A SEO copywriter creates all your digital marketing materials. For me personally, and probably for the market in general, here’s the most common types of work a SEO copywriter performs:
- Website copywriting/pages
- Blog articles
- Press releases
- Social media posts
- White papers
- Case studies
- Special reports
What are the Benefits of Hiring a SEO Copywriter?
SEO copywriters have a range of expertise, most of which revolves around writing copy, but some of which overlaps to marketing on the web in general. Briefly, you can expect to get this when working with a SEO copywriter:
- More phone calls/e-mail contacts through your website
- Better search rankings for your website and blog posts
- Smoother work flow and reduced stress from having someone reliable do your copywriting
- Increased numbers of social shares
- More organic search traffic
- Higher revenues generated from your website
- Ideas for improving the user experience so people stay on-site longer and are more likely to make a purchase
Why Hire a SEO Copywriter Instead of a Traditional Freelance Copywriter?
Many copywriters who have been in the profession for a decade or more have learned SEO copywriting, just to keep up with marketplace changes.
However, experienced as they may be, you have to be careful when hiring a freelance writer who’s been around a while and has just recently added “SEO copywriting” as a skill.
A caution to businesses hiring freelance copywriters to do their SEO copywriting: while you may get an experienced direct response copywriter, not having the SEO skill set really hurts the effectiveness of your web marketing efforts.
A few reasons why:
They may not know how to do keyword research, which hurts your search rankings. Keywords are the lifeblood of your online business. Choose the wrong ones from the start, and it could take up to a year to rank, and then you find out you’re ranking for keywords that don’t drive business.
1. Some traditional freelance copywriters insist SEO does not exist. But it does! Think about it logically. Google will always need some way to identify how to rank your website for appropriate search terms. If you get told not to worry about SEO, or just to write naturally, you will never rank for keywords that drive business to your website.
2. Websites, blogs, and all other digital documents are a different type of writing. Anyone can write a blog post, right? Nope. You have to know how to write post titles that attract clicks, create an interesting META description, and write a fascinating lead paragraph so people actually start reading the article.
Most important is to write a compelling post, and you also have to optimize the post so it has a chance to rank for relevant keywords. This gets tricky with blogs because it can be difficult to make the language sound natural, while also getting those keywords in.
If you can write, you can create a web page too, can’t you? Well, you can, but it won’t sell well. With a web page, you have to create an emotional heading (most are just descriptive), create a compelling lead paragraph focused on common problems your market experiences, highlight your company’s lead benefits first, and then close with a compelling call-t0-action.
For example, despite the fact I don’t know much about cloud computing, I got quoted in New York City’s Commercial Observer as an expert on the matter. The paper has circulation of 50,000 and the average reader has a net worth of $1.7 million.
3. Some SEO copywriters can help you learn how to sell from your website more effectively. Freelance copywriters used to print copywriting don’t know how to design websites, form a community around a blog, or catch technical SEO errors that reduce the rankings of your website. A SEO copywriter helps you understand how to get all the moving pieces working together (SEO, PPC, social media, blogging, visual design, and so on…I do this and offer a consulting service to help you understand what could be wrong with your site, and to organize an appropriate digital marketing strategy for your company).
It’s their job to know about businesses commonly marketed on the web. Certain businesses get marketed on the web more than others simply because people are searching for them. Local SMBs that offer professional services – accountants, plumbers, HVAC repair pros, technology companies, insurance companies, wealth managers, mortgage companies, and others get marketed often. Doctors, lawyers, and dentists are popular ones too.
What does a SEO Copywriter Have to do to Write a Blog or Web Page?
It’s actually quite a bit of work to get a blog or web page developed. Here’s a very short overview of the process:
- Choose keywords that people use to find the page/topic and that you can rank on page one for within a year
- Focus the topic of the page/blog so it provides the best value to the reader
- Weave keywords into the copy so they sound completely natural
- Create compelling title tags/meta descriptions that appear in search
- Develop the right page/blog length
- Add in compelling links in exactly the right spots with the anchor text Google loves
- A SEO copywriter knows how to do all this in a way that DOES NOT attempt to deceive Google into ranking your site higher
In total, it can take 3-6 hours to write a web page or blog post that offers genuinely unique value only your website can offer.