~~~Search Engine Optimization Copywriting~~~
From: Tom 'CaveToad' Davidson
Hello Rankwrite,
My concern now stems from my last set of suggestions I sent to my
client, that they rework the content, 250 words per page, keywords
throughout, the basic Rank Write Gospel. They don't have a lot of
content to work with, they're a property management site and they have
only 6 pages on the site with real content (about us, history, etc. )
then they have 14 pages all showing properties, but none with any
content. Here's what they have to say:
"The keyword "working poor" appears on the history page in paragraph
one. "low - income working people" appears later in the paragraph, and
on the home page, "working men and women". Unfortunately we do not
want to be repetitive about the content on the site, otherwise people
will not read it." (they're an affordable housing property management
organization)
I guess what I'm asking/looking for is advice or ammo I can bring to
the client to bring them over to the light, to show them that content
does work and that they shouldn't be afraid of it. Can you show that
people are reading it? That too much isn't too much? That repetitive
is not a problem if its well written? How do you explain to the
stubborn client that content is King and that without it you will not
see the traffic?
Thanks Jill and Heather! See you in Boston in a few weeks!
-Tom 'CaveToad' Davidson
~~~Heather's Response~~~
Hi, CaveToad,
Excellent question!
I know it's frustrating to suggest a sound strategy and have it
defeated. After all, how many of us have trounced away from a gig
wondering, "Why did they hire me if they think they know all the
(wrong) answers?" And unfortunately, as we know, the client is not
always right.
Feedback like yours makes me wonder if your client completely
understood the SEO process and its various intricacies. That doesn't
mean you didn't explain it to your clients. But, it's pretty common
for clients to think they "get it" - and suddenly realize that they're
in the SEO dark.
Keyphrase education is important, and starts before you close the
sale. Some clients are concerned that keyphrases will sabotage their
marketing flow, and it's crucial to address that. After all, remember
that writing for keyphrases is a brand new copywriting concept. Even
if you're dealing with a high level, experienced marketing department,
SEO writing may be an entirely new game. If they don't understand how
important keyphrases are and why they need to be repeated, they'll
slice and dice your copy. And wonder why you kept repeating the same
words over and over.
If possible, set up a client meeting, inviting everyone who has final
copy sign off. It could mean that you're meeting with one person - or
you may be chatting with 20 people. Either way, this provides a time
when you can address any and all writing concerns that come your way.
I can't stress enough how getting EVERYONE involved in the initial
(and subsequent) planning meetings is crucial. There's nothing worse
than one team member "getting it," and the copy getting squished by
someone who wasn't in the initial SEO planning meeting. Just a little
extra education time will save you tons of stress (and keep you from
pulling your hair out later).
Client copywriting communication is especially important when you're
dealing with a communications or marketing department. Chances are,
these folks have a certain way of creating copy and tend to feel
squeamish if you're changing the writing rules. It doesn't hurt to
show them examples of your past SEO copywriting success and pair that
with ranking results. Once people realize that SEO copywriting can be
just as lively and well written as its conventional counterpart,
people usually relax.
Keeping clients in the copywriting loop is another way you can gently
educate without browbeating. If you want to make sure everyone is on
the same page, it doesn't hurt to type a fast email that states, "Just
want to update you on your home page progress. As we discussed, we
will be focusing on X keyphrases and including these phrases two to
three times each within the copy. We'll have a draft to you by X
date." That way, the client loves you for your stellar communication,
and you've reminded them of the process.
Now, to your "content is king" question. I'm assuming that the client
understands that the search engines thrive on content-rich pages (and
you can find many references that will back you up on this). But,
they also sound concerned if the keyphrase-rich marketing copy will
pack a strong punch. Will people read the content if it's well
written? Definitely! Will people respond and convert into clients?
You bet! The ONLY times keyphrases will interfere with a marketing
flow is:
1. The keyphrases are not well chosen and sound awkward to begin with.
For instance, it would be terribly hard to create copy around the
phrase "business services franchise solutions," that made any sense.
2. You've packed too many keyphrases into your copy and your marketing
message gets lost.
The easy solution for both of these concerns is to read your copy out
loud. If your copy doesn't roll off your tongue - and if you notice
every little keyphrase usage - crawl back to the drawing board.
Good luck! I hope this helps!
Heather
~~~Send Us Your Questions~~~
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