How Do You Most Prefer to Learn Copywriting?

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Building an Ecommerce Site with SEO in Mind

By Karon Thackston © 2009, All Rights Reserved

Have you ever noticed that ecommerce sites have their own set of challenges when it comes to search engine optimization (SEO)? If you’re a small ecommerce site owner, I’m sure you have. One reason is copy plays such a vital role in the optimization process. Because ecommerce sites typically have significantly less content than many other types of websites, they can face struggles others don’t have.

There are a few elements you, as an ecommerce site owner, can put into practice that will boost your tendency to get ranked highly. However, you’ll need to start from the ground up. Keep in mind that words on any part of the page or coding count as content.

Keywords First and Foremost

The basis of any optimized website is the keyword list. Why? Because the search terms you choose to focus on will be used in every area of development from the navigational structure all the way through to the copy.

As you look through your choices, think of the structure of your site. When you create a list of terms to use on each page, start broad and work your way to the more specific keywords. For instance, if your site sells shoes, you’ll want phrases such as [discount shoes], [shoe store] or [shoes online] for your home page.

As you move through the different sections, select search terms that reflect what’s available on those specific pages. In fact, I find it helpful to create a chart and on it I list which terms will go where. It makes keyword usage much easier to keep up with as you move through your site.

Do not use the same exact keyphrases on every single page of your site. Do not try to shove as many keyphrases as you can onto every page of your site. Each page gives you a unique opportunity to rank with the engines because each page stands on its own. Select search terms specifically for the individual pages.

Where do you use the keyphrases you select? In all these places:

Navigation / Links

As you’re setting up site navigation, keep your keyphrases in mind. You’ll want to create category and page names using keyphrases whenever possible. Of course, length is always a consideration for navigation names.

Let’s say (for the sake of example) you plan to have separate categories for men’s shoes, women’s shoes, and children’s shoes. After looking at the keyword research, you find that these are, indeed, viable keyphrases.

Those are certainly easy enough to work into your site and they are applicable to your particular categories. In your content management system (CMS), name your first category [women's shoes]. Also name your first navigational link [women's shoes].

When possible, also use keywords in your individual URL page links. While I used to think this carried little weight (if any) with the engines, I’ve recently read several comments from Google that recommend using keyphrases with dashes in URLs.

This isn’t always possible due to the constraints of the CMS, but when you’re able to do so, insert keyphrases into URLs.

Breadcrumb Trail

This is a very important SEO and usability feature to add to your site. Breadcrumb trails look like this: home > women’s shoes > designer shoes > black > pumps.

It helps visitors see where they’ve been. But do you notice what else it’s doing? It’s creating long-tail keyphrases of sorts. If you look on our imaginary keyword list, you’ll see that [women's designer black pumps] is another viable keyphrase.

As customers click through the navigation, they are following a trail of keywords. The Googlebot can follow that same trail.

Alt Tags / Image Attributes

Here’s another little-known or forgotten area to include keyphrases in. The text used in these tags counts the same as anchor text used in your copy. Be very sure that the keyword-rich descriptions you include in alt text and image attributes apply to the image they’re related to.

Copy

Last, but certainly not least, we move from behind the scenes to the forefront of your site. Good copy is vital for many reasons. Yes, it helps you with search engine rankings, but it also communicates with your site visitors.

The biggest mistake I see ecommerce site owners making is not using copy to connect with visitors. They look at copy as the enemy: something they *have* to include for the sake of the engines. But well-written SEO copy can quickly convert lookers into buyers.

As you write copy for each page, interject keyphrases into your headlines. Google and other engines give particular importance to headlines, so include search terms if at all possible.

In addition, work keyphrases naturally into your category page copy as well as individual product descriptions, using search terms that are specific to each.

Granted, it takes time and planning to build an ecommerce site with content that’s truly engineered to rank high. However, if you give due diligence to the steps above, you’ll find success comes much easier.

