Are Fluff-Filled Pages Driving Your Visitors Away?

Compliments of Flickr

Compliments of Flickr

It’s a common SEO copywriting strategy. Create pages that are built around keyphrases you want to rank well for. But there’s a problem that’s just as common as the strategy: creating keyword-stuffed pages filled with fluff that have no real purpose. This is what I found recently on a travel site I visited and it left a very amateurish impression.

Keep in mind I said this was a travel site. The site catered to one part of the world that is a huge tourist destination for the rich and famous: Dubai. It was obvious that the site was gearing its primary SEO copywriting campaign toward search terms centering on Dubai apartments and other such phrases. But incorporating those keywords into every area of its site was causing confusion.

When I write SEO copy, there are two questions that are constantly on my mind. The first is will the copy help the site visitors? The second is will it contribute positively to their rankings? Let’s see what the answers were in this case.

Did the Copy Help Their Visitors?

One place to use keyphrases is in your navigation. This site, however, went overboard. Looking across the navigation bar, I found link text that read “Dubai apartments,” “Dubai apartment,” “apartments in Dubai,” “apartment in Dubai,” “Dubai hotel apartments” and other such terms. What’s the difference I wondered. They all seemed to deal with the same thing: Dubai apartments.

So, just out of curiosity, I began to click from one page to the next. What information did I find? Not much. It was mostly fluff. The pages served no purpose other than to drive me away. If I had been searching for a Dubai apartment rental, I would have continued my search on another site. The poor SEO copywriting and lack of solid information gave me the impression that this site was not very credible.

Did the Copy Help With Their Rankings?

Apparently not. I searched Google for many of the phrases they used on these fluff pages and the individual pages themselves did not rank in the top 20 in most cases. Even if they did, would it be worth it to have this type of SEO copy on your site? Think about it.

If these pages ranked well, visitors would click from the search engine results pages (SERPs) to your site. And what would be the first thing they saw? Not-so-great copy that delivers no information. Would they stay? Would they search? Would they book an apartment? I wouldn’t. So why bother? What good are pages that bring customers in and send them packing at the same time?

It’s all about balance. SEO copywriting does you little good if it doesn’t attract the attention of the engines and your customers. Bottom line? If you’re going to go to the trouble to create pages that potentially rank high with the engines, look at both sides of the equation. Then write pages that rank well while also hooking and converting your visitors.

See Karon live in the Boston area April 2-3, 2009 at High Rankings’ Search Engine Workshops.  Visit http://www.highrankings.com/seo-workshops for more details and to register.



ClickBank Announces New Syndicated Content Ad Network

Following in the footsteps of Google, Yahoo! and others; ClickBank has gone public with information about its new “customer-facing advertising” network. With an email inviting existing ClickBank merchants to place their ads last month, ClickBank anticipates the launch of new ad platform soon.

According to the email I received as well as information posted on ClickBank’s website, “ClickBank’s new ad serving system will allow affiliates to automatically display publisher products and sites relevant to their niche by generating a simple piece of code that displays these ads on their sites.

“In addition, the fields contained in your ad will soon be added to our XML datafeed, so third-party application developers will be able to create additional ways for affiliates to easily display these ads to consumers.”

If you haven’t gotten an invitation from ClickBank yet, check your account. You may still be able to participate. Log in then go to your control panel and click on My Site. Then check for a section labeled “Customer-Facing Advertisements.”

As with Google and others, there are limits to how long your ad can be. The headline is allotted 28 characters and the two copy lines allow for 36 characters each. You can enter a short list of keyphrases associated with your product. A total of eight keyphrases are accepted per product and each must be 25 characters or less in length.

It will be interesting to see, as time goes by, if the same principles that apply to PPC advertising will hold true with ClickBank’s ad platform. Only time - and a little experimentation - will tell.

Do you read Karon Thackston’s copywriting blog?  You should!  See it today at http://www.marketingwords.com/blog.



Merry Christmas from Marketing Words

Wishing you peaceful days, silent nights and a joyous New Year!

Merry Christmas!

Karon



The Incredible Persuasive Power of Online Consumer Reviews

By Karon Thackston © 2008, All Rights Reserved

Look all around and what do you see? Consumer product and service reviews are taking over the Internet. And more power to them. They’ve given some much-needed credibility to a marketplace that had begun to lose its luster in the eyes of corporate clients and consumers.

But just how believable are consumer reviews? According to Deloitte & Touche USA, “Consumer Survey: Market Transparency” as reported by eMarketer, a mind blowing 99% of Internet consumers find consumer-generated online reviews to be credible.

That trend is reinforced by Forrester Research’s North American Technographics Media and Marketing Survey for Q2 2008 that was recently released. Based on comments from over 5,000 survey participants, Forrester reports that trust in online consumer reviews is second only to trust in email that comes from people we know.

