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Daily SEO copywriting candy: Could SEO copywriting help Kitchen Kaboodle?

April 1, 2009 • posted by Heather

edit_2009-04-01_1Earlier this year, Kitchen Kaboodle a Portland, OR upscale kitchen retailer, got some major buzz for a very amazing thing.

They decided to close their retail store three days a week, opening their doors Thursday-Sunday only.

Wow.

The co-owner, John Whistler, said that it was because of market demand. Customers wanted lower prices. Cutting expenses elsewhere wasn’t feasible. So, they closed during their slowest days.

Wow.

I’ve been chewing on this story for a long time. Stories like this upset me - there are far too many small local businesses that are suffering right now. The good news is that these folks came up with a workable solution. Closing the retail store three days a week may indeed be the perfect alternative to a recession-mindset economy.

And then I looked at their Website. And I wonder, “If their site was optimized, would that help replace the income they’re missing three days a week? If they invested a little bit of time and cash into their site, could that help take their business in a new (and profitable) direction?”

The answer is yes - and that’s very exciting.

I spent 10 minutes reviewing the site and came up with three SEO copywriting opportunities.  Here are some things that Kitchen Kaboodle can try:

  • Create keyphrase-rich content. The Kitchen Kaboodle product pages have very little text.  Outside of how this is (most likely) limiting their conversions, the lack of keyphrase-rich content is hobbling their search engine rankings. For instance, this page sells “martini glasses” - yet there’s no content about “martini glasses” above the fold.

kitchen-kaboodle-serps003

In fact, the only (very short) description is below the fold.  kitchen-kaboodle-serps004

Ecommerce sites can also look beyond their product pages, and build out unique content that they know their customers will enjoy. For instance, Sur La Table has recipies.  Cookware.com features product reviews from publications like The New York Times and Ebony. Strategic content marketing allows companies to capitalize on keyphrases used at all phases of the buy cycle. This means that Kitchen Kaboodle could have articles dedicated to, say, cookware reviews - and people who are looking for cookware reviews could click through from the SERP, read the article and immediately make a purchase.

To their credit, it looks like they’ve built out unique content on some product pages, and they’ve tried to insert keyphrases (although they’re doing it in a way that’s not very effective.) This certainly helps them, but they’d have better results if they…

  • …made their Titles descriptive and keyphrase-rich. Having the same Titles across the site is a huge SEO no-no that’s definitely hurting their positions. Their pages are going to have a much, much better chance of positioning if the Titles contained keyphrases and reflected the page content.

kitchen-kaboodle-serps

However, even if a page does position well (as this page did for “Silicone Madelaine” - a product search,) there’s nothing about the Title that provides further details or encourages click-through - especially when compared to the SERP competition:

kitchen-kaboodle-serps005

Notice the second SERP result - it’s keyphrase rich and highly detailed. Which one would you click?

  • Consider adding customer reviews.  Study after study indicates that people are more apt to convert when they can read customer product reviews.  That by itself is an excellent reason to build community and ask for feedback - people can read more about the cool kitchen gadget they want and buy it right away.  Additionally, consumer reviews are also great for gaining new search positions (think about how many times you enter a site from a review listing on the SERP.) This would help them fill some content and keyphrase “holes” until they had a chance to expand their product content.

Is there more that Kitchen Kaboodle can do from a SEO, SEM and social media perspective ? Definitely.  Certainly, if they wanted to grow their online orders, they could transform their site into a high-performing ecommerce kitchenware destination.  It may not be where they want to focus their efforts or budget. After all, Kitchen Kaboodle is a “local” store, so a national focus may not be their cup of tea. At the same time, in the spirit of “controlling the controllables,” it’s always nice to know there’s another way to gain new customers.

Photo credit - © Alexander Raths | Dreamstime.com

Filed under Content marketing, Copywriting, Daily SEO copywriting candy, SEO Copywriting Tips

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Daily SEO copywriting candy: Twitter your way to online writing success

March 27, 2009 • posted by Heather

birthday-cupcake1 Picture this:

It’s my 40th birthday.  I’m with my favorite search buddies and eating at one of Vegas’ hottest restaurants (and most expensive…we learned THAT after getting the bill.)  Drinks are flowing, food is flowing. It’s all good.

