Posted in Landing Page Optimization	June 20, 2008

Download our new SEO report (for free) and learn the five creative copywriting tips for attracting, engaging and monetizing customers

If a tree falls in the forest, and no one is there to hear it, does it make a sound? If a copywriter creates a great landing page and no one finds or reads it, does it have any
impact?

While the answer to the first question may be debated forever, the answer to the second is a clear and resounding "no." For the words we write to have any impact, they must be read. And to be read widely, they must be found by search engines.

This presents some daunting but not insurmountable challenges. In our new (free) special report SEO Copywriting Secrets, we address these very challenges.

The key to success in a rapidly changing industry such as online publishing is not merely to be innovative but also to clearly define and understand the organization's core values. For a publisher, core values easily translate to audience needs.

A publisher of gardening information products, for example, must understand what kind of information its particular audience is searching for online in order to remain competitive and gain advantage in search results. What are users who are interested in gardening searching for online?

• Beautiful photography and aesthetic inspiration?
• Step-by-step information on how to plant, prune, weed, etc.?
• Buying information on plants, tools, seeds, and so forth?
• Ways to save money?
• Community information?
• All of the above—and, if so, in what balance?

By answering those questions, and determining what keywords users are typing to find that information, the publisher can embrace a continually improving audience-driven, multiplatform, media management system.

In our new report SEO Copywriting Secrets, we brief one way to determine keyword popularity, competition and strategy:

1. Conduct a Keyword Popularity search to learn how many times per day a user is searching for a particular word or phrase (could be done using Wordtracker's Keyword Universe feature and looking at the Predict count)
2. Do a Keyword Competition search to learn how many pages are currently competing for this phrase (could be done by Googling the keyword phrase you'd like to own with "quotes" around the word)
3. Determine the KCI (Keyword Competitive Index) of the keyword phrase you'd like to own (could be done by getting the annual predict on the keyword phrase [daily predict X 365 days] and dividing it by the number of competitive pages). The higher the KCI, the better chance you'll have at ranking on that term.

Regardless of the specific methods or tools a publisher might use to determine their keyword strategy, the underlying principle remains the same: optimize for terms that have high search volume, but low competition. This will increase your chances of getting
highly ranked on your targeted keyword phrase.

Download our new (free) 20-page report SEO Copywriting Secrets to read more about this process and to learn the five creative copywriting tips for attracting, engaging and monetizing customers with this method.