Recently I read through Brian Clark’s SEO Copywriting 2.0 tutorial and found it rich with useful advice. Clark publishes Copyblogger, an impressive online resource that lives up to its tagline: "copywriting tips for online marketing success."
I recommend reading the tutorial in its entirety when you have a chance (five "chapters" each with a specific focus). The whole goes deeper than my quoting from it here. In the meantime, here are a few standalone points.
Consider this advice as you choose titles and summaries for the documents you post to JD Supra – and, of course, as your write the documents themselves:
Highlighted quotes: Copyblogger’s SEO Copywriting 2.0
… keywords still matter, especially in titles. Search engines generally prefer to key in on the words people are looking for. But as SEO pro Rand Fishkin will tell you, “measurements like keyword density are useless, although general frequency can help rankings.”
… what determines the ranking position of any particular page is due to what happens off the page, in the form of links from other sites.
… any true SEO copywriter is simply a writer who has a knack for tuning in to the needs and desires of the target audience.
… emotional forces that prompt us to buy can also cause us to link, bookmark, and Digg. The context is different, as are the nuances, but it’s still a matter of providing compelling benefits in the form of content.
… “Ask yourself what creates value for your users,” sayeth Google.
… a cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what people need to know to make use of your website [or] do business with you.
… the title tag is a headline. You want to speak back to the prospective reader in their own chosen words. Plus, you want to wrap those words in a compelling headline structure that promises to answer the exact question the searcher is asking with the query.
… writing the perfect headline makes it more likely that someone will simply use your title to link back to you.
… develop an awesome multi-part tutorial. Write an inspirational manifesto. Answer the question so much better and comprehensively than the competition does, and chances are better that your effort becomes worth linking to.
… search engines favor websites that have a lot of relevant, frequently-updated content, and they also like a lot of general link authority.
… Keyword research is cool. It allows you to gaze directly into people’s minds.
… armed with keyword intelligence that’s relevant to your niche, you have the unique ability to create highly-relevant content that aids your site visitors [readers] and enhances your credibility. You’re speaking the language of the audience after all, and satisfying their needs.
… View the data as free or low-cost market research and you’ll have the proper mindset to formulate a content strategy that has a shot at ranking well. People need to like your content before Google will.
… “Keyword” is the term that gets tossed around, but what you’re really after in most cases are keyword phrases. For example, a real estate attorney in Austin, Texas would gain very little actual benefit from ranking highly for the single word “attorney” (and good luck anyway), but specific keyword phrases based on geography and specialty would yield highly targeted traffic (“Austin real estate lawyer”).
… If you are trying to rank in a very competitive sector, aim for something attainable first, or make sure that a certain keyword combination can rank for an easier phrase if the more competitive term ends up out of reach.
So much more in the whole SEO Copywriting Tutorial, recommended reading when you get a chance.
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