Internet Marketing and SEO

SEO Article Posted by Internet Marketing Speaker on 19-03-2007

Lee Oden has a post today on Monday Online Marketing Links. One of the links was a mention of Cat Seda’s new book, “How to Win Sales and Influence Spiders” which focuses on leveraging SEO and online PR.  Well, of course I went over and took a look at how she might suggest we leverage SEO and PR. I was surprised and disappointed when I was face to face with that long toilet paper roll page that goes on forever…but wait, there’s more! Yes, after you scroll down and see that the book is priced at $24.99 you get the standard not one or two but three bonus offers-enough already!

Maybe it was because I had just read a post by Russell Kern titled “Achieve success by adhering to the fundamentals.” He reminds folks to write compelling, clear and concise copy! Catherine Seda is well known and respected in the Internet Marketing and SEO industry-but for me this long copy letter is so Corey Rudl-he died, hopefully these Internet marketing letters will die as well. What do you think? Are you prone to order Seda’s new book after reading her letter?

Steve Mertz
Short and Sweet!

Comments:

9 Responses to “Internet Marketing and SEO”


  1. I hear ya, Steve.

    Coming from corporate marketing, I went into the world of long sales copy kicking and screaming. I was sure it didn’t work. But it did. And it still does. Lorrie Morgan-Ferrero, a copywriting expert, just posted a good article about long copy vs. short copy:

    http://red-hot-copy.com/2007/03/are-we-still-arguing-about-long-copy-vs.html

    Long copy works—well, for some. I wouldn’t tell a retailer to ditch its online catalog for long sales copy instead. That would be silly. But surprisingly, several corporate marketers have told me that in their copy tests, long copy kicked short copy’s butt. Many of us from the corporate marketing world hate hearing that. Sure, we can stick to what we want. Or, we can figure out what the majority of our customers want—long copy or short copy.

    As soon as I typed my last word, my book was published in about four weeks. If I had more time, I would have done an A/B test for my book landing page. And secretly, I would have hoped that short copy would kick long copy’s butt.

    Cat


  2. Hi Cat, Thanks for your great input and the article of Lorrie’s-the facts don’t lie! I hope you sell millions of copies of your book because I’m sure its great information. Since you and I both also come from the SEO world it would be interesting to take your copy and maybe put up some Headlines and great keyword copy all above the fold! Anyway, thanks much for your input and great success with your book! steve


  3. Thanks Steve!

    I’m sure you’ll agree: testing is key. It’s on my very long To-Do list. (the shoemaker never has any shoes, right?)

    Cat


  4. Good thoughts Knox! Cat is sending me a copy of her book to review and I’m looking forward to reading it…long copy and all 🙂


  5. Thanks for your comments, Knox.

    Actually, we marketers don’t have to break up one long copy page into shorter copy pages to find out where we lose people. Eye tracking to the rescue!

    Companies like Auragen Communications, Eyetools, EyeTracking and Nielson Norman Group use focus groups to find out what people are, and are NOT, seeing on your landing page (you’ll get a heat map or eye-flow report).

    Eyetools’ research blog has some interesting studies and stats: http://blog.eyetools.net

    Hope that helps!


  6. Eye tracking is a great tool. I’m familiar with http://www.crazyegg.com It allows you to track visitors using a heat map and the best part is it’s free! May be a good start for some one page sites. Thanks for your comments Cat and Knox!


  7. Oooooh. Good one, Steve.

    Knox, you’re correct. Eye tracking is about converting more visitors once they’re already on your landing page (or blog or e-mail message). True, true, everyone still needs SEO. 🙂

    Cat


  8. Final tidbit:

    According to MarketingSherpa’s Landing Page Handbook, (http://www.sherpastore.com/Landing-Page-Handbook-Raise-Conversions.html) longer copy is generally more appropriate for higher-level sales (over $500). Several case studies show that shorter copy works best when marketing free offers (white paper downloads or business information offers).

    I think stats and case studies are helpful jumping off points; but testing is best.


  9. Good tactic but once you’ve written the article, why restrict your publication to generic article sites? Why not submit your articles to topic specific sites as well?

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