NOTE: Much of this post is still accurate since Google’s Panda and Penguin updates. But don’t put too much emphasis on keywords. Over-optimization will harm your optimization efforts rather than helping. Your best bet is to write for people, then go through the article to be sure Google will be able to see what it’s about. Add keywords only if necessary. Link to other posts in your blog. Add images and enter good title and alt tags. ~Kathryn
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Over the last few weeks, I’ve been writing landing pages for various businesses in the Dallas area. As I planned and wrote these pages, I was reminded again of how important it is to find the right balance between optimization and persuasion.
Here’s the problem…
To get results, you’ve got to be persuasive. And to be persuasive, you must write to people (not search engines). On the other hand, if those people are going to find you online, you’ve got to write for search engines as well.
Add the new rules of for SEO that rank key words higher when I put them in places where I’d ordinarily put key benefits, and you’ve got a challenge.
Actually, I like that the new rules for SEO place more importance on valuable content than key word stuffing. As a writer, I’ve never liked sacrificing good, persuasive writing just so a web page will rank higher. But that’s beside the point.
The point is, if you’re going to get results from your web pages, you’ve got to balance SEO and strong, results-oriented writing.
You have to use key words, and you have to be persuasive. Yes, both. So you may as well invest the time necessary to find the balance. As for me, I believe a good balance can be found by following the process outlined below.
SEO and Persuasion
Determine your key words and key selling points up front.
List your key words, then list your strongest selling points. Make sure you turn every feature into a benefit. Then identify the core emotion that underlies your customer’s buying decision. Even if you don’t address it specifically, it will come out in your copy.
A note about key words. Remember the Rule of One: one idea, well expressed. Each web page should focus on one or two key words, tops. If you want to focus on more key words, create alternative pages that you can test, or use those key words on other web pages.
To rank well, each page needs to be tightly focused on delivering useful information on a specific subject. Using too many key words dilutes your message. It also goes against the whole point of the new optimization rules.
Persuasion: Brainstorm headlines using the 4Us
Now forget key words for a moment. Brainstorm 20 or more headlines that could grab your prospect by the front of the shirt and make him read more. Master copywriters run headlines through the 4U test to evaluate their ability to do this.
A four-star headline is:
- Unique
- Useful
- Urgent
- Ultra-specific
Focus on the benefits. Address your prospect’s deepest desires and needs. Make a stated or implied promise to deliver on them. And be specific.
When you’re brainstorming, don’t edit as you write. Anything that comes to mind — even stupid ideas — get on the list. I’ve found that my best ideas are often inspired by the weakest ones.
Then once you’ve got 20 or 30 headlines (or at whatever point the well runs dry), sort your headlines, pulling the strongest to the top of the list.
SEO: Tweak your headlines to include key words
Now go back to your key words list. Your goal is to rework your headlines in such a way that Header 1 has your primary key word and Header 2 has a secondary key word or synonym for the main key word.
Try not to butcher your headlines. Just substitute an existing word with a key word. Or consider making Header 1 all about the key word, with Header 2 as your persuasive hook. The point is to include your key words without sacrificing meaning or persuasive power.
SEO and Persuasion: Tell your story with subheads
For well-optimized copy, you also want key words in the subheads. So the next step is to plan your sales presentation. Ideally, a reader should be able to get the entire message by reading nothing more than your subheads.
So write the subheads for each of the main points you want to make. Then, as you did with the headlines, go back and insert key words wherever they fit.
Don’t force it, though. You don’t have to have a key word in every subhead. You simply give weight to the key words by putting them in headlines and subheads.
Persuasion: Write your copy as usual
Write a short intro, or begin with your benefits. Whatever feels comfortable. Then write the copy for each subhead. And wind up with a strong call to action.
You want to make sure you get a few key words (and/or synonyms) within the top 100-150 words. After about 200 words, it’s much less important.
If you’ve written with your reader in mind, you likely already have key words in your copy. If so, don’t force more. If you find sections that could benefit from a key word, simply replace another word or rework a sentence to make it fit.
It’s about balance
Here’s my rule of thumb: Never, ever put key words above good writing!
Your readers will get far more value from a web page that makes sense. If you’re promoting an actual product that really does solve problems, you don’t have to manufacture value by forcing key words.
But optimization is important, so don’t trivialize it. Pick one or two key words per page. Make sure you put them in the headline, the deck (Header 2) and in as many of the subheads as makes sense. Then sprinkle them throughout your copy.
That’s it.
The buzz around writing for the web is SEO and high SERP rankings. But new rules for SEO require a greater focus on writing for people, not search engines.
We need to think like writers and editors, not computer programmers, with a focus on providing valuable information to our consumers. This concept is so obvious, it makes me laugh. We never should have stopped providing value to our readers, prospects and customers.
What about you? How do you make sure your copy is persuasive while still ranking well on the search engines?
