SEO Writing & Writer's Brains
Artist are right brain thinkers. They are visual and intuitive. Left brain thinking is detail oriented and analytical. Teaching writer's to create for search engine spiders is like forcing a lefty to use that other pesky hand. I've shared some hard one lessons in SEO Writing and SEO Writing 2. Directors of E-Commerce like moi must bridge left and right brain thinking. Google's robots, also called spiders, "see" a web site's written content differently than humans see. The painstaking design elements may hinder a spider's desire to traverse a web site. SEO Tips 1 - 5 discussed our top five seo writing tips SEO writing tips 6 - 10 are....
SEO Writing Tip 6: Pop Culture Is Your Friend
I was just working on an interesting experiment with a writer. We were trying to write 1,000 words about one of our products. This is harder than you think. We both reached 500 words and am now throwing in the towel, declaring victory and going home. The only way we could get to 500 words was spin up pop culture, art, design and customer review references. If this sounds like what hedge funds do with money you are right. Web writers spin up keywords into stories. I like to Wikipedia macro topics such as year, date, country, art, major news events and any loose flotsam and jetsam lying around.
SEO Writing Tip 7: Story, Story and Story
If the most important words in real estate are "location, location and location" seo writing is all about story. Stories always have a protagonist (hero), an antagonist (villain) and plot. In product writing hero is obvious.Villains, can be more elusive. The hidden evil in the test copy I just wrote was bad design. Two books will help you write product stories instead of product copy (product copy = boring, product story = interesting). Story by Mckee and The Hero and The Outlaw: Building extraordinary brands through the power of archetypes. . I could drone on about heroes and outlaws but I'll spare you. Great stories STICK (another great web marketing book Made To Stick). Set no small goals. Write timeless copy that tells stories.
SEO Writing Tip 8: A Sense of Time
Web sites are poorly located on time's arrow. They pop up into existence and, at least the poorly crafted ones, provide few clues to readers. How to locate themselves (your readers) in the "space" of your site is something good web writers provide bread crumbs to solve. Bread crumbs are the best known example of assistance with location. Bread crumbs help customers understand their path, where they came from. Spiders love bread crumbs. They are always high on the page (prime spider eating area the higher up the better) and keyword dense. Bread crumbs are one way to help your customers locate themselves and you in time and space. Use of common historical touchstones is another. Where were you when Kennedy was shot? I was five and sitting on a couch in Dallas, Texas. Suddenly my cartoons went away for days and everyone was crying. Where was I when USA beat Russia for Olympic gold? Not sure. This memory is not as pegged to a specific age. It is still a great touchstone. Be sure to supplement the emotional touchstone with a reminder the Lake Placid games took place in the winter of 1980.
SEO Writing Tip 9: Heroes Have Flaws
Web product copy, to have any legitimacy, should have flaws too. Ever notice how a negative reviews often sells you a product faster than a positive? We process negative information faster than positive. This Darwinian tendency may go back to our "eat or be eaten" days when negative information could be REALLY NEGATIVE. Point is to write truth. Keep web product copy spin to a minimum. Remember the hardest part of your work is done. I am on your product page. No need to shout.
SEO Writing Tip 10: Sell Infinite Inventory
What do you sell online more than any product? If you guessed yourself, your company's integrity and expertise you win a cookie (the one you eat). You MUST know information about your widget and EVERY OTHER WIDGET BEING SOLD or having ever been sold in your business. Your ability to sell anything is dependent on your honest knowledge of everything. If there is a better product along the same lines as yours sold by a competitor discuss it giving credit where it is due. I can hear the, "You are crazy," reactions. If you have such a reaction I need to introduce you to a new tool. It is called GOOGLE and it will change your life. Everyone is two clicks from every thing so your forthright discussion of who may wan to buy the other product is only saying what anyone with a mouse already knows. Your credibility points, the gold stars your customers give you for being honest, just tripled.
SEO Writing Tips 1 - 5
Tuesday, March 17, 2009
SEO Writing & Writer's Brains