Balancing Effective Sales Copy and SEO

By On 4, Oct, 2011 |  In: Internet Marketing |  | 0

In order to maximize the conversion of the visitors to your Website into leads, it’s all about well written content. On the other hand, to rank well for your top keyword phrases and generate organic traffic to your site, we always recommend as an Internet marketing company, that you have to include your keywords on your landing pages. So how do you balance both?

Here’s a quick step-by-step approach. Let’s use your home page as an example. Separate your home page as three distinct sections, from top to bottom. The top section of your site should have a strong heading, a clear value proposition, and a strong call to action. If possible, you can even add a complete video sales letter above the fold to tell a more complete story. Ideally, your call to action should be for something free, such as an eBook, that your prospects can download by completing a Web form.

The second section of your site should include your supporting information such as your key products, social proof, and links to your social media. The last section of your site should include a sales letter in plain text. This achieves two things. First, it allows prospects to read your sales letter if they need more information. Second, it provides text that can be optimized for SEO.

By starting off with the development of content, you ensure that your message is clear and impactful. Here comes the challenging part. Once you have completed your content for all three sections of your home page, outline the primary keyword that you would like to optimize for, as well as the key synonyms of your primary keyword.

An easy way to determine the synonyms for each page is by performing a search in a search engine using your primary keywords. Then review the search results. You will notice that Google and other search engines highlight the synonyms in the search results!

Now that you have your primary keyword as well as your synonyms, include your primary keyword in the following areas on your page:
– Page Title
– Page Description
– H1 and H2
– First and last sentence
– Relevant links
– Relevant bold text

Then, include each synonym on the page at least once. Highlight all of your primary keywords and synonyms as a different colour on your document, so you are able to see which keywords are completely necessary on your page. Then, read your home page content again. Is your message still clear? If your answer is yes, you are good to go. If your answer is no, edit your content again without dropping any of your keywords. By having your keywords highlighted as a different colour in your content, it’s an easy way to ensure that these keywords are not lost when you are performing additional rounds of edits. It’s also an easy way to work with a copy writer and ensure that you are not losing keywords as you go back and forth.

If you have any questions about SEO, download our free SEO ebook. It provides some very helpful information on how to optimize your Web pages and even covers link building. If you have any questions at all, please feel free to comment.

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