TopRank Online Marketing

Jesse Pickrain

5 Creative SEO Copywriting Methods for Boring Topics

Jesse Pickrain on Sep 9th, 2013     Content Marketing, SEO

Creative Content for Boring TopicsIf Alan Shumway doesn’t read your blog, he’s as good as fired.

We’re about two months into Q3 and Alan already blazed through 90% of his annual budget. It’s only his second year as IT director for a small staffing company, and the bosses are breathing down his neck to make things right. Q4 looks even worse.

Now imagine your business provides a solution that will not only allow Alan to make his budget this year, but also project future costs with laser-like precision. It’s an ideal fit. The problem is reaching him.

There are thousands of other blogs trying to do the exact same thing – get the attention of IT decision makers like Alan – not to mention all the other internet noise. According to Mashable, over 2 million blog posts are written every day.

TopRank Online Marketing

Online Marketing News: Digital Agency of the Future, Facebook Hashtags, Google Gets Waze, Apple Money, Amazon Grocery

TopRank Online Marketing on Jun 14th, 2013     Online Marketing, Online Marketing News
search social media savvy consumer

Image: Detail of Skyword Infographic

The acceleration of social technologies along with continuously evolving consumer behaviors has many agencies in a state of flux and asking: Where to invest resources? Which positions to staff and how to structure the agency to be adaptable and to grow?

For the past few years we’ve been modeling our agency at TopRank Marketing to better adapt and integrate. The holistic approach I talk about here and in Optimize are a reflection of the changes we’ve made to better integrate content, social media and search optimization. With this context, I was happe to see this week Skyword released their Digital Agency of the Future Report. When I shared the accompanying infographic with my business partner, Susan Misukanis, her reply was, “That looks like us!”. Exactly.  

Lee Odden

Holistic SEO with Cross-Channel Keyword Optimization & Copywriting

Lee Odden on Sep 20th, 2011     Content Marketing, Online Marketing

remington typewriterCopywriting for the web is a true art form, whether you’re writing web pages, press releases or landing pages. Add the practice of search engine optimization and it can get even trickier.  Too much focus on SEO and that high ranking web page may confuse readers, resulting in lacking conversions. Too little focus on keywords and search traffic will suffer.  Both questions remind copywriters to consider who their target audience really is: search engines or customers?

Obviously it’s both and working with a Keyword Glossary can provide copywriters with a solid guideline for topic planning, organization and emphasis so that both engines and customers are being optimized for.

While many companies have bought in to the fact that they need to make their content more “findable” and socially interesting to reach and engage more customers, the implementation is often a bit fragmented.

Lee Odden

Lose the SEO Lingo and Optimize for Customers

Lee Odden on Aug 22nd, 2011     Online Marketing, SEO, SEO Tips

SEO CopywritingNo doubt, you’ve searched Google or Bing and found web pages that were clearly “optimized” in the name of SEO. That kind of copy might help a page appear higher in search results (less so with Panda) but doesn’t do much for readers once they click through.

When I see those pages, it reminds me of the increasing importance of optimizing for customers and user experience vs. the common overemphasis on search engines.  Keep in mind, technical SEO and how bots interact with servers and web pages is timeless, but writing web copy that’s more useful and a better reflection of what customers are looking for, (vs. chasing the most popular keywords alone) just makes sense.

TopRank Online Marketing

5 Tips for Avoiding the Deadly Sins of SEO Copywriting

TopRank Online Marketing on Sep 18th, 2009     Blogging, Keyword Research, Online Marketing, SEO

Deadly Sins of WritingNothing will turn readers away more quickly than blatant errors, boring copy and long-winded writers. Recognizing the deadly sins of SEO copywriting—and identifying ways to avoid them—is essential whether you’re drafting a blog post or creating an article to submit to an online directory.

Critical? Yes.

Difficult? It certainly can be.

But simplify the task and reduce the risk of losing your readers by following these 5 tips for avoiding the deadly sins of SEO copywriting.

HINT: Make yourself a checklist based on these tips and your own. Refer to that checklist at the end of every writing project.

1. Stop going on and on…and on and on. As a writer, one of the biggest challenges is removing yourself from your story in order to determine when enough is enough. To make your writing more concise and to the point:

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SEO Copywriting On The Road: Strange Scenes Inside The Wizard Academy

TopRank Online Marketing on Aug 26th, 2009     Online Marketing, SEO, SEO Tips

wizard

“Easy reading is damn hard writing,” opened chancellor Roy Williams at last week’s Wizard of Ads training seminar, ’12 Languages of The Mind.’

Never is this quote from Nigel Hawthorne (not Nathaniel Hawthorne, as it’s commonly credited to, per Williams) more apt than when you are a writer of any trade struggling to find that opening hook.

(To serve a personal example, the percentage of time I spent drafting this opening paragraph will exceed the percentage of time spent on any one remaining section of this entire post.)

SEO copywriting serves perhaps the greatest challenge when finding that hook, as we copywriters are encouraged to begin our posts with keywords as far up and to the left as possible in our titles.  (This post may be a bad example, as a blog that begins with ‘SEO Copywriting’ carries the promise of inherent fascination within.)

TopRank Online Marketing

SEO Copywriting: Lure The ‘Bots – Don’t Become One

TopRank Online Marketing on Mar 27th, 2009     Online Marketing, SEO, SEO Tips
bladerunner2discdvd

Harrison Ford may have been a robot. SEO copywriters are not.

Copywriting, and all of marketing really, represent that beautiful intersection between business and creativity.  Those of us lucky enough to find our way into this niche find that, amazingly, we can actually make a living being creative.

Granted, the work we create may not always grab the attention of our hipster friends, but it will put food on our clients’ tables (most important), put food on our own tables (second most important), and put food on our aforementioned hipster friends’ tables (if they’re lucky).

Perhaps the biggest mistake we can make as copywriters when we find ourselves writing specifically for a search engine optimization initiative is becoming untrue to our own creative personalities.

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Session: Writing for Search Engines

TopRank Online Marketing on Aug 21st, 2007     Online Marketing, Search Engine Strategies, SEO, SEO Tips

Writing for Search Engines

“Writing for Search Engines” is a long standing session by Heather Lloyd-Martin and Jill Whalen. It’s a great session covering the basics of SEO friendly copywriting and a good primer for those new to SEO.

Search Engines are constantly improving their ability to sniff out the spam and de-value irrelevant links such as those from link farms. They are making the same kinds of improvements to the indexing, categorization and sorting of web pages in the search results.
In order to make it easier for search engines to do their job, it’s important to incorporate the keywords for which you wish to be found in your site content, title tags and meta descriptions. Now when people search for those keywords, there’s a greater likelihood that search engines will rank the web site higher than a competitor site who doesn’t have relevant keywords in the content and links of their site.

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