If you want to write persuasive copy for your website (and there is no better form of natural SEO) then you might want to study the work of Claude Hopkins. Hopkins was famous for his careful considerate copy that outlined every aspect of a product's virtues. Rather than just creating an ad of about two or three lines he would create a small essay. In this Internet world where both people and search engine spiders prefer to read well-written articles you can certainly learn from following his examples.

Claude Hopkins writings have recently come into the public domain and there are all kinds of self styled Internet gurus on Clickbank and elsewhere selling compilations of his best work. Gurus that are selling his stuff include Yanik Silver, Roy Williams, Brian Tracy, Denny Hatch, Michael Masterson, Jay Abraham, David Ogilvy, Dan Kennedy, Gary Halbert, Ted Nicholas, Joe Sugarman, Jeff Paul, Joe Vitale, Micheal Senoff and Bill Bonner. Almost all of these gurus use the works of this prominent copywriter as the skeleton for a teaching course in basic advertising copywriting and then go on to explain how the techniques that he pioneered in advertising agencies applies to today's virtual market. Michael Senoff has put together a collection of his rarer advertising examples that are excellent for newcomers to writing to study.

In these ad compilations you can find some of Claude Hopkins most famous ads including his ones for Schlitz Beer, Palmolive Soap, Quaker Oats, Pepsodent Toothpaste, Lord and Thomas, Van Camps Pork and Beans and Liquozone.

The main reason you want to read him is because he was the master of the short sentence which in a way is what writing for Google Ads, in and out of context titles, banner titles, site descriptions and photo captions that attract the search engines is all about.