To List Reviews or Not to List Reviews… There’s Really No Question

Are you using consumer-generated reviews on your site? If you operate a services-based website, do you include links to reviews from Yahoo! Local or other client testimonial? While testimonials aren’t the identical twin of reviews, they are the closest living relative that service-based companies can turn to.

In case you missed it, the point is that the credibility of your copy and your site overall can be bolstered with the inclusion of consumer-written reviews and/or testimonials.

What else? The Forrester study reported that online consumers put trust in the results returned by search engines. Boosting your SEO copy is one important way to contribute to a gain in rankings. The survey didn’t specify whether participants were talking about organic or paid results so improving your PPC copywriting might also bolster your credibility.

Don’t Rely Too Heavily on Your Blog

Surprisingly, blogs have the least amount of consumer confidence. They fell dead last in the Forrester study. I’d like to know why. I find it laughable that message board posts and online classifieds have a higher trust level than corporate blogs.

Of course, these are today’s findings. Check back next week and blogs may have reached the #1 spot :)

Proof of Performance

Really, it all goes back to proof of performance. If you can show others that you’ve got what it takes, they’ll gladly spread the word.

Do you read Karon’s very credible copywriting blog? :) Find it today at http://www.marketingwords.com/blog.



My SEO’s Good. Now Should I Work On Conversions?

By Karon Thackston © 2008, All Rights Reserved

It happens more frequently than you might think.  People spend a lot of time and money getting their sites ranked highly in the search engines, but give little or no attention to converting their visitors into paying customers. What’s their logic?  From what copywriting prospects tell me, “I wanted to get my rankings in place before working on my conversions.”

It may look as though I’m sitting firmly on the fence; however, I don’t think SEO and conversions are separate entities.  I believe you need to work on them together.  Let me tell you why from a copywriting and marketing standpoint.

People mistakenly think search engine optimization is the one-step process of getting ranked highly on search engines.  You “do” SEO and when you’re finished *poof* your site is ranked highly.  In reality, SEO has numerous steps, all of which intertwine with the foundation of your marketing plan. For instance, if you were creating an online marketing plan for a new site you wanted to launch, what would the process include?  Certainly there are numerous steps, but let’s focus on the three below for now.

> > > Creating An Attractive, User-Friendly Design

A recent study by MarketingExperiments.com found that using eight particular elements in your site design can improve conversions by more than 70%.  You would want a design that instills trust and confidence while reducing anxiety.

> > > Organizing An Effective Navigation Structure

Obviously, you want it to be as easy as possible for visitors to find what they’re looking for.  If they aren’t able to navigate the site quickly, they’ll get frustrated and leave.

> > > Writing Persuasive Copy That Informs and Sells

Just having words on your pages isn’t enough to connect with your visitors.  You want specific copywriting about each product or service that entices, explains, convinces and converts.

Amazingly, these same three steps are fundamental to developing a solid search engine optimization strategy.  So what’s the problem?  If you complete the steps with SEO tunnel vision - without giving any thought to your visitors along the way — you may be doomed to repeat everything you’ve already finished.  Here’s why:

> > > Creating An Attractive, User-Friendly Design

Many times, sites designed strictly to rank highly in the engines neglect the design process.  You can have a site that’s at the top of the search engine results pages (SERPs) and gets a ton of traffic, but causes visitors to immediately click away due to lack of trust. If this is the case, you’ll need to change some or all of your design elements, which could possibly have a bearing on your rankings.

> > > Organizing An Effective Navigation Structure

I’ve read about companies who develop navigational structures specifically for the engines.  They tell their clients to avoid cross-linking between certain pages or areas of the site so as not to “confuse” the search engines.  Whether it confuses the search engines or not, if you want to make more sales, cross-linking and up-selling are excellent strategies that make it easier for your visitors to find — and buy — what they need.  If you’re ranking highly but not making sales, it may mean you need to radically improve your navigation, which could change your rankings.

> > > Writing Persuasive Copy That Informs and Sells

Keyword-stuffed, third-grade-level copy that is repetitive and boring won’t make sales.  If you’ve slapped up any old copy thinking you would improve it later, you’re probably in for a rude awakening.  Copywriting is a pivotal element in search engine optimization. Unless you’re having great success with a massive linking campaign, copywriting will play a major part in your rankings.  Changing copy can (and almost always will) cause either a negative or positive change in positioning.  Oftentimes, pages fall, then return with higher placement — but not always.  If your copy is preventing your site from converting, it needs to be changed immediately even if that means a temporary drop in positioning.

The search engines do not make your site successful.  The search engines don’t buy anything from you.  All they do is send traffic your way. Although there is no discounting the value of free traffic from the engines, you can get traffic from countless other online and offline sources.  Your site is what makes you money and it needs to be developed for your visitors. But by focusing strictly on SEO, it is highly likely you’ll be forced to change most of what you’ve built in order to improve conversions later on. That means spending more time and money on something that could have been turning a profit by now.

