Pandia Post No. 26 Part 4

Successful Search Engine Copywriting

When Heather Lloyd-Martin speaks, the SEO community listens.

She is one of the main proponents of what we have called "pragmatic" search engine marketing, i.e. an approach that focus on developing content rich and useful web sites, rather than techniques that aim at fooling the search engines into giving your pages a higher ranking.

Her new book is both interesting, readable and above all stuffed with practical advice.

The book is called Successful Search Engine Copywriting: How to Write Prime Positioned Webpages That Convert Like Crazy.

Its main objective is to show you how to make web sites that not only rank high in the search engines but -- equally important -- to help you convert visitors to customers.

So whether you are a copywriter, SEO project manager, web designer, PR professional or even a site owner, this book will contain information and advice for you.

Moreover, you do not have to be a geek to understand the advice offered. All jargon is explained and the more technical parts are explained step by step.

This is not primarily a book about how to rank high in search engine results. Successful Search Engine Copywriting does indeed say say a lot about search engine optimization, but then goes one step further:

The main objective is to find out what your customers are searching for and then writing web site content that makes want to buy it from you. Hence the goal is to write copy that appeals to your visitors as well as the search engines.

Heather has worked for a large number of companies, and she is painfully aware of the problems of integrating search engine optimization and copy writing in the companies' web and marketing strategies.

She takes this very seriously and suggest how to communicate the need for search engine optimization to the local IT experts and well as PR people and regular copywriters that are not that familiar with SEO. She tells you when to compromise and when you should not.

Hence the book can be used as a vehicle for communicating the need for search engine optimizations and copywriting in house.

In six manageable chapters, you can read about:

• How content is crucial for prime positions and conversions
• Keyphrase research and your SEO success
• Powerful search engine copywriting secrets
• Creating ‘clickable’ titles and descriptions
• Advanced search engine copywriting strategies
• XML feeds for marketers

Successful Search Engine Copywriting also includes three appendixes. In one you can read interviews with industry experts (including Danny Sullivan and Greg Boser). Another appendix offers case studies drawn from industry experts’ experience. There is also a reservoir of SEO resources.

The book is published in ebook format. It is easily printable, which is good, since nobody wants to be reading 121 pages on their computer screen. Nevertheless, browsing through the ebook on screen is easy and it will give you access to lots of interesting links.

We have been given the permission to publish a free excerpt from this ebook on the Pandia site: Hiring Expert SEO Copywriters.

Heather Lloyd-Martin: Successful Search Engine Copywriting: How to Write Prime Positioned Webpages That Convert Like Crazy Kachina Publishing 2005 (www.searchenginewriting.com), 121 pp.

Go to page 5: Recent search engine news and articles