Tech News

Blogs are great resources. They let you publish high-quality content quickly, efficiently, and inexpensively.

The problem is, the default functionality of blogging software makes it easy to show what’s new — but hard to show off the depth of what you’ve done over time.

Blogging excels at presenting new content, but fails at aggregating old content in a way that works for people and search engines.

So what can you do? How can you help both people and search engines find your content efficiently?

Create some solid cornerstone content. If you’ve read Brian Clark’s new SEO copywriting report, you know how important this type of content is to attracting links and ranking for the terms that are central to your site.

If you haven’t read Brian’s report, you should to get the full picture. But for now, it’s enough to know that a page hosting cornerstone content helps readers by pulling all of your content about a specific topic together in one place.

In other words, each cornerstone page is a home for related content. If you want an example before I continue, check out Landing Pages or Copywriting 101 in the “resources” sidebar to the left of this post.

Cornerstone pages let you highlight your most important archived content. They also help you attract links, get subscribers, and increase traffic.

Keep reading to find out how.

Cornerstone pages are great targets for link-building campaigns

Remember, links matter first and foremost with search rankings. But complete, in-depth content on the topics you want people to find you for is important, too.

When you group similar content into a home on a single page, you’ll have a keyword dense page which will rank in search engines when you build links to it.

Sticking with the Copyblogger examples, do you think they chose phrases like “landing pages” and “SEO copywriting” by accident?

Absolutely not. These are two popular keyword phrases that the Copyblogger crew wanted to rank well for in Google. And sure enough, they do.

I know what you’re thinking. Copyblogger is a large site. They don’t need to focus on building links to each page, because they will gain links naturally over time.

(Never mind the fact that, like every blog, Copyblogger started with no links and just one subscriber — which in this case was Brian.)

That’s why cornerstone pages are even more important for new bloggers. These resource-rich pages are perfect for you to link when you do guest posts on other blogs. They’ll help you rank for specific keyword phrases and help you find new readers.

2. Cornerstone pages help you get subscribers

People listen to authority figures. Brian also wrote a complete report on authority: why you want it, what it will do for you, and how to get it. People also tend to bookmark, share, and reference authoritative content.

Cornerstone content is authoritative because it demonstrates your knowledge around a specific topic. And if it’s genuinely useful, people won’t hesitate to go further with your content, such as subscribing to your blog or signing up for an email newsletter.

Does this strategy really work?

Yes. How do you think Copyblogger became one of the top blogs?

Scroll through the left sidebar and you’ll see all of the Copyblogger resources. Most of these are cornerstone pages, grouping several pieces of valuable content with a call to action to subscribe to the blog.

3. Cornerstone pages are shareable

Since each piece of cornerstone content helps people address a specific need, they often remember it.

For example, any time someone asks me how to write a great blog headline, there’s one resource that comes to mind . . . the Headline Writing series here on Copyblogger.

Even though I first read it almost three years ago, I still refer back to it every time I need some inspiration.

Whenever anyone asks me how to write a headline, I send them to this resource because of how helpful and complete it is. I don’t have to send them to five different sites, just one simple URL that’s easy to share.

How do you create cornerstone content?

There are two ways.

One, you can start from scratch and write a blog series with the main goal of turning it into cornerstone content.

This is a great way to kick off a blog, or to give your blog a boost. But if you’ve been blogging for a while, there’s a faster way to benefit from this strategy . . . without doing extensive content development.

Let me explain.

You probably have blog categories, right? Take a look through some of your more important categories. What if you hand-picked some of those category-specific articles and grouped them onto a cornerstone page? It would be easy, right?

Now what would make this content effective?

First, you’d want to do some basic keyword research to make sure you’re targeting a keyword phrase that makes sense.

Then you’ll want to write a snappy, informative introduction that builds desire for your content, using smart SEO copywriting to make it search engine-friendly.

And finally, you fill out the page with links to content you already have on your site. It’s that simple.

Now get to work. If you focus, you can get your first cornerstone page posted in 30 minutes. And of course, the next time you write a guest post, make sure you link to your new cornerstone content page using the appropriate keywords as anchor text (Brian’s new report gives an example of this).

How about you? Using any terrific cornerstone content on your own blog? Let us know where to find it in the comments.

About the Author: Derek recently launched the blog Social Triggers. Check it out to learn how to use human psychology to get traffic, sales, and subscribers. Also, don’t miss out on his cornerstone content page, Online Sales 101.

