Many SEOs and the businesses they serve fall into the trap of mechanically churning out mass amounts of content. This is fine to do, but first you have to make sure the content will be meaningful to your targeted audience (learn about this further in-depth in How do Meaningful and Mechanical SEO Copywriting Differ?). To further demonstrate the point of creating meaningful content, read more about the changes made to Dan’s SEO Copywriting’s META title/description tags, and how they actually helped the site jump from #43 in Google to #29, doubling impressions and maintaining a stable conversion rate.
So, here’s the low-down:
Old Title: Dan’s SEO Copywriting
Old Description: Are you looking to make a dramatic long-term increase to your site’s sales and traffic? Would you like your site to become a trusted source that people visit again…(This description was automatically pulled from my website by Google because we didn’t have a custom one written yet).
From an eyeball perspective, this title and description seem fine. The language is descriptive and makes good sense. It also contains the primary keyword “SEO Copywriting.” But, from a copywriting perspective, it sucks. It bores the audience. From a copywriting perspective,it’s more effective to make sure the title and description are benefits-oriented because benefits (what you can do for the customer) are what sell. So, here’s what the title and description were changed to:
New Title: Dan’s SEO Copywriting – Your Outsourced SEO Content Solution
New Description: Skyrocket your search engine rankings, enhance traffic, increase leads, and grow sales with high quality, specific, and meaningful SEO copywriting!
Notice how the new title is much more catchy, descriptive, and how we snuck the keyword “SEO content” in there? Much more effective! The description is also benefits oriented, telling customers exactly what we are going to do for them. It’s also not truncated, like the first example, allowing all the benefits to get in there.
The Initial Results? 100% Increase in Page Impressions and Stable Conversion Rate
Google reindexed the Dan’s SEO Copywriting homepage two days after the changes were made. Impressions doubled from an average of 250 to 500, and conversion rate stayed the same, at about 2.5%. Search rankings also literally skyrocketed, with the home page jumping from ranking #43 to #29 for the keyword “SEO copywriting.”
All of that without any additional SEO! And, we’ll see what the long-term results of the conversion rate and impressions are, but clearly these seemingly minor changes have made a difference. we’ll be sure to give you an update in about 30 days when more data are available.
The lesson to learn, however, is to know which benefits sell to your audience, and how to highlight them. Get that killer headline in place (mine isn’t killer yet, but it’s a start), and conversions can grow dramatically in a short period of time!
SEO Company Wise Swans
