Heather Lloyd-Martin was up first, her grandparents were from Sweden. What is successful SEO copywriting? (1) Boosts rankings, (2) increases conversion rates and (3) increases site ROI. She finds that most prospects are missing a focus on a specific keyword phrase for an individual page. Heather also finds lots of short and stubby copy, which is bad for many reasons. An other common downfall of many pages is that the pages do not convert, due to the content on the page. An other issue found often are pages filled with links, just too overwhelming. The most common problem are pages without text, flash pages, or pages with text but in an image.
Heather's three tips, (1) picking good keywords, (2) longer text, and (3) smart writing strategy. In addition, the bonus tip on how to control the description found in Google's SERPs, as much as you can.
Jill Whalen was next up and starts off with some basics about how to do keyword research. She then goes into why each page needs to target a specific keyword phrase. Don't use text in graphics, users come first, be descriptive, location is important, keyword phrases (not just words), plural and past tense, and bonus phrases. Search engines dont read graphics, alt attribute can help, html editors stink (might turn all text into a graphic), flash is not too readable, comment tags is not helpful and PDFs are indexable.