SEO Copywriting ? In the Wake of the Florida Update

by Karon Thackston 2004http://www.copywritingcourse.com/keyword
After Googles most recent update, those in the search engine optimization (SEO) field seem to be standing at attention. As sites that have held long-standing positions in the top 10 flounder and bob around in the search results like a fishing cork in a pond, many are scrambling for answers about [...]

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Written on November 17th, 2012
Read more articles on Copywriting.

by Karon Thackston 2004
http://www.copywritingcourse.com/keyword

After Googles most recent update, those in the search engine optimization (SEO) field seem to be standing at attention. As sites that have held long-standing positions in the top 10 flounder and bob around in the search results like a fishing cork in a pond, many are scrambling for answers about what to do next. Ive been asked for my opinions about changes in search engine copywriting, so I thought Id share some of my insights.

Just like the SEOs whose editorials and interviews youve recently read, I too am expressing opinions here. Nobody knows for sure what has happened or what Google plans to do in the future. However, based on what Ive seen so far, I do have some observations to share in response to a few commonly asked questions.

Many are saying that over-optimized sites are being penalized. Should I reduce the keyword saturation on my pages?

The changes at Google this go round have nothing to do with a penalty; it?s simply an algorithm change. No penalties, no punishments, etc. Over saturation of keywords has always been bad, however, many were getting away with it pre-Florida. I have never been a fan of shoving keywords into your copy wherever you have an extra syllable. Keeping an acceptable level of keyword saturation is still important. Just dont overdo it. Remember, your ultimate goal should be to write for your human visitors not the search engine spiders.

Case in point: Do a Google search for the term website design. At the time of this article, I clicked through to many of the sites returned in the top 10. As I read through the home pages of these sites, I noticed how often they repeated the keyphrase website design. These pages had a good level of saturation. Not too heavy, not too light.

Unless yours is one of those sites where every third word is a keyword/phrase, I would not recommend changing the level of keyword saturation at this point.

There have been reports of Google moving to a semantic-based system. Does this mean keywords will no longer be used?

In my opinion, the reports are true Google is moving to a semantic-type system. But that doesn?t mean keywords are on their way out at all. After the changes are made, Google will be going beyond *just* looking for keywords on your page. Theyll want well-written copy actual language that speaks to your site visitors. That means your copy will take on a more important role than ever before. And thats great news!

For those of us who have been focusing on search engine copywriting that appeals to both the engines and the site visitors, Googles upcoming changes should be very exciting.

I have a couple of other common-sense thoughts on this topic as well.

Searchers will continue to type in search strings that bring up what they are looking for. While I have noticed the keyphrases getting longer over time, I have not read any research that states searchers have begun typing wood, nails and glass when they are actually hoping to find mirrors.

Common sense tells me that keyphrases will always be a determining factor in generating accurate search results.

The other common-sense aspect that comes to mind is that when Google moves to semantic search results, keyword saturation will become even more important. How will the spiders know what to gauge their semantic results by if there are no keywords included in your copy? Yes, semantics means that other types of verbiage need to be included, too but ? as I said earlier ? hasnt that always been the case?

Some people have said that Google is now favoring information sites and information pages. Should I write more information-based copy for my site?

While *some* search results for *some* keyphrases do seem to be filled primarily with information-based directory sites (those that do not attempt to sell), it is not the norm. Google understands that over 85% of people looking to make a purchase turn to search engines. While information-filled pages definitely satisfy a need for the first part of the buying process, they dont replace retail sites.

People will continue to research and make purchases online. This means theyll want to see retail and other business sites returned in their search results. If they dont get what theyre looking for, theyll simply use another search engine.

So, to answer the question, Ive always thought (and so has Google) you should include information pages on your site. Gathering information was, is and will always be a part of the buying process. If you currently dont have information pages on your site, yes, add some. But not because you think Google might approve because your visitors will.

Just like the demise of most META tags, and just like Google practically ignoring ALT/image tags, tricks come and go. Write your copy primarily to impress your site visitors. Making drastic changes ? unless they are based on a need by your target audience ? is not a move I recommend.

Overall, it will take some time for any definite/solid information to filter down about the true effects of the Florida update. Theories will continue to swirl around the Net. So will rankings! But the fact remains that common-sense SEO copywriting wins out in the long run.

Copy not getting results? Learn to write SEO copy that impresses both the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword

WRITING POWERFUL EFFECTIVE SOLO ADSSteven Boaze

Everybody wants to make more money? In fact, most people would like to hit upon something that makes them fabulously rich! And seemingly, one of the easiest roads to the fulfillment of these dreams of wealth is writing effective solo ads and using them correctly

The only thing is, hardly anyone gives much real thought to the basic ingredient of selling by email ? the writing of profitable solo ads. If your online business is to succeed, then you must acquire the expertise of writing solo ads that sell your product or services!

