SEO copywriting doesn’t work for many direct marketers who sell products on the Web.
The most effective format for selling products directly on the Internet is not the traditional multi-page Web site, which is what SEO copywriting works best for.
Instead, online direct marketing works beset with a long-copy landing page, which is essentially a long sales letter posted as a one-page Web site.
“Most, if not all, one-page Web sites would NOT typically position in the engines,” says top SEO copywriter Heather Lloyd-Martin. “One-page sites are better for pay-per0slick, and not best for optimization.”
Heather suggested to me that we split our long-copy landing pages into multiple pages, each of which could be optimized for search engines.
But I told her that in direct marketing, one long page works much better than a series of linked, separate, shorter pages.
Reason: every time you force visitors to click to a new page, a significant percentage abandon the sales letter.
So let me ask: do YOU worry about SEO when writing Web copy? If so, what kind of Web copy do you write — traditional Web sites, content pages, product pages, landing pages, order forms, microsites?