A deep link is a URL that links to a page within a website. That is, a page that isn’t the site’s homepage. For example…

Abicord wants to improve the rank of the smoking cessation page on its website. This page isn’t on the homepage, though it is linked from it. The smoking cessation page is specifically focussed on a stop smoking product.

Abicord wasn’t interested in keyword research and is happy with the keyword density of the current content. All it wanted was additional backlinks to help boost its deep linking.

In particular, it’s interested in having this page show up in sub-listings when people search for Abicord in Google. And deep linking is the key to encouraging Google to incorporate extra pages in its sub-listing.

deep linking

Take your pick
Pick a piece of online copywriting you like. Even some of mine! Cut and paste it into a new document. Then print and read it. Odds are you’ll find it doesn’t work as well in print as it does in pixels.

Is this harder to read?
Writing for the web is different, because reading a screen is different. It’s harder than reading paper, so work to make web copy less difficult to read. Tempt the visitor to keep going.

Yours sincerely
The web is informal – when did you last see a webpage beginning “To whom it may concern”? Use the first person and active constructions. Take liberties with grammar and construction, as long as you know what you can get away with.

Byte sized*
Break a chunk of copy into short paragraphs – it looks less daunting.

Ask a designer
Any designer will tell you about the advantages of white space. That works on-screen too.

Love spiders
Pepper web content with headlines and sub-heads. It leads the visitor on. And it’s an SEO technique for grabbing spiders.

Key words and phrases
Only humans read print. But web pages are read by stupid software. It doesn’t understand what you’re saying, it just indexes words and phrases. So, repeat key words and phrases more frequently than you’d do for a human reader. However, spiders aren’t going to spend money with you so, for the sake of the humans out there, learn to repeat key words and key phrases unobtrusively.

Pixels, not print
Always proof check for typos and grammaticals by reading your copy as a print out. You’ll see more mistakes that way. Then proof read for sense and readability on screen, because that’s where everybody else will read it.

Keep it short
Bored yet?

*deliberate mispelling. But you knew that anyway.

content, copy, Copywriting, grammar, grammatical errors, search engine optimisation, SEO, webcopy, writing

Unless you’re a word nerd, it’s likely you’ll occasionally write wrong but right, as far as your spell checker is concerned. It may be that you don’t know the difference between one way of spelling a word and another. It may be that your brain/finger coordination was taking a nap. Or you may have been hoping the spell check would help you out. What am I talking about? Words that have another meaning when wrongly spelt. It matters. On a website, there are those who will decide not to do business with you, if they think your spelling is sloppy.

So here’s an A-to-D list of words that are often confused (more on another day) with just one definition of the meaning of each, and an example of correct use. Take care that it’s not your site that confuses words and confuses customers.

Accept/Except
Accept – to agree. Except – to exclude
I’d be happy to accept this award and everybody is welcome, except politicians.
Warning: If your spell checker automatically corrects misspellings, and you meant to type expect, but didn’t, it might correct it to except. And vice-versa.

Access/Excess
Access – a way to enter. Excess – too much
When they accessed the storeroom they found a shortage of bread and an excess of  butter.

Advice/Advise
Advice – that which is given. Advise – the act of giving advice
I’d advise you to accept her advice.

Affect/Effect
Affect – to influence or alter in some way. Effect – the result of being affected
We have been badly affected by heavy rain, the effects have been local flooding.

Aid/Aide
Aid – to help. Aide – a helper
I was able to come to her aid, and send her my aide.

Already/All Ready
Already – something that has already happened. All ready – everything is ready
We have already received the new price list, and we are all ready to introduce the new prices.

Alter/Altar
Alter – to change. Altar – a piece of church furniture
The cabinet maker altered the altar.

Altogether/All Together
Altogether – in total. All together – assembled
There were eight of us, altogether, and we were all together in the kitchen when the fire started.

Anecdote/Antidote
Anecdote – a story based on experience. Antidote – a way of negating, especially illness
He told an amusing anecdote about his detox diet – the antidote to Christmas excesses.