---

I’ve written a lot about SEO copywriting over the last 4+ years. And it’s still the topic that seems to generate the most questions and confusion.

That makes sense, since the modern practice of SEO copywriting is a diverse discipline that goes well beyond keyword location and frequency. So I decided to take a look back at everything I’ve written over the years and see if I could create a coherent “master document” that serves as a comprehensive guide.

I assembled, rearranged, cut, compressed, and then wrote some entirely new sections. Then I started revising.

Then Sonia got involved and took a substantial editing swipe at it. (She calls me Professor Clark when I slip into an academic writing style, and she doesn’t mean it as a compliment). Sonia helped make what can be a confusing topic as simple and clear as possible, which I think you’ll appreciate.

We eventually arrived at a 28-page white paper called How to Create Compelling Content that Ranks Well in Search Engines. This is the most comprehensive free report on SEO copywriting we’ve seen, so hopefully you find it helpful.

After 24 pages of pure educational content, the report naturally goes into why and how our Scribe software service was developed in the context of real-world SEO copywriting, and then explains how Scribe simplifies the process. So if you’re at all interested in Scribe, you should make sure to read all the way to the end for a nice surprise offer.

You don’t have to provide an email address or any other information to get the PDF. If you have a moment, all I ask is you let me know what you think about the report in the comments.

Grab your SEO copywriting report here.

About the Author: Brian Clark is founder of Copyblogger and wants you to know that Thesis + Scribe = SEO Made Simple. Get more from Brian on Twitter.

---

Today’s copywriter is more than a mere “wordsmith.”

If that’s how you think of yourself, you’ll be stuck in Junior Copywriter ad agency purgatory for eternity.

Think back to recess in third grade, when you kept getting stuck on the see-saw with the fat kid at the other end. All the cool kids were playing kickball. And there you were, waiting for the inevitable bounce.

By investing your time in understanding five key areas, you’ll be able to exponentially improve your ability to create effective content. And that, my friends, is what it takes to bounce the fat kid off the see-saw and start playing a much cooler game.

You don’t have to be the 500-pound gorilla — you just have to think like one.

1. Real-time search

With Twitter and Facebook having made deals with Google and Bing to make content available for search, copywriters working in the online space cannot ignore the importance of real-time search. Every social media portal and social bookmarking site is now a place for content to be found online.

If you can’t sit down and have a coherent client conversation that includes real-time search, the fat kid is going to send you flying.

Copywriting 3.0 Tip: Take the time to understand real-time search. Learn the sites indexed, the type of content indexed from each site, and where people go to find real-time search results.

Check out real-time search engines like OneRiot, read how Google is incorporating real-time search, and think about how this can affect the way people phrase online conversations.

2. Article marketing and repurposing content

Article marketing is no longer about just building backlinks.

Instead, it’s about breadcrumbs. The more you leave around the web, the more likely you are to have people follow those breadcrumbs to where you’d like them to go.

If you’re not in tune with the latest in article marketing and how to repurpose online content for maximum visibility, you’re missing a key conversation that you should be having with your clients. It’s no longer about just having a blog — it’s about where those posts go after they’ve been launched on your blog. Facebook, Twitter, Posterous, eZines — there’s a world out there just waiting for your content.

Check out the new eZine WordPress plugin as well as the cool features of Posterous.

Copywriting 3.0 Tip: Read up on anchor text, SEO keyword research, and make sure that any online destination for which you write understands how an SEO strategy affects the success of their online goals.

Fat kids don’t like breadcrumbs — they like donuts. Help your clients stay light and nimble by introducing the breadcumb strategy. Which leads us to our next point. . . .

3. SEO-savvy copywriting

When’s the last time you sat down with an SEO firm to chat about how you can make their job easier?

I work with multiple firms and pick their brains on a regular basis. If you’re writing online content willy-nilly and with no regard to an SEO strategy, why on earth are you writing?

Granted, some sites are purpose-driven and others have built-in audiences. But by and large, you’re going to be working with clients who want new prospective business to land on their sites.

If you don’t understand the latest in how search engines read words or the basics of keyword frequency, keyword ratio to content length (to avoid keyword stuffing or even under use), and placement on the page, the writer who took the time to learn is going to make you look old school.

B-O-U-N-C-E.

Copywriting 3.0 Tip: Check out Copyblogger’s SEO Copywriting Made Simple guide. Connect with a local SEO firm. Pop over to SEOMoz and read their Beginner’s Checklist to Learning SEO.

