Post on 24-Jan-2015
description
Copywriting for Search Success
Stephanie Courtney
MindShare Ireland
Overview
• What is unique about writing for the web
• Know your audience
• Keywords
• Writing Title Tags and Meta Descriptions
• Writing web page content
• Writing anchor text
Search Marketing World 2009
Search Marketing World 2009
Writing for the Web is Different It’s Personal
KNOW YOUR AUDIENCE
Search Marketing World 2009
Web pages are viewed en masse…
Search Marketing World 2009
…they are viewed by millions of individuals simultaneously.
Search Marketing World 2009
Know Your Audience
Search Marketing World 2009
• Write for a specific person rather than the general masses.
• Understand the relationship you want to create with your reader.
• The tone you use to write with is as important as the tone you use to speak with.
• Making a connection is everything.
Never Forget!Technology
is the vehicle....
Search Marketing World 2009
...but the web is a very HUMAN place.
KEYWORDS
Search Marketing World 2009
Hansel Had Breadcrumbs
Search Marketing World 2009
‘Broadband’ vs ‘Internet’
Search Marketing World 2009
TITLE TAGS & META DESCRIPTIONS
Search Marketing World 2009
What Is the Title Tag?
Search Marketing World 2009
Title Tags
Search Marketing World 2009
• Shouldn’t be more than 10-12 words
• Should reflect exactly and specifically what the page is about
• Should not repeat words when not necessary:– Brand X - Internet, Internet provider, Internet
Service, Internet Service Provider – s/b:– Brand X – Internet Service Provider
What is a Meta Description?
Search Marketing World 2009
Meta Descriptions
• Can be any length, but the snippet will only show 20-35 words depending on length.
• Should be written as a call-to-action
• Should not be stuffed with keywords
Search Marketing World 2009
WRITING WEB PAGE CONTENT
Search Marketing World 2009
Always Write for Your Customer
• Do not write for Google (search engines)
• Write for people
• Write for searchers
• Write for customers
• Did I mention writing for Human Beings?
Search Marketing World 2009
The Difference Between Search Engines...
Search Marketing World 2009
Search Marketing World 2009
... And People
Inspire
Search Marketing World 2009
Calls to Action
Search Marketing World 2009
Calls to Action
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Appeal to Practicality
Search Marketing World 2009
Anchor Text
Search Marketing World 2009
Make the Conversion
Search Marketing World 2009
04/10/23 Sample Footer Text Here 27
Internal Linking & Site Structure
Search is Only 1 Channel
Search Marketing World 2009
That Leads to Your Web Page
Search Marketing World 2009
MindShare Ireland
Search Marketing World 2009