The boost in search ranking of Patent Analysis firm, Filament, was so sharp, it drew the European Patent Office to their site to see what all the fuss was about.

Filament – global leaders in IP Intelligence

Filament works in the area of IP Intelligence, IP Analytics or Patent Analysis. That means that when a company wants to defend their intellectual property, or is looking at a merger and wants to see whether the IP is complementary, they come to Greg. Thankfully, now more of them will be coming Greg.

Boosting Filament’s search ranking

I did some SEO and website copywriting for Greg a while back and it’s just starting to bear fruit. They are ranked on Google’s first page for almost all their keywords – and it’s brought the attention of not just customers – but others keen to see what’s going on.

European Patent Office drops in

On one particular keyword phrase, Filament was ranked behind only the European Patent Office. This brought the European Patent Office to the Filament site to find out what all the fuss was about. Several other major patent players have visited as well. It’s nice to be noticed.

For the first time, on pages from the web, The Web Copywriter is ranked #1 on Google for “web copywriter”. Since this is possibly a momentary glory, forgive me if I record it for posterity.

If I achieve nothing else in life, I'll always have this.

Dropping the Domain hyphen delivers

I wrote previously about the spectacular effect on rankings of dumping the dash from my domain name. In moving from web-copywriter.com.au to webcopywriter.com.au I went from #29 on “pages from Australia” to #1 – before dropping back to second. At that point, I was third on pages from the web.

Pages from the Web versus Pages from Australia

But today I had the pleasant surprise of seeing The Web Copywriter on top of the pile for pages from the web. My ranking on pages from Australia remained #2. Why the difference? I’d welcome any explanations.

PageRanks lost in the transition

What is weird is that while the PageRanks for the new domain were initially maintained, they have now gone – at least for the moment. But without affecting the Google search ranking obviously. All the literature says you’ll maintain your PageRanks with a 301 Permanent Redirect, so I’ll watch this with interest.

High Google ranking of secondary importance

This is nice and all. If you’re a web copywriter, it’s better to rank well on Google rather than being an also-ran. But ultimately it’s about delivering sales. So, I’ve done my bit. Now you do yours. The number to call is 0423 653 756 or email The Web Copywriter.

I’ve just conducted a live experiment on the SEO effect of a hyphen in domain names and the impact has been swift and spectacular. By dumping the dash from my domain name, my site has leapt in the Google rankings from 29th yesterday to #1 today.

“Hyphenated is not only not better, but in this day and age is clearly worse” Aaron Wall SEO Book

“This is what makes SEO so tricky. The rules are unpublished. And they keep changing”

In the SEO dash, the hyphen turned out to be Ben Jonson

Conventional SEO Domain Naming Wisdom

In his Dummies Guide to SEO, Peter Kent said that if you have a choice of domains between rodentracing.com and rodent-racing.com then you choose the latter. Google, he said, would rank rodent-racing.com more highly. So, when choosing my own domain name, I selected web-copywriter.com.au. But I also bought webcopywriter.com.au and thewebcopywriter.com.au as defensive moves.

Hitting a Google Ranking brick wall

My site web-copywriter.com.au was ranking reasonably well – particularly since it’s only been around a few months:

• #1 web copywriter sydney
• #1 seo copywriter sydney
• #4 website copywriting

But, ironically, for “web copywriter”, the highest I’d reached was about #19 and sometimes I’d languish down in the 40s. Give it time, I thought. But it didn’t get better. Recently I was 29th. And I couldn’t see why domains without hyphens were performing very well – contrary to Peter Kent’s assertions (at least in his book).

Going to Aaron Wall – the SEO source

I decided to join the renowned SEO Book online community and invited their thoughts on the issue. Specifically, would they still recommend using the hyphen? Here is what the SEO guru, Aaron Wall himself, had to say:

“Hyphenated is not only not better, but in this day and age is clearly worse. I would be more inclined to use the version of the domain without the hyphen because it is easier to remember, easier to market, and because some search engines (like Google and Live) give exact match domains a ranking bonus (with a hyphen you lose that bonus).”

There you have it. So, I switched my domain from web-copywriter.com.au to webcopywriter.com.au. How would it affect my ranking?

Waiting for Google to index

You know what it’s like when you launch a new domain – constantly checking to see whether Google has indexed it. It had been about 4-5 days and nothing. Then, just this afternoon, up it popped. Only 4 of the 40 odd pages had indexed, but it was a start. And how did the new domain rank?

