“There are no easy-beats in the ‘SEO copywriter’ category – no Carltons of the pre-Chris Judd era.”

Good Search Engine Optimisation is still surprisingly rare

I’m amazed to find that sites in many business sectors are still not search engine optimised. These companies will spend a fortune on general marketing, hundreds of thousands on a website, and not shell out a few grand on something that could deliver them a huge increase in web traffic and online sales. Unfortunately, “SEO Copywriter” is not one of these sectors.

“SEO Copywriter” is the Parramatta Rd of search categories

“SEO Copywriter” is the Parramatta Rd of search categories. You’re trying to sell in a crowded sector, against people who really know how to sell. There are no cheap wins to be had in this competition – no Carltons of the pre-Chris Judd era. So when I set up The Web Copywriter site, the possibility existed that I could use perfect search engine optimisation and still not trouble the Google scorers. But, to my delight, that’s not what happened.

Lifting the Google ranking of one of my favourite clients: me

I was surprised and delighted to find that my site moved very quickly through the rankings and was very soon on Google’s first page of Search Results in all my primary keywords. Here’s where it currently stands:

• web copywriter sydney – #1
• seo copywriter – #3
• website copywriting – #3
• website copywriter – #3
• web writer sydney – #5
• web copywriter Australia – #6

I knew that reaching the first SERP (Search Engine Results Page) of “web copywriter” – ironically – would be tough. But by listing with a good business index, I made it. I’m at #7. So clearly – given the importance of history in Google’s ranking – not all of these SEO guys are all that cluey.

What’s my SEO secret?

I can honestly say that I haven’t done anything in terms of Search Engine Optimisation (SEO) on my site that I don’t do for all my clients.

• Good keyword analysis
• Good domain name
• Good page URLs
• Good page titles
• Good meta tags
• Good highlighting
• Judicious link building

And constantly refreshing the content through this website copywriting blog. You can’t rest on your SEO laurels. You need to be constantly reminding Google that your site is the authority in your category. Particularly in this god-forsaken category.

Has my investment in SEO been worth it?

Obviously I get my SEO at very good rates. But there is still an opportunity cost – instead of writing this post I could be making phone calls to prospects. (If it wasn’t 6.30 am). But my own investment in SEO has been good business for me. This bank client alone has made it all worthwhile. If you’re at all cluey, you’ll get a good SEO Copywriter to take a look at your site. I know someone I can recommend.

Which bits did the SEO guy optimise exactly?

Email Marketing leads to SEO opportunity

I recently sent out a Web Copywriter email update and heard back from a mate I used to play tennis with when I lived in Brighton, UK. Dave – who’s worked for some of London’s top design consultancies – had just created a website and invited me to take a look.

UK Personalised Pop Art firm, Photo2Art's website - Before

Personalised Art – turning photos into pop art portraits on canvas

His business is called Photo2Art and the idea is that they turn your photos into Andy Warhol-inspired pop art portraits on canvas. A cute idea but they’re not the only ones doing it and they need to distinguish themselves from firms that just print your photos onto canvas. Unfortunately, even though he’d employed a web copywriter (rather than The Web Copywriter) and an SEO guy, site traffic had been poor, and conversions had been low. What was the problem?

No evidence of SEO

The site had a Google PageRank of 3/10 which wasn’t bad but it showed no evidence of being optimised at all. It had poor (and repetitive) meta page titles, few relevant h tags, no highlighting and no terms being emphasised. I was left thinking, “Which bits did the SEO guy optimise exactly?”.

Why Keyword Analysis Tools need to be used with discretion

I asked to look at the SEO guy’s keyword analysis and discovered that they’d recommended “unusual gifts” as the best keyword for this business. Why? Because their Keyword tool said it had the highest Keyword Effectiveness Index (KEI).

KEI is a measure that you’ll use in SEO to try to unearth a niche keyword but it needs to be used with discretion. How many people who are looking for “unusual gifts” will want this offering? How many will you actually convert? Meanwhile, you have failed to optimise for the keywords that would attract people who are actually looking to convert their photos into personalised pop art portraits on convas.

Revisiting Keyword Analysis

I used Wordtracker with its UK database option to identify a bunch of keywords that are popular in this category and was surprised at the results.

1. “personalised pop art”
2. “personalised art”
3. “personalised wall art”
4. “personalized wall art”
5. “personalised pop art portrait”

Who would have thought that “personalised pop art” would be the most popular – for a factor of almost two.
“Pop art portraits” and “pop art canvas” were also rated highly.

“Photos on canvas” was searched for much more frequently than any of these – but it’s too broad and too competitive. You get those people who just want to put their photos on canvas and you’re competing in a very crowded and better resourced market.

But before making any recommendations, I wanted to see what Dave’s competitors were doing?

Which keywords? Look at your competitors

Dave had identified the number one competitor as You Are Art so I checked out their site and guess what I found? They were optimising for the terms that Wordtracker had identified. What’s more, Google ranked them #1 for these terms. Clearly they must be the right terms. But could Dave’s firm hope to compete?

Can you compete for the prime keywords?

