Is SEO copywriting hurting your image?
Wednesday, August 24, 2011, 11:32 AM
When you talk to someone, do you mention the same word after every 10 words out of your mouth? Let's hope not, for your sake. So, why would you do it on your website?
Today's SEO experts recommend a keyword density of up to 10 percent, depending on the amount of content on your page. That basically means you would repeat one keyword or phrase until it makes up 10% of all text on the page. So if you're targeting the words "SEO copywriting service," those words would be splattered all over the place.
Have you ever seen a site like that? It's not pretty. And while it may help boost your site a few spots on Google, you'll probably be left with awful copy that is often unreadable by a human being.
Sure, marketing tests reveal that most website visitors barely read your copy anyway. But if you have a high-end retail site, or an information-based portal, with visitors who are more prone to absorbing the content you're providing, then your crazy SEO tactics could actually be doing more harm than good.
Good SEO copywriting isn't just about keyword stuffing. It's about making your page more relevant for your visitors. Search engines like Google use highly sophisticated algorithms to determine the importance and relevance of your site. In short, they can tell when you are trying to beat the system, as opposed to optimizing your site to make it more useful.
Search engine optimization (specifically the optimization of page text) must be done carefully and cleverly. It needs to be done by copywriters who are fluent in the language and capable of inserting the appropriate keywords without junking up your site. A 10 percent keyword density might be extreme in some cases, but good SEO copywriters can achieve it without tripping up even your most discerning readers.
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Wednesday, August 24, 2011, 11:32 AM
When you talk to someone, do you mention the same word after every 10 words out of your mouth? Let's hope not, for your sake. So, why would you do it on your website?
Today's SEO experts recommend a keyword density of up to 10 percent, depending on the amount of content on your page. That basically means you would repeat one keyword or phrase until it makes up 10% of all text on the page. So if you're targeting the words "SEO copywriting service," those words would be splattered all over the place.
Have you ever seen a site like that? It's not pretty. And while it may help boost your site a few spots on Google, you'll probably be left with awful copy that is often unreadable by a human being.
Sure, marketing tests reveal that most website visitors barely read your copy anyway. But if you have a high-end retail site, or an information-based portal, with visitors who are more prone to absorbing the content you're providing, then your crazy SEO tactics could actually be doing more harm than good.
Good SEO copywriting isn't just about keyword stuffing. It's about making your page more relevant for your visitors. Search engines like Google use highly sophisticated algorithms to determine the importance and relevance of your site. In short, they can tell when you are trying to beat the system, as opposed to optimizing your site to make it more useful.
Search engine optimization (specifically the optimization of page text) must be done carefully and cleverly. It needs to be done by copywriters who are fluent in the language and capable of inserting the appropriate keywords without junking up your site. A 10 percent keyword density might be extreme in some cases, but good SEO copywriters can achieve it without tripping up even your most discerning readers.
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Is your copywriting promising too much?
Thursday, June 30, 2011, 9:40 AM
Behind every great marketing piece is a copywriting service, copywriter or designer who had to create the whole thing from scratch. It doesn't matter if you used your in-house creative staff or outsourced the project. Somebody somewhere took the details of the project and used their creative liberties to make your business sound great -- as any copywriting service should do.
It's during this writing process that some of the best ideas are made. And, copywriters will virtually put themselves in the shoes of your company's decision-makers as they promote your products and services. But here's the problem. If your business approves that copy without executing the ideas presented in the writing, then chances are your marketing piece will be promising too much.
Let's look at an example.
A printing company in Orlando, Florida hired a local freelance copywriter for a rush project: a 25-page website, SEO, blog, articles -- the whole shebang. Somewhere deep in the copy, this copywriter promised to customers that the printing company could handle any size project -- specifically, "Even quantities over 5 million, in just 2-3 days!"
