Marketing Defined

How to Layer Content to Increase Visibility Part2 - Copywriting Tips

This is part 2 in the series following Layering Content Increases Online Visibility Part1 .

Strong bonding of words to establish a semantic theme in a website, requires a dedicated effort at copy writing that informs and educates - AND - is factual, rather than the more boring, blatant hype which is common place on many web sites.

Strong words most often tend to be distinctive verbs and nouns. They describe unique places, objects and activities.  Let’s say we have a city called Casablanca with 3 hotels, the Hotel Nectarine, the Hotel Barracutta, and The Royal Palace Hotel [don't write back saying my geography is way off -- but indulge my active imagination]

You introduce strong words by telling your visitors that the Hotel Nectarine is located on Casablanca’s historic west side, near the Inland Lagoon which was once infested with pirates and hostile native tribes.

You also interest them with a facts like:

The Hotel Barracutta originally served as the governor’s mansion in the heart of old Casablanca.

And The Royal Palace Hotel stands just inside Casablanca’s exciting Labamba District where tourists enjoy the cuisine and dancing for which Casablanca is world famous.

By writing brief 2-3 paragraph descriptions of these distinctive areas of Casablanca, your hotel reservation site creates a strong semantic bond between the three 3 sibling pages.

You can include:

1. the more unique activities ["Tours of Casablanca's historic Pirates Trail" versus "dining and dancing"],
2. the more distinctive geographical references ["Casablanca's's world-famous Flamenco Street" versus "downtown Casablanca"].

The more information about Casablanca itself that these pages provide, the stronger their semantic bond becomes. You create a mini-site about Casablanca itself.  The search engines are also by now totally infatuated with your content… and your unique web pages are starting to score well in the SERPs.

Mentioning famous historical figures and their careers in and around Casablanca also intrigues and captures your visitors’ interest.

Examples:

1. Errol Flynn filmed three swashbuckler movies in Casablanca in the 1940s
2. The infamous pirate Jean D’Cambrais slaughtered 60 captured Spanish soldiers by the inland Lagoon’s Pointed Foot Boulder
3. Generalissimo Juan de la Crusta founded the Missionary School that has grown to become Casablanca’s world-famous University of the Artistes

If there are three facts about Errol Flynn’s movies which can be reasonably divided among the three hotel pages, then scatter the facts. By all means, send your visitors tripping on a scavenger hunt to look for more related details about the city of Casablanca and its famous residents and special districts.

It’s okay to repeat a few details on all three pages but do change the text ever so slightly as follows:

• Casablanca hosts an annual Fruit Festival every April
• Be sure to visit Casablanca’s fruit festival, held every April
• The Royal Palace Hotel hosts banquets for the world-famous Casablanca Fruit Festival Association each April

Observe how the same information is presented uniquely!

The crucial title tags can focus on these keywords:

• Hotel Nectarine in Casablanca
• Hotel Barracuta in Casablanca
• The Royal Palace Hotel in Casablanca
• Luxury Hotels in Casablanca

This two part article on content layering and latent semantic bonding was written mainly to provide relevant information to a client who seems to be somewhat stuck in the copywriting of his new web endeavour.

The copywriting tips within to ensure reader interest and help with effective search engine marketing is inspired by an excellent article on Content Layering To Maximize Visibility Online by Michael Martinez of SEOmoz.org - one of my favorite blogs. Thanks Michael.