Karon Thackston is an SEO copywriter specializing in ecommerce websites. Need help boosting conversions and rankings? Visit http://www.marketingwords.com today.

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New Free Tool from WordTracker: SEO Blogger

WordTracker released today a new, free keyword research tool aimed at bloggers.  SEO Blogger is a FireFox plugin that allows you to do on-the-fly keyword research as you write blog posts (or anything else for that matter).

Once installed, SEO Blogger sits quietly in the lower, right corner of your FireFox screen.  Just click the blue W and the mini-panel launches.  It stays tucked on the left sidebar while in use so it doesn’t take up too much screen space.

Enter a keyword related to your post topic and SEO Blogger cranks out lots of possibilities for you to use.  Add the ones you like to your list and SEO Blogger will keep track of usage counts as you type.  SEO Blogger pulls information from the same database as the paid version of WordTracker.

Overall, a nifty little tool.  Check it out.  It’s free.

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Choosing Elements to Test in Your Copy

By Karon Thackston © 2009, All Rights Reserved

You hear it all the time. “Test your copy.” “You should make a point to regularly test elements in your copy.” “Never neglect your testing.” These mantras are almost always followed by a rousing chorus of, “What - exactly - do we test?”

Let me give you a few ideas just to get you started. Once you pick up on how to think like a tester, you’ll be able to create a list of your own.

Headlines

THE most-read element on any web page is the headline. How can you change a headline? Try focusing on different benefits of your product/service. In one headline focus on the fact your LED light bulb will save users 47% on their energy bills. In another headline sing the green benefits of your bulbs.

Change the word order of the headline. Flip one or two words within the headline. Then watch and learn. You’ll oftentimes be amazed at what you find.

Digits vs. Words

Are you having a 1/2 off sale? Have you thought about having a half-off sale instead? Or a 50% off sale? Simply restating digits as words or stating fractions as percentages can have a big impact on conversions.

Have research results to share? Tell readers that 3/4 of those polled loved your product. Then tell them that 75% love it… or that three out of four users loved it. Take note of what happens.

Adjectives and Verbs

Two of the most important word types in the English language are adjectives and verbs. What happens if the landscaper you’re writing about is described as an “expert” as opposed to being described as a “creative” landscaper?

What difference would it make if this creative landscaper “planted” the flowers and scrubs as opposed to “placing” them? Would your audience rather work with a professional that “designs” landscapes or “creates” them?

What if the “landscaper” is referred to as a “landscape artist?” (OK, that’s actually a noun, but you get the idea.)

Offers/Bonuses

Making a special offer? Test your bonuses. Instead of providing a discount when the customer buys two or more items, give them free shipping and see what happens. Including a free white paper with each purchase? Site visitors might prefer podcasts instead. You’ll never know which works best until you test.

Do you see where I’m going? Take a fresh look at your copy. Break out your thesaurus and an empty Word or notepad doc. Jot down everything that could be changed in some minor way and start testing.

Google’s Website Optimizer is a free tool that gives you pretty decent results. It’s fairly easy to set up takes just a few minutes. Check it out at www.Google.com/websiteoptimizer.

Unless you are familiar with multivariate testing protocols (testing more than one element at a time), I’d strongly suggest that you do simple A/B tests, at least to start with. This way you’ll know for certain which of the changes you made had what types of impact on your copy.

The web is an interactive medium. In order to keep pace, you’ll need to continually test and track your copy in order to get the best results.

Discover 11 clever ways to use keywords in your copy naturally with Karon’s keyword optimization book Writing With Keywords now in its 4th edition. Visit http://www.writingwithkeywords.com today.

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Setting Up Sales-Generating Do-It-Yourself Pages

By Karon Thackston © 2009, All Rights Reserved

In today’s economy, where auto and real estate sales are down, most people are focusing more on maintenance of their homes and cars rather than replacement. That means the do-it-yourself (DIY) market is seeing a surge as was reported recently in Internet Retailer magazine. What did the publication recommend?