Turns out, this printing company could not possibly handle that type of load. Unfortunately the copywriter just didn't know any better. They just wanted to make the printing company sound good. Well, it also turns out that no one at the company had bothered to read all 25 pages of copy before it went live. So, when the company got a call from a client who actually needed to make a 1+ million postcard campaign, the print company had to decline, regardless of what the website said. The biggest loss here? Credibility for the printing company. They couldn't live up to the promises in their copywriting.
When hiring any writers, whether it's a freelance copywriter, copywriting service, or a full ad agency, you must be sure to review all copy carefully before releasing it to your target audience. There might be some great ideas in that copy, but if your business can't make them a reality, then it's best to save those ideas for later.
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Thursday, June 30, 2011, 9:40 AM
Behind every great marketing piece is a copywriting service, copywriter or designer who had to create the whole thing from scratch. It doesn't matter if you used your in-house creative staff or outsourced the project. Somebody somewhere took the details of the project and used their creative liberties to make your business sound great -- as any copywriting service should do.
It's during this writing process that some of the best ideas are made. And, copywriters will virtually put themselves in the shoes of your company's decision-makers as they promote your products and services. But here's the problem. If your business approves that copy without executing the ideas presented in the writing, then chances are your marketing piece will be promising too much.
Let's look at an example.
A printing company in Orlando, Florida hired a local freelance copywriter for a rush project: a 25-page website, SEO, blog, articles -- the whole shebang. Somewhere deep in the copy, this copywriter promised to customers that the printing company could handle any size project -- specifically, "Even quantities over 5 million, in just 2-3 days!"
Turns out, this printing company could not possibly handle that type of load. Unfortunately the copywriter just didn't know any better. They just wanted to make the printing company sound good. Well, it also turns out that no one at the company had bothered to read all 25 pages of copy before it went live. So, when the company got a call from a client who actually needed to make a 1+ million postcard campaign, the print company had to decline, regardless of what the website said. The biggest loss here? Credibility for the printing company. They couldn't live up to the promises in their copywriting.
When hiring any writers, whether it's a freelance copywriter, copywriting service, or a full ad agency, you must be sure to review all copy carefully before releasing it to your target audience. There might be some great ideas in that copy, but if your business can't make them a reality, then it's best to save those ideas for later.
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As fast as you think.
Friday, February 18, 2011, 10:11 AM
Since we love any kind of play on words, we can't get enough of these ads for Google Chrome ...
Also, check out their Valentine's Day and football versions.
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Friday, February 18, 2011, 10:11 AM
Since we love any kind of play on words, we can't get enough of these ads for Google Chrome ...
Also, check out their Valentine's Day and football versions.
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Try Something Different
Wednesday, June 2, 2010, 9:40 AM
Do you have a new product that you are trying to launch, but it's so unique to your market that you don't know how to sell it without overly explaining it? Sometimes a colorful and bizarre image combined with some great copy is all you need to get your point across.
Take this ad created by TBWA/Chiat/Day New York for Skittles' new candy, Fizzl'd Fruit. Now Skittles is a brand that is no stranger to creative ads with its “Taste the Rainbow” campaign, but this commercial takes things one step further, by directly linking a crazy, memorable image with the benefit of the product.
In the commercial, a human-sized “Tube Sock” shuffles its way across the floor to an elderly couple sitting on the couch. The husband then asks for a shock to the tongue from the human tube sock, while his wife sits next to him eating Skittles.
Noticing the ridiculousness of the situation, his wife asks him to try the new Fizzl'd Fruit Skittles because they “tingle on your tongue” and “fizz in your mouth.” While the husband asks his wife to “kindly remove that candy from my face,” the commercial asks a different question: To get a fizzy, tingly feeling on your tongue, would you rather taste a sweaty tube sock or fruity candy?
You're not only going to remember this commercial and talk about it with all of your friends, but you're also going to instantly recognize what makes this product different from regular Skittles and other similar candies. Skittles' copywriters have killed two birds with one stone.
The next time you're trying to market a new, unique product, try thinking outside of the box. Copywriting can still make a huge impact with an economy of language and a few out-there ideas.