And of course, you should be using Scribe (I recently reviewed it here).

4. Blogging: Where SEO and social media collide

Search engines lurv “dynamic content.”

In lay terms, that’s a consistent stream of fresh content instead of a collection of static pages that never change. It shows the search engines that a website is consistently updating and is therefore more “relevant.”

That’s why everyone’s got a blog these days. It’s also where SEO and social media collide.

A blog is the ideal place to help a client execute a keyword strategy, increase traffic, and be seen as an authority in the space they want to dominate. Show your clients you understand how blogging fits into a sound SEO strategy, and is a facet of not only their social media strategy but an overall marketing plan.

Copywriting 3.0 Tip: Read up on blog marketing strategies, don’t discount the importance of linkbait-style headlines, and understand what a good blog does and where bad ones fail.

Creating online content is about more than tweeting a blog post or putting a link on a Facebook fan page. It’s understanding how the words you use and where you use them affect your business goals.

5. What mobile means

With 42.4 million iPhones on the market (as of January 2010), you can’t argue that mobile content isn’t relevant.

The fat kid on the see-saw has been content with churning out old-school SEO copy. And that’s all fine and dandy. But he doesn’t know diddly about mobile content.

Screens are smaller, attention spans are shorter. If you can’t write something that can be read at a stoplight (not that this blogger reads and drives . . . oh, no . . .), you need to rethink your skill set.

With DVRs and online news distribution, we don’t watch commercials or read ads. So where are businesses supposed to go? They go mobile.

Smart businesses are developing mobile versions of their corporate websites. You need to know how to write for them as well as the ad networks that operate in the mobile arena.

Copywriting 3.0 Tip: You may be writing ads, but you’re not going to bounce the fat kid without reading up on AdSense Mobile and iAds.

You also need to start surfing more on a mobile device. See what annoys you about content not formatted for mobile, and who does a great job. Check out Whole Foods Market on your smart phone.

Bang-up job, I say. Straight on.

The bottom line is this: copywriting has gone high-tech. If you’re not up to speed with the changing landscape, you’ll keep getting stuck on the see-saw with the fat kid instead of in the killer game of kickball with the cool kids.

Do your homework, stay on the pulse of how social media and SEO are changing the way businesses communicate. And never forget: you’re never too old to learn something new.

About the author: Erika Napoletano is an online strategist based in Denver, Colorado. As the Head Redhead at Redhead Writing, she serves up sound yet snark-laden advice on social media, SEO copywriting, and business strategies.

---

There’s a new version of Thesis out, and this is one of the best updates in quite a while. And yet there are a lot of new Copyblogger subscribers who might use WordPress, but might not really “get” what this Thesis thing is all about.

So in this post I’ll share with you why Thesis makes WordPress way better, and then let you know what’s brand new in Thesis 1.7. Ready?

The lowdown on the Thesis Theme for WordPress

First of all, Thesis is the flagship product of DIY Themes, a company I own together with Chris Pearson. He’s the design and code genius, I’m the rapper.

Thesis powers Copyblogger and many other high-traffic sites, but it’s more accurate to call it a code and design framework rather than a theme. Basically, Thesis is software that delivers rock-solid SEO website code, plus unprecedented design flexibility for WordPress — without requiring the novice user to code anything.

For sophisticated users, Thesis is a search-optimized development framework that allows designers and web developers to build sites better and faster than ever before. Let’s take a look at the three elements that have made Thesis the leading choice among online publishers and designers.

* SEO

Search legend Danny Sullivan, Google’s Matt Cutts, and Microsoft search engineer Jeremiah Andrick all use Thesis for their sites. So does search and affiliate marketing entrepreneur Rae Hoffman, SEO guru Michael Gray, and online conversion experts Bryan and Jeffrey Eisenberg. Let’s not forget top bloggers Chris Brogan and Robert Scoble, web-hosting entrepreneur Scott Beale, adorable-image destination Cute Overload, and thousands of others.

To find out why the Thesis approach to site code results in maximum search engine crawlibility, watch this quick video I put together or check out this page for general information about Thesis.

* Design Flexibility

With most WordPress themes, you’re stuck with the basic look and feel that the theme designer decided on. With Thesis, you can:

• choose between 1, 2, or 3 column layouts
• select the size of each column
• alter font types and sizes
• produce a magazine-style layout
• display rotating multimedia, thumbnails images, and teasers
• change colors throughout the theme without code
• create killer navigation menus

. . . and lots more. And no matter how you configure it, Thesis has some of the best typography you’ve seen.