One suggestion was for auto parts and home improvement / hardware store sites to ramp up the content on their pages to help DIYers do their projects right. But just how - exactly - do you create a page that assists others and generates sales?

Quality Content Is Key

First and foremost, give quality content. Don’t halfway explain how to replace a broken window or the process for bleeding an air bubble from a brake line. DIYers need details. Give step-by-step instructions for whatever it is that you’re describing. Never skimp.

Use Copy and Video Together

If you’re delivering the material in writing, offer numbered steps or a checklist that your visitor can print off and refer to as he/she makes the repair/renovation. Include pictures when possible: they can be a vital part of ensuring your reader understands what you’re talking about, especially if your reader is a novice.

Better yet, create a video your site visitors can watch and also offer a printable “notes” sheet and/or materials list that they can keep handy while working. I recommend breaking long videos into short segments, so your customers can watch the parts they want without having to repeat the entire 20-minute session on dishwasher installations from beginning to end.

Explain the Benefits

If you’re selling a specific type or brand of item, explain why in your copy and/or video. For instance, “Using a 3/8″ swivel ratchet with a deep-well socket will make your job easier because you won’t have to strain to reach the nut.”

Or, “I really prefer ABC brand ratchets because they last longer and can stand up to the stress needed to torque these bolts down.”

Your Link to Profits

How do you turn these self-help pages into profit generators? Include links!

Link the items in your material list to the exact page on your site that offers that product for sale. In videos, make mention of specifically where on your site a viewer can find the items needed to complete the project. For example, instead of saying, “Check our site for the exact wrench you’ll need,” you should say, “Visit the hand tools page of our site and click ‘wrenches’ in the right sidebar to find the exact wrench you need.”

Following these ideas will allow you to give your site visitors the information they need and also help yourself to some increased profits.

Want to learn the professional methods for writing search engine copy that ranks high and makes more sales? Get Karon’s Step-by-Step Copywriting Course, now in its 5th edition. Visit http://www.copywritingcourse.com today.

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Google Inserting Ads in Drop Down Search Field

It appears Google is tinkering with its drop down menu again. When I was searching for sporting goods a few days ago, I noticed that the usual keyword search counts have been replaced with title tag text and PPC ads.

As you can see in the screenshot below, Google is inserting the title tag info and link as well as AdWords ad text. The screenshot for Overstock.com shows just the title tag. Overstock also runs PPC ads so I’m not sure why they didn’t score a title tag and an AdWords ad.

I’ve look through several Google blogs, but can’t find anything about this new change. If you’ve read info from Google about this, post your comments here.

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Save Over 50% on Six-Figure Copywriting Course until 6/11/09

Dear Reader,

 

I want to tell you about an opportunity that can really change your life … a serious, wealth-building opportunity.

 

It involves your gaining a financially valuable skill (FVS).

 

An FVS does two things for you. One, it allows you to consistently earn a much higher than average income … and, two, you can use it to make money anytime you need it, well into your retirement years.

 

The best FVS to master, in my mind, is the art of persuasive writing. Why? It’s fun. It provides a great lifestyle. And you can make a ton of money.

 

You can work as a freelance copywriter in your spare time or as a full-time career.

 

Or you can use the skill to increase the money you’re making from your current business or j-o-b.

 

Either way, you end up with more money in your pocket.

 

AWAI’s Accelerated Program for Six-Figure Copywriting gives you everything you need to learn persuasive writing and, if desired, launch your own freelance copywriting business.

 

And for the next 72 hours, AWAI is going to practically give the program away for only $249. That’s over half off the regular price!

 

Maybe you’d like a little extra cash in your “rainy day” fund. Or perhaps you’d love to have some more time to spend with family or friends … pay off a few of those nagging debts … or even take a much-deserved vacation to renew and recharge your zest for life.

 

Whatever it is, the proven secrets revealed in this comprehensive program will help you get there.