And we’re talking about Twitter. Really. On my 40th birthday. Sadly, I am not making this up.

As I’ve said before, I didn’t quite get this “Twitter thing” until Lee Odden from TopRank Marketing patiently led me through the benefits.  And then I got it. And then, the SEO copywriting light turned on as I realized its networking potential.

And then I became a Twitvangelist. It happens to the best of us.

Can Twitter be a waste of time? Hell yeah. But can it be a powerful way to make contacts and even gain business? Hell yeah. For the unconverted (and I know you’re out there,) here’s some Twittips to maximize your Twit-efforts (OK, I’ll stop now.)

  • I was a Tweeting fool when I first started.  That was bad.  Once I stepped down from my fledgling Twitter addiction and focused my efforts, I realized that Twitter was good for a number of things: lead generation, learning about new SEO copywriters and discovering new resources. Heck, Twitter is even good for copywriting practice (quick, say something compelling in 140 characters or less!) If you’re a freelance online writer, check out “8 Ways that Twitter Can Grow Your Freelance Business.”   After reading this article and coming up with a business-case strategy, you’ll feel less guilty about your Tweet time. Trust me.
  • Still not convinced that Twitter is good for networking? Dianna Huff sent out a random Tweet - and ended up making a valuable business contact (plus she got a cool tour of a flagship store!).  Dianna’s takeaway: “you can’t beat the connections that you make on social media — connections you would never make with cold calls, direct mail, or even an optimized Web site.” True enough. Discover more about how to use Twitter for business.
  • Think about merging Twitter, reputation management and SEO.  It may make your brain hurt, but that time is…wait for it…now.  In a brilliant SEO move, Twitter tweaked their Title tags, meaning that your Twitter account may be ranking higher in search results for your name.  My first reaction was - cool!  Another way for people to learn more about me. But here’s the downside. Let’s say you’re at..oh, I don’t know…a Search Engine Strategies conference. And you drunkenly Tweet something random and stupid to 1,000 of your closest followers. Although it seems like a one-time stupid event, that Tweet will live on on your profile page. Be afraid. Be very afraid.

Won’t you follow me on Twitter?  I promise not to drunk Tweet you. Really.

Filed under Copywriting, Daily SEO copywriting candy, Reputation management, SEO Copywriting Tips, Twitter

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Daily SEO copywriting candy: February 4, 2009

February 4, 2009 • posted by Aimee

Social Media News

The sun is back :) But it’s minus 15 degrees Celsius.  Umm, BRRR! I know, it seems like I’m a tad obsessed with the daily weather, I’m not sure what that’s about. Maybe I have cabin fever! I feel the need to get out and socialize, make sure the world is still carrying on through the blizzards … so that’s today’s theme - social media - enjoy!

  • Check out Greg Finn’s latest Let’s Get Social column, which gives insight on what to expect from your social media campaign. He also sheds light on some negative aspects of social media. The cons of social media made me think of Drew Barrymore’s latest movie quote, “And now you just have to go around checking all these different portals just to get rejected by seven different technologies. It’s exhausting.” I hear ya, Drew!

  • Today is Facebook’s 5th birthday - Happy B-day, FB!  Has it really been five years already? Take a quick peek at how Facebook used to look in the early days, and check out their “Thank you” gift available in the Gift Shop.
  • Created by ex-Googlers, FriendFeed is fairly new on the scene, with less than 1M users. They’re gaining momentum, though, and just launched a new search tool yesterday. Marshall Kirkpatrick explains the new features in his article, “How to Use the New FriendFeed Search for Social Media Intelligence.”