Again, watch this video for an overview, and then dive into the four demo videos listed below the general video to see what Thesis can do, or check out this page for general information about Thesis.

* Support

Even with everything Thesis makes easier, we know people don’t want to be hung out to dry. Our support forums have evolved into a truly supportive community of over 21,000 of your fellow webmasters and bloggers. You’ll have help from DIY Themes support professionals, Thesis Certified Designers, and tons of your peers who simply enjoy lending a helping hand.

Plus, we’ve just added step-by-step installation and upgrade videos. Now it’s quicker and easier than ever to get started with Thesis 1.7.

What’s new in Thesis 1.7?

For all the sparkly new features added in Thesis 1.7, click here. And we’re not done yet . . . upcoming releases will change the face of the WordPress theme market once again.

But don’t think you have to wait. Our current pricing provides all Thesis customers with every future update and unlimited access to support . . . so you can get started with Thesis today and never miss out on what’s coming next.

Check out Thesis from top to bottom:

• Demo videos
• About Thesis
• Thesis site showcase
• User’s guide
• Testimonials
• Buy Thesis now

About the Author: Brian Clark is founder of Copyblogger and wants you to know that Thesis + Scribe = SEO Made Simple. Get more from Brian on Twitter.

---

I want to share a video with you. It was created for current Scribe customers to let them know what’s coming next month, but I’m going to hook you up too.

It’s a preview of the Scribe web-based application. So while you can use Scribe right in your WordPress interface, you will also be able to use this web-based version to analyze any content before posting it online on any platform. Or analyze and optimize older content for any platform. Total freedom.

This is especially useful for professional web writers who create content for clients. The Scribe web version even generates an SEO analysis report that you can deliver to your clients along with the content.

This video preview was made by Sean Jackson (one of the technology ninjas behind Scribe) for our current customers. So trust me, it’s not a sales pitch. But it’s very useful for getting an idea how the Scribe web-based application works.

And if you decide to hop on board nowr, you’ll get Scribe Web during your very first month as a customer at no extra charge. You’ll also get every other version of Scribe we develop, all inclusive.

Check out the video preview of the Scribe web-based version here.

• Take the Scribe for WordPress tour
• Frequently Asked Questions
• Take Scribe WP on a Free Test Drive

About the Author: Brian Clark is founder of Copyblogger and wants you to know that Thesis + Scribe = SEO Made Simple. Get more from Brian on Twitter.

---

---

When I first started Copyblogger in 2006, I was almost militantly against on-page search optimization. Seems strange, since I’d been a successful student of SEO since 2000.

It was because I saw all these people fretting over keywords like it’s 1999, and yet they had no links. Their content was weak. Their sites weren’t trusted.

You can’t optimize something that’s dead in the water. So my initial goal was to get people to focus on content that attracted attention and links first. Only then do you have something you can make better (that’s what optimize means, naturally).

Fours years later, it seems things have swung in the opposite direction for some. Social media “experts” maintain that SEO doesn’t matter because search traffic just “happens.”

Yes, search traffic “happens” if you produce unique content and don’t make it impossible to find. But the “right” search traffic doesn’t just happen, not unless you’re lucky (which simply means you don’t know what you’re doing).

This article is designed to help you know how to tell search engines what you’re talking about is the same as what people are looking for. That’s all SEO really is.

And yet . . .

I feel compelled to quickly discuss the things you need to focus on first. Rand Fishkin of SEOmoz gives us a quick list of the stuff that must come prior to on-page optimization, so I’ll repeat those here with my own commentary:

Accessibility – If search engines can’t see your content within the code, your page can’t be indexed and ranked. This is why Chris Pearson created the Thesis Theme for WordPress, and why he obsesses over making it better. Code matters.

Content – Now that the code structure is right, we come to what people actually want. Create great content and the people, sharing, and links will follow. And then you hit the bonus round: Google gives you even more goodness.

User Experience – The easier your site makes it to consume and share your content, the better you’ll end up doing SEO-wise. People don’t consume or share content that creates barriers, sometimes even if only a little.

Marketing – To paraphrase Rand on this one, spreading the word is often more important than being right, being honest, or being valuable. I like to say promoting your content is a virtuous necessity. Whatever works for you, but do get the word out.

