This is part two of a seminar showing small business owners how they can share their knowledge using content marketing to pull customers to them (rather than simply pushing marketing message out). This half showed them how to incorporate SEO copywriting into the process of creating online marketing.

1. Online marketing that your
customers and Google will L ve
How to turn your knowledge into
more profitable business

2. PART II – SEO COPYWRITING

3. What is SEO?

4. How your website Links back to your
is setup website (from other
online sources)
The clarity and
value of your THE SEO
content
SWEET SPOT

5. Some definitions…
WHAT IS COPYWRITING?
Writing the material you use to promote your business
WHAT IS SEO COPYWRITING?
Writing online content that search engines can interpret
WHY IS IT IMPORTANT?
Search engines can’t “see” your website. You need to
tell what your website is about

7. What does Google see?

8. Step1: Find the best keywords
The words (and phrases) your customers use to
search online
• Get specific (with a specialty or location)
• Don’t be afraid to use a whole phrase
• Make it relevant and actionable

9. Keyword brainstorming
1. Write down words that describe your
business
2. Describe the issues people have when they
come to you
Write down every word you can think of
Be descriptive and Be specific

10. A Case Study: iCanQuit

11. A Case Study: iCanQuit [Quit Plan page]

12. iCanQuit Keyword Brainstorming

13. Competitor Keywords
View your well ranking competitors websites
and see which keywords they are using.
• Notice who is ranking
• Go to their website
• See which words and
phrases they use
• Add them to your list

14. Find out if your ideas match searches
FREE
Keyword Tool – Google Adwords
PAID
Market Samurai
Keyword Discovery
Wordtracker
TIP: Explore Google Webmaster Tools

17. Step 2: Use Your Keywords
 As frequently as is natural
 In headings, subheadings and lists
 At the start of the items above
 Bolded, underlined and in italics
 In links within your site and back to your site

18. Use Your Keywords Frequently
Frequency is the number of times a
specific keyword appears on your page
How?
Be specific

20. Remember this image?

21. Introducing Wordle.net

22. iCanQuit Quit Plan pre-optimisation

23. iCanQuit Quit Plan post-optimisation

24. Use Related Keywords
cigars smokers
tobacco
cigarettes
Smoke-free
QUIT SMOKING
nicotine
Non-smoker PLAN
cravings
smoke
addiction

25. Use Keywords Strategically
 Headings
 Sub-headings
 Lists (numbered or bullets)
 Links
ADD SOME RAZZLE DAZZLE
Bold italic underline

26. The SEO tightrope
Keywords
Readability
Persuasiveness

27. SEO Copywriting TIPS
• You don’t have to be EXACT
Matching exactly is better but don’t
compromise the quality of your content.
• Don’t try and target multiple keyword
themes on a single page or post

28. Use Your META tags Luke…
• Page Title tag (60 chars)
• Page Description tag (160 chars)

29. Page Title and Descriptions

30. Use Your META tags Luke…
• Page Title tag (60 chars)
• Page Description tag (160 chars)
• Link Titles
• Image captions and ALT tags
Make them unique
Put your keywords at the start
Remember your reader

31. Have you done enough SEO?

32. SEO Copywriting Checklist
Have you identified your keywords?
Is your keyword in your main Headline?
Do you use subheadings and lists?
Are your product references specific enough?
Have you highlighted your keywords?
Have you filled out your page title &
description (using your keywords)?
Is your page or post still interesting to read?

33. Don’t PANIC

34. General Copywriting TIPS
• Know thy reader
• Keep it conversational
[write like you speak only better]
• Benefits not features
• Break up your text so it’s easy to read
• Always have a call to action

35. Questions?

36. You can find me at….
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