What is SEO Copywriting?
Technically, Search Engine Optimization (SEO) Copywriting is the art of using keywords to write content that helps web pages achieve top rankings in organic search engine results (unpaid search that doesn’t involve advertising).
However, according to Wikipedia and other industry sources, “The foremost goal of SEO copywriting is to produce succinct, effectively persuasive text for a well-written web page.”
Therefore, it’s a science and art that masterfully blends and balances the following three aspects:
- Persuasive sales copywriting based on proven direct-response principles (after all, you’re trying to get site visitors to respond by taking a specific action, right?)
- Strategic keyword research and an ethical placement of keyphrases woven smoothly into customer-focused messages — primarily in the “SEO Power Positions” of headlines, subheads, internals links, page titles and meta descriptions.
- An understanding of search engine algorithms, web usability, and other technical web aspects including site architecture (navigation, etc.), and “meta data” language, in order to provide optimized content everywhere possible throughout a site, working closely with the web programmer.
What should people look for when hiring a good SEO copywriter?
To answer this question, I’ll quote Heather Lloyd-Martin — an SEO pioneer and mentor of mine. In a recent interview, she said,
“Good SEO copywriters are worth their weight in marketing gold. These folks are masters of direct-response copywriting as well as knowing how the search engines “think.” They can research your keyphrases, choose the best ones, and seamlessly integrate them into your content.
The big thing is – always ask for a writing sample, a case study or other proof of SEO effectiveness, along with references. If their best work doesn’t impress you, find someone with work that does.
SEO copywriting is truly a “get what you pay for” proposition. If you’re paying $50 a page, don’t expect good writing. Period. Chances are, you won’t like the final result and you’ll end up either (1) uploading copy that you hate, or (2) rewriting it yourself.”
What’s the difference between SEO copywriters and other SEO professionals?
SEO Copywriting is performed by a seasoned marketing copywriter who has learned how to weave relevant keywords into persuasive, customer-friendly web page content (messages and code).
Other SEO work involves the web programmer, who creates search-engine-friendly code, structure, file names, and back end database-driven pages to support optimal keyword use. In addition, this technical expert makes sure there are no barriers to the text being “seen” by search engines… such as error messages, broken links, faulty redirects coding approach, Flash graphics, etc.
In most cases, an SEO-savvy programmer is not a skilled SEO copywriter. They work in harmony and usually cannot replace one another.
Why is it important to work with a Certified SEO Copywriter?
Certified SEO Copywriters have mastered specific training on how to successfully choose the right keyphrases across the buying cycle, develop a solid per-page keyphrase strategy that lifts all boats, and uncover new content marketing opportunities that will drive traffic.
By passing the SuccessWorks™ Certified SEO Copywriting Program, the world’s only SEO Copywriter certification program, a copywriter has demonstrated a solid understanding of how to combine clear, persuasive sales copy with targeted keyphrase strategies to attract more customers via search engines.
Have you tried SEO copywriting on your pet website? Or you frustrated with your search engine rankings? Do share 🙂
Until next time, here’s to a prosperous site!