Okay, now let’s move on to the five areas to focus on with your web page, blog post, online press release, whatever . . . they’re all the same in the eyes of Google.

Five SEO copywriting elements that matter

Before we get into this, let me share a few strategic considerations.

When I’m building an authority site, I don’t care about optimizing everything I write. I use a lot of metaphors and pop culture references instead of keywords to get people reading and linking to build the overall trust of the domain. Then when I want to rank well for something, like copywriting, or seo copywriting, or landing pages, my job is much easier.

If you’re a news blogger (or newspaper), things are different. You want to optimize everything as best as possible up front, then move on. Different strokes for different folks.

That said, here we go.

1. Title

Whether you optimize up-front or later, you at minimum need to know what keywords you’re targeting and include them in the title of your content. It’s generally accepted that the closer to the front of the title your keywords are, the better. But the key is that they appear in the title somewhere.

You’ll notice that the title of this post contains the keyword phrase “SEO copywriting,” but it’s positioned at the end of the title. That’s because I go with the more compelling headline first and foremost. But I can serve an alternate title in the title tag (which is the snippet of code Google actually pulls the title from) thanks to a post feature in Thesis (also available with the All in One SEO plugin for WordPress).

So, I can always enter a more search-optimized alternate title later, such as:

SEO Copywriting: The 5 Essential Elements

The emphasis on keywords in the title makes practical sense from a search engine standpoint. When people search for something, they’re going to want to see the language they used reflected back at them in the results. Nothing mysterious about that.

Having keywords in your title is also important when people link to you. When your keywords are there, people are more likely to link to you with the keywords in the anchor text. This is an important factor for Google to determine that a particular page is in fact about a particular subject.

You should try to keep the length of your title under 72 characters for search purposes. This will ensure the full title is visible in a search result, increasing the likelihood of a click-through.

2. Meta Description

SEO copywriting is not just about ranking. It’s also about the presentation of your content in a search engine. The meta description of your content will generally be the “snippet” copy for the search result below the title, which influences whether or not you get the click.

It’s debatable whether keywords in your meta description influence rank, but it doesn’t matter if they do or don’t. You want to lead off your meta description with the keyword phrase and succinctly summarize the page as a reassurance to the searcher that your content will satisfy what they’re looking for.

Try to keep the meta description under 165 characters so the full description is visible in the search result. Again, you can create a meta description in WordPress right in the posting area with Thesis or All in One SEO.

3. Content

Unique and frequently updated content makes search engines happy. But you know that part. For search optimization purposes (and just general reader-friendliness) your content should be tightly on-topic and centered on the subject matter of the desired keyword phrases.

It’s generally accepted that very brief content may have a harder time ranking over a page with more substantial content. So you’ll want to have a content body length of at least 300 words.

It might also help to bold the first occurrence of a keyword phrase, or include it in a bulleted list, but I usually don’t get hung up on that. It’s also debatable whether including keywords in subheads helps with ranking, but again, it doesn’t matter – subheads are simply a smart and natural place to include your keyword phrase, since that’s what the page is about.

Which brings us to . . .

4. Keyword Frequency

Keyword frequency is the number of times your targeted keywords appear on the page. Keyword density is the ratio of those keywords to the rest of the words on the page.

It’s generally accepted that keyword frequency impacts ranking (and that makes logical sense). Keyword density, as some sort of “golden” ratio, likely does not. But the only way to make sense of an appropriate frequency is via the ratio of those keywords to the rest of the content, so density is still a metric you need.

In other words, the only way to tell if your repetition of keywords is super or spammy is to measure that frequency against the overall length of the content. A keyword density greater than 5.5% could find you guilty of keyword stuffing, and your page could be penalized by Google.

You don’t need to mindlessly repeat keywords to optimize. In fact, if you do, you’re likely to achieve the opposite result.

5. Page Links

Linking is the fundamental basis of the web. Search engines want to know you’re sufficiently “connected” with other pages and content, so linking out to other pages matters when it comes to search engine optimization.

Here are some “rules of thumb” for linking based on generally accepted best practices:

• Link to relevant content fairly early in the body copy
• Link to relevant pages approximately every 120 words of content
• Link to relevant interior pages of your site or other sites
• Link with naturally relevant anchor text

Again, these are guidelines related to current best practices. Don’t get hung up on rules; focus on the intent behind what search engines are looking for – quality search results for people.

