Optimized copywriting involves strategically using words to promote a product, business, or idea in a way that persuades people to take a specific action. It is one of the most important elements of effective online marketing and search engine optimization. Optimized copywriting follows guidelines such as using keywords, writing catchy headlines, formatting content for readability, and including calls to action. When done correctly through websites, blogs, social media, and other online channels, optimized copywriting can improve searchability and marketing performance.

1. Optimized Copywriting

2. Optimized Copywriting
INTRODUCTION

3. Copywriting Defined
Copywriting is the use of words to promote a
person, business, opinion or idea. Although the
word copy may be applied to any content
intended for printing (as in the body of a
newspaper article or book), the term copywriter
is generally limited to such promotional
situations, regardless of media ...
Wikipedia

4. Copywriting Defined
Copywriting is the art and science of writing
words to promote a product, a business, a
person or an idea; and carefully
selecting, editing, weaving and constructing
those words in a way that they’ll persuade the
searcher into taking a specific and measurable
action...

5. Definition of Optimizing
Make the best or most effective use of (a
situation, opportunity, or resource)-Rearrange
or rewrite data to improve efficiency of
retrieval or processing

6. Optimized Copywriting
“Copywriting is one of the most essential
elements of effective online marketing. The
art and science of copywriting involves
strategically delivering words (whether
written or spoken) that get people to take
some form of action.”
CopyBlogger’s Brian Clark

7. Optimized Copywriting
HOW SEARCH ENGINES WORK

8. Optimized Copywriting
• Grab Attention/Get Indexed
• Connect with People/Searchers
• Get a Response/Search Result

9. Optimized Copywriting
SEARCH ENGINE OPTIMIZATION

10. How important is SEO?
More than 95 percent of all site traffic for
organic, non-branded queries on Google, Yahoo
and Bing come from page-one results.
A recent study by iCrossing

11. Three fundamentals of SEO
1. Architecture – one time
2. Links – on going
3. Content – on going

12. Fundamentals of SEO
• 33.3%
Architecture
• 33.3% Links
• 33.3%
Content

13. Why is content king?
Copywriting = content

14. Why is content king?
• One of the three most important factors of
search marketing – architecture, links and
content
• Content is an on-going effort
• Good content (copywriting sets the Law of
Attraction for:
− Web sites
− Social media news
− Blogs

15. When is content king?
• Optimized
• Relevant
• Valuable
• Socialized

16. “If it can be searched on, it can be optimized for
better marketing performance.”
Lee Odden
Copywriting = Content
Optimized Copywriting = Searchable Content

17. Optimized Copywriting
Checklist
• Web Pages
• Press Releases
• Blog Posts
• Facebook Posts
• Tweets
• Linked In Updates

18. Optimized Copywriting Steps
• Keywords
• Headlines
• Format/Style
• Links
• Call to Action

19. Keywords
• Identify 1-2 most important keywords
• Front load headline with Primary Keyword
• Use keywords in headings, subheads and
throughout the copy
• Add links to keywords
• TIP: Think about what people are going to type
into a search to find your page. Make sure those
keywords are on that page.
– Matt Cutts, Head of Google Web Spam Team

20. Headlines
Headlines:
72 characters, Primary Keywords front loaded
Sub Headline:
165 Characters max using primary keywords
Body:
300-500 = words centered around your keyword
phrase

21. Optimized Copywriting Steps

22. Format/Style
• Bullets
• Easy reading
• Lists
• Break it up with headings

23. Links
• One Link Per 120 words
• + Link the first reference of the
company name
• + 500 words = 5 links
• + Link to relevant content on website

24. Call to action
• What do you want them to do?
• Ask for it
• You need to tell your searcher
exactly what to do, how to do
it, and that you want them to do
it right now.

25. Copywriting Optimization Resources and
Tools
• SEOScribe
• CopyBlogger.com
• Your website’s search data
• PPC data

26. Optimized Copywriting
OPTIMIZING GUIDELINES

27. Optimizing Guidelines
• Target audience
• Most important above the fold – for
websites/blogs
• At least 250-300 words - more is better
• Break up copy with bold headings

28. Not just any content...great content
1. Optimized
2. Relative
3. Timely
4. User-friendly

29. Optimizing Drilldown
• First paragraph is most important
• Titles
• Descriptions
• Links
• TIP: Title Tags are first impression a
searcher sees in a search result. Needs
to make sense, include keywords

30. Socializing,
Optimizing and Copywriting
• Use keywords
• Links
• Tag Photos

31. Socializing,
Optimizing and Copywriting
Facebook now accounts 12.3% of all time online (this is up from 7.2%
a year ago representing an increase of nearly 71%)

32. Socializing,
Optimizing and Copywriting
• Facebook
– Tag people and photos
– Ask questions
– Share quality and relative content
with a custom comment with your
opinion
– Use images whenever possible

33. Socializing,
Optimizing and Copywriting
• Twitter
– Take time and write with the
purpose of getting RT
– Use keywords and hashtags

34. Socializing,
Optimizing and Copywriting
• LinkedIn
– Profiles and Updates
– Use relative keywords in profile
– Share updates with links to relative
news with your network

35. Not just any copy... great copy that makes
great content
1. Findable
2. Readable
3. Understandable
4. Actionable
5. Shareable

36. Optimized Copywriting
Lisa Buyer