The SEO jury is in. The dash is out

Now you wouldn’t think the effect would be immediate. Particularly since so few pages have indexed. But, no. The effect was quick and spectacular. Yesterday, on google.com.au, “from pages from Australia”, my site was ranked 29th. Today, for “web copywriter”, it’s ranked #1. Now, that is what I call a D-R-A-M-A-T-I-C rise.

The shifting sands of SEO

This is what makes SEO so tricky. The rules are unpublished. And keep changing. What was once recommended is now discouraged. But, for the moment, I can categorically report that a domain name with www.keyword1keyword2.com is infinitely better than one with www.keyword1-keyword2.com. And, I can report this from the lofty eminence of Google’s #1 ranked “web copywriter”.

Google suddenly wasn’t indexing one of my pages – ironically, my “SEO Copywriter” page – and it was knocking my ranking for that keyword phrase. But I’ve made some changes and – voile – the page has indexed once more.

What to do when Google snubs you?

Sudden drop for “SEO Copywriter”

I check the Google rankings of my clients and my own sites on an almost daily basis. So I was alarmed during a routine check to find that I had suddenly dropped from a ranking of 3 or 4 on “SEO Copywriter” to 9. And when I looked at the pages listed on the Search Engine Result Page (SERP), neither of them were the “SEO Copywriter” page. How weird.

Google wasn’t indexing the “SEO Copywriter” page

When I checked what Google was indexing (in a Google search field enter site:yourdomain.com), the “SEO Copywriter” page was missing. Yet it was indexing two child pages off that parent – “What is SEO” and “SEO Tools”. Why?

Why isn’t Google indexing my page?

Google can be capricious. It can not index your page for a bunch of reasons. But generally it’s because it doesn’t think that this page adds anything to the world’s collective knowledge. It could form this high and mighty opinion because …

• your page title is the same as other page titles
• your meta tags are the same as other pages
• your h1 tag is the same as other pages
• your page’s content is too similar to other pages

However, in my case, this wasn’t true. The page was unique for my site in every regard. So what else could it be?

Was it something I said?

If Google doesn’t like an inbound link to your site, it will mark you down, but again this was unlikely. So I looked at the content and found that on this page I had made a couple of references that Google might not have liked. Without wanting to repeat the content exactly, I made a reference to Spamming and to a certain landmark event in the way Google ranked pages. Could this have been the problem? I wasn’t taking any chances. I revised the content. But how to get Google to re-index the page?

Getting Google to index the SEO Copywriter page

Apart from getting rid of content that I thought Google might have found offensive, I revised the first paragraph to make it distinctly different to other pages. I also found a 301 Redirect I’d set up from /seo-sydney/ to /seo-copywriter-sydney/ wasn’t working and fixed that. But how long would it take Google to get back to look at this site? I wasn’t going to sit on my hands waiting.

In-bound links to the missing page

I have the Web Copywriter site listed on a few reputable online business indexes. In order to get Google to take notice of the SEO Copywriter page, I changed the URLs on a couple of these sites from the home page to the SEO Copywriter page. I asked one of my clients to alter the link as well, but then this morning I got some good news.

SEO Copywriter is back

When I checked which pages were indexed this morning, the SEO Copywriter was back. And so was my ranking. I am now back at 4 for SEO Copywriter and 2 for SEO Copywriter Sydney. Tellingly, the pages listed on the SERP now include the SEO Copywriter page. What made the difference?

Try an inbound link to cure a Google indexing problem

Who knows. It could have been the removal of the Google references. It might have been making the content more different. It might have been fixing the 301 Redirect. But my money is on the inbound-links. If pages on reputable sites are linking to a page that Google hasn’t deemed worthy of indexing, it is surely going to give it cause to think again. The unease I was feeling while I was being blanked by Google has now dissipated. Now I can get back to worrying about other stuff.

Yesterday I got an email from an executive at one of Australia’s leading banks who said that he’d stumbled upon The Web Copywriter site “while Google searching for SEO copywriters”. This was music to an SEO guy’s ears. And a reminder of why investing in SEO makes sound business sense.

“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.

Some SEO tips from the Web Copywriter are hopefully going to lift the Google Search Ranking of a UK company that turns photos into Personalised Pop Art on canvas.

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.

Americans and Australians have a different vocabulary. It’s not ‘petrol’, it’s ‘gas’. It’s not ‘takeaway’, it’s ‘to go’. It’s not an ‘invasion’ of Iraq, it’s a ‘liberation’.