Yes, there’s other stuff . . .

There are other elements as well, such as URL structure and keywords, keywords in image alt files, tags and categories, and various other minutia (here’s a list of on-page elements and their varied importance). If you focus on the five areas above, however, you’re covering the vital elements of effective on-page optimization.

I know there are a lot of SEO ninjas out there who might be reading. What would you add as a vital on-page optimization element? Let us know in the comments.

Up next: Does Writing for People Work for SEO?

About the Author: Brian Clark is founder of Copyblogger and CEO of Unglued Media. Get more from Brian on Twitter.

---

If there’s any one thing that can be said about SEO with certainty, it’s that it manages to cause a lot of confusion.

For example, it seems like many people’s idea of SEO was formed 10 years ago, and hasn’t bothered to change with the times. Even an online veteran like Robert Scoble is completely clueless about modern best practices for search engine optimization.

So, before we go any further, let me answer the question posed by the headline . . .

Yes, SEO copywriting still matters.

Here’s why.

Search is still the biggest game in town

“Pick your survey, search remains one of the top activities on the Internet and has been for over a decade,” said search industry legend Danny Sullivan when I pinged him on Twitter. Danny pointed me to one such survey that shows search is the most common online activity after email, and that fact cuts across generations.

“People make billions of unique searches each month,” said SEO guru Aaron Wall via email, “and unlike Facebook flittering, those people are in focus mode.” In other words, compared with most Internet traffic, searchers are the most motivated people that hit your site.

If they’re looking for a product or service, there’s a good chance they’re looking to buy it. If they’re searching for information and your site provides it, you’ve got a great chance of converting that drive-by traffic into a long-term subscriber.

And of course if you’re a professional web writer, whether freelance or with an agency, this discussion is purely academic. You try telling the client not to care about Google traffic, and let me know how that goes.

So, search traffic is clearly important, as long as it’s targeted search traffic. Let’s look at the elements that constitute the modern practice of search engine optimization so we can attract those highly-focused visitors.

Off-page elements eat the biggest slice of SEO pie

Take a look at the image below, generously loaned to me by SEOmoz:

A quick review of the chart reveals that as far as SEO goes, what happens off your site matters more than what’s on it.

• 23.87% – The general trust and authority that your domain has is the largest indicator of SEO success. As Authority Rules makes clear, what works for search engines is what works with people as well.
• 22.33% – The number of links to a specific page matters a lot too… so think twice about link viability when your content is just out of the gate.
• 20.26% – The anchor text of external links matters because this is Google’s way of finding out what your page is about according to other people, not just you.

In other words, it’s like my favorite saying goes:

What people say about you is more important than what you say about yourself.

In this case, Google wants to know that people are linking to you, and the words they’re using (link anchor text), because that’s a more trusted relevance indicator. So yes . . . compelling content is always rule number one. But just like great content goes unnoticed without promotion, great content doesn’t rank well if you don’t make it clear what it’s supposed to rank for.

But how do we get people to notice our content so they can link to it? That’s where social media comes in. Blogging, social news sites, Twitter, Facebook – these are organic content distribution systems powered by your audience (and their friends).

It may come as a surprise that some of the brightest minds in social media are SEOs, and they’re completely on the up-and-up and non-shady. It’s just that they’re too busy getting things done to proclaim themselves social media experts or some other nonsense.

The huge influence of “off-page” factors on search optimization is why I wrote the SEO Copywriting 2.0 series 3 years ago. I updated it for 2010, but it is still directly on point, because it deals with fundamental aspects of strategic content development that don’t really change.

If you haven’t, check out SEO Copywriting 2.0 to get more out of the remainder of this series. An understanding of content development strategies is critical before going the “last mile” with on-page optimization.

SEO copy is the “last mile” to strong search rankings

Are you familiar with the “last mile” problem in the broadband industry? You can have thousands of miles of high speed fiber optics carrying loads of data cross country, but if the final connection to the customer’s home is aging copper or pokey coaxial, the benefit of the optical cables is lost.

Likewise, if you do everything right by building an authority site that Google trusts, but don’t tell Google that your page content matches what people are actually searching for, the targeted traffic benefit is lost. That’s what effective SEO copywriting does – it tells Google which words are the most relevant ones.

You don’t have to optimize on-page upfront. But you do have to begin with the ending in mind from a keyword standpoint, due to the importance of anchor text when people link. We’ll go more into that in part two of this series.

