Heather Lloyd-Martin gave her stunning presentation at ACCM yesterday. For those of you who don't know, Heather is not only the chair for The DMA Search Engine Marketing Council, she also is the search engine expert who should be credited with single handedly ushering in high quality SEO Copywriting as a discipline and practice for SEO back before 1999.
What's notable about her current presentation is one particular area she covers that is certainly unique to her. I have seen gads of presentations, and many that cover the value of search engine writing. Heather's secret Google hint is always awesome - and there's nothing like it out there. On a few occasions, I've been lucky enough to actually give her presentation (when Heather was unavailable). She lets me go in her stead because I was lucky enough to watch her invent the Google hint in person, and I understand it haing seen it in action.
So, from the insider's point of view, let me tell you what the greatest part is all about. If you get a chance, get to DM Days, bring your notes and ask questions about how Heather includes benefits and call to action writing purposefully around keywords inside Web page content. It is a sure fire way to get clicks in Google where the engine (MSN and Yahoo! too by the way) uses "snippets" for descriptions in your search listings.
You get to control the otherwise uncontrolable description snippet! When done correctly, the effect is your listings look better compared with others that lack the search engine writing style. Don't miss Heather where she appears again at DM Days in New York. Be sure to see her present this aspect of what she does for search engines and all the rest of the great tips she provides. It can be so satisfying seeing the result in your search results with popular search engines. It helps you with the existential question, "what good is a search engine listing if no one clicks?"
See you at DM Days!
Best,
-detlev
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