Baited/Bated
Baited – loaded with bait, ready to attract. Bated – suspenseful
We baited the hooks with strips of mackerel then waited with bated breath to see if the  fish would bite.

Bare/Bear
Bare – naked, unadorned. Bear – to carry
He gave us the bare bones of the story about three wise men who came bearing gifts.

Boarder/Border
Boarder – a lodger. Border – a line delineating one territory from another
Dominic, her boarder for nearly a year, was held up in a passport queue at the border.

Brake/Break
Brake – an object used to retard progress. Break – damage to an object
If you brake hard when carrying eggs in the car, you might break them.

Buy/By/Bye
Buy – to purchase. By – close to. Bye – to progress in a competition without playing a match
I’ll buy the cottage by the village green. Federer progressed to next round after being given a bye when Nadal injured his shoulder.

Cache/Cachet
Cache – objects stored for later collection. Cachet – status, respect
The expedition left food caches along the route, for their return journey; after all there’s a certain cachet about eating caviare after reaching the summit.

Canon/Cannon
Canon – a member of the church heirachy. Cannon – artillery
In the siege of the city, even the Canon fired a cannon.

Capital/Capitol
Capital – the main city of a nation or state. Capitol – a building serving as a seat of government
The capitol building is in the nation’s capital.

Carat/Carrot
Carat – a weight measurement for gems. Carrot – a long orange vegetable
A one carat diamond weighs 200 milligrams but one carrot, though worth a lot less, weighs considerably more.

Checker/Chequer
Checker – something which verifies. Chequer – a pattern of repeating squares
The baggage checker wore a yellow and black chequered jacket .

Cite/Sight/Site
Cite – to quote. Sight – something seen. Site – a location
In his defence, he cited the fifth amendment. This is the site of the new building, which at 37 storeys, will be quite a sight.

Complement/Compliment
Complement – a ship’s crew. Compliment – saying something nice to someone
They sailed with a full complement and the Captain complimented them on their smart appearance.

Confidant/Confident
Confidant – one in whom you place trust. Confident – being sure you can achieve something
He was confident he could rely on absolute discretion from his confidant.

Continuous/Continual
Continuous – without pause. Continual – repeating at frequent intervals
The conveyor belt should maintain a continuous flow but there are continual interruptions because of power outages.

Days/Daze
Days – periods of 24 hours starting at midnight. Daze –  bewildered
After the accident, she spent days in a daze.

Defuse/Diffuse
Defuse – to remove a fuse. Diffuse – something spread thinly
Cooler temperatures and weak, diffused sunlight helped defuse the tension that had built during the heat of the day.

Desert/Dessert
Desert – arid lands. Dessert – a sweet food course
After their desert picnic, they enjoyed a cooling dessert.

Die/Dye
Die – cease to live. Dye – to colour
I nearly died when I saw how they had dyed my favourite shirt.

Discrete/Discreet
Discrete – separate, individual. Discreet – capable of retaining a confidence.
There were several discrete parties to deal with, but our lawyer was very discreet about their interests when negotiating a settlement.

More to come, and as our slogan says, you won’t go wrong when you work with Write.

Copywriting, grammar, grammatical errors, spelling, web, webcopy

Social media is all well and good, but does it have any practical marketing application? Of course it’s immediately embraced by the woolly side of the marketing community, where ‘top of mind’ and ‘buzz’ are taken seriously. But what about the hard-nosed world of direct marketing?

In the direct marketing world things are measured properly, and any new idea is only taken on board if it can be tested and shown to work (i.e. impact directly on the bottom line).

Social media does indeed have a role to play in the hard-nosed world of measurable marketing. There are several ways to make use of it…

• Social media can be used to provide client service. And yes, I do consider client service to be an essential ingredient in the marketing mix. Take a look at this real-world example.
• Social media can be used as a source of leads in lead generation. Here’s an example.
• This guy uses Facebook to generate 80% of his business. His story is very interesting, and I plan to write about it someday (if he’ll let me).