So what makes a solo ad good or bad? First of all, it must appeal to the reader, and as such, it must say exactly what you want it to say. Secondly, it has to say what it says in the least possible number of words in order to keep your operating costs within your budget. And thirdly, it has to produce the desired results whether inquiries or sales.

Grabbing the reader?s attention is your first objective. You must assume the reader is ?scanning? the page on which your ad appears in the company of two or three hundred solo ads. Therefore, there has to be something about your ad that causes them to stop scanning and look at yours! So, the first two or three words of your ad are of the utmost importance and deserve your careful consideration. Most surveys show that words or phrases that quickly involve the reader, tend to be the best attention-grabbers. Such words as: FREE? WIN? MAKE BIG MONEY?

Whatever words you use as attention-grabbers, to start your ads, you should bear in mind that they?ll be competing with similar attention-grabbers of the other ads on the same page. Therefore, in addition to your lead words, your ad must quickly go on to promise or state further benefits to the reader.

In the language of professional copywriters, you?ve grabbed the attention of your prospect, and interested them with something that even they can do.

The next rule of good solo ad copywriting has to do with the arousal of the reader?s desire to get in on your offer. In a great many instances, this rule is by-passed, and it appears, this is the real reason that an ad doesn?t pull according to the expectations of the advertiser.

Think about it ? you?ve got your reader?s attention; you?ve told them it?s easy and simple; and you?re about to ask them to do something. Unless you take the time to further ?want your offer,? your ad is going to only half turn them on. they?ll compare your ad with the others that have grabbed their attention and finally decide upon the one that interests them the most.

What I?m saying is that here is the place for you to insert that magic word ?guaranteed? or some other such word or phrase. So now, we?ve got an ad that reads: MAKE BIG MONEY! Easy & Simple. Guaranteed!

Now the reader is turned on, and in their mind, can?t lose. You?re ready to ask for their money. This is the ?demand for action? part of your ad. This is the part where you want to use such words as:

Limited offer ? Act now! Write today! Only and/or just? Putting it all together, then your ad might read something like this: MAKE BIG MONEY! Easy & Simple. Guaranteed! Limited offer. Send $l to:

These are the ingredients of any good solo ad ? Attention ? Interest ? Desire ? Action? Without these four ingredients skillfully integrated into your ad, chances are your ad will just ?lie there? and not do anything but cost you money. What i have just shown you is a basic solo ad. Although such an ad could be placed in any leading publication and would pull a good response, it?s known as a ?blind ad? and would pull inquiries and responses from a whole spectrum of people reading the publication in which it appeared. In other words, from as many ?time-wasters? as from bona fide buyers.

To give you an example of the kind of solo ad you might want to use, say to sell a report such as this one? Using all the rules of basic advertising copywriting, and stating exactly what our product is, our ad reads thusly:

MONEY-MAKER?S SECRETS! How To Write winning solo ads. Simple & easy to learn -should double or triple your responses. Rush $1 to BC Sales, 10 Main Anytown, va 75001.

The point i am making is that: l) You?ve got to grab the reader?s attention? 2) You?ve got to ?interest them? with something that appeals to them? 3) You?ve got to ?further stimulate? him with something (catch-phrase) that makes them ?desire? the product or service? 4) Demand that he act immediately?

There?s no point in being tricky or clever. Just adhere to the basics and your profits will increase accordingly. One of the best ways of learning to write good solo ads is to study the other solo ads out there ? try to figure out exactly what they?re attempting to sell ? and then practice rewriting them according to the rules I?ve just given you. Whenever you sit down to write a solo ad, always write it all out ? write down everything you want to say ? and then go back over it, crossing out words, and refining your phraseology.

Generally speaking, readers respond more often to solo ads that include a name than to those showing just initials or an address only. However, because advertising costs are based upon the number of words, or the amount of space your solo ad uses, the use of some names in solo ads could become quite expensive. If i were to ask our ad respondents to write to or send their money to The Research Writers & Publishers Association, or to Book Business Mart, or even to Money Maker?s Opportunity Digest, my advertising costs would be prohibitive. Thus we shorten our name Researchers or Money-Makers. The point here is to think relative to the placement costs of your solo ad, and to shorten excessively long names.

The important thing is to know the rules of profitable solo ad writing, and to follow them. Hold your costs in line. once your solo ad is written, now is the time to use it wisely

know the basics?grab their attention? the rest is up to you.

About The Author
Steven Boaze is the President of Boaze Publishing with one of the largest databases on the internet. Come by Boaze Publishing and get your 50% off all advertising for the month of Dec! http://www.boazepublishing.biz/

Written on November 17th, 2012
Read more articles on Copywriting.

Source: http://www.copywritinghelp.net/copywriting/seo-copywriting-in-the-wake-of-the-florida-update-10/

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