This competitor only had a Google PageRank of 3/10 – the same as Dave – and its page titles weren’t as good as they could be. Other competitors who were ranked highly also weren’t too intimidating. So I recommended that Dave optimise for these keywords and rattled off some meta tags at very affordable rates (ie free). But I didn’t stop there.

Domain names – .co.uk vs .net and usability

Dave’s domain name – www.photo2Art.net – was problematic. Firstly, it’s a .net domain, which means that when people in the UK look at a Google search results page, they can’t be sure whether it’s a UK firm or not. Secondly, if people have been to the site, when they come back – assuming they remember your name – they are more likely to go to photo2art.co.uk than photo2art.net. I sure did.

A keyword optimised domain name

It’s always a good idea to try to have a domain name that includes keywords – particularly if you are first and foremost an online business. While www.personalisedart.co.uk and www.personalised-art.co.uk were both taken, www.personalisedpopart.co.uk was not. So the domain name with the most searched for keyword phrase in the category was available. Fabulous. They bought that. But I made a further recommendation.

Domain name usability and defending your turf

I said they should also buy www.personalised-pop-art.co.uk for three reasons. Firstly, Google will rank more highly a domain that has words delineated. So it will prefer www.personalised-pop-art.co.uk over www.personalisedpopart.co.uk.

Secondly, it’s easier to read on a Google Search Results page. People can look at it and at a glance see exactly that it is “personalised-pop-art” whereas “personalisedpopart” is much harder to discern and can be read as “personalised po part” amongst others.

The final reason is a defensive move. Because it’s a better domain name, you don’t want anyone else to get it.

So I recommended they set up the site as www.personalised-pop-art.co.uk. However. when they tell people where to go, they should say “personalisedpopart.co.uk” because it’s easier to remember. They then redirect all traffic from www.personalisedpopart.co.uk to www.personalised-pop-art.co.uk.

But – and this is a very big but – I said they MUST use a 301 Permanent Redirect from all their old pages to their new ones. This way they get the advantage of the SEO improvements while preserving their existing PageRank.

Practise what you preach

I do this with my own Web Copywriter domains. I own web-copywriter.com.au and the site is set up there, but I also own webcopywriter.com.au and I use this for my email address because it’s easier to type in and remember. I also own thewebcopywriter.com.au. Domain names are partly about SEO, partly about usability and partly about keeping your competitors at bay.

Beyond SEO

I have also recommended that Dave rejig his information architecture (IA) and website copywriting to make it clearer, cleaner and more action-oriented. I wanted him to implement Persuasive Architecture. This means guiding people through your site step by step, massaging them past all of their psychological barriers in turn until they WANT to press that order button. But this will have to wait – and I might have to get him to part with a few sheckels for that.

I also said that link building was important and that they should get themselves listed on a reputable gifting website. Those inbound links from high ranking sites are gold.

Watch this space

The recommendations are in. Let’s see how they go. I’ll keep you posted.

Before you go getting any Tom, Dick or Harry.com to link to your site …

Everyone says Link Building is important but you really wish it wasn’t because it’s such a tedious process. Here’s the motivation you’ve been looking for. In a recent survey of SEO experts, they identified the top 10 contributors to a website’s Google Search Ranking – and 7 out of 10 involved links!

Survey of SEO experts on factors affecting Google Search Ranking

In the States, seomoz conducted a survey of 37 leading experts on organic Search Engine Optimisation. They asked them to rank the importance of a huge range of factors. What helped your Google Search Ranking? What hurt your Google Search Ranking? They then compiled the collective wisdom and came up with a list of the top ten positive SEO factors – and the top 5 negative SEO factors.

What is the most important SEO factor?

So what was the sophisticated SEO technique identified by these experts as the most important factor contributing to your site’s Google search ranking? The humble Meta Page Title. Those 60 characters that are available to you across the top of the web browser. The bit of your site that might currently say “Home”. As Christine Churchill said, “If you have time to do only one SEO action on your site, take the time to create good titles”.

How important is link building to your Google Search Ranking?

According to this group, link building is VERY important to your site’s ranking. In fact, of the top ten factors they identified, a whacking 7 of them involved links.

Top 10 Positive SEO Factors

1. Keyword Use in Title Tag
2. Anchor Text of Inbound Link
3. Global Link Popularity of Site
4. Age of Site
5. Link Popularity within the Site’s internal structure
6. Topical Relevance of Inbound Links to site
7. Link Popularity of Site in Topical Community
8. Keyword Use in Body Text
9. Global Link Popularity of Linking Site
10. Topical Relationship of Linking Page

So, go build some links, huh? Simple. Well, maybe not.

How important is GOOD link building to your Google search ranking

Before you go getting any Tom, Dick or Harry.com to link to your site, there is some more sobering information for you to digest. Of the Top 5 Negative Factors influencing your Google Search Ranking, 2 of them involved links.

Top 5 Negative SEO Factors

1. Server is Often Inaccessible to Search Engine Bots
2. Content is Very Similar or Duplicate of Existing Content in the Index
3. External Links to Low Quality/Spam Sites
4. Participation in Link Schemes or actively selling links
5. Duplicate Title/Meta Tags on many pages

So, you need links but you need quality links. Motivated? I sure am.

For the full article on SEO factors affecting Google Search ranking, click here.