 

AWAI is doing their part to make it as easy as possible for you. The rest is up to you.

Order AWAI’s Accelerated Program for Six-Figure Copywriting now for only $249.

 

Or learn more about copywriting below.

 

Sincerely,

 

Karon Thackston

Marketing Words

 

P.S. This offer will disappear June 11 at midnight. After then, you’ll never see it again.

Work As a Freelance Copywriter in Your Spare Time Or As a Full-Time Career

By Rebecca Matter

 

Learning how to write effective copy gives you two financially valuable opportunities:

 

1. You can work as a freelance copywriter in your spare time or as a full-time career.

 

2. You can use the skill to increase the money you’re making from your spare-time business.

 

Either opportunity puts more coin in your pocket at the end of the day.

 

But today I’m going to tackle the first opportunity, and show you what you can expect if you decide to pursue freelance copywriting as a full- or spare-time career.

 

And just to make sure you and I are on the same page, let’s start with the obvious …

What is a copywriter?

Look at the ads in your favorite magazine or newspaper. Listen to the words on radio ads or TV commercials. Look at the writing in the direct-mail letters you receive at home. Read the words on websites that sell products and services.

 

All of these words were written by copywriters.

 

Unlike news or editorial writing, copywriting is all about getting the reader to take action.

 

That’s the job of a copywriter. To use words to get a reader to take a specific action.

 

And that action can be anything. It might be to click a link in an email, fill out a form, sign up for a magazine, buy a set of pasta bowls, donate to a local charity, get your city planner to approve a proposal – any action at all.

 

How much can a freelance copywriter earn by working from home?

That depends a lot on your own plans and ambitions. But here are some examples that you can use to get an idea of the kind of money you could make, depending how much time you want to put in:

 

David works full-time, but wants to earn some extra money for vacations and for the family’s savings plan. He puts in some time during the evenings and on weekends and makes $25,000 a year.

 

Elaine is a stay-at-home single mom. She has two young children to care for, but still manages to find four hours a day for her freelance copywriting business. She makes $70,000 a year.

 

Paula is ambitious and works long hours, not only on copywriting, but also on the growth and development of her freelance business. She makes $120,000 a year.

 

Jack is a real go-getter. He not only found he has a real talent for copywriting, but also that he’s a terrific networker and business developer. He has negotiated some lucrative contracts with a number of big companies and will be making more than $300,000 this year.

 

You get the idea? The great thing about being a freelance copywriter is that you can adjust how much you work and earn to suit your own personal circumstances and ambitions.

 

You don’t HAVE to aim to make $100,000 a year or more.

 

But nor do you HAVE to limit yourself to $100,000, if you have ambitions to make a lot more.

 

The decision is all your own.

 

What kind of qualifications do you need to be a copywriter?

 

None! And this is why I love my job at AWAI so much. I’ve met successful copywriters from all different backgrounds. There is no “mold” when it comes to copywriting.

 

You can be 18 or 80.

 

You can have a Ph.D. or not even have finished high school.

 

You can have a job as a plumber right now, or as a lawyer, or have no job at all.

 

You can live in a big city, or in a cabin up in the mountains, and you don’t have to live in the U.S.

 

All you need is a computer and an Internet connection. And if you have a laptop, you can travel to visit family or friends during the week, and your clients don’t even have to know you’re not in your “office.”

 

Are copywriters still in demand, now that the economy has tanked?

 

Great question. And the quick answer is a resounding YES! And here’s why …

 

When times are tough economically, companies will do all kinds of things to reduce costs. They’ll close stores and plants, and let as many employees go as they can. Even senior-level employees.

 

But one thing they HAVE to keep doing, if they want to survive, is sell their products or services as effectively as they can.

 

This means they always need top copywriting talent. They need good copywriters to help them move their products … urgently.

 

That said, they might let some of their in-house copywriters go, if they have any. They might do the math and realize that it costs less to hire a good freelancer than it does to pay the salary and benefits of a full-time employee.

