I read so much that I forgot exactly where I read this this morning, but I did read somewhere that technical SEO was going to die. SEO of the future, the bloggers point was, is going to include marketing tactics and strategies. I would argue that it already does.
This morning’s SEOJ post discussed this in part. Many new SEOs focus a great deal on keyword writing and links. What they fail to see is that SEO also incorporates a certain level of selling. Your website must sell. If it doesn’t then you are wasting your efforts.
Here are some helpful tips to ensure that the website copy, the SEO, does more than just filter keywords onto your page, but actually does something on the sort of selling your business, product, or service:
- Plan your site architecture before you start (which pages will link to which other pages?)
- Write each web page with a goal in mind
- Every web page should have a call to action – what do you want the reader to do?
- Use trigger words – people purchase emotionally and justify their purchases with logic; therefore, appeal to their emotions with trigger words
- When possible, fuse your important keywords and trigger words into one
- Use color, bold and italics, links, photos, and other page design elements intelligently
- Grab your visitors’ attention and keep it
- Sell the benefits, not the features
It would help if the person writing your website copy studies more than just SEO. They should also study sales techniques. They need to understand what makes people buy. When they can do that then they write a web page that sells.