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Home::Copywriting

SEO Copywriter - Finding The Website Writer You Really Need

Author : Peter Wise

Search engines and the way they work are constantly evolving.
What works today is ineffective or even illegal tomorrow.
Writing for search engines is a skill that involves specialist
and up-to-date knowledge. Here's what to look out for if you
need someone adept at search engine copywriting.

Have they written websites before?

It may seem an obvious question, but web copywriting is a very
different game from writing for print or broadcast. Ask for URLs
of websites they've written and see for yourself how well
written they are.

Are they experienced in search engine copywriting?

Your prospective SEO copywriter may not have been asked to
optimise many sites - even now, a majority of websites aren't
optimised. However, he or she should be able to point you
towards any that have. It's easy to work out for yourself how
effective the search engine copywriting has been. Simply look at
the front page, and one or two other key pages as well, if need
be. It should be straightforward to work out what the keyword
phrases are. Then enter these keywords into Google, Yahoo or
another leading search engine and see where the site ranks.
Unless the site is less than a few months old, it should be up
near the top of the rankings.

Do they have a site themselves?

Is it simply a site to showcase their work, or is it optimised
to attract customers like yourself? (If you found them via a
search engine, they must be doing something right.) Does it link
to examples of websites they've written? If their site isn't
optimised, ask them why it isn't. If they're serious about
search engine copywriting, the first site they optimised should
have been their own.

Have they balanced the needs of the search engines with
those of the reader?

A seasoned SEO copywriter knows that there's always a compromise
between appealing to the reader and appealing to the search
engine spiders. The optimised web copy they write should never
appear stilted, forced or overly repetitive.

What will they charge you?

They should give you a fixed price, which should include one or
two rounds of revisions. Assuming you don't change the brief,
they should stick to this price. Make sure they don't charge you
extra for including keywords. Assuming you supply them with the
correct keywords at the outset, it's no harder for a good SEO
copywriter to incorporate them into the copy than it is to write
non-optimised copy. (Supplying new keywords after a first draft
is another matter.)



Do they know how to research keywords?

It's worth budgeting extra to let your SEO copywriter help with
the initial analysis. They should also check to see which
keywords your main competitors are using and decide whether it's
worth going head to head with them, or whether it makes more
sense to optimise alternatives. However, bear in mind that some
keywords are seasonal, and that the worth of many other keywords
can change over time.

What should you expect from them once the site is
finished?

Before hiring an SEO copywriter, ask them how often your site
should be updated. The correct answer is 'very often', if you
want your site to stay high in the rankings. Then, assuming you
don't want to do it in-house, ask if they are prepared to add
extra content or articles which can act as pages for you on a
regular basis.

Should I let the web designers supply the copywriter?

Web design or search engine marketing companies may have their
own in-house copywriters who can create content for you. Or they
may use their own freelancers. However, this can have two
drawbacks. In the first place, companies are going to cost a lot
more than individuals you find yourself. Secondly, if you cease
to work with your marketing company, you risk losing your online
voice and style. So you may prefer to find your own copywriter -
any good and experienced freelancer will happily work with your
designers to ensure you achieve the best possible result.

Are they local to you?

This is not essential by any means, but it can help in certain
projects. If you do favour a local copywriter, remember to build
in the cost of the meetings, although most copywriters are happy
to attend an initial local meeting or briefing for free.

Have they got experience in writing for your field?

You might think that this is one of the most important criteria.
Actually, it's one of the least, which is why I've left it until
last. Don't worry if they haven't done work specifically in your
field before. A good copywriter can communicate anything. If you
specialise in UK holidays, don't go for the copywriter who has
written average work for one of your competitors. Go for one
who's written excellent work in several fields, but not
necessarily yours. He or she will almost certainly do a better
job.

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