Google and the other search engines have never been more sophisticated. Even for SEO specialists, trying to understand the engines’ changing algorithms is often like trying to lasso rain. While SEO copywriters undoubtedly require specialised knowledge and the ability to generate clear, well-written, relevant content on diverse subjects, be alert to those who try to baffle you with false science. Google itself recognises that the key to effective SEO writing is well-written, relevant content.
When you are shortlisting SEO copywriters, here are five important things to consider.
(1) Has the SEO copywriter written SEO copy before?
Just as designing a Formula One car is different to designing a 4×4, so SEO copy writing is very different from writing newsletters or brochures. A good SEO copywriter will be eager to tell you about work they’ve done. Visit some sites to see for yourself; see if their clients include SEO, website or online marketing specialists.
(2) Do they have a website themselves?
How did you find the SEO copywriter’s own site? If you found it through a search engine, that’s a good sign. But anyone can cram keywords or key phrases into a website. Does the site read well to a human reader? Copy that looks stilted or overly repetitive should ring alarm bells: do you really want your site to read like that? It’s something to think about when considering SEO copywriters…
(3) Is your SEO copywriter based locally?
With modern technology it’s not essential for you to be in the same town, county or even country as your SEO copywriter. But in practice, as with so many aspects of business, it’s often advantageous to work with a local SEO copywriter. It’s all about building and maintaining relationships: sometimes there’s nothing better than sitting down face-to-face.
(4) What are their fees?
Like any product or service, you get what you pay for with SEO copywriters so beware of some of the ‘cheap and cheerful’ SEO copy out there. Ideally, (provided you’ve provided a clear brief) your SEO copywriter should give you a fixed price quotation (not just an estimate). This will usually cover a first draft of SEO copywriting and at least two rounds of revisions. Provided that you don’t change the brief mid-project, your copywriter shouldn’t change their fee either. And of course, you will provide the required keywords or key-phrases before they start work for you…
(5) Have they got experience in your sector?
It doesn’t necessarily matter if an SEO copywriter hasn’t worked in your sector before. In fact, a web writer who comes to your field afresh may bring a new perspective and a refreshing approach to your work. Most important of all is that they can get excited about what you do, interested in the features and BENEFITS of your product/service, and that they are used to writing solid SEO copy. (A solid background in marketing and conventional copywriting is a great bonus.)
Follow these guidelines and you’ll be off to a great start with your new SEO copywriter. Wherever possible, try to meet (or at least speak with) them before you start work. People, as we know, buy people: a capable SEO copywriter with a friendly, client-focused approach is a powerful ally as you promote your business online. Pick him or her carefully. Then start enjoying the benefit.
SEO copywriting is lucrative freelance writing niche. And, perhaps more importantly these days, it’s one that is recession proof. Because of this, many are interested in learning how to become an SEO writer.
If you’re considering taking an SEO copywriting course – and there aren’t that many of them out there – following are four things to look for.
4 Specifics to Look for in an SEO Copywriting Training Class
1. Target Market: One of the first things to look for in an SEO copywriting course is whether or not it meets your needs. This is what is meant by “target market.” Will it address your knowledge needs. This is crucial because SEO is a broad field. If you don’t know the fundamentals of search engine optimization, an SEO copywriting course that doesn’t address will be of little value to you.
2. Interactivity & Feedback: Writing SEO copy is not hard, but there are certain fundamentals that must be adhered to. This means that you have to write copy and have it reviewed by someone who knows the rules of SEO writing to give you feedback.
This is critical, for once the course is over, you want to be able to go back to specific feedback to get until you are comfortable writing this type of copy.
3. SEO Tools: Search engine marketing and optimization is constantly changing. So, what you learn in an SEO copywriting course may change in nine months or a year.
“So what’s the point in getting SEO copywriting training?” you may be thinking. Well, like any enduring marketing practice – to learn the fundamentals and how to apply them. Rarely do these change.
But the course should point out tools and resources for further education. By this we mean leading authorities (websites, books, software, noted SEO experts) that you can access to give yourself the constant education you need to be an effective SEO copywriter.
4. The Presenter: There is an old idiomatic expression that explains this best. It goes, “Find someone who is doing what you want to do, then copy their efforts.” What this means in this case is, make sure the presenter is – or used to be – an SEO copy writer.
There are many jobs in the search engine optimization niche, eg, web analyst, social media maven, interactive media specialist, etc. But, you want someone who’s had direct experience as an SEO copywriter, for that is the only way they can truly know the ins and outs of dealing with clients, pricing, billing, marketing for work, etc.
SEO Copywriting: A Recession-Proof, Work-from-Home, Well-Paid Career
Internet marketing experts estimate that 100,000 new websites go live every day. And what do all of these sites need – copy. Smart website owners realize that they not only need copy, but SEO copy in order to be found online.
Businesses are scrambling to find qualified SEO copywriters because many freelance writers don’t understand the intricacies of internet marketing, search engine optimization, social media marketing, etc. When you consider the broader context – ie, that roughly 90% of web users only use the internet for simple tasks like checking email, making travel plans and booking dinner reservations — it makes sense.
SEO copywriting or Search Engine Optimization Copywriting is a process of filling in text information about the area of business or about the services on a website or webpage. Consumers and business clients turn to the internet to find information and SEO copywriting involves artistically writing about the required or searched information and placing it on websites so that that consumers and business clients can be directed to the said website through a search engine.
