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When the field of SEO emerged in the late 1990s, Heather Lloyd-Martin was one of the first writers to focus on search engines. She's still at it 20 years later - writing, coaching, training, and consulting on SEO copywriting. Heather and I talked about: her background in SEO, dating back to before the introduction of Google how much she enjoys testing SEO content ideas the importance of addressing user intent the enduring importance of key phrases in SEO ranking success her definition of SEO copywriting: "using key phrases and content to help that content be found in search engines" how she trains marketing-oriented copywriters  - direct response copywriters, e.g., - to shun a pushy approach and be more conversational how to break down company silos to re-unite "orphaned content" the importance of considering how to satisfy micro-moment user intent in your editorial calendar how a long-tail content strategy can build brand awareness and improve conversion the importance of doing competitive intelligence before you go after a key phrase, and of offering a unique angle when you target a popular key phrase because Google is looking for unique content, not more "me-too" content the importance of understanding the context of a key phrase you're targeting - e.g. a "blender" can be both an industrial and a home appliance how keyword research can improve your content ROI her recommendation that SEO copywriters learn analytics how analysis of metrics can help drive, e.g., social media decisions around your content how copywriters can improve the shareability and linkability of content as they create it with tools like BuzzSumo how content that looks like clickbait can still be effective for both SEO linkability and social shareability how even old-school journalists were writing clickbait-looking headlines in order to get those eyeballs to the article the importance of influencer marketing in link development how having genuine relationships is a more approach than having someone hammer you constantly how guest posting is still relevant, because publishers like to share different authoritative voices the enduring importance of SEO how SEO and SEO copywriting are changing, due, e.g., to the emergence of voice search and other new technologies and practices the importance of staying on top of emerging practices to take advantage of new opportunities coming down the pike how personalization doesn't differ that much from old-fashioned knowing your reader Heather's Bio Heather started her SEO career over 20 years ago - before Google, before wifi, and back when we were all using dial-up modems. In fact, Forbes even called Heather, "the pioneer of SEO copywriting." Today, Heather loves publishing her SEO writing newsletter and teaching people how to write top-converting content that gets great Google positions. She offers online training through her SEO Copywriting Certification training, and customized training sessions for in-house teams. Plus, in her spare time, she offers business coaching and consulting services to entrepreneurs. Video Here's the video version of our conversation: Transcript Larry: Hi everyone. Welcome to Episode Number 33 of the Content Strategy Interviews Podcast. I'm really happy to have with us my old friend Heather Lloyd Martin. Heather and I go way back to the dawn of the interwebs, and I'm super excited to have her here. We're gonna talk today about SEO Copywriting and Heather is a true pioneer in that field. I can't remember what the term SEO was coined, but we were right there at the start of it, and she was a guest writer for a website I worked on back in 98, called Workz, and I can't remember if it's coincidence but her business is called SEO, her business is called Success Works. So anyhow, I'll let Heather tell you a little bit more about herself.

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