The comedian Rodney Dangerfield coined a brilliant one-liner – “I don’t get no respect.” The same can be said for some SEO copywriters. I received this email from a woman we’ll call Joanne (names have been changed to protect the innocent.) Here’s what she had to say: Hi Heather, I am a fan of your […]
About Heather Lloyd-Martin
Forbes Magazine called Heather Lloyd-Martin “the pioneer of SEO copywriting.” Over 24 years ago, Heather was the first person to discuss SEO writing best practices -- long before Google was everyone’s favorite search engine. Today, she continues to stay on the SEO leading edge, helping marketers understand Google’s latest updates and create standout content.
Heather has consulted with and trained leading brands across various industries, including publishing, travel, SaaS, search engines, and education. Her specialty is breaking complex information into bite-sized chunks, helping marketing teams learn to love (and master) SEO content writing and strategy.
Heather lives outside of Portland, Oregon, with her husband and two cranky cats. She loves working out, hopping on planes, rafting the Colorado River, and Starbucks almond-milk lattes.
Entries by Heather Lloyd-Martin
I’ve just returned from DMA ’08 in Vegas. In a neon and gambling chip haze, old school marketers (list brokers, print copywriters) merged with SEO firms, search technologists — and yes, even 2.0 social media agencies. I saw 50-something marketers dance to The Village People’s “YMCA” (complete with arm movements) and boogie to Rick James’ […]
Itâ€™s funny when television mirrors reality so closely.
I was watching Mad Men, the AMC series about 1960â€™s-era advertising executives. The setup: A client, Playtex, craved a new advertising campaign. A group of men (who assumedly have never tried to squeeze their man-breasts into a push-up bra) and one woman was assigned to the campaign. The group (without the womanâ€™s help) developed a campaign around the assumption that women wanted to either be like Marilyn Monroe or Jackie Kennedy, and all advertising should be centered on those two female icons.
Problem is, the men didnâ€™t ask any women if they related to either Jackie or Marilyn. They didnâ€™t ask the opinion of the lone woman working on the campaign. In fact, they even dismissed her opinion after she disagreed with their ideas. Just like what happens in hundreds of companies and ad agencies every day, the men of Mad Men ignored the real data in front of them, and chose to make assumptions about their target audience.
So, what new articles are you adding to your site this month?
I know, I know. Adding additional Website content seems like â€œtoo much workâ€ when time is already short and your nerves are feeling frazzled. You canâ€™t ask your marketing department to do it â€“ theyâ€™re already maxed out. Fighting for freelance budget seems too overwhelming. And heaven forbid that you add something new to your plateâ€¦
Where has SEO copywriting gone wrong? I had an interesting moment yesterday. I was chatting with a prospect and discussing how my firm employs experienced writers with highly-honed skills in SEO copywriting and direct response writing. His reply? “What’s direct response writing? Ouch. Good reality check. I’ve drank my own Kool-Aid long enough that I […]
Yesterday, I received a disturbing voice mail. The caller represented an SEO outsourcing service based in India. He wanted to know if I wanted to save money on writing costs and outsource my SEO copywriting projects to his firm. He then named three high-profile SEO firms that had (supposedly) done just that, indicating that I […]
I admit it. I’m a SEO writing slacker. It’s been two weeks since my last blog post – and I don’t have a reasonable excuse. I can’t play the “too busy” card (although it’s true; my life has been unusually full lately.) Nor can I lament how the Muse has left me — she’s right […]
Oh. My. Goodness. The writing was horrible. The Web page copy was a sight for sore eyes — literally. The run-on sentences made my eyes cross. Rampant comma use forced my eyes to pause after ever third word. And please, please tell me — what does this paragraph even mean? In short, this was not […]
I found hidden links within 60 seconds. Discovering the duplicate pages took another minute. No, this isn’t a scammy corporation trying to spam their way to the top. This is a Mom and Pop business where the owners are honestly trying to do everything right. Yes, they educated themselves by reading books and visiting forums. […]
Direct response headline writing is tricky. You know that you have to “grab the reader’s attention,” but that doesn’t help much when you’re facing headline-writing writer’s block and nothing is flowing. How can you work your SEO copywriting magic when you don’t even know how to begin? We’ve all been there — you just need […]
I’ve been teaching writers for over 20 years. Want to learn my secrets?