Everything I’d read said that Wordtracker was the Keyword Analysis tool of choice for the serious SEO professional. But there are two reasons why it’s of limited value to local Search Engine Optimisation operators – the relevance of its data, and its very ordinary usability.

Is Wordtracker all it’s cracked up to be?

Most US SEO professionals will tell you that Wordtracker is the best keyword analysis tool on the market. Peter Kent says it – though he acknowledges a commercial relationship with them. But he’s not alone. So I left the comfort of Google’s keyword tools and explored Wordtracker but was totally underwhelmed.

Wordtracker’s woeful usability

The first thing that will strike any self-respecting SEO professional is just what a naff site Wordtracker is. It looks old and dated. But, worse than that, its interface is not intuitive – to say the least – and it just doesn’t let you do what you want to do.

Control over the keywords you choose

Wordtracker’s strength is that it really does throw up an awful lot of keyword suggestions. In an increasingly crowded market where everyone is looking to carve out a keyword niche, this is pretty useful. However, what I’ve found is that it’s far too hard to control what you include and exclude. And then you’ve got to export the data for inclusion in an SEM campaign. But, its failings are more fundamental than that.

Wordtracker tells you what Americans search for

The whole purpose of doing Keyword Analysis is to identify what your customers are searching for when they come onto the net. Now, while Wordtracker might tell you what US customers search for on the net, there is no guarantee that Australian users search for the same terms.

For Australian SEO work you need Australian search data

You may have noticed that Americans and Australians talk differently. It’s not just the difference in accents. We have a different vocabulary – in almost everything. It’s not petrol, it’s gas. It’s not takeaway, it’s “to go”. It’s not an invasion of Iraq, it’s a liberation. This different use of language is going to have serious consequences in Keyword Analysis. So, American-dominated data is of limited value – unless you have a global market. If your market is Australian, you need Australian data.

Why I prefer to use Google’s keyword tools

I still use Wordtracker – hell, I’ve paid the hefty annual subscription so I’m going to get my money’s worth. But my two preferred tools are both by Google – and not just because they are free. Google’s Keyword Tool and its Traffic Estimator have the huge fundamental advantage over Wordtracker that you can look at purely Australian results. Or purely NSW results. Or purely Sydney results. And know much more accurately what your customers are looking for.

Self interest aside, doing your own website copywriting is a false economy that can cost you in search traffic, sales conversions and brand development.

Paying top dollar for design but doing your own copy means you end with a David Beckham website – it looks good but the voice is a right turn-off.

Now, this might seem like a self-serving post. Of course, I’m going to say you’re stupid to do your own website copywriting. But there are at least 3 good reasons why it’s dumb to write your own website copy. (Unless you happen to be me.)

1. Google Search ranking. The ability of your website to generate sales depends largely on its Google Search ranking. And your Google ranking depends on its level of Search Engine Optimisation (SEO). You need to choose the right keywords and then optimise for those terms through meta tags, the body content and links.

Now some people think they understand SEO but this is an area where a little knowledge is a dangerous thing. I had a client who didn’t want to pay for SEO and made a right pig’s ear of it. They didn’t go up the rankings – but down. Way down!!! For the sake of a few thousand dollars, this company will have lost thousands of dollars in sales. A good website copywriter is a good SEO copywriter and will easily repay the investment in increased site traffic.

2. Online Sales Conversions. When people get to your site, your copy needs to convert this visitor into a customer. This is a combination of what you say, how you say it, and the different access points you give to the visitor. A good website copywriter won’t limit themselves to the copy – they’ll feed back to the designers and the information architects to improve the sales effectiveness of the site. A good website copywriter will increase the probability that people actually buy something from you – rather then disappear into the ether.

3. Brand Development. Companies seem quite happy to pay a squillion for website design but then want to get cheap on the copy. But when you pay top dollar for design and go DIY on copy, you end up with a David Beckham website – it looks good but the voice is a right turn-off.

You might be a competent writer, have sound grammar and  excellent punctuation. You might be able to communicate perfectly. But, with all due respect, you are unlikely to bring the verve, life and character that a professional writer can. A good website copywriter can turn your brand from an also ran into the cock of the roost.

In the grand scheme of things, website copywriting is only a small percentage of a total website budget. But it can make a huge difference to your website traffic (through SEO), your sales conversions and the voice your website projects to the world. Don’t let your website be a squeaky Becks. Let it be a smooth talking George Clooney. Hire the Web Copywriter today.