How SEO ruins Copy, and how your customers can fix it for you

Ian Lurie

[ read the transcript for this video here ]
At Pubcon Las Vegas 2009 I gave a presentation about copywriting and SEO.
I finally had time to re-record it. Here it is, minus my quick work as a tech support specialist:

Good copywriting and SEO don’t get along. That’s what folks want you to think, anyway. Good copy and SEO fit together just fine. Learn some tips for making them work together in this video.

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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Comments

  1. Ian,
    When you look through analytics for the keywords that are driving traffic would you segment out paid keywords since those are chosen by whoever is managing your SEM campaigns rather than your actual visitors?

  2. @Laurence It depends on the campaign. I usually don’t segment out paid keywords since I can use other signals – like conversion rate – to see whether visitors from paid search are behaving differently.
    A lot of the time, a high-performing paid keyword can tell me about entire lists of keywords I otherwise might never have considered for organic search. That’s one reason I really like to use both PPC and SEO at the same time.

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