When
it comes to ecommerce sites, there are plenty of keywords to choose
from. Because sites typically follow a fairly set format, numerous
pages are created between the home page and the order confirmation
page. Those pages all need keywords and phrases if they are going
to rank high in the search engines. So, how exactly do you choose
the best keywords for each page? Here’s an easy strategy to follow.
Karon Thackston is President of Marketing Words, Inc. a full-service copywriting agency specializing in search engine copywriting. Karon is author and publisher of the popular Step-by-Step Copywriting Course, an e-course designed to teach sound and highly-effective SEO copywriting techniques. With over 20 years of copywriting experience, Karon has contributed to the search engine and sales success of companies large and small including Gortons Seafood and more.
I’ve been on a seesaw for the last year. I have a client who, for almost 12 months, has been asking me to rewrite their home-page copy because they dropped from the top 10 to position #11 (the dreaded second page!). My question to her was always, “Is your copy still converting the way you want it to?” She answered yes every time, to which I advised, “Leave the copy alone.”
Let me enlighten
you about something you might not have considered. Ultimate conversions
from pay-per-click (PPC) ads come from a process, not a single event.
Oftentimes, online marketers focus on the effects of PPC copywriting
and the click-through rate it achieves. That click-through rate
is thought of as the end-all, be-all for the campaign. But, the
overall goal of PPC copywriting is not to get people to click to
your site. Clicking a PPC ad is merely step one. The ultimate goal
is to get visitors to take action once they reach your site.
In
Part 1 of this series,
we discovered that explaining the value your products offer is only
one part of the copywriting process. Creating a visual image is another.
While Wholesalers USA knew their target customers better than most
companies do, they needed help with two areas: optimizing their copy
for the search engines and incorporating visual imagery.
See the step by step transformation that took one client from page 35 in Google to the top 10 plus improved sales.
It
happens more frequently than you might think. People spend a lot of
time and money getting their sites ranked highly in the search engines,
but give little or no attention to converting their visitors into
paying customers. What’s their logic?
The next time you begin to write copy, think about every aspect of the product. How can you entice the visitor? How can you help him or her touch, smell, see, taste or hear what you have to offer? The more real you make the experience, the better your conversions will be!
You have one,
whether you know it or not. Everybody does. There is something unique
about your business; you just have to discover what it is. And therein
lies the problem. Most business owners and managers don’t understand
how to create a truly unique selling proposition (USP). There are
specific criteria to consider in order to get your message across
clearly and succinctly.
In Part 1 of
this article series
we discovered the challenge faced by the copy of Julie’s Jewels
Moissanite page. The original copy was too factual for visitors to relate to effectively. I outlined
the problems and the proposed solutions. Let’s continue as I show
you the rewrite and the results.
One of the hardest things to learn as a copywriter is which focus or approach to take with copy. There are general guidelines to follow, but experience will tell you that there are almost as many exceptions as there are rules.
It’s one of the best pieces of copywriting advice I’ve ever been given. “As often as possible, start your paragraphs with sentences that hook readers and drive them deeper into the copy.” Why? Because – after the headline – the first sentence in any paragraph is what gets read most often.
If the trend continues as it has in the past, search phrases will get even longer in the not-so-distant future. However, when you get creative with keyphrase use in your copy, you’ll find longer search terms are not a problem to work with.
There is such a barrage of worthless articles floating around the ‘Net these days. Keyword stuffed, useless ramble that was obviously written with the sole intent of attempting to rank high. Striving for top rankings is not a bad thing, but the purpose of writing SEO articles is threefold not onefold: provide information, rank high when used on your site and increase link popularity. That means the practice must follow the purpose.
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