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Wednesday, June 2, 2010, 9:40 AM
Do you have a new product that you are trying to launch, but it's so unique to your market that you don't know how to sell it without overly explaining it? Sometimes a colorful and bizarre image combined with some great copy is all you need to get your point across.
Take this ad created by TBWA/Chiat/Day New York for Skittles' new candy, Fizzl'd Fruit. Now Skittles is a brand that is no stranger to creative ads with its “Taste the Rainbow” campaign, but this commercial takes things one step further, by directly linking a crazy, memorable image with the benefit of the product.
In the commercial, a human-sized “Tube Sock” shuffles its way across the floor to an elderly couple sitting on the couch. The husband then asks for a shock to the tongue from the human tube sock, while his wife sits next to him eating Skittles.
Noticing the ridiculousness of the situation, his wife asks him to try the new Fizzl'd Fruit Skittles because they “tingle on your tongue” and “fizz in your mouth.” While the husband asks his wife to “kindly remove that candy from my face,” the commercial asks a different question: To get a fizzy, tingly feeling on your tongue, would you rather taste a sweaty tube sock or fruity candy?
You're not only going to remember this commercial and talk about it with all of your friends, but you're also going to instantly recognize what makes this product different from regular Skittles and other similar candies. Skittles' copywriters have killed two birds with one stone.
The next time you're trying to market a new, unique product, try thinking outside of the box. Copywriting can still make a huge impact with an economy of language and a few out-there ideas.
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Wondering what Mary will like next
Tuesday, May 18, 2010, 9:18 AM
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Tuesday, May 18, 2010, 9:18 AM
Even in a great economy it can be tricky to find ways to encourage the consumer to buy more. The last thing you want to seem is pushy or desperate, but at the same time there needs to be some sort of call to action to get the customer interested in your product.
In a new Target ad from the creative copywriting teams at Wieden + Kennedy Portland, we're introduced to "Contrary Mary". Mary is a little girl who falls in love with a new color every day and then pairs what she does that day to that color. We're shown the different color Mary likes every day of the week until we reach Sunday, when "Mary wonders what she'll like next."
Without specifically telling you to shop at Target, or even showing a specific product you should be buying at Target, the ad makes a strong statement about changing your wardrobe and lifestyle as life changes with you. The tag-line at the end of the commercial, "Life's A Moving Target," subtly underlines this point while incorporating the company name with a play on words.
Target isn't selling a product or a brand but a LIFESTYLE. Why is this so important? Because not only can this ad drive you to shop at the store once, but in creating a lifestyle it will also make you want to go back again and again every time your life changes.
Which, if you're like Mary, will probably be pretty frequently.
Labels: TV commercials
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5 Rules for Your '10 Copywriting
Monday, January 4, 2010, 3:06 PM
It's a new year, which for a lot of businesses means it's time to re-think your marketing and bust out some fresh ideas. In fact, some of you out there may already be working on your '11 strategies -- we feel for you.
The question is: how will you keep your writing interesting without rehashing the same old stuff from 2009?
Around the office, a few of us have come up a few simple rules. (Follow them at your own discretion.)
1. No more "stimulus." Please, stop using that word. It's so 2008. Sure, for a while, it was a nearly guaranteed way to boost response to any ad campaign. Now, it's just an easy way out. Why not come up with another word that's just as relevant? Be original. Get crazy.
2. More benefits. Have you ever noticed that commercials for (most) cleaning products are some of the most convincing ads on TV? It's because they're chock-full of benefits. They actually show how the product works and how it can make your life simpler. In 2010, try sacrificing some hilarious or cute copy with more benefit-driven text -- and that doesn't mean you have to sacrifice originality.
3. Say less. Show more. It may sound weird for copywriters to suggest less copy -- but we're consumers too. Ads, brochures, and commercials that are heavy with text or voice-overs bore us. Demonstrations, examples, subtlety get our attention.
