SEO/Conversion Copywriting Means Putting the Right Word in the Right Place

Of course, your most relevant keywords must be in the right places to make the search engines happy, like headers, bold text, bullet points and first/last word groupings. But your content must also

• Be short, precise and customer focused
• Tell visitors exactly what you’re selling and why they should buy it from you rather than your competition.
• Clearly show how the features of your product/service will bring them desirable benefits.
• Gain their trust, and convince them the purchase is risk-free.
• Provide a clear and easy path for customers to answer your call to action.

In the early days of optimizing site content for high organic search engine rankings, some site owners just took a list of keywords and stuffed them around in the page. Their only intent was to attract the search engines, and they put in many keywords all over the place. The result was often very strange:

Example – Keywords: cashmere, sweater and sale “Cashmere sweater sale! All cashmere sweaters on sale. Biggest cashmere sweater sale ever. Choose any cashmere sweater from our wide selection of cashmere sweaters on sale.”

They may have gotten search engines to list them high for those keywords, but when human readers got to the page, they didn’t really buy that many cashmere sweaters.

A good revision might be something like this:

“What could feel better than wearing a luxurious cashmere sweater to your holiday party? Wearing one you’ve bought on sale! Order any of Collin’s flattering, classic sweaters in cashmere, cotton or our other stylish fabrics before Christmas, and you’ll get a great sale price, plus free shipping.”

Both Science and Art
Much has changed and SEO copywriting is now considered both science and art. It is an increasingly sophisticated science to know the right place for each keyword and how many to use on each page. It is an art to seamlessly blend that skill with knowing how to choose just the right words to express your branding message and increase your conversion rate.

Scientist/Artist
We will research your product/service and ask you the right questions to learn all about your company. We will then write your content for both the search engines and for the human readers you hope to persuade. All of your content will be customer-focused, using words like “you,” “you’ll” and “your” far more than “we” and “our.”

Rates:
Our rates are quite reasonable and weprice each project individually, depending on such variables as:

• how much source material the client provides
• whether it’s a single site (usually $100 a page for under 400 words of SEO copy)
• an ongoing contract for ecommerce SEO product descriptions ($35 - $45 per hour)