Maintaining Keyword Density: It is essential that while copywriting for the use of search engines, a freelance copywriter must adhere to prescribed keyword density norms. Usually, Search Engines allow 5 to 7 percent usage of keywords in the text that they index, be it SEO web content or SEO articles. Excessive usage of keywords in the SEO web content or SEO articles could result in the website being banned for indexing by search engines in addition to making the text unreadable and repetitive. Therefore, it is essential that a SEO copywriter maintain a healthy percentage of keywords in the content rather than excessive usage of keywords to gain visibility.
Keeping the Content Fresh: It is essential that the SEO web content or the SEO articles are fresh and original to be most effective. When the visitor notices that the written content on the website is informative and fresh, the text manages to increase the attention span of the visitor ultimately creates a prospective client. If it is not, the content can do more harm than good. Content is the one element that can keep customers coming back to your site. In the case of unprofessional SEO copywriting, the website traffic will be headed in the opposite direction.
Copywriting according to the website target audience: SEO copywriting is a professional practice where a writer adds content to your website. It is important for the professional copywriter to write content which is target specific so that the website gains visibility among the right search audience. If the target audience of the business is teens, it is important for the copywriter to write in a manner that will be understood and will keep the teens involves hence proving to be effective.
Organization’s area of business: During SEO copywriting for a website, it is important that the freelance copywriter write content which is specific to the area of business of the website owner. The main reason a website is put up on the internet is to increase awareness about the owner’s business activities and generate interest among those who visit the website; therefore it is essential that the SEO copywriting involve information about the website owner’s area of business.
Listing of features and benefits: It is important that the SEO Articles must list out categorically the features and benefits of the client’s business so that visitors to the site are provided with adequate information at the website. It is important, during SEO copywriting that the features and benefits be bulleted and presented in a neat manner so that the visitor to the website can get full information without having to read all the website content.
Get results: It is extremely important that SEO copywriting should be able to generate results for the website owner through good SEO web content. It should be the endeavor of the copywriter to increase website traffic and ultimately build the rank of the website.
Although there are no prescribed rules for SEO copywriting, the above-mentioned points are norms which must be adhered to by every copywriter. Failure to abide by the above will result in poorly written SEO web content which is banned from search engines or does not impress the business prospect that is looking for information for services on the internet.
If you’re currently looking for a UK copywriter, you may be slightly confused by the array of different types of writers out there. If you don’t know your digital copywriters from your SEO writers, perhaps a little clarification and ‘myth busting’ may be in order…
What is an SEO copywriter?
SEO copywriters specialise in the ‘optimisation’ part, producing keyword-rich content that has the primary purpose of pushing your page up the Google rankings. They understand what the search engine ‘bots are looking for, they know the latest search terms used by human visitors and they know exactly what terms to include in your content to make it work effectively. SEO content interests both the search engines and your all-important human visitors (the ones with the money to spend on your products).
What is a web copywriter?
A web copywriter structures your content and produces engaging, fresh and original copy that encourages human visitors to interact with your website rather than bouncing to a rival. They also know about keywords and strategic positioning to encourage search engine ‘bots…
Just a minute, isn’t that what SEO copywriters do?
Okay, so what is a digital copywriter?
A digital copywriter doesn’t just write web content. They have a broader range of skills that can include social media positioning, email copywriting, creating press releases, writing blogs, Tweets or Facebook updates, as well as how that copy interacts with your SEO content… and there we are again – are you seeing a pattern emerging here?
We keep coming back to those three letters – SEO. However, let’s bust a myth right here – SEO doesn’t just mean ‘search’. Optimisation means making every line of copy, every keyword and every piece of online content work as hard as possible. Yes, it’s there to push you up the rankings, but page rankings are nothing without conversions. A website that gets thousands of visits every day might be high up on Google’s rankings, but unless those visits are converting into sales, your SEO is failing to do its job properly.
So what is the difference?
The truth is that these days, there is very little difference between web copywriters, SEO copywriters and digital copywriters. They are basically the evolutionary steps that copywriting has taken as the Internet and its demands have evolved. Now, digital copywriters (whatever title they give themselves) produce the kind of content that you need to succeed in today’s social, connected world, taking into account all aspects of SEO.
For years, the assumption was that all you needed for your website to succeed was good SEO. Now things have changed. Keywords, while still vital for search engine success, are only part of the picture. The key now is killer content – content that engages, informs and is fresh and original. Content that is shot through with strategically placed roadmaps guiding your human visitors through the site to your ultimate destination – the shopping cart check out or ‘contact us’ page. If you’re new to the world of copywriting, there are some excellent copywriting courses that will give you the low-down on the latest SEO techniques and how digital copywriting is becoming the new business tool of choice thanks to the explosion of social networking.
Facebook, MySpace and Twitter – the new kids on the block
Ignore social media at your peril – this booming section of the Internet is having a profound impact on the way businesses present themselves to new demographics online. Good UK copywriters are those who can incorporate all aspects of an online campaign, linking them seamlessly into a single, powerful presence that takes advantage of all types of copywriting, be that SEO, social media or even video scripts for YouTube.
Pay for cheap, poor quality content and you’re throwing money away. Pay for premium quality content, refresh and update it regularly and constantly revisit your SEO and you’ll have a site that shows you a return on investment, increased sales and a strong web presence.