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Continuity in SEO Copywriting Improves Rankings & Conversions
by Karon Thackston
Search Engine Optimization
Published on this site: March 16th, 2011 - See
more articles from this month
It has become a fundamental principle of Internet marketing.
When sending a prospect from some form of trigger (banner ad,
pay-per-click ad, tweet, etc.) to the landing page, there must be
continuity: the message must flow.
For example, when constructing pay-per-click (PPC) campaigns,
there has to be continuity between the ad and the landing page.
The use of the same keyphrases, copy that flows seamlessly from
ad to landing page and other factors can make or break your
campaign. If these elements aren't in place the disconnect your
visitors will suffer will confuse them and send them packing.
Why then do we rarely see any consistency in these areas when
writing search engine optimized (SEO) copy?
Create Links in a Chain
On most web pages the tag sets are scattered. Take note the next
time you're surfing. You'll see title tags that are unrelated to
the description tag, both of which are distant from the headline
of the copy on the actual page, etc., etc., etc. There is no
flow. Nothing exists to usher the prospect from one step to the
next.
It should work just like links in a chain. One is directly
connected to the next and so forth. The basis of writing organic
SEO copy is developing and following the same topic from your
visitor's first exposure to your site (the organic
Google / Bing / Yahoo! listing title) to the call-to-action on the
web page itself. It should - in essence - work exactly like the
process when writing a paid ad/landing page combo.
Take it One Step at a Time
Create a plan before you write pages with optimized copy. Don't
view it with tunnel vision; strictly from the standpoint of
what's happening on the page. Take it one step at a time and
walk the path your prospects will walk.
- Where will the site visitor come from? An organic search
engine listing.
- What's the first exposure to your site? The title tag of the
organic listing.
- If the title tag captures their attention, where will they
look for more information? The description tag underneath the
title tag.
- When they click to your web page, how will they know they are
in the right place? The message (copy) and keyphrases will be
carried through from the search engine results page (SERP) to the
web page.
See how it works? With each glance, with each click, the visitor
takes a new step toward conversion. That's because, just like
with paid marketing campaigns, you've laid out a clear path for
your prospects to follow rather than forcing them to navigate a
rocky and confusing road.
© 2011 Karon Thackston
Karon Thackston: When you're ready to write expert-level copy that boosts
rankings & converts more visitors get Karon's Step-by-Step
Copywriting Course (5th edition) and learn to do it right.
http://www.CopywritingCourse.com
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