Interview:
AWAI Member and Webmaster David Pierce: How to Get Your Web Ad Read, Part 1
AWAI member David Pierce has been a successful entrepreneur in publishing, real estate investment and development, and Internet stock trading – and he currently runs his own website publishing and Internet marketing company. We asked David to share a few of his Internet marketing secrets with us including how to ensure that your copy will be ranked in the top 10 of most search engines. Plus, how to find out what customers are searching for.
TGT: In your experience, what is the most important thing a copywriter can do to increase sales for an online business?
DP: Without question, you have to learn how to write for "high search-engine ranking." Studies confirm that 40% … to even 80% … of your website traffic will come from search engines.
Once your website is in different search engine databases, you can rely on that free traffic to generate a lot of visitors. Combined with persuasive sales copy, that will result in more sales for your website's product or service.
Plus, when you know the techniques that will achieve high search-engine ranking, you can easily charge clients an additional 25% or more on your website copywriting fees.
TGT: Is there one "big secret" to writing for high search-engine ranking?
DP: About 90% of achieving high search-engine ranking is simply a matter of learning how to choose – and strategically place – what we call "keywords" and "keyword phrases" on the main page and all the other pages on the website.
TGT: Explain how you go about doing that.
DP: After you have done your marketing research, you come up with 1-, 2-, or 3-word phrases that are the main thrust of the particular product or service being offered on your website.
Pick the most important keywords and keyword phase for your Home Page. Then pick additional keywords for each web page you are writing the sales copy for.
For an example, on the Home Page for our consulting site (http://www.website-copywriting.com) the main keyword phrase is "website copywriting." That is the main thrust of that particular website. You can go to http://www.google.com as well as http://www.aol.com and see how well we rank (at #1) using that particular 2-word keyword phrase.
TGT: Why did you choose these two search engines?
DP: Well, Google is becoming more popular every day and is the best search engine out there. Google also feeds the "web pages" search matches at Yahoo. You have to get that Yahoo traffic! And AOL uses the Inktomi database – which also feeds MSN, HotBot, iWon, Canada.com, GoTo, and many others. So, by optimizing for Google and Inktomi, you are covering at least 90% of the search-engine market.
TGT: How do you know you are using the best possible keyword phrases?
DP: Obviously, you want to make sure that you pick words with a high search rate. There are two websites you can go to that will give you that information. The two sites are:
Just input whatever keyword phrase you have in mind and see how many times it has actually been searched.
In a really competitive market, I recommend that you try to stay with searches that are most specific to the product or service you are writing your sales copy for. And maybe use 3-word keyword phrases.
TGT: Can you give us an example of what you mean?
DP: I just recently created a web page to market my Internet copywriting services. My first instinct was to call it "Internet Copywriting services" but, when I searched for "internet copywriter" on the Overture site, I discovered that "internet copywriter" had not been searched for this past month. "Copywriter" itself was searched for about 2,200 times last month – but, ranking based on 1 keyword is very hard to do. So I did some more searches and found that "web content writer" was searched for about 1,200 times last month. So, those are the keywords I used.
[In Part 2, you'll learn David's techniques for how to strategically place the keywords and keyword phrases you have chosen in your copy.]
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