Entries by Heather Lloyd-Martin

Is There a Secret SEO Writing Formula?

Want to know one of the things that grinds my gears?
“SEO experts” who claim they have a “secret formula” that’s “100% foolproof.”
Why am I ranting so early in the morning?  Let me explain…
Earlier this week, I received a note from a super-smart SEO writer who ran into a…challenging…prospect.
Why was the prospect challenging? Because he wanted […]

Why Do Keyphrase-Stuffed Pages Position?

In a perfect world, our well-written content always positions top-10.
In reality, well, weird things happen.
Sometimes, a keyphrase-stuffed page makes it to the top of Google’s search results. And stays there.
How can that be?
Did someone pay Google for that listing? (No.)
Is repeating the keyphrase over and over a viable SEO writing tactic again? (Thankfully, no.)
Or, is there something […]

Why Answering Questions Is a Powerful Content Play

How many of you get stuck in the “what should I write about” trap?
::raising my hand::
Fortunately, there’s a simple way to create highly useful content that’s great for your readers.
Plus, Google LOVES this kind of content, and it even gives it special billing in the search results.
What’s the secret?
Answer common questions your readers ask every […]

What Nike Can Teach You About Bullet Points

Answer me this…
Why do copywriters create boring bullet points?
You know what I mean. Many product and service pages (maybe even on your site) highlight statements, like:

Washable and stain resistant
Comes in green, blue or black

YAWN. Are you still awake?
Me neither.
Here’s the problem:
In a perfect world, bullet points pop off the page and are quick-scan gold. Writing […]