The question comes up during almost every conference at which I present.
“I hear what you’re saying about writing quality content. But I need immediate results. What’s a quick SEO copywriting fix I can try?”
I understand this mindset. I really do. Now that the recession is easing its iron grip on marketing budgets, companies are trying to make up for lost time. Now, more than ever, forward-thinking businesses have the opportunity to make a huge impact on their search engine rankings. And they’re doing what they can, where they can—as fast as they can.
But here’s the thing. There is no “quick SEO copywriting fix.” There’s no “easy way to get to the top of the search engines” like the spam e-mails promise. You can’t wave a magic algorithmic wand and transform your copy into search engine goodness.
You just have to roll your sleeves, do the hard work and get it done.
Unfortunately, many companies fall prey to this quick fix mentality and do stupid things that mess up their SEO campaigns, branding or both. For instance:
- Building out stand-alone “SEO pages” geared to pull rankings
- Hiring $10/post bloggers to write keyphrase-stuffed posts
- Tweeting incessantly about their products or services without becoming a part of the Twitter community
Although these folks feel like progress is quickly being made (“Woo-hoo, now we have 50, poorly-written posts about legal services”), what they don’t realize is the unforeseen consequences. Poorly written content doesn’t convert. “Stand-alone” pages typically are over-optimized messes that search engines ignore. Splattering your sales message all over Twitter makes your firm look like a spammer.
So, what can you do to start seeing the search results (and conversions) you crave? I am so glad you asked …
1. Evaluate your existing content. Every marketer can leverage its own low-hanging fruit and focus on what specifically matters for its site. For some sites, penning new page titles can drive amazing results. For others, keyphrase editing (adding keyphrases to existing content) may be appropriate. Consider bringing in a consultant for this part of the process. The reason? The consultant doesn’t “own” the copy and can see it with fresh eyes. Because he’s not close to it, he can notice opportunities your marketing department may not.
2. Check your keyphrase research. It’s easy to let your keyphrase research stagnate when you don’t have the time (or funds) to spend on your site. Now that you’re planning a content overhaul, it’s crucial to examine what other keyphrases opportunities you can leverage – especially keyphrases that represent the research phase of the buy cycle. Research tools like WordStream, Keyword Discovery and Wordtracker can help you see what phrases people type into the search box to find products and services like yours.
3. Develop a (workable) content schedule and budget. Rome wasn’t built in a day, and your site won’t be rewritten overnight. Work on your most important pages first, and set up a schedule where you’ll work on a certain number of pages a month. Or, if you know that writing content in-house isn’t your style, hire an experienced SEO copywriter and have him help. Creating content in baby steps is completely OK – and gives you the satisfaction of seeing continued improvement.
It’s tempting to fall prey to the SEO copywriting quick fix. But when you take strategic baby steps and focus on what’s really important to your site’s success, you’ll finally realize the search ranking (and conversions) you crave.