And if you ignore this SEO stuff? Sure, you’ll get plenty of untargeted “long tail” traffic otherwise, but what good does that really do you? Even with an advertising business model, irrelevant traffic bounces off your site quickly, leading to disgruntled advertisers who don’t renew. And if you’re selling something, you’re only burning bandwidth.

The beauty of building a reader-focused online presence based on valuable content is that you can do well even if Google hates you. But the irony is, if you actually follow that path, Google loves you.

Take advantage of that. It’s the critical last mile of a well-rounded online marketing strategy that makes a huge difference to your overall success.

Traffic must convert, or why bother?

Now we come to the big point. Everyone loves traffic – it’s addictive and strangely gratifying in its own right.

But traffic doesn’t pay the bills. It’s people who take the actions you need them to who do.

Going back to that confusion, many think that a search-optimized web page is some ugly keyword stuffed mess that sends people running for the hills on sight.

That’s not true. At least not when done well.

Danny Sullivan said it well at the close of our discussion:

“Unfortunately, too many assume that SEO means trying to trick search engines. It doesn’t. It simply means building a site that’s friendly to them.”

And that’s what we’ve been talking about here at Copyblogger for four years now (and helping at the code level with Thesis). Now let’s further explore on-page optimization specifics in this Simple SEO Copywriting series.

Coming up next:

• Five Areas to Focus On for Effective SEO Copywriting
• Does Writing for People Work for SEO?

About the Author: Brian Clark is founder of Copyblogger and CEO of Unglued Media. Get more from Brian on Twitter.

---

Creating great content is not hard. In fact, it’s quite easy. That is, if you understand three simple words.

If you summarized every single book and article written on writing for the web, you’d get these three words. Yet, no one–not even the experts, authors, or pundits–have ever consolidated all this knowledge into one simple, sticky formula.

Until now.

Write with these three words in mind, and anything you publish on the web will rivet attention, stoke desire, and get action.

Don’t believe me? Well, after you’ve read the rest of this article, give it a shot. And let me know what you think.

1. Clear

In less than four seconds visitors need to be able to comprehend what you wrote on your web page. I didn’t say “read.” I said “comprehend.”

Even before Steve Krug wrote it, the unbreakable law of the web has always been this: don’t make me think.

Your headlines, subheadlines, links, labels and navigation should all communicate clearly what lies in, under or behind them.

This is part of giving readers control. No tricks. Nothing clever or cute. Never lie. Just straight, uncensored, easy-to-digest truth.

Do it any other way and you’ll repel people. Bore readers. Lose money.

2. Concise

Writing for the web is a minimalist affair. Your words, sentences and paragraphs are short. Precise. Lean. Tight. Web writing trades in sheering off useless words. Cutting flabby paragraphs…

Even shedding entire pages.

Think that’s harsh? Jakob Nielson recommends you cut up to half of the words for every print page you plan to put on the web.

There’s a great benefit for you behind all this editing: You’ll become a ruthlessly good writer. You’ll get much better, in fact.

Best of all, writing clear and concise won’t make you boring or dull. Far from it.

3. Compelling

The Rich Jerk is irritating, annoying and loathsome. But he’s compelling. Interesting. Persuasive. That’s why he won’t go away.

Why? Because he’s tapped into human emotions—greed and pride—that pull people into his copy… whether they like it or loathe it.

You have to do the same. You have to uncover what makes your reader tick. What strokes his ego. What plucks his gut strings. What keeps him up at night. And when you uncover that hot spot, punch it.

If he’s a political junkie, wave breaking news in front of him. An Apple addict? Share the latest hacks and apps for the iPhone. A wine lover? Hustle the best bottles his way.

Whatever it is, give your reader what he wants. Or he’ll go away. It’s the law.

What About SEO Copywriting?

Forget about it. Seriously.

If you focus on writing clear, concise and compelling copy, you will naturally write keyword-dense copy. You’ll naturally write for the search engines.

In fact, that’s why I think the label SEO copywriter is redundant. Every web writer worth his salt is a SEO writer. At least they are if they write clear, concise and compelling copy.

The question is, content creator, are you?

What Do You Think?

Did I miss it? Are there more than three words that describe successful online content creation? Let me know and we’ll debate it.

About the Author: Demian Farnworth is Senior Web Writer for an international humanitarian aid organization and blogger for Fallen and Flawed. Follow him on Twitter.

---