Optimizing B2B landing pages for SEO can improve brand recall.

A client recently asked me why he should apply SEO copywriting techniques to a landing page when an email is driving visitors to the landing page instead of search.  Good point.  However, I think anything worth putting on the web is worth optimizing for search—particularly longtail keywords, which tend to have lower clicks, but higher conversions.  That said, I think the first priority when writing landing page content is landing page optimization—write copy that has continuity with the marcom elements that are driving visitors to the landing page.  For example, if you’re using email, then the subject line, call to action and overall message should be echoed on the landing page first and foremost.  Then as a secondary objective and where it makes sense, optimize for search. 
Why?…  message recall.  

B2B SEO Landing Page Example from the Mind of a B2B Copywriter

Let’s say you’re a B2B company specializing in network security applications.   You’re running a campaign targeting the mobile/device market. Though I recall seeing an ad in a trade journal or vaguely recall receiving an email, I can’t remember your specific name, so I turn to search.  I may search for network security for mobile devices or something similar.  If you’re landing page is optimized, chances are I’ll find you.

In the above example, the campaign keywords could serve both landing page optimization and search engine optimization.  Here’s a totally fake example to illustrate the point.  Let’s say the message is to convey to corporate IT folks that they can allow colleagues use their iPhones, smartphones and other devices besides Blackberries to connect to the corporate internet without compromising the security of the network.  The B2B copywriter writes the headline/subject line, Connect More… Worry Less.  With good targeting and wide distribution, it could make a memorable campaign-wide slogan.  But at a tactical level, the lack of keywords makes it less likely to drive search. So a good copywriter would ask whether or not there was a way to accomplish both—boost open rate and search results.  The answer lies in keywords. 

The copywriter’s next headline iteration includes the keywords “network security” More devices; less network security hassles.  It’s a better headline, but for search, typically it’s better to place keywords at the beginning of the headline.  So, if the headline still reads well, is persuasive, and encourages readers to open and click, then try an even greater search optimized version:  Network Security—more devices; less hassles.  The copywriter’s newest version headline is optimized for search, fits the 40-50 character count for an email subject line, and achieves the target message. 

The landing page should contain the same headline—enclosed in html H1 header tags, of course—and the subsequent landing page content should support the headline with keyword –rich copywriting and a strong call to action above the fold and below the fold.   Good copywriters should also consider writing a landing page url that includes campaign keywords and is memorable.  In the example above, an effective landing page URL could be www.fakecompany.com/network-security-more-devices-less-hassles. 

Optimize Landing Pages for Search without Compromising Conversion

Again I can’t emphasize enough that copywriters should always write email campaigns, PPC ads and landing pages with the objective of driving the desired outcome whether opens, clicks or conversions.  This is first and foremost when writing content.  However, good SEO copywriters are vigilant about writing content that’s relevant to the people searching for it.  That means knowing the keywords and using them persuasively and strategically.  Striking a balance between persuasive copy and optimized copy is the sweet spot for B2B copywriters.

What are your thoughts on SEO copywriting for landing pages?

PS  Any good post on landing pages should include a link to Ion Interactive, the landing page gurus.  Here’s a good  landing page technique for  B2B marketers targeting several industry verticals.

PPS And another good post by @level343 on the art of landing pages from Search Engine Journal.

I conducted a B2B SEO copywriting workshop for a multi-national group of copywriters and marcom professionals. When it comes to SEO, you may have similar marcom concerns, so here’s a brief summary of the day’s discussions.

SEO Copywriting for Multi-lingual Websites

We were learning how to write search optimized metadata. Most SEO consultants advise approximately 60-70 characters for meta title, 160-165 characters for the meta description and 250-1000 characters for the meta keyword tag (though most SEO pros say this tag is used less frequently, especially by Google).

Some of the copywriters wanted to know how search engines handle character counts for non-English metadata. This is a tough one, because there’s lot more to multi-lingual sites than converting metadata from English to the desired language. After discussion with a few marcom and SEO colleagues, plus doing a little research on my own, I learned that metadata character counts do not expand to compensate for non-English languages (or contract for character-based languages).  You can exceed the character counts, but the search engines will truncate what’s displayed in the title and on the search engine results page (SERP).

What’s important to note is that title and description tags must include the keywords for which you’re optimizing the page. PLUS, those keywords should appear as close to the beginning of the phrase as possible, regardless of language.  You may find this list of SEO copywriting tips helpful.

