| |
Professional SEO Copywriting Services - What they are, and what they
aren't
by Melissa Brewer
When you type the words "seo copywriting" into Google, thousands of articles
and provider websites come up. But how many of them are truly
useful? Is seo-friendly copywriting the standard ? Are all copywriters now
seo-savvy? In truth, if you are looking for a professional seo copywriter,
you're going to need to shop around. There are thousands of seo
optimization firms that masquerade as copywriters - which can put them in the
lead as far as search engine saturation and rankings. SEO optimization
indisputably brings in the traffic to your website. Without it, you'd be lost in
the never ending ocean of websites. It's tempting to hire an seo firm to simply
set up your keyworded content, submit your website, and let it go. This is a sad
mistake for online businesses to make - once the traffic is delivered, they lose
sales. A healthy dose of marketing awareness is the true goldmine when it comes
to seo-savvy copywriting services.
Look at the work of some of the top seo optimization firms. Do it now. Google
'seo optimization'.
SEO firms tend to be rather wordy - they're pressing the limits of search engine
ratios. They know that as an seo firm, their goal is to get a website into the
top of the search engine results. Once they've done that, they've completed
their job. They aren't there to write sales copy or think of a catchy,
brand-building slogan. They are there to help you feed machines - not brains.
Unfortunately, an seo firm just doesn't have the marketing savvy to create
website content that draws in the essential components of marketing: emotional
draw, a compelling message, and an irresistible offer.
Would you ask an seo optimization firm to write your print brochure? Help you
plan a script for your tv commercial? Would you ask them to compile a media kit
for potential investors? Of course not - that's not what they specialize in. SEO
optimization companies specialize in communicating with search engines - not
people.
If you are looking for the "sell factor" - that's where good copywriting comes
in. A techie that knows how to blanket a website in keywords doesn't specialize
in creativity and ingenuity. That's bad for you because those are the things
that make your products stand out, increase your response rate, and drive sales.
SEO optimization firms rely on keyword saturation - an often complicated
algorithm that checks to see how many of your keywords are being read by Google.
Keyword saturation is a great tool to tinker with search engine results - but
it's not necessarily the tool you want to exploit when you're trying to persuade
consumers to truly connect with what you're offering. (And connect with them in
such a way that they come back for more.)
So, what do true seo copywriting services do for my website?
SEO copywriters focus first on the message, then the translation to Google. They
are expert translators that make a smooth transition from search engine language
to customer-centric language. They write your copy with seo keywords in mind (a
2-7% keyword ratio, which is the standard) but they still add style and voice to
what you're selling.
A good seo copywriter steers clear of cookie-cutter product descriptions but
still manages to slip your keywords in there for Google and Yahoo to read. They
know how to build your brand and your company image using professionally
written, believable copy. They are the essential component of a true search
engine marketing campaign - they give your company a voice that stands a cut
above the rest.
Your website has a voice, and seo copywriting services should build a clear
message
The voice of your company is the language on your website - all of the words,
product descriptions, link hover text, and meta data that the search engines
pick up and deliver - and humans end up reading. A seo copywriter will strike a
balance between using keywords and promotional words effectively. They don't
sacrifice quality for the sake of a higher saturation rate. They want copy that
is exciting to read - and pulls sales. They want to keywords to simply be
integrated into high-pulling content.
A good seo copywriter will know that headings and titles are just as important
to the search engines as the people that visit. They know the importance of bold
and bullets to make reading easier on the eyes for your computer-weary
customers. They also know that Google finds it easier to read as well.
An seo copywriter is a hybrid of both creative ingenuity and tech-savvy -
satisfying both search engines and the curiosity of your prospects. They
want results that convert into high search engine results, as well as higher
sales volume.
Evaluating seo copywriting services - is your copywriter an seo firm in
disguise?
So, how do you know if you are truly working with an seo-savvy copywriting
service? The easiest way to find out is to read their website. Many seo firms
rely heavily on search engine statistics - even in their website copy - but
don't let this alone scare you off. Statistics are how many seo firms see their
end of the bargain - the results. Look at their portfolio. (If they don't have a
portfolio or links to online work, run!) Read their website text to see if
sounds like a person took time writing it - is there promotional language? A
call to action? A clear list of benefits? Is the content persuasive? Are their
articles useful and worth reading - or do they seem to grind out
information in monotone?
What to look for when choosing a professional seo copywriter:
Here are a few things to look for when you choose an seo writer, and why.
-
Does your seo copywriter have a portfolio or links to keyworded articles?
Does it contain more than just seo-related work? (Most seo copywriters
either started off in print media, or dabble with it from time to time.
Experience in other advertising mediums shows that they understand how to
market to people, not just machines. )
-
Are their articles unique and compelling? Read a few of their
seo-keyworded articles by printing them out on paper - does the copy
flow smoothly? Is it exciting or informative? Do you notice the repetition
of keywords enough that it kills the word flow? Oh, and while you're at it,
Google their articles and see how they rank in the search engines, as well.
-
Does your seo copywriter have a name? That's right - a name. (Will
Smith. Cathy Bates. Melissa Brewer.) A lot of seo copywriting service
providers farm out their work to India and other tech-saturated countries.
This is great for pricing - but the quality can vary and is dependent on the
English skills of each individual writer. The articles on their website
should have a byline and information about their authors - experience, a
portfolio, an "About Us" section - everything your own customers would want
to know about you.
-
Does your seo copywriter care about your marketing plan as a
whole? Do they offer complementary services - both print and web, to
allow your marketing collateral to intersect with your search engine
efforts? Do they make referrals to trusted providers in the marketing
industry?
A truly competent, creative seo copywriter is a diamond in the rough.
When you find a person with a hybrid of marketing and tech skills, you have
found a true partner in your online marketing efforts. Don't sacrifice your
business website to search engine feeders. A good seo writer can help your
website - and your brand - rise to the top of the search engines as well as the
forefront of your customer's thoughts when they are in a shopping mood. SEO
copywriters can also help you create
online
newsletters, e-books,
articles, blogs,
and any other copy where words are being used
to sell products or services. The right combination of keywords and online
promotion will increase sales, attract customers and grow your business
exponentially - both on and offline.
About the author: Melissa Brewer is Creative Director of Capital
Creative, Inc, a new media marketing company based in Washington DC. Capital
Creative offers seo
interactive
marketing campaigns for small business budgets - that
garner big results. We also provide social media marketing and consulting
services - to help you maximize your ROI and build your brand. |
| | Posted 6/4/2007 6:02 PM - 65 Views - 0 eProps - 0 comments
- recommend
  - recs0
- share
- email
 - sent0
|