4. Make more sense. 'Nough said.
5. More research, backed up by credible sources. Nothing is more powerful than plain, hard truth. Statistics. Proof. REAL evidence of something interesting. In 2010, put in the extra effort to obtain compelling data that supports the benefits or points you're already trying to make.
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Monday, January 4, 2010, 3:06 PM
It's a new year, which for a lot of businesses means it's time to re-think your marketing and bust out some fresh ideas. In fact, some of you out there may already be working on your '11 strategies -- we feel for you.
The question is: how will you keep your writing interesting without rehashing the same old stuff from 2009?
Around the office, a few of us have come up a few simple rules. (Follow them at your own discretion.)
1. No more "stimulus." Please, stop using that word. It's so 2008. Sure, for a while, it was a nearly guaranteed way to boost response to any ad campaign. Now, it's just an easy way out. Why not come up with another word that's just as relevant? Be original. Get crazy.
2. More benefits. Have you ever noticed that commercials for (most) cleaning products are some of the most convincing ads on TV? It's because they're chock-full of benefits. They actually show how the product works and how it can make your life simpler. In 2010, try sacrificing some hilarious or cute copy with more benefit-driven text -- and that doesn't mean you have to sacrifice originality.
3. Say less. Show more. It may sound weird for copywriters to suggest less copy -- but we're consumers too. Ads, brochures, and commercials that are heavy with text or voice-overs bore us. Demonstrations, examples, subtlety get our attention.
4. Make more sense. 'Nough said.
5. More research, backed up by credible sources. Nothing is more powerful than plain, hard truth. Statistics. Proof. REAL evidence of something interesting. In 2010, put in the extra effort to obtain compelling data that supports the benefits or points you're already trying to make.
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Cute and clever copy? Or off the mark?
Tuesday, August 11, 2009, 3:13 PM
Say you're a bourbon drinker. Or liquor-store owner. You like going to bars and eating out. You're flipping through a magazine and you come across this ad, created by the team at Doe Anderson.
The text at the bottom reads:
If the headline grabbed you (and it probably would, because it's not bad), what would you think about the rest of the copy? How would you feel about the brand?
Cute and clever ad copy? Or a little of the mark? Does the point get across that Knob Creek cares about quality, and that their bourbon is in high demand? Could there have been a better way to get this point across without the "Thanks for nothing" headline?
And most importantly ... does is make you want to get a batch of Knob Creek in November?
Good copywriting often rides a fine line between "really smart" and "really stupid." Chances are people will have different opinions about this ad. But from a copywriting and conceptual standpoint alone, it's important to remember that this ad could have turned out completely different and still have gotten the exact same message across.
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Tuesday, August 11, 2009, 3:13 PM
Say you're a bourbon drinker. Or liquor-store owner. You like going to bars and eating out. You're flipping through a magazine and you come across this ad, created by the team at Doe Anderson.
The text at the bottom reads:
Due to the hard work of bars, restaurants, and liquor stores throughout the country, Knob Creek has becoming the #1 Super-Premium bourbon in America. As a result, our entire supply of this fine bourbon is about to be depleted. Instead of compromising quality to meet demand, we've chosen to let the supply run dry. In deference to Booker Noe and his visions for Knob Creek, we'll continue to age all our bourbon the full 9 years. The next batch will be ready this November. Thank you to everyone who helped make Knob Creek so popular (maybe even a bit too popular).
If the headline grabbed you (and it probably would, because it's not bad), what would you think about the rest of the copy? How would you feel about the brand?
Cute and clever ad copy? Or a little of the mark? Does the point get across that Knob Creek cares about quality, and that their bourbon is in high demand? Could there have been a better way to get this point across without the "Thanks for nothing" headline?
And most importantly ... does is make you want to get a batch of Knob Creek in November?
Good copywriting often rides a fine line between "really smart" and "really stupid." Chances are people will have different opinions about this ad. But from a copywriting and conceptual standpoint alone, it's important to remember that this ad could have turned out completely different and still have gotten the exact same message across.
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