Filed under Copywriting, SEO Copywriting Tips

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How Twitter can help you brainstorm killer online writing ideas

February 3, 2009 • posted by Heather

Tweet birdI’m one of those “feast or famine” creative types. During my feast time, my kitchen cabinets are spotted with yellow post-it notes covered with crazy idea-inducing scribbles.   This craze is great - exhausting, but great - until I slide into my creative famine time. And that’s when I sit in a stupor wondering “So, what the hell am I going to write about today?’

You’ve been there. We’ve all been there.

I’ve posted  about how Twitter is way cool for keeping up on conversational trends. It’s also cool for discovering new blogs, new voices and (thank goodness) brainstorming new story ideas.  Here are two ways I use Twitter to generate article ideas for clients.

  • If I’m just starting the article research process, Twitter Search is a great go-to place. Yes, you’re certainly wading through many 170 character-or-less random Tweets.  But you can also learn how a person, company or product is perceived in real time.  For instance, Denny’s recent “Free Grand Slam” campaign was launched during the Super Bowl…and the topic was still trending two days later:

Denny's Twitter results

  • If there’s a topic I follow (such as #pdx for Portland, OR, or #online writing, I’ve set up TweetLater to send me twice-daily search results for those keywords. Not only have I found some great blog posts that have sparked new writing ideas, I’ve been able to connect to new online writing and local communities. And that’s pretty cool.

Tweet Later

Haven’t tried Twitter yet?  I’ll be writing a post called “Twitter for online writers” soon.  Stay tuned!

Filed under Copywriting, SEO Copywriting Tips

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Daily SEO copywriting candy: February 2, 2009

February 2, 2009 • posted by Aimee

Super Bowl CommercialsGreetings from the Great White North of Canada — the sunny north, no less. Granted it’s plunging down to sub-zero temps again in the next day or two, but blue skies and that raging ball of fire in the sky … well we haven’t seen that in a while. It’s wonderful!

It’s also the day after the Super Bowl 2009, so I want to touch on some of the best commercials this year (at a whopping 3M bucks for a 30 second spot, they’d better be fabulous!):

  • Step aside Mean Joe Greene, the Anheuser-Busch Clydesdale Super Bowl ad (starring Hank the Clydesdale and his unnamed trainer, the Dalmation) won the hearts of America this year. It’s a classic story of the underdog (or horse, in this case) training to win a place on the team that will be pulling the Budweiser wagon. Everyone loves a story about the underdog achieving his dreams. In this article Newt Barrett shares 5 marketing lessons to learn from Hank the Clydesdale.
  • Mean Joe Greene’s Coke ad had a seven year winning streak as the Super Bowl ad fave. The original ad was so popular, in fact, that Crispin Porter + Bogusky  unveiled a remake of the 1980 commercial, this time starring Pittsburgh Steeler Troy Polamalu and featuring Coke Zero. This commercial is a classic case of, “if it ain’t broke, don’t fix it!”
  • And last but not least, Tide’s talking stain ad was in the top 3 this year, too. AdSavvy.org looks at why the comical, albeit obnoxious, talking stain commercial works and how it can be duplicated as a general marketing principle.

What were your favorites this year? GoDaddy.com, FedEx, Bud Light? We want to know!

Filed under Copywriting, SEO Copywriting Tips

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Neuromarketing and the rule of three

January 6, 2009 • posted by Heather

Wouldn’t it be cool if we could peer inside our target audiences’ brains and figure out exactly what they’re thinking?

Guess what…that day is damn near here.  Enter neuromarketing - a combination of brain science and good, old-fashioned marketing. Neuromarketing goes beyond whether people prefer Coke versus Pepsi, or whether sex sells. It delves into what sections of the brain light up like Christmas trees when we’re exposed to a brand, message or concept.

Scary, yes. But like many other things that walk that scary line…it’s kind of, well, sexy too. Suddenly, we can go beyond saying “this just works, and I can test it” and say, “this works, and here’s the science behind it.”

