Archive for February, 2005

Success Tips for Writing With Local Keyphrases

Wednesday, February 16th, 2005

by Karon Thackston © 2004, All Rights Reserved
http://www.copywritingcourse.com/keyword

Local companies on the Web face their own challenges when it comes to SEO and SEO copywriting. Maybe you offer Web design or plumbing services. It could be that you’re a handyman or that you run a hair salon that wants to reach people in your local area through search engine optimization. Great! So let me ask you a question.

When marketing yourself to others in person, what is your response when you’re asked what you do? It’s most likely something like, “I operate a hair salon in downtown Chicago” or “We provide Web design services to clients in Detroit.” That just makes sense. But something almost always seems to get skewed when it comes to SEO copywriting that involves local keyphrases. Because specific keyphrases need to be used and supported throughout your page, the copy can sound odd, repetitive, forced and mechanical.

One problem is that people don’t search the same way they talk. If you saw your husband or wife flipping through the local phone directory and asked what they were looking for, the answer would be something like, “somebody to fix that broken banister on the front porch.” But surfers have learned that typing something like that into a search engine does not usually bring up the listings they want. They’ve also learned that they need to specify the need for a local handyman. So, what happens when they go online to find somebody to fix the banister? They type something to the effect of “Chicago handyman” or “Chicago fix it shop.”

Then we, as SEO copywriters, are left to incorporate this phrase into our pages. What usually happens is not pretty!

Here’s a typical sampling of copy that uses a local keyphrase. We’ll stick with our handyman example and use the keyphrase “Chicago handyman.”

Are You Looking For A Chicago Handyman?

If you are looking for a Chicago handyman, we can provide all the Chicago handyman services you need. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we offer a wide range of Chicago handyman services to choose from. Chicago handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.

You see it right away, don’t you? It’s too much. The keyphrase doesn’t naturally flow in half the places it’s used. It sounds odd, forced, stuffed. What can you do? The main thing is to stop thinking of your chosen keyphrase and your business category as synonyms. You cannot simply substitute “Chicago handyman” for “handyman” or “Miami Web design” for “Web design.” They are not the same.

What’s the answer? Break up your keyphrase or separate it altogether.

Separating A Keyphrase

When you separate a keyphrase, you use each, individual word instead of using the entire keyphrase as-is. So, rather than consistently using the phrase “Chicago handyman,” you would use the TWO individual words “Chicago” and “handyman.” This makes it a lot easier to write your copy, and the result is a more gentle flow of words.

WARNING: Keep in mind, however, that this method may hinder your rankings. Before deciding to separate your primary keyphrase, check with several search engines. Type in the keyphrase (without quotes) and look at the results. Are other sites using the entire phrase “Chicago handyman” as-is, where the words appear in order, right beside each other? If not, you’re free to separate the phrase and use the two, individual words with little fear of losing positioning.

If most others are using the keyphrase in its exact order, you’ll need to do the same. That means moving on to the next method - breaking up the keyphrase.

Breaking Up A Keyphrase

Using this strategy, you break the keyphrase up using punctuation, spacing, bullet points, line breaks or other formatting elements. Since search engines don’t pay any attention to these types of things, your keyphrase is read as being in its original order. Here’s an example of breaking up a keyphrase.

 

Are You Looking For A Chicago Handyman? 

If you’re a resident of Chicago, handyman services from a trusted, reliable source are just around the corner. From fixing broken railings to installing dishwashers to repairing concrete driveways and doing light construction, we help homeowners all around Chicago. Handyman services are provided on an hourly basis, or we can provide a custom project quote for larger jobs.

 

See what’s happening? In the first sentence, the phrase is broken with a comma. In the last sentence, the phrase is broken with a period. The words are still in their same order, but the reader doesn’t perceive them to be one phrase that is overly used. This version of the copy sounds much better than the previous version.

Regardless of what you’re promoting to your local audience, when it comes to using local keyphrases within search engine copywriting, you don’t have to sacrifice readability for high placement. Use either of these tips to help you achieve both goals, and you’ll be well on your way to higher rankings and improved conversions.


Karon Thackston is a veteran copywriting pro who specializes in SEO copy. Learn how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Get more tips on incorporating keyphrases into your copy with Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.Local companies on the Web face their own challenges when it comes to SEO and SEO copywriting.



Increasing Conversions Through Action-Oriented Copywriting

Thursday, February 3rd, 2005

by Karon Thackston © 2005, All Rights Reserved
http://www.copywritingcourse.com/keyword

I do site reviews. Needless to say, I see a lot of Web copy. One thing that always befuddles me is the lack of focus many site pages have. It’s as if the writer assumes the site visitor will read the copy and automatically know what to do next. The fact is you have to know what action you want visitors to take before you get them to take that action. That means knowing what the preferred action you want visitors to take is, before you write the copy.

Think About It

Before you pen one word (for the Web or any other marketing medium), stop and think. “After reading this copy, what - specifically - do I want my site visitors to do?” Maybe you want them to click deeper into the site. Perhaps you want them to buy right then and there. It could be that you’d like them to call to discuss your product or service. Make a donation. Subscribe. Download. There are thousands of possible actions. Give some consideration to the question above and choose the action you most want your visitors to take.

Signposts Point the Way

The next step is to include signposts along the way so your visitors understand what they’re supposed to do once they’ve read your copy. Leaving verbal clues helps prepare your visitors to take action once the time comes.

For instance, if you run a software site that offers a free trial download, you can prepare your visitors to get the trial version all throughout your copy by mentioning “free download” or “free trial.” Your copy might read:

Email Lock software allows you to send emails and attachments securely through encrypted channels. With the free download, you’ll discover just how easy it is to protect your messages and attachments from spying eyes. It’s ultra-easy to use. You’ll send emails just as you always have, and your recipients won’t know anything has changed, either. The free trial version is fully functional and allows you to experience all the flexibility and simplicity of sending safe and encrypted emails and attachments.

What’s happening as your site visitors read? They see phrases like, “With the free download, you’ll discover.” OK, where’s the download button? Then they read, “The free trial version is fully functional.” Wonderful! I want it! How do I download the free trial?

They begin looking for ways to take the action you want them to take. So tell them how!

Ready? And. Action!

Your job is just like a movie director’s job. The director has to motivate and encourage his actors. He tells them why their characters are so important to the film. The director helps the actors understand the emotions involved with the parts they are playing. Then, once he has them all primed, he calls for action.

That’s what you should do in your copy. Guide your visitors. Lead and nudge them in the right direction. Show them signposts that point to the action you want them to take. Then call for them to take that action.

Once you give your copy focus, once you define a goal for the copy and an action for your visitors, you’ll find it easier to write copy that converts.


Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of Marketing Words, Inc. which offers targeted copywriting, SEO copywriting & ezine article services. Visit her site at http://www.marketingwords.com today, or learn to write your own powerful copy at http://www.copywritingcourse.com.