There’s another way to use Social Media to generate traffic direct from the application itself. This involves cooperating with an organised group dedicated to helping each other out. Here’s how…

Let’s say you start the ball rolling by bookmarking a recent blog entry in your Delicious account. You then email everybody else in the group and ask them to do the same. If your group has 10 members, your bookmark will occur 10 times in Delicious. For some keywords, that’s enough to get it onto page one.

If your group has 100 members, your bookmark will occur 100 times in Delicious. That’s enough get to most content onto page one, and pick up visitors from Delicious. There may well be additional benefits associated with being on page one of a major category in Delicious.

And of course, Delicious is only one of several social bookmarking applications. This can be rolled out across all of them.

Are you interested in putting such a concept to use in your business? If so, here’s what you need…

1. A Delicious account
2. A willingness to cooperate with others on a quid-pro-quo basis
3. Some form of regular content creation (e.g. a blog, video series, podcast, slide show/presentation series)

Assuming you meet these minimum criteria, get in touch with me and let me know you’re interested.

social media, Social Media Marketing, Web Marketing

The best keywords in Search Engine Optimisation (SEO) pose a great challenge to ordinary mortals with regular websites. How can you or I possibly complete for a keyword phrase that gets 100,000 searches per month in Google?

The plain fact is, we can’t. To compete for a top keyword you’ll need…

1. A well-established website with thousands of web pages
2. New unique and original content added daily
3. Content of sufficient quality to pass Google’s human inspectors
4. Thousands of links into your site
5. Links to a variety of pages in your site
6. Links from sites with high PageRank and Trust

Most websites have none of these things, and never will. To make matters worse, most of the “how to do SEO” articles do nothing more than tell you to get all 6 of the above.

So what is a small business owner to do, if s/he wants to get to the top of Google?

I suggest you focus on getting quick wins. There are a number of good reasons to do this, but the main one is that you’ll experience SEO success within 10-20 days. This is especially useful for beginners.

For a start, give up the idea that you’re going to get to page one for a heavily contested search term. Instead, refocus your efforts on keywords that…

• Have a lot less competition (e.g. 1,000 searches/mo)
• Are highly targeted (e.g. battersea dentist versus dentist london versus dentist)

You can probably get to page one for such a term in 1-2 weeks. Once you’ve achieved it, find another keyword and focus on that.

Doing SEO Keyword Research is one of those things that sounds difficult, but is actually very easy. Click the link for a one-page quick-start guide that explains everything you need to know.

Once you’ve settled on a particular keyword, it’s time to optimise for it. The easiest page to get to the top of Google is your site’s homepage. However, if your keyword naturally sits inside another page on your site, optimise that instead.

Content Optimisation is something anybody can do. You can find a brilliant beginner’s guide to SEO on the site I’ve just linked to. It includes links to many excellent guides, tools and SEO resources.

So there it is in a nutshell. Pick an achievable keyword phrase, and focus on getting to page one for that. Then pick another achievable phrase, and apply it to another page on your site. In 6 months time you could rank in the top 3 for 25 keyword phrases that collectively attract 25,000 searches per month.

This is almost certainly more useful than getting into the top 3 for a single keyword phrase that attracts 25,000 searches per month. Why? Because each of your terms will be highly focussed, and take people to a well targeted page designed to receive its own term. This greatly increases your chance of converting a visitor into a lead.

search engine optimisation, seo keyword research

My usual advice on writing for websites is keep it short, keep it relevant, avoid repetition, and make sure key search terms are included in the page copy (as well as the page title, headers, tags, etc). There’s an exception; the FAQs page. That’s where you can relax a little and expand.

Frequently Asked Questions WILL be read by those with real interest in doing business with you (they’ll be read by your competitors too!) Because potential customers come to FAQs seeking answers, you don’t need to worry about crafting words to grab their attention in the first couple of seconds, and convincing them to buy in the next two. You can use more words without boring the reader. You can insert some jargon. You can build in plenty of internal links. You can include a raft of H2 and H3 headers, much loved by search engines. You can cover a single topic from several angles by varying the question. You can include lists – which you’d normally avoid doing. And you can pack in key words and phrases.

