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Thanks to By Will McInnes for pointing me to 5 Sure-Fire Social Media Headline Formulas That Work. Sounds very much like something Don Dunnington pointed out in a comment on IAOCblog.com, The top SEO trick is no trick at all. It’s called…

Barbara Q

In a world of quick and easy cut-and-paste, no one writes for one location, format or page.

I hope.

Two points. First, copywriters shouldn’t feel hobbled by having to work strategic keywords into their copy. I trained as a poet and one of the forms I learned was the sestina. It’s very demanding: 6 6-line stanzas, each line ending with one of the same 6 words (keywords!) in a set rotation pattern. A 3-line half-stanza ends the poem, stacked with all 6 words–again, according to a sst pattern. When you can write one of these, keyword placement doesn’t bother you a bit.

I’ve also had some training in improv comedy–including “games” that require you to improvise a scene without ever using a particular word–for instance, “the.” Again, good training. Formal limitations can actually lead to some very interesting creative choices.

My second point is that I’ve learned not to over-optimize for certain clients. A local design-build firm, for example, may want increased web visibility in their locale or area, but are not be interested in sparking a national response frenzy.

Oh, also–I’m a believer in long copy, but I also see nothing wrong with optimizing the heck out of the first 50 or 100 words, and soliciting some quality incoming links. That 1-page promo still needs to be found.