Here are additional SEO metadata resources:

• Webmaster World (forum)
• SEOmozBlog (#7 is interesting… longtail keywords and meta description)

Copywriting for Social Media Optimization

Not surprising, all the copywriters, marcom and corporate communications folks were interested in B2B social media. How does copywriting and communications, in general, change to address the various social media?

This could be a post by itself.  However, many SEO techniques and concepts still apply to social media copywriting and communications.  For example, keywords are equally as important in social media and use of keywords requires a similar strategy as on-page SEO.  So whether your blogging, uploading a YouTube video or commenting on someone else’s blog or Facebook page, the follow social media optimization techniques represent good practices:

• Post title (similar to meta title in on-page SEO):
  Usually around 60 characters and remember to included keywords as far at the beginning as makes good writing sense.  If you’re posting a Twitter tweet again use keywords and keep them as far to the beginning of the tweet as makes good writing sense.
• Blog excerpts and descriptions (these are similar to the meta description)
  Blog exerpts allow more words (approximately 125) and appear in RSS feeds to describe your post content).  Often this is the first paragraph in your blog, but it can also be different, although it must still be relevant.
  Blog descriptions are closer to the on-page SEO meta description tag and the content (approximately 160 characters) appears on the SERP.
• Categories and tags (the on-page SEO equivalent of the keyword meta tag):
  Absolutely include keyword-rich tags so that search engines and people know what your blog is all about.  Think of categories as chapters in a book.  Categories are more broad keyword terms.  Tags, on the otherhand are more specific and are similar to index entires in a book.  Tags can include category names plus more terms unique to your post.

B2B SEO copywriting and corporate communications

Some of the corporate communications folks were intrigued by SEO copywriting techniques but wanted to know how it may impact them.  This is a growing area in large enterprises who use tools like Microsoft SharePoint to collaborate with colleagues.

The term “Enterprise 2.0 describes the two-way communication that now exists with “Web 2.0.”  Colleagues in large enterprises often search for information with the hopes of leveraging the organizations existing talent and expertise.  How will they find you if your content isn’t optimized for search?  So in an Enterprise 2.0 environment, keyword-rich metadata applies as well.  Here are a few pointers:

• Give your files keyword-rich titles, descriptions, and tags.
  This applies to pdf files, word docs, excel spreadsheets, etc.  I know it takes a little more time, but it’s worth it if you can add value to your organization.  And if your colleagues can’t find your services, they tend to look outside of the organization and more easily find the same services because the content was optimized for search.
• When uploading image files, make sure you’ve named them using keywords and descriptions.
  For SharePoint users, add “alternate text” that includes keywords when you upload images.  Also, any files that are uploaded should include descriptions and titles that include keywords.
• Corporate communications example:
  Let’s say your department offers Environmental Remediation and Due Diligence (ER&DD) services and you’ve created a document highlighting recent cases.  Don’t save the file as ERDD Report 27.  Instead, title the report Environmental Health and Safety Risks:  New Case Study on Environmental Remediations at ABC Company sites.  If the report becomes a pdf file, include a brief excerpt that includes keywords. (Excerpts can be added by right clicking on a pdf file and selecting “properties,” then select “PDF” tab.)

Note that the above example assumes “Environmental Remediation and Due Diligence (ER&DD)” and “Environment Health & Safety” are keyword phrases on which colleagues may search.

So as corporate communicators, my belief is that we have as much responsibility to pull communications as we do to push, and helping colleagues find information they need is an important part of pull communications.

The discussion continues on my Facebook page under the “discussion” tab.

Checklist helps B2B SEO copywriters boost organic search results.

As a B2B copywriter, one of the biggest challenges of writing web content is writing effective engaging content while optimizing it for search.  For me, it’s easier to write the content with the reader in mind first and then optimize the content for search engines.  I use the following B2B copywriter’s seven-step checklist and tweak the content until it’s optimized for the reader and for search engines. 

If this seems a little cumbersome, don’t worry.  As you become more proficient at writing website content, you’ll automatically think “keywords and phrases” and integrated them more seamlessly. 

B2B Copywriter’s On-page SEO Checklist

1. Optimize the page for 3-5 keywords (on a 300- to 500-word web page)
2. Are the keywords in your page title and description?
3. Are the key keywords located up and to the left on the page?
4. Are the keywords located in a headline or subhead?
5. Are some of the keywords in a hyperlink?
6. Are some of the keywords in a bulleted list?
7. Do your images have keyword-rich captions and alt img tags?