Case in point: The rule of three.  I’ve gone on stage for over 10 years talking about how people retain things when they read or hear them in “threes.”  Think of the “Conjunction Junction” song from Schoolhouse Rock “Thinking about words and phrases and clauses.”  Or the special summons in the movie “Beetlejuice” (Beetlejuice, Beetlejuice, Beetlejuice!.)  Or how many informercials repeat the same benefits at the beginning of a segment, in the middle, and at the end.

When I was in University, my professor told me how to write a scientific journal article: Tell them what you’re going to discuss, discuss it, and summarize the discussion. I’ve obviously never forgotten the advice.

Another study from the University of Minnesota found that “decision making is simplified when a consumer considers a third, less attractive option” (they call it decoy marketing.)

The rule of three is one of those things that are so ingrained in how we, as individuals, think that we don’t even notice the repetition. But it does help drive those benefit statements deep inside our brains.

Consider this in terms of your SEO copywriting and online content creation.  How can you use the rule of three to your advantage?

  • Create a catchy three-part tagline (”Free shipping. Awesome service. Just for you.”)
  • Separate your copy into three paragraphs
  • Provide three product or service choices (think of the decoy method.)
  • Use “threes” within your copy ” to show action and excitement (”ready, steady, GO!”)
  • Limit your bullet points to just three (oops…but I think you get the idea!)

Check out the article in Neuromarketing...and learn more about the buy buttons in your brain.

Filed under Neuromarketing, SEO Copywriting Tips

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Daily SEO copywriting candy: January 5, 2009

January 5, 2009 • posted by Heather

Looking for some tasty online copywriting goodness? Here are my fav SEO copywriting articles that I Tweeted out to the world today.  Enjoy!

And hey, if you were following me on Twitter, you would have read these articles by now!  Join the SEO copywriting community here!

  • “Everything you need to know about being persuasive, you learned before you were 20.”  Now, how can you resist a line like that? Check out master copywriter Clayton Makepeace’s article on advanced persuasive copywriting techniques.
  • Need a jump-start on your 2009 content planning (although you should have been thinking about that last year…but whatever…) Check out this resource of cool content creation and brand marketing books from Brain Traffic.
  • Have you discovered Twitter yet (if you’re a freelance SEO copywriter, learning to connect via Twitter is a must!).  I adore Twitter, but it tweaks with my ADD.  I either spend way too long sending Tweets and watching the updates fly - or the thought of Tweeting overwhelms me so badly that I don’t do a damn thing. Enter Nicole Nicolay (@nik_nik) with a Tweet master plan posted in Darren Rowse’s TwiTips blog. Bless you, Nicole and Darren. You’ve made my life a little easier. :)

Filed under Copywriting, Daily SEO copywriting candy, Direct reponse copywriting, SEO Copywriting Tips

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Copywriting challenge: Write for 15 minutes a day

December 17, 2008 • posted by Heather

You stare at the screen, fingers poised over the keyboard.  That brilliant writing idea you had last night over a glass of merlot doesn’t seem so brilliant in the light of day. You answered your email.  You made some calls.  You procrastinated as much as you possibly can.

And now, it’s just you and the computer and the pressure.

It’s not like you don’t like to write. You like to write. Hell, some days you love to write. If the writing Muse just visited a tad more frequently…

Think of it this way: getting in the writing habit - whether that means blogging or creating your latest SEO copywriting masterpiece- is like getting in the exercise habit. Starting fresh is hard work.  You sweat and strain and hate every moment of it.  Then one day, it all clicks.  You realize that you start feeling “off” if you don’t take that lunchtime Pilates class (or write your latest blog post.)  And without knowing it, you’ve suddenly replaced your old habit (being a literary couch potato) to one that’s much more productive.

So, here’s your SEO copywriting challenge: Write for 15 minutes before you do anything else tomorrow and keep that habit going every business day for a solid month. Don’t check email first (checking email and the anxiety it provokes can be the biggest writer’s-block cause of all).  Don’t stress about the “perfect” topic. Just write. It’s OK if all you write is “this is stupid” over and over. It’s OK to create a grocery list if nothing else comes to mind.

Just write.