Effectively, there’s no limit to the number of FAQs you can pose but, for readability, once you get beyond about ten or twelve, start breaking them into topic groups, to tidy the page visually. Unless an FAQ is deep down technical, limit answers to no more than 50 words or so. If you need many more, consider linking from a summary answer to a sub-page with the full answer in glorious Technicolor.

Many web copywriters regard FAQ’s as a chore. They’re actually a powerful SEO weapon. That’s why, at writeltd.com, we love them.

web copy copywriting FAQ SEO

When it comes to search engine optimisation (SEO), content matters a lot. And not just what content you have, but how much. For example, I created this mini-site for 1st Financial Foundations. It’s purpose is to help people thinking about withdrawing tax free cash from their pension.

Initially, the site had 3 pages…

1. Homepage
2. About us
3. Contact us

The content is optimised for the keyword ‘pension cash’. I created a sitemap, registered the site with my Google Webmaster Account, and waited to see where it would end up in Google’s SERPs (search engine results pages).

It ended up nowhere. It appears the competition for that keyword phrase is more organised than I realised. I started working on contextual and non-contextual backlinks, in an effort to get it somewhere in the first 10 pages. No joy.

It seems clear to me the problem is one of content. The site had only 3 pages, and one of those was a contact page. I’m now adding more pages in conjunction with the client. These additional pages focus on particular aspects of pensions (e.g. pension audit, types of pension, pension news).

Over time, I plan to build the site up to 12 pages.

Why over time? I want the pages to appear naturally, rather than all at once. I’ll also continue to build links back to the site. Based on results to date, I think it will be several weeks before the site appears on page one.

It just goes to show, it’s not only about quality. In search engine optimization quantity counts too.

This wedding site also has a content problem. It’s supposed to generate leads, and is highly focussed on wedding reception entertainment. The problem is two-fold…

1. There’s no offer (lead generation requires an offer)
2. The copy is client-centric

When writing copy designed to generate leads, the copy must be about the offer. Not about the company. It’s such a simple concept, yet it’s totally overlooked by almost every website out there.

content, SEO

SWSmiles is a dental practise based in the London suburb of Battersea. The company’s website wasn’t on page one of Google for any of the keyword phrases they were targeting. This included the keyword phrase Battersea Dentist.

There is a surprising amount of competition for this keyword phrase, but not enough to explain why a 3 year old domain hadn’t made it onto page one. In fact, the site was sitting on page seven of Google’s results pages.

Clearly, something had gone wrong.

When I looked over each page on their site, it was clear previous efforts had been made to have the site ranked in Google. The following list shows what had been attempted previously (and hint at why it wasn’t working)…

• All page filenames included the word Battersea
• Every page included a well-stocked keyword list, many including the word Battersea and Dentist
• Every page had the same meta description and keyword list
• Every page had the same title, which consisted of the company’s name
• There were no internal contextual links
• Text on the page didn’t reflect the contents of the keyword list, title or description

Putting this right was a relatively simple matter. For example, if you take a look at the contact page on the SWSmiles website, you’ll find an internal contextual link back to the site’s homepage (i.e. the words ‘Battersea Dentist’ are clickable, and linked to the homepage). This helps to create an association between the keyword phrase ‘Battersea Dentist’ and the site’s homepage.

The key pages on the site now have unique titles, meta descriptions and keyword lists that reflect the actual content on the page. Headings and titles are now coordinated, and build an accurate picture of what each page on the site covers. I used a keyword density program to achieve this (an essential tool in search engine optimisation).

For various reasons, I had to pick my SEO battles carefully on this site. In particular, it was essential to focus on the main keyword phrase. The client wanted more optimisation than was possible, and it came down to selecting a keyword battle we could win. It’s worth noting that this is one area where day-to-day experience with SEO pays off. Anybody can learn the mechanical steps of SEO. It takes time to develop an instinct for the specific area in which a site is likely to gain the most SEO benefit.