 

But one way or another, companies absolutely HAVE to keep selling.

 

Even during an economic downturn or recession, good copywriters are still in strong demand.

 

Can you really learn to be a copywriter simply by taking a course?

 

It depends on which course you take.

 

And that really is the truth of it. The craft of copywriting CAN be learned from a course. That same course CAN also show you how to get started. It can even help you get your first paying clients.

 

But you have to choose the right course.

 

You probably already know AWAI has a program called the Accelerated Program for Six-Figure Copywriting. Of course, I’m partial to it because I know it inside and out, and have personally met and worked with hundreds of people who started successful freelance copywriting careers by taking it.

 

No matter what course you take, though, the fact remains: you don’t need to get a degree or pay a lot of money for expensive training to become a successful freelance copywriter.

If you can write a simple email or letter to a friend, and you like to share ideas with other people … you have all the qualifications you need to become a copywriter.

It doesn’t matter what job you have right now.

 

It doesn’t matter if you have no job at all.

 

It doesn’t matter what age you are, or where you live.

 

It doesn’t even matter where your clients are located!

 

With the Internet, you can do work for companies on other continents, if you wish. (Did you know I actually live in Texas, even though AWAI is in Florida?)

 

You can even conduct your entire business by phone and email.

 

So if you’ve been thinking about “testing the waters” and taking a step toward learning how to write copy, check out AWAI’s popular Accelerated Program for Six-Figure Copywriting.

 

Sign up before June 11th at midnight, and you’ll get the entire program for only $249. That’s over 50% off!

 

As always, you’ll have a full 30 days to review the program and get every penny back if you don’t feel it provides you with everything you need to learn the skills and launch your brand-new, six-figure copywriting career – or if you discover copywriting is just not for you.

Take advantage of this deal and sign up for the copywriting program now.

Or read more about the program and what you’ll learn.

 

You have all the qualifications you need to become a successful freelance copywriter. So, if it’s something you want to try, there’s never been a better time.

 

<–>

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25 Idea Generators for Writing PPC Ads

By Karon Thackston © 2009, All Rights Reserved

“I feel like I’m in a rut.” “I don’t know where to start.” “I’ve written about everything there is to write about.” If you can relate to these comments, you’re not alone. Many company marketers and copywriters suffer from writer’s block when it comes to PPC ads. Here are 25 great writing opportunities.

Ecommerce

1. Category Sales - Something like “all outdoor furniture 50% off until 1/31.”

2. Product Sales - Along the lines of “every monogrammed tote bag 25% off.”

3. Rebates - “$100 Rebate on Wireless Printers”

4. Coupons - Offer coupons for use on an immediate sale or use coupons as an incentive to get visitors to sign up for your mailing list.

5. Free Shipping - Always a winner online.

6. Holiday Sales - President’s Day, Valentine’s Day… heck, Groundhog Day can bring extra visitors to your site if you offer a sale.

7. Combos - Buy 1 of these and 1 of those and get a discount. A cordless drill and flashlight. A pair of shoes and handbag. Ice cream and cookies… it works for anything.

8. Buy One, Get One - Get one free, get one at half off, get credit toward a future purchase, etc.

9. New Products - Bring attention to new product additions by announcing them with PPC ads.

10. Seasonal Twists - “Women’s spring pants.” “Great summer markdowns.” “Your favorite fall fashions.”

Buying Stages

11. Need Recognition - “Time for a new lawnmower?” “Computer running slow?”

12. Information Search - “Search for __________.” “Scientific data on ________.”

13. Comparison / Evaluation - “Read reviews on plasma TVs.” “Compare flat screen TVs.”

14. Decision - “Buy netbooks at 30% off.” “Best-selling netbooks on sale.”

Proof of Performance

15. Statistics - “92% Felt Relief in 7 Days”

16. Case Studies - Offer case studies that focus on the results your clients experienced from using your services/products.

