consume a short amount of information. When you land on a website that ranks well for the information you searched for, what is the first thing that grabs your attention? The content on the page or a call to action?  When you read the content, most of the time unless you are reading a book, you stop before you come to the middle of your screen.  If you don’t find what you are looking for above the fold, you have lost interest and have moved on to the next page or site in search for your 411. As a SEO content writer, your best and most important work should be above the fold. It is vital to your website and conversions that you get your point across quickly and efficiently.

Headings that Convert

Every company has unique selling points and benefits that differentiate themselves from the competition. Keeping a balance of your differences and benefits with focused keywords is key to capturing your audience’s eye with headings. I have learned that a general rule of thumb to follow is to include a major selling point or call to action in your H1, second major H2 and so on. Remember, your job as a SEO writer is to keep the visitor interested, and help them find what they need and get them to convert.

Call To Action

Make sure you remind the reader why they came to your page. Place call to actions more than once on your page, but make sure your call to actions are in alignment. We don’t want to confuse the audience by sending them mixed messages.

I haven’t the chance to use this technique in my own SEO writing, but I have read positive stories about the use of:

Bullet Points

I was thinking the same thing…how can bullet points help my SEO content writing be interesting and informative?  But after reading some of the benefits that bullet points bring to the table, it’s definitely worth a try.

Dylan Thomas of Search Engine Journal tells us “Like headings, bullet points offer dual incentives for your SEO. They break up the page and stand out from the rest of the text, which means they’ve got a better chance of being read.” He also goes on to say that the information listed in the bullet points can be prominently linked to relevant internal pages.

Each SEO campaign has different goals. But within these goals, still lies the goal to rank well, to increase traffic and to make a sale of some sort. If you use some of the SEO tips that I have provided, your goals can see improvements. If you use your keywords in interesting copy intended for the audience and not the search engines, you will see a difference in your websites results.

 

Valentine’s Day Marketing Ideas: Make Customers your Sweetheart this Year

Read our new article on Valentine’s Day for updated information on Valentine’s Day Marketing!


As we all know (because retailers started promoting it before our Christmas trees were even brown) Valentine’s Day is upon us again.  This is typically seen as our annual reminder to parade our loved ones with affection, romance, and surely some sappy gifts, but it is also a much-overlooked opportunity for businesses to do the same and show they are smitten with customers. Here are some marketing ideas on how to say, “I love you,” and cultivate customer loyalty this Valentine’s Day.

Contests and giveaways

If staying in theme, hold a 14-day contest for a product or service giveaway via your website and social media. People love free stuff and are even willing to work for it. If in need of some feedback, ask that customers complete a brief survey to be entered into a drawing. There’s a strong likelihood that your contest will result in positive karma for your company in the form of some always welcome (and free) exposure from bloggers promoting the giveaway to their readers and customers sharing it with their network.

Develop a frequent shopper program

If you have a brick and mortar store, you can create a check-in program through Foursquare or Gowalla to offer a free or discounted product after a specified number of visits. For online retailers, you can offer a coupon code in your receipt or post-purchase email. Even lead gen operations can offer an incentive for referral love.

Coordinate a daily deal special

Hook up with Groupon, LivingSocial, Google Offers, or any number of these daily deal companies to offer a discount on product offerings. This can be especially lucrative if your product happens to be couples oriented, like a massage or water bike ride. This opportunity allows you to cozy up with both new and existing customers.

Promote a coupon or discount through email and social media

Even your most traditional ‘20% off with coupon code FREE’ can go a long way, especially when offering this incentive to current customers. Shoppers have become all too accustomed to seeing such promotions only offered to new customers.

Send sweet nothings and other messages of affection

Utilizing social media or an email newsletter, send out regular customer care oriented notes, letting customers know just how much they are appreciated.

Get festive

You can share Valentine’s cheer through in-store decorations or online by sweetening up your website or blog. A great example of this was Gilt Groupe, a discount designer website, which integrated hearts into their product detail pages for those items that could be delivered by the big day. Another impressive marketing move on Gilt’s part was the use of love letters hidden throughout the website. If you found all three, you were automatically entered into a drawing.

Create a themed application

Develop a complimentary app, game, or tool that customers can utilize for their own Valentine’s (or otherwise) pleasure. This may be a card template that users can customize and send out to the apple of their eye. It may also be a custom Facebook app that fans can share or play depending upon the functionality. This option would probably be the most time, labor, and cost intensive but may also have the greatest payoff and allow for high levels of creativity.

Keep in mind that there’s no reason to wait until Valentine’s Day to express love for all of your customers. This should be a year-round initiative.


Let me take this opportunity to say thanks to all of our Leverage Marketing clients and partners. Happy Valentine’s Day! Contact us at Leverage Marketing to learn more about how to take advantage of these Valentine’s Day marketing tips.

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