SEO: Do it yourself web site copywriting tip.

Posted by John Park on Nov 7th, 2008
Nov 7

seo copywriting

Recently, I heard an interesting comment from a business owner in VA who had just launched a new web site.  He said “This is so frustrating.  I spend all this money and when I type in HOME REMODELING IN VIRGINIA at Google, I don’t come up at all.”


That’s when I asked him “Does it say HOME REMODELING IN VIRGINIA anywhere on your web site?”  There was a pause on the phone.  He eventually answered “No, I guess it doesn’t.”  I didn’t need to go any further.  He already knew what I would say.


How can Google, Yahoo or MSN find the phrase your prospects are typing in if they do not exist on your web site?  So much of SEO (search engine optimization) relies on common sense.  It is this kind of simple logic that is often abandoned just because it’s the “Internet.”


This event gives me a good reason to offer a tangible SEO tactic you can implement yourself.  As a follow-up to my earlier post “SEO is not an event.  It is a strategy“, here is one powerful search engine optimization (SEO) tool you can implement yourself.


Writing for a web site is very different than writing for a brochure or some other kind of traditional marketing collateral.  In fact, if you read a well written SEO’ed web site, your initial reaction might be to suggest word changes, omissions and maybe even complete rewrites.


( SEO Do It Yourself Tool – Effective SEO Copywriting )

STEP 1:  Identity a list of keywords or phrases you would most likely type in to find your type of business at a search engine.  Create this list and prioritize them in order.  This list should be no longer than 10 keywords or phrases.


STEP 2:  As you write copy for your web site, utilize these keywords as much as you can without sounding grammatically incorrect or ridiculous because of overkill.  The artform is writing it in a way so that most readers will not notice your overt SEO attempts.

STEP 3:  As you implement step 2, be sure to prioritize the quantity of use by the prioritizing you completed in Step 1.  For example, you should try and use your top 3 keywords or phrases much more than you would use the last 3 keywords on your list.


More to come about SEO in future posts…

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SEO is not an EVENT. It is a STRATEGY.

Posted by John Park on Sep 19th, 2008
Sep 19

SEO Search Engine Optimization

The new buzz phrase in small business is “Search Engine Optimization” or SEO.  We hear this phrase over and over again these days from our clients and prospects.  With this post, I am hoping to shed some light on the issue or at least get you pointed in the right direction.
Search Engine Optimization (SEO) is basically a fancy phrase to describe if your web site is search engine friendly or not.  Do the search engines, through their automated systems (BOTS), like what they see?  And as a result, will the search engines rank your web site high in their listings? (INDEX).
( What you need )
In order to implement SEO properly, you need three players—-SEO Web Developer, SEO Copywriter and You.
1)  SEO Web Developer:  This person or firm needs to know how to properly code a web site for maximum Search Engine Optimization.  They need to have up to date knowledge of SEO guidelines and specific search engine guidelines from companies like Google, Yahoo and MSN.
2)  SEO Copywriter:  This person or firm needs to write original marketing text copy on your behalf with a focus on Search Engine Optimization.  Again, this person needs to have a high level of proficiency in SEO copywriting techniques and strategies.
3)  You:  Because no one knows your business better than you.  You need to be involved in the process.  Don’t be so quick to let the developers and copywriters tell you what’s good for your business especially if your business experience and instincts tell you otherwise
( What to AVOID )
There are many posers in the Search Engine Optimization (SEO) industry.  Be careful not to get burned.
1)  Avoid any firms that will guarantee a specific organic listing position.  No legitimate SEO firm will do this.
2)  Avoid any SEO person or firm that can’t show you proof of their previous results with clients.
3)  Avoid any SEO person or firm that cannot give you at least 3 solid references you can call.  YOU SHOULD CALL THEM.
4)  Avoid SEO firms based overseas.  This is one of the top fraud areas for Search Engine Optimization.
5)  Avoid SEO firms that say they will submit you automatically to thousands of search engines.  Only 3 matter—Google, Yahoo and MSN.
6)  Avoid any SEO person or firm that does not practice or commit to “white hat” SEO methodologies.  Getting associated with a firm using dirty tricks to fool search engines can get your web site blacklisted.
It’s important to keep in mind that Search Engine Optimization is not an event.  It is a STRATEGY.
Depending on the scope of your web site and the level of competition in your industry, a proper SEO strategy can cost anywhere from 5K to 75K.  Of course, this is a lot to invest but the idea is for your business to benefit tremendously from free web site traffic as a result of top placement for optimal keywords.  These free listings are called Organic Listings and the traffic from them is called Organic Traffic.  Only you can determine what being on the first page of Google for your top keyword choice is worth in “real” hard dollars.
In a future blog post, I will offer some SEO tips you can potentially implement without hiring professionals.  A little preview… Do you know how many times I used the phrases SEO and Search Engine Optimization in this blog post?

The death of reciprocal links…Thanks to BLOGS!

Posted by John Park on Aug 15th, 2008
Aug 15

Grow Web Site Traffic


Back in the old days (3 years ago), we were telling businesses to seek link-backs to their business web sites.  Doing this, in theory, would increase their free ranking in some of the more popular search engines like Google and Yahoo.  The logic was if there were a bunch of web sites linking to your web site, your web site must be relevant and filled with quality content.  You can see how in an automated system developed by Silicon Valley geeks, this formula made a lot of sense.
By the way, whenever I use the term “Geeks”, it is a term of endearment.
This advice to create link-backs created a plethora of web pages called link to us, friends of abc company, and so on.  Surf the web for about 10 minutes and you’re bound to run into at least a few of these pages.
THE PROBLEM:  Many approached this initiative with a “you scratch my back and I’ll scratch yours” strategy.  This search engine initiative was called reciprocal linking.  Many business owners quickly realized that this process was impossible to police and manage.  So, after they filled the tops of these pages with business web sites owned by friends and family, many just abandoned the initiative leaving behind another set of “ghost town-like web pages” on the Internet.
Well, there is now a better and easier way to generate link-backs to your business web site.  Simply comment on BLOGS.  Here are your strategy steps.
Step 1:  Locate 10 to 20 blogs that are relevant to your industry, services and or products you provide.  It is important to locate blogs that are active and being updated with regular posts.  This is a good sign of how much traffic they could be receiving.  It is also ideal to locate blogs that allow web site links in their comments area.
Step 2:  Bookmark them and check them on a regular basis.  Whenever you get a chance, read the articles and post your comment.  Offer expertise, your constructive opinion or a new perspective.  It can be as short as a few sentences and as long as a one paragraph counter opinion.  Keep in mind that you’re not being unethical or self-serving by doing this.  Most bloggers will love your regular visits as well as your comments.  By the way, you’ll also begin to notice one important benefit of this exercise.  Soon, you’ll find yourself more plugged in to your own industry.  Who knows?  You might even learn something.


Step 3:  Repeat Steps 1 and 2.  Sit back and watch your search engine rankings grow as well as the traffic to your web site.  And, eventually this strategy should allow you to introduce your business to potential prospects.


BELIEVE ME… This is a lot easier than confirming if Aunt Martha has linked her dog grooming web site to you.

( Places to start today! )


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