17. Research Results - “88% Recovered in 24 Hours.”

18. Proof of Performance - Highlight anything that shows clients/shoppers know you can back up what you claim. Customer-generated reviews, testimonials, analytics, etc.

Differentiation

19. Exclusive Products/Services - Anything you have that they don’t should be mentioned.

20. Rarely Found Products/Services - Anything you have that most others don’t should also be mentioned.

21. Specialties - Are you a marketing agency that specializes in email marketing? Say so!

Lead Generation

22. Size - “Largest agency in the U.S.” “More partners than any other firm.”

23. End Results - “Improve your ROI by 22%.”

24. Preferred Clients - “Small business CPA” or “Marketing for Major Corps.”

25. Freebie - A free white paper, consultation or case study for those who respond.

If you can’t get them to click your PPC ads, your whole campaign will fail.  Learn the easy methods for writing PPC ads that convert at http://www.writeppcads.com.

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A Laugh & a Copywriting Lesson all Rolled Into One

I’m sure you’ve seen these before, but they make me chuckle each time they reappear in my inbox.  Today, it struck me that these are the result of poor focus when writing.  The people who wrote these announcements simply put fingers to keyboard and went to town.  They didn’t stop to read what they wrote or even think about how others would perceive it.  They knew what they meant, so what’s the problem?

Unfortunately, many copywriters do the same thing!

The results?

———— ——— —–
The Fasting & Prayer Conference includes meals.
———— ——— —–
The sermon this morning: ‘Jesus Walks on the Water.’ The sermon tonight:
‘Searching for Jesus.’
———— ——— —–
Ladies, don’t forget the rummage sale… It’s a chance to get rid of those
things not worth keeping around the house. Bring your husbands.
———— ——— —–
Remember in prayer the many who are sick of our community. Smile at someone
who is hard to love. Say ‘Hell’ to someone who doesn’t care much about you.
———— ——— ——— —
Don’t let worry kill you off - let the Church help..
———— ——— —–
Miss Charlene Mason sang ‘I will not pass this way again,’ giving obvious
pleasure to the congregation.
———— ——— —–
For those of you who have children and don’t know it, we have a nursery
downstairs.
———— ——— —–
Next Thursday there will be tryouts for the choir. They need all the help
they can get.
———— ——— —–
Irving Benson and Jessie Carter were married on October 24 in the church. So
ends a friendship that began in their school days.
———— ——— —–
A bean supper will be held on Tuesday evening in the church hall. Music will
follow.
———— ——— —–
At the evening service tonight, the sermon topic will be ‘What Is Hell?’ Come
early and listen to our choir practice.
———— ——— —–
Eight new choir robes are currently needed due to the addition of several new
members and to the deterioration of some older ones.
———— ——— —–
Scouts are saving aluminum cans, bottles and other items to be recycled.
Proceeds will be used to cripple children.
———— ——— —–
Please place your donation in the envelope along with the deceased person you
want remembered.
———— ——— —–
The church will host an evening of fine dining, super entertainment and
gracious hostility.
———— ——— —–
Potluck supper Sunday at 5:00 PM - prayer and medication to follow.
———— ——— —–
The ladies of the Church have cast off clothing of every kind. They may be
seen in the basement on Friday afternoon.
———— ——— —–
This evening at 7 PM there will be a hymn singing in the park across from the
Church. Bring a blanket and come prepared to sin.
———— ——— —–
Ladies Bible Study will be held Thursday morning at 10 AM . All ladies are
invited to lunch in the Fellowship Hall after the B. S. is done.
———— ——— —–
The pastor would appreciate it if the ladies of the Congregation would lend
him their electric girdles for the pancake breakfast next Sunday.
———— ——— —–
Low Self Esteem Support Group will meet Thursday at 7 PM . Please use the
back door.
————- ——— —-
The eighth-graders will be presenting Shakespeare’ s Hamlet in the Church
basement Friday at 7 PM . The congregation is invited to attend this tragedy.