Copy not getting results? Learn to write SEO and online copywriting that impresses the engines and your visitors with Karon’s Copywriting Course at http://www.copywritingcourse.com. Already know how to write, but need help using keywords? Get Writing With Keywords at http://www.writingwithkeywords.com.



Combat Resistance Factors and Increase Conversions

By Karon Thackston © 2008, All Rights Reserved

His question actually stopped me in my tracks. Maybe it was the way he phrased it that really made me think. A colleague of mine asked, “Why might your potential customers be resistant to buying your products/services?” It wasn’t a question to take offense over. In reality, there’s always something. From food processors to word processing software and personnel services to personal assistants, there is always at least one reason why prospects would be resistant to buy.

Of course, the next question that begs to be asked is, “What are you going to do to combat their hesitation?” While realization of a problem or obstacle is one part of the process, finding a way to overcome it is the ultimate goal.

Identifying Resistance Factors

How would you know what causes your prospects to think twice before buying from you? You probably wouldn’t unless you asked them. It’s an easy enough thing to do online. Just search for “online survey software” and you’ll find dozens of options. These products allow you to create a survey online then provide a link to your visitors. Most offer a basic service for free.

Is it the fact that you sell furniture online and customers can’t see or touch the products before buying? Maybe you offer scented candles that visitors are afraid won’t smell like the genuine article. Perhaps visitors have been burned by one too many shady web design company and are being extremely cautious this go round. Maybe it’s something not as obvious such as a fluke in your checkout process.

Look for evidence of where the resistance factors lie then compile a list. Search your customer feedback files. Go through customer service complaint logs. Read online reviews of your products/services. Create online surveys. All of these can offer evidence that points to areas of resistance.

Create a Plan of Action

Once you’ve discovered the areas that need attention; make a chart. Put your obstacles on one side and leave space for ideas on the other. Next read the first problem and ask yourself, “What can I do about it?”

Take a few minutes to brainstorm about each problem and come up with several thoughts that might offer solutions to the challenges. Be creative and -by all means - ask for help. Those within your company may have good suggestions about what can be done to right these wrongs. Your customers may also provide excellent insights. A quick email to existing clients could pay off in a bucket load of phenomenal recommendations.

Get Real

Now that you have a list of potential solutions, it’s time to get real. What can you actually, feasibly do? For instance, customers may love for that online furniture store to offer a satisfaction guarantee where the store will pay for return shipping if the customer doesn’t like the dining room set. In reality, the store may not be able to cover those expenses.

What the site might be able to do is send wood samples (so homeowners can compare wood colors with their existing furniture) or post additional, up-close photos of carvings and etchings in the design. These would give the homeowner a more detailed view of the furniture and would help them feel more confident in their decision.

As with every aspect of Internet marketing, testing is key. Perhaps one solution will work better than others. Give all the feasible ideas a try and see which is most effective in tearing down resistance and building up conversions.

See Karon live in Boston April 2-3, 2009 for a 1/2 day copywriting workshop hosted by High Rankings. Also available: keyword research, social media & web analytics. Take 1 or take them all. Space is limited so register today at http://www.highrankings.com/seo-workshops.



I’m Now on Twitter!

Let’s tweet!  I’ve set up a Twitter account and have already been having tons of fun.  You can follow me at @karonthackston.  Pop over and say, “Hi!”

While I was digging around online trying to find more info on Twitter usage, I came across this post.  It has 30+ Twitter tools you’ll want to check out.  Good stuff!  Found any more neat Twitter tools?  Add them to the comments.



A New Look

You might have noticed when you clicked to the blog this morning… it has a new look!  This one is cleaner-looking and easier to navigate, I believe.  I hope you think so, too.

Let me know if you have any trouble finding what you need, making comments, etc.  Would love to have your feedback on the change.  I’m also always looking for your ideas for posts.  Tell me what your copywriting concerns and struggles are and I’ll do my best to provide answers for you.

Happy Monday!

Karon

Subscribe to Karon’s copywriting blog today at http://www.marketingwords.com/blog.



Overcoming a Common Pitfall for Ecommerce Home Pages

By Karon Thackston © 2008, All Rights Reserved

It was a typical request: one I’ve gotten from many e-commerce site owners because the vast majority make the same mistake. An online business owner emailed me last week asking for help with his conversions. His search engine rankings were good, but his conversions were lacking. At his request, I spent some time on his site and compiled a list of my thoughts, a few suggestions and a quote for making it all happen. What I found on this home page was typical of many other e-commerce sites I’ve worked on. There was a severe lack of benefits-oriented copy.

