Content Marketing | How to transform your lazy website into a sales prodigy

You’re the proud owner of a new website. It’s gone live last week and you’re excited about attracting lots of traffic – after all, your web pages are looking great!

Maybe your webmaster (or yourself) has already installed Google analytics? All you need now is to sit back and watch how Google’s charts climb, in a never ending upward curve.

Well, that’s the Walt Disney version.

In reality – and of course you knew this already – you’re competing with many other businesses to grab those few privileged first positions on the Google results page.

And yes of course, you’ll want to be there!

In the good old days (only a couple of years back), techy SEO pundits recommended spicing up web pages with as many repetitive keywords possible, more often than not to the detriment of the text’s readability.

This approach no longer works because Google and other search engines are becoming more sophisticated. They know how to weed out low quality content pages.

Search engines have a clear objective: they strive to present searchers not only with relevant information but also with the best user experience.

Google’s new commitment is a great opportunity for business owners to promote what they’re good at in an authentic and consistent way.

When we publish recurrent, valuable and relevant content to our target audience, we’ll be friends with existing customers, potential clients – AND with search engines.

So, great SEO copywriting doesn’t read as a list of key words, but instead balances keyword usage with creative writing that appeals to the reader, thus educating, influencing, and inspiring action.

Writing for the web is a skill you can develop.

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Want to try? Here are 3 best practices to integrate into your web writing today and at all times.

Motto: think of topic relevance and reader comfort first whilst – at the same time – remaining search engine-friendly.

WORDS
   
  Use the words that matter most to your customers in titles, links and body text to inform and inspire them to take action.
   
  Text used in titles should make it easy for readers to understand the topic of the page quickly. Allocate 10 to 15 words. Place the most relevant key word(s) at the beginning of the sentence.
   
  Example: Smoked Salmon – Best prices, All Sizes and Free Shipping – company XYZ
   
  NB: writing great headlines and titles (combined with SEO needs) is a critical skill. Check out my Job Skills video blog and specifically the article entitled The art of crafting headlines that make you stand out in a crowd. If you’re into self-learning, download my highly recommended reading references.
   
  Text used in the body should contain the relevant key word(s) phrases three to five times per 500 words or so. Use variations and synonyms for better copywriting. Body text should contain about 300 words.
   
  Example: Smoked Salmon is an elegant way to seduce your guests at a festive meal. (Exact keyword phrase). When salmon is smoked, it has a particular taste… (variation)
   
LINKS
   
  Links text (also called anchor text) should give the readers an idea of what they’ll find on the destination page. Links are good for your readers, for your web page/post and for the destination’s web page/post:
   
  1. For your readers because you extend the reach of the topic discussed.
   
  2. For your web page/post because Google too thinks that links enhance the quality of the content. NB: links you integrate need to be relevant to the topic you discuss.
   
  3. For the destination website because your source link will boost its page rank.
   
  NB: when you exchange links with partners, make sure all concerned understand these implications. If you’re smart about it, both websites will gain in page rank and visibility. The examples here below further illustrate this point.
   
  Smart link example: John B. created a wonderful video documentary about how How to manufacture smoked salmonBad examples: John B. created a video about how to manufacture Smoked Salmon. 
   
  See the difference?
   
PAGE-, POST- AND IMAGE FILE NAMES
   
  Configure your web system – I use WordPress and the Genesis framework – to give a descriptive name to your page or post. Include relevant keywords and separate with hyphens.
   
  Example: www.JohnB.com/smoked-salmon-video-tutorial rather than www.JohnB.com/documentary.php?id=23456j789
   
  Attribute relevant keywords to images you insert in your pages or posts. Slide your cursor over this image, to see what I mean.If you work with WordPress and Genesis (recommended) this is very easy and doesn’t require any specific technical skill.

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Do you too want to transform your website into a (non lazy) sales prodigy?

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Visit your website and view it through your new eyes of the SEO savvy business owner.

Then change your hat and look at your website again, but this time as a customer or prospect: What do you feel? What’s your first impression? Are you enticed, tickled, seduced, inspired – or bored, confused, overwhelmed?

Can you see room for improvement? Maybe you do, but don’t have the time to take this on?

Please get in touch with me for a chat. There are many different ways to help you transform your lazy website into a hardworking sales resource.

Also, please let me know whether the above tips are helpful. Shout if you’d like more of the same.

Do you think this article is useful for your colleagues and business partners? If yes, please share it freely on your favourite social media platform. You don’t need to leave this page. Just navigate to the top and select your favourite sharing button.

Much of the above has been inspired by Lee Odden’s book Optimize – a highly recommended read.

A recommended next step

Sign up for our 90 minute digital marketing workshop. Invite your team and take this occasion to brainstorm your digital marketing strategy.
About Doris Edwards

I have been in the technology transfer business for over 20 years – working with a broad range of local and international companies and agencies in Switzerland, and beyond. I run a video blog at Essential skills video tutorials for Busy Professionals and produce animated video at Animated video productions for Business. You can find me on Google+

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