I selected Battersea Dentist because it was clear this was a battle we could win. While there is competition, it’s not especially sophisticated. We’ll probably never unseat the number one site (they have the perfect domain for the keyword phrase, and it’s 4 years older than my clients), achieving spot #2 or #3 is entirely reasonable given the constraints I’m working under.

The site arrived on page one with nothing more than highly focussed content optimisation, and a couple of well chosen external inbound links. The goal now is to get into a top 3 spot for ‘Battersea Dentist’. This puts SWSmiles above the Google Local Business map. There are 2 keys to making this happen…

1. External inbound links (including but not limited to contextual links)
2. More content

The cheapest of these 2 tactics is #1, external inbound links. So that’s what I’m focussing on. These will be spread across a series of directories, and other sites. High PageRank sites are not required in this case, which makes the exercise affordable. In fact, I provided a fixed quote for a set number of links.

It’s my normal practise to over-deliver with links, as it’s not always possible to control context, the nofollow attribute, or indeed the SEO value conveyed by any external link.

These links will be delivered over a 4 week period, as link building works best when it’s carried out on an incremental basis.

If the client decides to go for #2 down the tract, there is an obvious candidate to easily and quickly generate more content. This has the advantage of setting up future SEO gains for other potentially lucrative keyword phrases (e.g. teeth whitening). That candidate is the Costmetic Dentistry page, which covers a number of specific dental services…

• Teeth Whitening
• Porcelain Veneers
• Cosmetic Bonding
• Cosmetic Orthodontics
• Botox

From an SEO perspective, these have a better chance of ranking well if they each sit on their own highly focussed page.

seo case study

A Google Sitemap isn’t an ordinary sitemap designed for humans to read. It’s an XML document designed to help Google’s bot index every page on your site as efficiently as possible.

Google, Bing, Yahoo and Ask all use the same protocol, so you need only create one XML sitemap.

There are a number of reasons why a Google sitemap is a useful addition to your site…

• Tell Google to revisit your site and add new pages and changes to its index (used in conjunction with a Google Webmaster Account)
• Submit a site to Google for the first time (via a Google Webmaster Account)
• Use it in conjunction with robots.txt to ensure the site is indexed correctly
• Sites that make heavy use of Ajax, Flash and/or Silverlight have a hard time getting indexed correctly. An XML sitemap ensures every page is visited by the bot (page content is another matter)
• Sites with long-winded virtual URLs containing codes and ids can ensure Google indexes them correctly
• Sites with multiple URL formats can ensure Google doesn’t punish them with a duplicate content penalty (in conjunction with robots.txt)
• The sitemap helps Google find pages more than 2 links from the homepage

All things considered, an XML sitemap is a useful thing to have if your site contains a lot of links. Or if your site isn’t being indexed correctly by Google.

The question is, how do create a Google sitemap? And what the heck is XML?

The good new is, you don’t need to know anything about XML to create a sitemap for Google, Bing, Yahoo and Ask. All you need is this free XML sitemap creator.

You may have noticed some of the benefits of an XML sitemap are best realised in conjunction with a Google Webmaster Account. I recommend you also open a webmaster account, and register your site(s) with it.

A Google Webmaster Account is an excellent way to submit a new site to Google, find out whether or not Google has a problem with your site, and gain access to very useful information about how your site is doing. A webmaster account also links to additional information, services and resources. You can pick up a Webmaster account here.

Once you have a Webmaster account, click the ‘Help’ link at the top of the page. You’ll find everything you need to know in Google’s extensive help system.

google sitemap, Search engines, xml sitemap

A new search engine purports to search social media sites in real time. It’s called Bliipa, and it offers some interesting possibilities. For example…

• Find out who’s talking about you
• Find out who’s talking about your competitors
• Monitor chatter about keywords you’re interested in, and join in (i.e. better target your conversion)
• More easily find people you can form alliances with

The major search engines have (so far) been unable to provide real time search on social media sites. Bing does monitor certain sites, and I wondered whether or not Bliipa was monitoring less known sites.

To test this, I entered text from specific feeds I placed on my own Twitter page. Sure enough, Bliipa found them. This looks like a fantastic new tool, and something web marketing folk can put to very good use.

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