What are SEO Copywriting Services (and Why do You Need Them?)
Earlier this week, I had a conversation with a client who just launched a new company.
She wanted to start ranking for some target keywords. Unfortunately, she wasn’t sure where to begin. She asked if I might be able to help. In her words, she was a “digital marketing novice” and didn’t know where to start.
Her situation was not unique. So many people start new businesses, build themselves websites, and develop a great product or service. At that point, they start wondering how to ensure people can find it all. They want to rank online and show up in Google searches, but they’re not sure how to begin.
The answer, in most situations, is to enlist SEO copywriting services.
Designed to take existing web copy and optimize it for search engines, SEO copywriting services are a critical tool in any marketing quiver.
Here’s what you need to know:
What are SEO Copywriting Services?
SEO copywriting services are writing services delivered by someone who’s been trained in on-page SEO.
- What SEO Copywriters do: SEO copywriters typically work with new or established businesses in one of two ways. They either create original online content for SEO, or they edit existing material to improve its SEO value.
- What SEO Copywriters DON’T Do: SEO copywriters don’t touch site architecture. They won’t edit your site’s code OR alter its markup. This is the duty of a technical SEO team.
SEO copywriting is different than most standard copywriting. While “copywriting” covers a broad scope of writing services, SEO copywriting is relatively niche. SEO copywriters understand how to optimize the technical elements of on-page material to provide both a good user experience and a positive SEO value.
Why You Might Need an SEO Copywriter
The primary reason people hire SEO copywriters is to enhance their online presence. And the reason for this is simple: SEO copywriters know about Google. In a way, they’re like little magicians, working behind the scenes to help companies flesh out their online marketing and appease the “Google Gods.”
Here are a few of the top reasons to hire professional SEO copywriting services:
1. Google Uses More Than 200 Ranking Signals (And You Probably Don’t Know Them All)
At last count, Google was evaluating more than 200 signals to rank individual pages. These metrics are all over the place and range from domain age (the age of your domain name) to keyword inclusion.
This – the sheer scope of Google’s ranking tactics – is one big thing that most marketers misunderstand about SEO, especially when they’re just getting started. As a general rule, new marketers just want to rank, but they don’t understand exactly how much goes into that process.
Luckily, SEO copywriters do. While many of Google’s ranking metrics are outside the scope of SEO copywriters, they’re pretty handy at optimizing websites to appear in online searches. By understanding both Google’s foundational requests (keywords in the title tag, easy-to-read content, content length, the importance of H1 tags, etc.), SEO copywriters can improve online copy and help it propel a brand’s presence forward.
2. SEO Copywriters can Help You Narrow Your Keywords
Say you want to rank for the word “marketing.” You think this is an excellent idea because, hey, you’re a marketing company! What your SEO copywriter might know, though, is that ranking for this (incredibly broad, incredibly general, incredibly competitive keyword) is likely to be virtually impossible – especially as a new company.
When it comes to ranking for keywords, I want to make one big disclaimer: if you’ve done any keyword research, you’re already way ahead of the game. Most companies never do. This, in turn, puts them in the position of grasping around aimlessly with their marketing, never knowing quite what they’re targeting.
Keyword research is, though, a pursuit that requires some practice. It’s not enough to just research keywords – you also have to know how to differentiate the good ones from the bad ones. SEO copywriters are great at this.
Here’s a real-life example: a company wants to rank for the term “marketing.” They contact an SEO copywriter, who does some research on that keyword and comes up with these results:
What your SEO copywriter then tells you is that keyword is a very long-shot for your company. Not only is it incredibly competitive, but the brands you’d be up against are huge ones, such as Entrepreneur, HBR, and Investopedia.
At this point, your copywriter will probably help you find more suitable, long-tail keywords that offer you not only a better chance of ranking but a better chance of attracting highly qualified leads, when you do!
While SEO copywriters are indispensable for helping you create content, they’re also an essential part of any good marketing strategy.
3. SEO Copywriters see Your Business From a Distance
If I had a dime for every time a client told me, “I love this company. I’ve built it from the ground up, but I just can’t seem to write about it” I’d buy us all some oceanfront property.
While it sounds crazy from the outside, it is possible to be so close to your company that you have a hard time writing about it objectively. It’s a little bit like writing about your child objectively. You love it so much, how are you supposed to see it the way other people do?
Luckily, a copywriter is great for this. Because copywriters come in as third-parties, they’re very good at identifying the positive aspects of your company or brand. Once they do, they can bring that out through copy. They’re also fantastic at identifying weak points in a content strategy and coming up with a plan to fill them.
Pull, Don’t Push, With High-Quality Online Copy
In recent years, the climate of marketing has changed. Today, everything meant to “shove” an outcome is dying. This includes icky, outbound marketing, spammy keyword stuffing, and spending your entire marketing budget on ads. In its place, tactics meant to pull users toward a business are rising. In their midst is content marketing, inbound marketing, and, yes, SEO copywriting services.
By understanding the importance of content, and having the technical skills needed to implement it, SEO copywriters work with your brand to create a holistic, intelligent content strategy that works in the long-term.