Make your past newsletters keep working for you.
Right off the bat, I have to tell you I'm no SEO (define) expert.
Yet I consistently generate highly qualified leads from my Web site using what my colleague, Dianna Huff, calls the SEO secret weapon -- the e-newsletter archive.
By featuring case studies of my most recent projects in my e-newsletter, then archiving the e-newsletters on my site, I attract prospective clients who are searching the Web for copywriters.
The beauty of this approach is I don't have to constantly maintain or refine my Web site to keep it fresh. When I venture into new areas, as I am now, and as I achieve more success in the online fundraising field, I don't have to totally overhaul my site, though I'll do that eventually.
Instead, I just keep adding new e-newsletters with an online fundraising case study in each. And my search engine listings keep moving up organically for people seeking copywriters with expertise in that area.
But I realize my e-newsletters aren't formally optimized for SEO, so I checked in with Huff for some tips to improve them further. Here are some techniques she passed along:
Huff also offers a word of caution, "When you create an archive page, don't use drop-down menus search engine spiders can't access. Instead, build pages of annotated links that the spiders can index and make it easy to people to find." That's an area I'm targeting for improvement in my own archives, which currently contain links by topics, such as "Dimensional Mailers" and "Fundraising E-mails." Clearly, the case studies could benefit from a little descriptive copy of the client challenge that was solved!
But that's one of the benefits of writing a ClickZ columns: you always learn something new from the experts.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
Want more search information? ClickZ SEM Archives contain all our search columns, organized by topic.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
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