By Mary Van Doren • 10/23/2012
Proven methods and a new idea for blockbuster SEO campaigns
A lot of people offer advice about the importance of SEO campaigns and SEO copywriting. And a lot of that advice tells you to start by developing a free report, then research your keywords and finally, write a landing page letter that’s been optimized for search engines using those keywords.
I’m not giving that advice.
Mequoda has a best practices list of seven steps for SEO campaigns, and the first one of course is to develop your free report. Mequoda has even developed this list of ideas for creating that free report:
- Research audience interest and keywords using the Google Keyword Tool.
- Review the most frequently asked questions posted to your online forum.
- Determine which of your paid products are the best sellers.
- Examine your magazine cover stories to determine which have the best sell- through.
- Review your direct mail results to determine which teaser lines create the most sales.
- Review the subject lines of your most successful email marketing campaigns to determine which create the highest open rates.
- Determine which sessions at your live events are the most popular.
Once you’ve created your free report, you can follow the remaining six steps, which you can read more about here:
- Research your keyword universe and then create a Rapid Conversion Landing Page, using an offer letter that’s rich with those keywords.
- Create a website post to drive more traffic to your landing page.
- Create an email newsletter to get the free report offer to your current subscribers, and hope they’ll pass the word around.
- Distribute a press release about the free report.
- Tweet the information about your free report.
- Distribute the link for your free report to your LinkedIn contacts.
SEO campaigns according to Mary
But what I want to you to consider is turning the first two steps around. In addition to the ideas listed above for choosing a free report, what if Step 1 was to research the keywords first, and use them as a source of a powerful new free report?
I admit I suggest this partly because it makes the copywriter’s job easier. But it might also make your SEO campaigns more effective. Because while I’m digging into every corner and crevice of a publisher’s keyword research, I’ve often stumbled across keywords that suggest really gonzo content ideas.Discover valuable information on link building, keyword strategy, creating free reports and gaining website visibility when you download our FREE SEO Campaign Management Basics white paper.