November 9th, 2006 by Bob Bly
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?
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