The reason most of us tweet, post, blog and write copy, articles & ebooks is so that we can increase traffic to our online business and generate leads and sales. - With the sale being the 'real' goal.
As search engines increased the complexity and rules for getting our blogs landing pages and websites indexed a need to optimise our content became necessary.
We Internet Marketers and Online Entrepreneurs ran head long down the path of Search Engine Optimisation (SEO) only to discover that to get the absolute best results you ended up with copy that was really ugly and truly horrible to read.
We had crossed The Line.
The great dilemma is that copy was being manipulated for two very different purposes.
- For people. Your copy has to emotionally connect and engage people for it to sell and convert.
- For search engines. Your copy has to contain repeated keywords for search engines to understand and then calculate it's value in it vast databases of indexing.
These are two entirely conflicting requirements.
The way to handle this conflict is to pull the two apart and use the right approach for the right purpose.
Let's start with your priorities... Sales and Traffic.
The sale is the 'real' goal for all your online activity so too great a compromise in the sales message due to SEO is going to be a disaster for your conversion rate.
To put it another way, just how much of a sacrifice are you willing to make with your sales message, and your opportunity to convert a lead into a customer, in the hope of more traffic from a search engine (especially when other approaches such as Social Media Marketing are showing excellent results in traffic generation)?
We're at the cross roads right now as Google and Facebook begin their titanic struggle for your's, mine and everybody's attention, pay per click advertising revenue and our blog, website and landing page listings in their indexes. [The Facebook like button is the first step towards Social Search - a big challenge to Google].
The point; putting all your eggs in one basket with radical impact from SEO through keyword loading for the sake of search engine ranking may be detrimental to your brand in the long term. That's why pulling back on your SEO efforts and focusing on getting it into the right places is so important.
Forget about Keyword loading & write Inspiring, Readable Content
The copy you write needs to compel, convert and make a sale. Messing with the rhythm and persuasion of your message for the sake of getting more keywords in will absolutely impact on your bottom line.
So write your copy for humans and humans only.
OK now that we're clear on refraining from butchering your sales message, let's get on with the SEO bit.
SEO for Search Engines
- Optimise the URL
Just as you research and get a great domain name with keywords, make sure you add even more value by putting 1 or 2 of your keywords in the file name (slug) of your page/post to assist search engines when calculating relevance and value during indexing.
- Optimise the Title
Use keywords in the HTML <title> for your page/post to help the search engines work out what your page/post is about.
- Insert Relevant Links
Link from your page/post to another web page or blog post that has quality content that is relevant to yours. Search engines favour pages/posts that link to high quality content when calculating indexing position (what Google calls Page Rank).
Link from your page/post to related pages or posts from your own website or blog. Linking to things within your own website, blog or circle of online business creates that little bit more traffic, which adds to your popularity score and is used for indexing position.
Use relevant and appropriate keywords to tag your pages and posts to get the count up on the number of times the keyword is associated with the content.
Tag your images with keywords so that you benefit from Google universal search too. With tagged images you can be indexed on both the words and images of your page/post.
- Name it for Search
Have at least one relevant image on your page/post and name the image file with keywords suited to your page/post to increase keyword frequency.
Use meaningful keywords in the HTML image tag for your ALT descriptions to increase keyword frequency without impacting on your sales copy.
Identify the main keywords for your page/post and search for other relevant blogs, forums and pages. Write a comment and put in a link back to your page/post to increase the number of relevant backlinks.
- Leverage Social Networks
Allowing people to comment, rate or review your pages/posts adds social content to your page/post that will contain additional keywords relevant to your topic.
When people comment, review or rate your page/post, approve it as quickly as possible so that your page/post is recognised as having new updated content.
Have social bookmarking tools available on your page/post and put a Facebook like button on your page/post. This increases the opportunity for you to get traffic and more traffic means more popular, so your indexing position improves.
Enable an RSS feed for your website or blog to aid in your link building.
- Add Rich Data Snippets
Add e-commerce rich data snippets to your page/post; these are incredibly search engine friendly and will enhance your Search Results Page (SRP) listing. Check out the GoodRelations Snippet Generator for creating rich data snippets for your pages/posts or investigate Google Rich Snippets.
With great sales copy and these eight SEO tactics you'll be able to attract search engines and people to your online business without compromising one for the other.