Live Coverage: Mequoda Summit Session 5 – SEO Copywriting and Campaign Management

Leveraging Content and Keywords to Drive Targeted Website Traffic, Build Email Circulation and Sell Information Products

This morning at the Mequoda Summit, we began with part two of building your keyword strategy. Don started the day talking about our favorite topic, the Google Visibility Report. This is the chart from yesterday’s keyword session that we came up with that tells us which keywords we should be using in all of our editorial.

In any given Google Visibility Report, you’ll find anywhere between 10-20 primary keywords. According to Don, primary keywords are used as your topic list and consist usually of two words. One word keywords are too broad and two word keywords are much more valuable to your keyword strategy.

The second part of the Google Visibility Report includes your secondary keywords. This list could include hundreds of secondary keywords. Each primary keyword should have 50-100 secondary keywords. These secondary keywords are usually 3-5 words long and are what your editors should use to choose the articles that they publish or the landing pages they write.

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Also, as a reminder, these keywords are based on the stats we got from Wordtracker that tell us the search to page ratio. As in, the Google Visibility Index score will be higher on a keyword term that has more searches and less pages.

For example:

Primary Keyword: Landing Page
Secondary Keywords: Landing Page Templates, Landing Page Secrets, Building a Landing Page, Landing page Samples, Landing page Testing, Landing Page Tips.

Don compared adding keywords to your universe, to being a journalist and adding a topic to their beat. In general, creating a Google Visibility Report means creating a list of things you’re allowed to write about. However, it is constantly updated. Your secondary keywords can always be added to as long as you do the research first and see a need for the topic.

How to Get Your Keyword-Optimized Page Highly Ranked

As for designing your pages, we noted that your most important headlines should be formatted in HTML h1 and h2 tags because these are headline tags that Google will look for first and see as most important.

Another important note was that inbound links are vital for bringing even a keyword optimized landing page to page one in Google. This means that if you have a free report, you need to distribute online press releases, send it to bloggers, and try to accumulate as many inbound links as you can.

Internal links count too! For us at Mequoda, Don noted that for our free special report 8 Master Landing Page Templates, we inserted embedded text ads for it in all of our landing page articles like you’ll see here.

The Creative Process

Don talked a little bit more about how to use your primary and secondary keywords in your copywriting. The creative process for developing an editorial campaign using your keywords looks like this:

  1. Choose Keyword Phrases
  2. Choose Power Words
  3. Create Main Headline
  4. Create Sub Headlines
  5. Create 5-7 Copy Points
  6. Tell a Story
  7. Create Call-to-Action

What is Emotional Copywriting?

• Talking to the Customer
• Echoing Search
• Telling a Story
• Using Power Words

Don reminded the audience that long sales letters work best. He told the story of his good friend at Johns Hopkins Health Alerts who didn’t believe that long-copy salesletters worked better than short sales letters. Well, as you’ll see today on their site, they’re now true believers of long-copy. After converting, they saw a conversion rate increase of 230-260%. You’ll notice that even $19.95 reports have novel-length salesletters to go along with them.

Valuable tools that Don mentioned during this session:

Wordtracker – a keyword research tool that will tell you what your relevant secondary keywords are
Yahoo! Site Explorer – Find out how many inbound links you have
How to Start and Run an SEO Program – a book available from Mequoda

Mequoda Summit Coverage


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