The website was very well designed and extremely professional looking. With rotating images in the upper-left corner, visitors would quickly get a wonderful idea of the beauty and functionality of the furniture this company manufactured and sells. What they wouldn’t get, however, was information about the benefits and the differentiating elements that set this online retailer apart from all the others.

A tag line, the announcement of a sale and text links were the only visible copy on the home page that fell above the fold. Way down at the very bottom of the page, in a font color that was just a few shades darker than the light tan background, was a single paragraph of copy. There – if the visitor ever got that far – he/she would find several benefits.

One of their biggest differentiating factors was that these pieces of furniture were available exclusively from the manufacturer. About 81% percent of consumers look for information on the Web before buying in a brick-and-mortar store, according to the Pew Internet & American Life Project.

Letting site visitors know they won’t find these incredible pieces in any other store would have a big impact on their purchasing decision.

Likewise, these cabinets are engineered with ample ventilation to protect the wood and your TV set. Plus, they provide wider and deeper shelves than most others, leaving plenty of room for your television.

Another vital point is that this online store offers free shipping and in-home setup. While that was stated on the home page, the mentions were located on infrequently viewed parts of the page.

Will Copy Ruin My Design?

One concern with e-commerce sites is that copy will ruin the graphical design of the page. After all, buying online means shoppers want to see what they are getting. That’s perfectly understandable. But, with a little creativity, it is quite simple to add copy. Remember: Not all the copy has to appear in the same place. There is no need for 200 words of text right in the middle of your home page.

You can simply put a sentence or two here and a sentence or two there. The goal is to provide the visitor with the information he/she needs to answer the most pressing question of all: “Why should I buy from your site instead of the other 21,000 I’ve found online?”

A headline up top, a strategically placed paragraph and a caption under a photo are sometimes all it takes to communicate to your customers why they should choose you. In addition, you’ll get a boost with the engines from placing keyword-optimized copy on the page.

The next time you decide to take an ax to the copy on the home page of your e-commerce site, remember that customers aren’t mind readers. If you can’t make it easy – right off the bat – for them to grace you with their business, your conversion rate will likely never reach the level you desire.

See Karon live at a half-day copywriting workshop in the Boston area April 2-3, 2009. Keyword research, social media and analytics also offered. Get details and register today at http://www.highrankings.com/seo-workshops.



The Pros and Cons of Junky SEO-Only Articles

By Karon Thackston © 2008, All Rights Reserved

An interesting thread popped up at the High Rankings Forum a little while back. One of the forum members was using an SEO firm that was cranking out truly junky articles that were obviously only created for the purpose of SEO. The member’s question was about whether these types of low-quality articles would actually help his site.

The answer: yes and no.

On the Plus Side

It’s true. A search engine isn’t capable of determining the quality of a written piece. Googlebot has no way to know whether an article is concise, truthful and insightful or whether it’s full of keyword-stuffed ramblings that make no sense. So, technically speaking, even junky articles do have the potential to make a positive impact on your search engine rankings.

Article distribution is still a valid way of drumming up both links and traffic. Because most article directories don’t have any type of quality control, you can increase your link popularity by simply throwing any old article out into cyberspace. But why would you want to?

On the Minus Side

What really makes article distribution work is what happens after the articles are released to the directories. Other site owners and bloggers visit these distribution sites in search of interesting, well-written and up-to-date information their readers will want. When your article begins to weave its way through the worldwide web, link popularity builds as it should.

Keyword-stuffed junky articles that are written exclusively to catch the attention of the engines will likely not fit the bill of most site owners. That means these pieces will sit on the article distribution (AD) site permanently without contributing any further to your link popularity.

Also, junky articles will not have the power to boost traffic to your site. In fact, they may even have the reverse effect. Poorly written articles or articles about topics that no one is interested in can actually deter readers from clicking to your site. The bad impression junky articles make can literally cost you business.

Do it Right

If you’re going to go to the trouble to produce articles, make sure you do them right. The most successful articles are well written, are not self-promotional and actually allow the reader to walk away with useful information.

For instance, giving readers information on how to use your products or services is always a hit. Do you sell promotional buttons? Write individual articles about how the prospective customer can make their business grow by using promotional buttons. Be specific in telling them intriguing ways to generate new customers with buttons that are applicable to their particular industry.

Do you offer bridal planning services? Create a series of articles based on the services you provide. Show brides the benefits of using a bridal consultant as opposed to planning their own weddings and receptions.

Once you do, your articles will be picked up from the AD sites and spread all across the Web. That will build a solid link base. Plus, you’ll be seen as an expert in your field which will drive qualified traffic to your site.

Yes, it takes extra effort to write quality articles that deliver something useful to the reader, but it pays off big time in high traffic counts, better quality links and increased sales.

Want to make the most of your article marketing campaign? Learn the tactics and techniques search marketing professionals use to boost link popularity and rankings. Get more info today at http://www.searchenginecollege.com.