Set a timer and tell yourself you can stop the second the timer buzzes.  Don’t worry about form or tone or structure.

Just write.

You’ll notice three things:

  • Like exercise, your 15-minute writing assignment will seem torturous some days. You will be staring at the clock waiting for the pain to end. But just like exercise, the writing process will gradually start feeling better and better.
  • Some of your writing will be absolute drivel. Be OK with that. Just know that within that drivel, you’ll discover gems of absolute copywriting brilliance.  Learn to appreciate the brilliance when you see it and be gentle with yourself around the other.
  • Amazingly enough, some days you will write longer than 15 minutes. Your fingers will fly over the keyboard while you experience the drug that keeps writers..well…writing - the writer’s high. Enjoy it. The more you write, the better your writing days will be - and you’ll be writing faster (and better) than ever before.

Filed under Copywriting, SEO Copywriting Tips

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Free SEO copywriting site reviews: SEO Copywriting Snapshot

December 1, 2008 • posted by Aimee

 

SEO Copywriting Snapshot

Aimee's SEO Copywriting Snapshot

I’m very excited to announce the official launch of our SEO Copywriting Snapshots! During my six (nearly seven) years as a SEO copywriter, I’ve come to realize that one of the most common reasons so many SEO copywriting initiatives fall flat is this: you don’t know what you don’t know. As a result, it’s easy to miss opportunities for better rankings or increased conversions.

That’s where the SEO Copywriting Snapshot comes in. SEOCopywriting.com is looking for volunteers to send us their sites and let us comment on your SEO copywriting initiatives. We’ll reveal the ways you can transform your SEO copywriting from drab into fab – and uncover how to gain the highly qualified traffic (and conversions) you want.

Here’s all you have to do:

  • Send me your name, company and URL.  

  • Watch for an email announcing you’ve been selected* and complete a quickie questionnaire.

    •  

    We’re going to start with Florida-based Sylvan & Sons/Genuine Dog Gear. Watch for the review this Wednesday!

    Now, who wants to be next? Email me at aimee [at] seocopywriting.com now.

    Cheers!

     

    Aimee

     

     

     

    Filed under Copywriting, SEO Copywriting Snapshots, SEO Copywriting Tips

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    Does your Website copy sound like a bad date?

    October 1, 2008 • posted by Heather

    Does your Website copy sound like a bad date?

    Once upon a time, I went on a date with a boy named Mark. During the course of the date, he proceeded to tell me about his acting career (bitchin’- he was starring in his friend’s independent no-budget film, his job (he was making killer tips), his financial situation (awesome – he’s finally able to move away from home) and his abs (they were in noxious pain, dude, because he was “whalin’ on them” earlier.)

    I made it through half my drink before I couldn’t take it anymore. At first, I thought it was his use of “dude” every third word. Or about how someone could spend that much time talking about his abs. Then I realized something, as narcissistic as it sounded – I could have probably overlooked a number of conversational sins if he would have done just one thing: talked less about himself, and focused more on me.

    And really, deep down, don’t we want it to be all about us?

    Of course we do. So why do companies insist on creating ego-driven content that doesn’t focus on the reader?

    I know, I know. You didn’t mean to sound like a bad date. When you approved your corporate copy to read, “Our 50,000 square foot facility is state of the art,” you really did think that your customers would care. But think about it. Your 50,000 square foot facility provides me as much of a benefit statement as hearing about my friend’s abdominal muscles. Why would I care about your factory size when what I really care about is that you carry hard-to-find, full-warrantied parts you can ship overnight for 20 percent less than the manufacturer.

    Wondering if your site does nothing but talk about your company’s coolness? Future Now has a great tool called the We We Calculator. Simply submit your URL to learn your “customer focus rate” percentage, and how many times you used “customer focus words.” If your percentage is low, you’re asked if your self-focused copy “might have an impact on your effectiveness.”

    Try it. You’ll be surprised. You may be more of a bad date than you ever thought.

    Filed under SEO Copywriting Tips

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