Hot direct response SEO copywriting tips for cool online writers.

What to do right now: Planning ongoing SEO content

So, what new articles are you adding to your site this month?
 
I know, I know. Content development and adding additional Website content seems like “too much work” when time is already short and your nerves are feeling frazzled. You can’t ask your marketing department to do it – they’re already maxed out. Fighting for freelance budget seems too overwhelming. And heaven forbid that you add something new to your plate…
 
…sound familiar?
 
I am just as guilty as other site owners and marketing departments. Part of my marketing midlife recovery means more and better writing – blog writing, writing for other sites and, yes, writing for my own SEO copywriting site.

Easier said than done.

The thing is, writing ongoing content is more than just a SEO trick. Sure, the engines love new content, and adding ongoing content is one of the ways they measure how “fresh” a site is. Sites without new, ongoing content tend to slowly drop out of rankings site, despite their age and history. It’s just like Hollywood, baby – if not you’re coming out with new stuff, it’s easy to forget all about you.

Of course, I always hear the kickback – “Why should I add new content? It’s a pain to do.” Yes, it is. But here are the advantages of fresh content:

• It builds trust. When people search under various keyterms, they notice companies that continually position in the top 10. My favorite example of this is a company called Amsterdam Escape. Their site positions for main keyterms such as “vacations in Amsterdam” as well as long-tail keywords like “places to stay Amsterdam Newmarket.”

• New content overcomes objections. You can’t assume that prospects will contact you for more information. If your content doesn’t answer their questions immediately, they’ll find another site that does.

• New content can sell your product or service. This is the most obvious reason – good (or improved) content translates into better conversions.

• New content gains search engine positions. ‘Nuff said.

Make a commitment to your company to upload at least one new article per month on your Website. That may mean hiring a firm who can help you with an editorial calendar or topic ideas. That may mean asking your internal team to step up and start writing. Either way, ongoing content will keep those search engine rankings (and conversions) flowing.

What to do right now for catalog marketers: Planning your SEO copywriting strategy

Dear catalog marketers,

It’s August 1st. Have you finalized your holiday SEO copywriting strategy?

Right now, while we’re enjoying vacation time and lazy summer days, the words “holiday season” sound far in the future.

Guess what - it’s not.

Already, you’re seeing “Back-to-school” newspaper inserts…and soon, Halloween goblins will be gracing the shelves…after that, holiday music will bombard your ears with cheer and joy. By the time the vicious holiday season cycle starts, you’ll be in the depths of it - and without a clear content strategy, you’ll be leaving money (and sales) on the table.

In short, get on it. You’ve got just enough time to write new SEO copywriting content, add holiday references to old content and leverage new ways to gain happy customers.

Catalog marketers: here’s what you should be thinking about, right now.

• Do certain pages need to be rewritten to reflect the holidays and/or a seasonal theme? What organic and PPC landing pages need to be created and by when?

• What non-sales content (such as articles, buying guides, holiday “must haves”) should you create? Is this new content better suited for a blog? Should you include it as an article on your site? What about creating a newsletter?

• Have you recently double-checked your keyphrase research? Are there new keyphrases you can fold into your content?

• When are content rough and final drafts due to editorial? Will that give IT enough time to upload the pages and implement any changes?

• What offline seasonal promotions are planned? How are you mirroring your offline marketing initiatives online?

• What about overflow? Will you need to hire additional freelancers, train your staff in SEO copywriting or bring on additional in-house writers?

Sure, it seems like a lot of advanced planning. But by getting your SEO copywriting ducks in a row now, it will be smooth sailing come holiday time (at least around your online content.) And that could be the biggest holiday gift of all.