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10 Reasons to Hire an SEO Copywriter

Print Copywriting vs. Web Copywriting 

Not all copywriters are created equal.  It used to be that you had only to find someone who had 1) writing talent, and 2) marketing expertise. 

Those skills were great for writing print materials like brochures, ads and press releases.  But then along came the web and a whole new set of rules. 

Suddenly, good copy wasn't enough for websites.  To be effective, websites had to rank well on search engines.  So copywriters had to add a third ability to their bag of tricks -- 3) search engine optimization.

Search engine optimization, or SEO as it’s commonly called, is the process of writing your website so that it receives a high ranking on the major search engines like Google, Yahoo, and MSN for your main keywords. 

When someone types a word or phrase into a search engine looking for your product, you want your website to appear on the first or second page of the search results. 

Since the typical searcher doesn’t go beyond the second page, your site might as well be invisible if it doesn’t rank well.  And that means you’re missing out on a lot of potential customers.

If you're considering hiring a professional copywriter to create content for your website, choose one who understands how search engines rank sites.  Here are 10 reasons to select a professional SEO copywriter:

1.  An SEO copywriter knows how to select the right keywords. 
She has the software and knowledge base to be able to see which keywords will bring your website the most traffic and which keywords offer you an opportunity to compete.  Broad terms are often too competitive.  It’s best if you can find a variety of niche keywords that help you stand out in the crowd.

 

2.  An SEO copywriter knows how to focus the page so that it ranks best. 
Good content goes beyond keyword selection.  To be most effective, the focus must be reasonably narrow, and all of the text must support that focus.

 

3.  An SEO copywriter knows how to skillfully weave keywords into the copy. 
She’ll know how often to use your keywords and where to best place them for maximum effectiveness.  She’ll leverage every keyword opportunity while making sure the copy reads without awkwardness.

 

4.  An SEO copywriter knows how to incorporate keyword phrases into headlines and subheads. 
Headings not only serve to break up large chunks of type, making them easier to read, they also clue the search engines as to your page’s main topic.  They carry more weight than body text when it comes to search engine ranking, so it’s imperative that you craft them correctly.

 

5.  An SEO copywriter knows how to write title tags and meta-description tags. 
Meta tags are information inserted into the "head" area of your web pages.  They are used by search engines to more accurately list your site in their indexes. 

Every page of your website should have unique tags.  If it doesn't, you're missing out on a major opportunity.  And if you're using tags like "Home Page" or "FAQs," your tags are a waste of effort. 

Just as you optimize the body copy of your website, the tags should be optimized as well.  Search engines scan these tags for your main keyword phrases and factor them into the formula for ranking your site. 

Also, the text you use in your title and meta-description tags often appears in search engine results.  That listing influences whether a searcher clicks on your site or one with a more compelling "sales pitch."

 

 6.  An SEO copywriter knows the right length to make the page. 
A page that is too short won't rank well on the search engines.  Too long and you'll bore the reader and he’ll click off.

 

7.  An SEO copywriter knows how to write links. 
Not only must should your links be compelling to readers, they must also be search engine optimized.  The often-seen "click here" phrase is a lost opportunity to enhance a site’s ranking.

 

8.  An SEO copywriter knows how to analyze competitor websites and take advantage of their weaknesses. 
For example, a competitor’s website may not rank well for a specific keyword phrase that happens to be getting lots of searches.  With that knowledge, you can create pages to target that keyword phase and thereby increase traffic to your site.

 

9.  An SEO copywriter knows how to write landing pages. 
Sometimes known as lead capture pages, these web pages appear when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases.

 

10.  An SEO copywriter knows to not use tricks or underhanded methods to attempt to fool the search engines, but rather to provide good quality information that meets the needs of searchers. 
The best web copy should do the following:

Professional SEO copywriters spend years honing their craft.  They learn best practices for creating high-ranking websites.  They’ve tested optimization theories and seen for themselves how to influence search engine rankings.  Most important, they are aware of the many different variables that go into creating a quality website that is successful on all levels.

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Copyright © Susan Greene