More B2B SEO copywriting resources:

Keywords and keyword density Joan Damico’s Integrated Marcom Minute

Body Text: Where to Use Keywords for Better Search Results  by Bill Egan of Interleado

SEO Copywriting:  The five essential elements to focus on by Brian Clark of Copyblogger

The nutrition label lists the ingredients based on volume per package. Items appearing first on the ingredients list are most abundant in each serving. So if you’re looking for cereal that’s low in sugar, then you’ll want to make sure that sugar is low on the ingredient list or that it doesn’t appear at all.

This is where the nutrition label is like SEO copywriting. The keywords on which you’re optimizing your page should be the first few keywords in the meta title and description, as well as in alt image tags and on-page body copy… think up and to the left. This helps search engines determine relevancy of the search query to your web page. (There’s more to relevance than SEO copywriting, but it’s a necessary part of SEO.)

Take a step back, look at your copywriting and ask yourself the following questions:

• For what 3-5 keywords are you optimizing the page?
• Are those keywords located up and to the left on the page?
• Are those keywords located in a headline or subhead?
• Are some of those keywords in a hyperlink?
• Do your images have keyword-rich captions?

Your SEO copywriting is like the cereal box.  Think of the ingredients list as the meta data, which tells search engines what to look for. Make sure that your “ingredients” include the top 3-5 keywords on which you’re optimizing the page. The on-page content is like the front and back of the cereal box; make sure the on-page copy includes those same keywords in the places noted above.

Like a nutrition label, which tells you the percentage of fat and other things you probably shouldn’t have, keyword density tells you the percentage of copy that your keywords should comprise.  It basically lets search engines know that you’re actually writing real thoughts in sentences and not simply stuffing a bunch of keywords on a page to trick the search engine into thinking your content is relevant.

You can use tools such as keyworddensity.com and googlerankings.com, which scan your
page content and assign a density number. Most search marketers recommend a density of 3%-5% and some as high as 7% on a page of about 300-500 words.

When it comes to SEO copywriting, your on-page copywriting should connect with the meta data.  You don’t want to be the box of cereal that boasts low sugar when it’s the first ingredient on the nutrition label.

If Integrated Marcom Minute looks a little different or you were redirected from Blogger, that’s because I’ve been busy overhauling my entire website, part of which was to incorporate the Integrated Marcom Minute blog… and the reason why I haven’t posted in a while!

Of course most of the credit goes to Kim Woodbridge, who meticulously transferred five years of blog posts from the former Blogger version of Integrated Marcom Minute into the new J. Damico Marketing Communications WordPress site. Kim is a knowledgeable WordPress consultant and was easy to work with. I highly recommend her and would definitely work with her again. She also helped one of my clients quickly set up a WordPress blog. You rock, Kim!

Let me know what you think of the new blog/website.

Thanks!
Joan

Keywords are the glue that ties your B2B integrated marcom program together. It’s also good “lead gen juice.” Whether you’re running a branding campaign or a product- or market-specific program, leveraging your keywords in the content you develop can have a greater positive impact on search results and helps you provide content that your target audience is looking for. As a result, you generate more qualified leads. The first step is to know your keywords and monitor them.

Google alerts offer an easy and free way to monitor your keywords and phrases. If you already have a paid monitoring service such as Alterian or Radian 6 you can use that too. What you’re trying to discern is what’s being discussed relative to your keywords and phrases. Having this “insider information” about your keywords and phrases helps you better develop content to address the needs of your audience across all the media in your mix.

So for example, let’s say you’re monitoring for your product category, “widgets” and your brand, “Acme Widgets.” Your keyword monitoring tells you that your target is looking to apply widgets to improve production speeds and reduce production errors. If keyword phrases, “improve production speeds” and “reduce production errors” aren’t already on your list of keywords, then include them, and make sure the content you develop includes them as well.

Now, take a look at your B2B marcom mix and see if your keywords are integrated throughout the mix. While you may not have the resources to go back and change a product brochure or existing print content, you can always adapt your online content to include the right keywords. You can create an online campaign including email, PPC ads, landing page, and white paper offer all focused on a group of keywords or phrases. Remember to also include a blog post or two that includes these keywords, Tweet with your keywords and monitor the social sphere for any opportunities to comment on blogs or other communities using these campaign-specific keywords.

Integrated marketing communications based on keywords and phrases can help you drive more qualified leads into the pipeline—especially as more B2B companies place greater emphasis on online marketing.