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The folks at ideaLaunch have been kind enough to sign me up for SuccessWorks Powerful SEO Copywriting Certificate Program. The course consists of eight lessons (both audio and PDF), PowerPoint presentations, and mp3 versions of conference calls that delve deeper into the topics discussed throughout the lessons. So far, I’ve completed three of the lessons, listening to the audio first then studying the PDF that accompanies it. The lessons are simple enough, even if you’ve never dealt with SEO a day in your life. Here are some things I took away from it:
- Do a SWOT analysis. Determine your strengths, weaknesses, opportunities, and threats.
- Focus on your target. Determine who your target audience is, even if your product or service can be used by everyone. Figure out who benefits the most, and start there. (Having trouble? Start by figuring out who wouldn’t benefit from your product or service. E.g. Expensive product? Nix college students.)
- Master your message. Tell your story. Let your customers connect to your story and your brand. Present features of your product as benefits for your customers. Use language people will react to.
- Use a USP. Unique sales propositions set you apart from your competitors.
The third lesson focuses on keyphrases rather than keywords. The most interesting part of this lesson to me was the importance of finding keyphrases that target people throughout each phase of the buying cycle.
What Is the Buying Cycle?
- Awareness. Generic keyphrases.
- Research. Reviews, blogs, comparisons.
- Purchase. Make, model, and price search.
Though some of these points may seem common-sensical, they are essential to success in SEO copywriting, and therefore should not be dismissed. It’s very helpful to have it all laid out and outlined in a comprehensive manner. For those who are new to SEO, this course is a great introduction. And for those with experience, it’s a great refresher course.
Good stuff, Melanie. You can’t underestimate the value of commonsensical advice. It’s amazing how marketing people — including copywriters — often forget the basics. Can I add one more piece of advice? Write first for value to the readers, then for SEO. If the value’s there, so is a good part of the SEO without even trying.
So true, Jim! Sometimes people get so caught up in the technicalities of writing for the web, they forget the initial purpose: to spread useful information. SEO is just a way to make sure the people who need that information find it faster. Even if you’re positioned for people to discover you, if you don’t deliver once they do, they won’t be returning or telling friends. Thanks for dropping by!
[...] few weeks ago, I covered Lessons 1 – 3 in the SuccessWorks SEO Copywriting Course that I’m taking. Stop holding your breath, folks, here’s Lesson 4’s, well, [...]
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