Search Engine Optimization

Expert Online Copy that Sells.

Learn yourself or get your search engine marketing company
to write for conversion.

After a successful optimization campaign, a number of visitors will soar, but what good are the visitors when they only visit you? Yes the conversion is there, you increase the profits, but what does it take to transform 5% conversion rate to 15% or more and take the advantage of the traffic to the fullest.

Successful search engine marketing company will not only drive traffic to your site, it will write a copy that sells. It will help you structure your site and write the content which is not only search engine optimized, but is a sales machine.

Whether you are optimizing yourself of hiring a search engine marketing firm it is essential to write for conversion, I don’t have to explain why.

Your must build or optimize your website, its structure, navigation and content towards only one goal – converting the visitor to buy your product, while writing search engine friendly content. Doing this is easier said then done and it does take a lot of thought, time and effort, but you reap what you sow and whether you do it yourself or hire a search engine marketing firm, the formula stays true.

Where do you start your quest for higher conversion rate?

Become your customer.

Whether you are making a site yourself or hiring a search engine marketing firm you must draw a clear blueprint for navigation and structure, not only with keywords in mind, but the visitor that will use it.

Once the structure is formulated and sits crystal clear in your sights, take the steps to achieve it. Ask yourself the following questions:

· Who is my perfect customer? A sports fan, a single mother or a high paid CEO.

· What are the most common traits of my perfect customer? Does he crave for facts, numbers and proof, hard on selling? Or he prefers to get noticed and stand out from the crowd and doesn’t mind big claims?

· What does my visitor really want? What is his real problem? What is his true desire?

· How do I build a structure that creates a flow? How do I feel when I test my own structure, do I seamlessly cover all the doubts, answer all the questions and paint a picture that is irresistible?

· How do I overcome a trust barrier?

· What will I do to create a lead? Draw him back to site?

· Does my search engine optimization company address those questions?

Paint a picture of your perfect client who will use your products or service. Jot down their personality, habits, wants and needs. Think of people you know who might fit into that profile, find and merge with your targeted community. Locate their lairs and caves. If you are outsourcing, make your search engine marketing company do the work.

Write a list of your own questions or make your search engine expert do it. From that point on, every part of your website has to be structured and gears towards fulfilling one goal – getting your visitor to convert, while writing search engine friendly content.

No Visitor Wants to Know who You are Before You

Show how You Can Benefit Him.

Burn your copy if it opens with anything resembling: “We are a number one, we are experts, we’ve been in business, we are…..”There are a billion of sites, which start off with that line. Be different, be curer. You have a team of quantum physicists, experts in neuroscience separating matter from light educed proto atoms? So what? I want a cure for my problem, I want a solution that will speak to me, that will hit me in the head and say – “Hey you, I will fulfill your desire and solve your problem, here is how…”

You or your search engine marketing firm must paint a mental picture of well being, satisfaction and roll a red carpet to your customer’s success by opening a relationship with your company. They must see a road, which is blocked by battalion of M1A tanks that will take out their hopes one by one without you.

With all the competition around and countless companies taking advantage of search engine marketing companies, consumers have so much choice, how do I stand out?

Fulfill the Desires and Cure Problems of Targeted Market.

I know that is exactly what you do, but does your copy truly speak on those terms? By assigning you search engine marketing company or doing it yourself, taking time to learn and researching desires and problems of your target market will differentiate you from the rest of the crowd. The knowledge you will possess will be your self crafted gold mine, incorporated with search engine friendly copy that sells.

Tell them how you will help achieve what they truly want. Draw a picture in their imagination with your digital brush.

Example:

Lets image your company sells mini toy robots for kids of 4 to 12. Ask yourself a question: who are shopping for those wonderful machines that you make? Definitely not the kids (unless they steal the credit card and are early gurus in computer use, but let’s leave them outJ)?

Then what does the dad want? Make the kid happy and keep him occupied while he has fun with his wife? Could be, let’s pretend it is.

Load Your Search Engine Marketing Gun with High Caliber Benefits.

Start off by shooting your biggest and most valuable benefit, right in your H1 tag. In the case of mini toy robots – don’t tell visitors about many wonderful features it has and the experience you possess in making toys and the number of years you’ve been making them. Leave that for later, you will use it to reinforce the claims you make.

Offer the solution which will address the problem:

Keeping your child happy and occupied, while he is learning basics essentials of technology with Robo Bot 3000.

Educate dad from your headline that you will do exactly what he wants, reinforce it with a subheading, and tell how it is achieved in the paragraph that follows. Get on forbidden search engine marketing train by showing prospects how their problems and worries will be cured with your magic touch.

Get your search engine marketing company to shoot the second biggest benefit in your second headline, reinforce it and describe how you will achieve the promise. Back it only with pure facts. No hype, just bald in your face facts and numbers. Turn all the facts and features into benefits which will satisfy the desire, then incorporate it into your sales copy with your targeted keywords – there you have it. They are on the hook, the bait is too juicy.

Your search engine marketing firm or be it you, have just killed two bears with one big benefit loaded shotgun.

It is your job or the job of your marketing company to structure the rest of the site in a manner that will reinforce their desires, show your expertise and prove no one else will do it like you. Unleash a benefit charged carpet of bombs on your visitors.

After all, you’ve spent days coming up with that benefit list .

Do not cross the line, stay away from hype.

Never promise anything you will not deliver, leave

the small things out to over deliver.

Do not overdo. Draw a clear image of your ideal customer and hone your copy to that image. It is going to take time to determine a perfect match – it is well worth the effort. Once done, you will have grounds of what to say and what to avoid, how to write and reinforce your claims that satisfy the visitor in way that he prefers.

For example search engine marketing specialist likes factual, specific writing, backed up with statistics and proof of results. While sports enthusiasts will be more open to selling on your side, and will do better in picturing your projected image of all the good stuff you have to offer.

Never be hype, do not cross the line, back it up by facts, write only for one personality, shoot only benefits, forget about you. Only talk about yourself if it helps in a selling process otherwise stuff it all into “About us” – where you will also sell, reinforcing your expertise and showing how your professionalism will help cure their problem and fulfill the desire.

To be continued…

Do you or your search engine marketing company have what it takes to bring you to the first page and write content that converts? We do.

www.searchengineoptimizationcompany.ca