One thing I never talk about is SEO copywriting.
Why?
Because, while I find SEO fascinating… I only “know” enough about it to be dangerous to myself.
Especially when it comes to Google.
To me, Google’s like that “hell-bitch” horse in Lonesome Dove.
If you’ve never read the book or watched the movie, it’s a horse that constantly throws people off its back onto the ground.
It’s so nasty and mean, the cowboys call it the “hell-bitch.”
Google reminds me a LOT of that horse.
Every time she lets me on page 1… she tosses me off in a day or two.
Few days later, she lets me back on… and kicks me off again.
Lets me back on, kicks me off.
Lets me back on, kicks me off.
Anyway, why am I telling you this?
Because, while I haven’t discovered the secret to lasting on Google’s page 1… there is one useful thing I learned during my SEO misadventures I can share with you:
Google is basically a “glorified bookstore.”
For example:
Imagine you own a bookstore and you’re looking at book to carry.
If that book is filled with constant sales pitches and empty, content-less chapters… or just a single little box for you to fill in your name and email… or page after page stuffed with the same words and phrases over and over in an unnatural way…
… what are you gonna do with it?
Display it on the front table by the door?
Proudly showcase it in the middle of the store?
Somehow I doubt it.
More likely you’ll hide it in back or refuse to carry it at all.
On the other hand:
If that book is created in a way you and your customers LIKE…
… with each chapter talking about a different (relevant) topic, written in a way that’s easy to read… and structured in a way that makes finding specific topics fast and simple (like with an index and clearly-defined chapter titles)…
… Then there’s a good chance you’ll display that book in the front of the store for all to see.
Especially if that book is on a hot topic lots of your customers are asking about and looking for.
Anyway, just something to think about.
Google may not work EXACTLY like that, but it’s close.
And if I just confused the daylights out of you, don’t worry.
Because a while back I interviewed a couple “for real” SEO geniuses (former aerospace engineers turned Internet marketers) who can explain SEO copywriting and marketing in a way even a child can understand.
I’m still in the middle of editing this interview, so not sure exactly when it will be ready.
In the meantime, I wanted to give you a heads up about the interview and give you something to chew on.
Ben
P.S. If you’re interested in SEO copywriting, then make sure you check out my “Copywriting Grab Bag” book. In appendix 6 I grilled Brian Clark on SEO and he revealed a couple extremely valuable tips you don’t see a lot of people talking about:
The SEO copywriting and marketing interview above is available at:
{ 4 comments }
Gee! I wonder who those engineers might be….
-Ferny
Hey Ben,
I love metaphors of hell-bitch and being a book store.
Both are money.
I imagine your having the knowledge that Google loves
content engorged sites is why your blog is built as the Thanksgiving table of copywriting knowledge as it is.
Thanks for sharing your wisdom so freely and may you tame hell-bitch.
Note Taking Nerd Numba 2
mynotetakingnerd.wordpress.com
Ben,
I really liked this post. You’re 100% on target — content is still king! DUH. Why do we so often forget this?
Thanks for your ability to smack us upside the head and remind us of the basics!
Ray Edwards
Note: Glad ya liked it, my friend. But you know how them hell-bitches are, you never can really tame ‘em.
Ray: My own forehead is quite red from all the forehead slappin’ go on around here…
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