———— ——— —–
Weight Watchers will meet at 7 PM at the First Presbyterian Church. Please
use large double door at the side entrance.
———— ——— —–
The Associate Minister unveiled the church’s new campaign slogan last Sunday:
‘I Upped My Pledge - Up Yours.

Does your copy read like this?  If so, these resources might help.

Step-by-Step Copywriting Course - 5th Edition - One of the longest-running copywriting courses on the ‘Net.  Self-paced, self-scoring… take it at your own schedule.  Learn SEO and website copywriting. http://www.copywritingcourse.com

Writing With Keywords - 4th Edition - Already know how to write great copy, but need help using keywords naturally?  Discover 11 clever keyword optimization techniques at http://www.writingwithkeywords.com.

How to Write Successful PPC Ads - 2nd Edition - If you can’t get them to click your PPC ads, your whole campaign will fail.  Learn the easy methods for writing PPC ads that convert at http://www.writeppcads.com.

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SEO Writing Strategies for Graphic-Oriented Sites

As a copywriter, I’d love to tell you that every site on the Web needs tons of copy. However, the simple truth is not all do. Many sites simply produce better sales when they use more graphics than words. Since search engines are hungry for text you simply have to use copy if you plan to get ranked high. Quite a dilemma, isn’t it?

So what do you do if you’re a graphic designer, if you sell jewelry, or if you have another site that needs more pictures than copy? Don’t despair. There are some strategies that can help you reach a happy medium satisfying both your visitors and the engines.

1. Use Descriptions - Place keyworded descriptions under each graphic on your pages. Just a sentence or two for each one can add up and give you enough room to achieve good keyword saturation.

2. Break the Copy Into Sections - Instead of having all 250-350 words of copy in one place, break your copy into small sections. For example, place a headline and three sentences at the top of the page, a few words under your bottom navigation bar, and a short paragraph above your “Order Now” link. The engines will find the words regardless of where on the page they are, but your visitors won’t be overwhelmed by seeing all the copy in one place.

3. Don’t Neglect ALT Tags - Don’t abuse them, either! ALT tags (technically known as image alt attributes) are designed to give short descriptions of graphics on your page. They are read to those who can’t see well (when they use special text-to-speech software). Abusing ALT tags by stuffing them full of arbitrary keywords or extremely long descriptions is frowned upon by the engines. However, feel free to assign a short keyword phrase that describes each graphic you have.

4. Go Below the Fold - Copy can always be placed “below the fold.” This term is used to describe the section of your index page that is not visible when the page first loads. In order to see it, the visitor would have to scroll vertically. If you’ve designed your index page to be fully visible without scrolling, consider using the space below the design to insert your copy.

5. Use the Sidebar - If your site design uses a sidebar for the navigation links, use the empty space for short bits of copy. Even the statement “Order ________ Now” will give you one more instance of keyword placement.

6. Create Bulleted Lists - Many people don’t perceive lists as copy. For this reason, you can use bulleted lists (or numbered lists) where traditional “sentence” copy wouldn’t work. Tip: Instead of creating a list that reads:

We meet all your ____ needs by:

• offering the lowest price.
• providing first-rate service.
• shipping your order in just 24 hours.

Create a list that reads like this:

At ABC Company, we offer you:

• the lowest price on ______.
• first-rate service. Ask us any questions you have about ____.
• shipping of your _____ in just 24 hours.

See the difference? More keywords in the same amount of copy.

If you use a little creativity, you can get enough keyword saturation in your copy without it cluttering up your site. This is sure to please both the search engines and your site visitors.

Learn to write natural-sounding web & SEO copy with Karon’s Step-by-Step Copywriting Course at http://www.copywritingcourse.com. Already a copywriter but need help using keywords naturally? Then Karon’s book Writing With Keywords is just what you need!  Visit http://www.writingwithkeywords.com

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