Archive for the 'Copywriting' Category

Keyword density sounds like one of those geeky Internet concepts. But it’s actually quite simple, and can make a big difference in your bottom line. And contrary to what some people think, it’s become even more important.

One of the reasons for its growing importance is Google’s landing page quality score. It’s almost impossible to make money on a Google pay per click campaign without a good landing page quality score. With a low score, your cost per click will be jacked up – sometimes many times over.

One of the ingredients of a good landing page quality score is having the right number of your targeted keywords on the web page, in the right places, e.g. the headline. If this sounds a lot like SEO – it is. Many of the same principles that make for good search engine optimization make for a good landing page quality score.

So what’s the right keyword density (number of words on a page divided by the keyword or phrase you’re targeting). The ratio has shifted somewhat. Today, it’s pretty much accepted that 2-4% is good. I would opt for closer to 2%, and it could be even lower if your keyword is in your headline and the beginning of the title of your page.

Usually, when the keyword density gets to be over 2% your score may be good, but the page reads awkwardly. And in the end your page must engage the reader.

Here’s the way I recommend getting the right keyword density. Have the keyword you’re targeting in mind when you’re writing the page. Try putting the word in the headline. Then write as best you can for the reader. And put in the keyword in the places where it makes sense.

When done, copy and paste the text into Article Analyzer, a handy keyword density tool. Instantly it tells you what your keyword density is. If it’s close to 2%, let’s say 1.8%   leave it. If it’s way short, say, 1%, go over the page, and see where you can put in the keyword without disrupting the flow of the page.

Then check the density again. By now your ratio should be close enough. If not, go back and add your keyword until you approach an acceptable ratio.

Keyword density is not one of those things to obsess over. All you need is just enough. And if you’re getting most of the people to your page  by email, it’s not an issue. But if you’re driving people to your page through pay per click or natural search, getting the right keyword density will be a big help.

To get Article Analyzer, the keyword density tool, just go to http://tinyurl.com/54t82r

It was only a matter of time before technology made behavioral targeting bigger and badder. This is evident in the number of companies at Ad Tech offering behavioral targeting service. The analytics you can now access about a person’s browsing behavior are quite astounding. Yes, you can construct a browser’s navigation path using Google Analytics – but it would be pretty laborious and the depth of info you get wouldn’t be as powerful as the paid services I’ve seen here – for example, Webtrends.

Behavioral targeting is fine as long as it is confined to the the website that the browser opted in from. Following the browser beyond the site he opted in from, and using that info should be a no-no.

There is no doubt that formulating and delivering  ad messages according to browsing behavior is a massively effective advertising weapon. The key to making behavioral targeting work, of course, is getting people to opt-in. Once you have that, you have access to a mountain of useful data.

If you want to see a powerful, advanced technique for getting opt-ins, check out my article Squeezing More Juice Out of Your Squeeze Pages. Or check out my services at www.YourMarketingRoadmap.com

Just issued press release for launch of Headline Helper – A Free guide that includes 24 proven headline templates. These headline structures have proven to boost response rates time and time again. The Guide also shows you when and how to use these templates – and why each headline structure is effective. Press release at: http://tinyurl.com/3gyv8u

Monthly Copywriting Genius, a publication by AWAI (American Writers and Artists Institute), which focuses on top direct response copywriters, is spotlighting me in its current issue. 

In the interview I reveal:
• How injecting “organic urgency” can boost response
• The one thing to add to your “story” that will grab the attention of your audience
• When online copy can be similar to offline copy and when it needs to be different
• How to write better headlines
• Why knowing the rational benefits of a product or service is not enough

This issue of Monthly Copywriting Genius also features an analysis of one of my recent direct response winners for an investment publication subscription campaign which beat the original control by 444%.

To read an excerpt of the interview, click copywriting interview.

To read the full interview plus analysis of one of my projects click
www.Monthlycopywritinggenius.com (subscription publication)

It’s been said that the job of a headline is get propect  to read the next line. That is true, but even better is to get the prospect to read the next line with a feeling of anticipation. Here are some headlines that do exactly that.

1) Discover the _____ hidden in your_____

(Discovering something good that is hidden, especially when it is close by, is a powerful incentive to find out more)

(example) Discover the fortune hidden in your backyard

2) Do you have what it takes to____________

(When posed the right audience, this kind of challenge is intriguing and hooks them in to reading the text.)

(example) “Do You Have What It Takes To Be A Day Trader In The Hottest Financial Market In The World?”

3)(a person, expert, book, report, etc. ) reveals ________________

(The word reveals in the headline is a classic. It increases the engagement factor by implying  that a secret is about to be shared.)

(example) Free Report Reveals Little Known Secrets Overweight Women Use To Look 15 Pounds Slimmer Than They Really Are
 

4)  Are you tired/ fed up with_______?

(taps into genuine frustration and desire for a change)

(example) Are you fed up with waking up tired every morning because you didn’t sleep well?

 ————————————————————————

Looking for headlines and copy that can bring more leads and bring more sales to your business? Click this link

Want to learn how to write business-boosting headlines and copy?
Then click this link

© Altman Communications 2008

 

« Prev - Next »