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SEOBootcamp: Copywriting &Emails
29May 2013

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What’sonthedocket?
I. SEO copywriting
I. Why it's important
II. Focus on the basics
II. Copywriting elements you need to know
I. Title tags
II. META description tags
III. H1 tags
IV. 10 rules for writing optimised copy
III. A quick section on writing emails
I. Email writing tips: the do's
II. Email writing tips: the don'ts
This is SEO Pug - you’ll know
and love him soon enough.

3. I. SEO copywriting
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SEOcopywritingisemotional

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OK,it’snot–butitisimportant!Why?
We’ve all
seen this
periodic
table of
ranking
factors
http://searchengineland.com/seotable

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SEOcopywriting:stillimportant

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Andwe’veallseenwhereSEOisheaded
http://searchengineland.com/infographic-why-content-for-seo-96834

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Sowhatdoesthishavetodowithcopywriting,Willis?

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Becauseyoucan’tberelevantinsearchwithoutgreatcopy
“To rank #1 for a keyword, you must own the best piece of relevant content on the Web.”
– Sir Richard Kirk

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WithSEO,youshouldlookbackbeforemovingahead
“OK, enough of the God damn stock photos.” – Sir Richard Kirk

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Tolookback,westillneedtofocusonthebasics

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Showofhands:HowmanyofyouhavewrittenSEOcopy?

13. II. Copywriting elements
you need to know
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Titletagbestpractices

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Titletag:thisishowyoudoit

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Let’swriteatitletagtogether!
Primary keyword
-hamburgers
Secondary keywords
-london hamburger restaurants
-burgers
SEO Pug says: Don’t forget to kick off the tag with the primary keyword.

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Mytitletag
Hamburgers: London Hamburger Restaurants | Byron
Boom! Primary keyword at front, secondary keyword next and the
brand at the end – all clocking in at 48 characters.

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METAdescriptiontagbestpractices

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METAdescriptiontag:thisishowyoudoit

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Samedrill:Let’swriteaMETAdescriptiontagtogether!
Primary keyword
-hamburgers
Secondary keywords
-london hamburger restaurants
-burgers
SEO Pug says: Use your title tag to build the META description.

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MyMETAdescriptiontag
Visit Byron to discover proper hamburgers, chips, shakes and more. Your
opinion of London hamburger restaurants will change for good! Discover
Byron today and see what the burger buzz is all about.
Bam! Call-to-action at the front, primary and secondary keywords throughout, and
mention of the brand – all that in just 197 characters.

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H1tagbestpractices

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H1tag:thisishowyoudoit

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Woof!Let’swriteanH1tagtogether.
Primary keyword
-hamburgers
Secondary keywords
-london hamburger restaurants
-burgers
SEO Pug says: Think of the H1 tag as a brief explanation of the page.

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MyH1tag
Hamburgers: Byron Proper Hamburgers
Wham! Primary and secondary keywords used and mention of the brand.

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Nicework,all!Hereare10generalrulesforwritingoptimisedcopy
1. Determine objective of the Web page, brand voice, audience
2. Choose primary and secondary keywords
3. Remember to write for search engines and users
4. Use primary and secondary keywords in all applicable elements
5. Place primary and secondary keywords at/near the front of applicable elements
6. Make sure body copy is unique and follows the same keyword themes
7. Link to similar products and information in the body copy
8. Incorporate primary and secondary keywords in anchor text
9. Optimise image file names and ALT attributes
10. Populate URLs with primary and secondary keywords

27. III. A quick section on
writing emails
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Showofhands:Howmanyofyouwriteinternalemails?

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Showofhands:Howmanyofyouwriteclientemails?
SEO Pug says: I can’t write emails because I’m a dog.

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Showofhands:Howmanyofyouspellcheckyouremails?

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You should spell check EVERY email.
Even that one you just sent to your coworker.
And especially that one you just sent to your CEO.

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You should proofread EVERY email.
Even that one you just sent to your coworker.
And especially that one you just sent to your CEO.

33. Other email writing tips: the do’s
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Always start a conversation with a greeting.
And use a comma when directly addressing someone.
Example: “Hi, Lucy.” and not “Hi Lucy.”
SEO Pug says: Few people use the rules of direct address.

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Always close with a proper sign-off.
Thanks and cheers come to mind – as in “Thanks, Marvin!” and not “Thanks Marvin!”
This will depend on the person and your relationship.

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Only write as much as you have to.
A phone call can often save time.
Some of us (ahem) are guilty of writing long emails.

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Break longer emails into paragraphs.
It’s easier to read and digest this format.
You wouldn’t read an article that’s one long paragraph, would you?

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If action is required, state that early on.
And put it in the subject line, if necessary.

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Double check the “To” and “Cc” fields!
Especially when you reply, because how many of us have hit “Reply to All” by accident?
And how about that time you sent an email to the wrong Susan?
SEO Pug says: Wrong Susan wasn’t very happy about that.

40. The don’ts
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Don’t Cc your boss on every email.
He/she is busy enough as it is, so think before you hit “Send.”
SEO Pug says: Not cool, man. Give your boss some elbow room!

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Don’t attach huge attachments.
That’s what Basecamp, Dropbox and the like are for.

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Don’t just forward an email chain.
Read the chain first, because there could be sensitive information in there.

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Don’t send an email off in a fit of rage.
Calm down first – emails can come back to haunt you.
SEO Pug says: Sometimes I gently bite when I’m hungry.

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One more thing: we have QA!
Just send your copywriting, deliverable, email, etc. to me and I’ll have a look.
Or ask a friend!

46. Thank you!
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