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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
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‘Broadband’ vs ‘Internet’
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TITLE TAGS & META DESCRIPTIONS
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What Is the Title Tag?
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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?
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The Difference Between Search Engines...
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Search Marketing World 2009
... And People
Inspire
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Calls to Action
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Calls to Action
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Appeal to Practicality
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Anchor Text
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Make the Conversion
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04/10/23 Sample Footer Text Here 27
Internal Linking & Site Structure
Search is Only 1 Channel
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That Leads to Your Web Page
Search Marketing World 2009
MindShare Ireland
Search Marketing World 2009