From perspective of a business owner, webmaster, or marketing manager, change exhibited by Internet is profoundly exciting, yet profoundly disturbing. The information (and misinformation and disinformation) it offers, business benefits it promises, and rules it is governed by change at such a rapid rate that its almost impossible to keep up.
These changes have led to a growing appreciation of value of quality web copy. This appreciation has, in turn, led to an influx of opportunistic copywriters promoting themselves as website copywriters or SEO copywriters. Dont get me wrong, there are quite a few excellent SEO copywriters out there, and you should definitely shop around. The purpose of this article isnt to scare you; its to help you find SEO copywriter wholl deliver honest service and excellent results.
So with that in mind, take a look at following ten tips. These are things you have a right to expect from anyone wearing a name badge that reads website copywriter, SEO copywriter, internet copywriter, or web copywriter
(See also 10 Things to Expect From Your Website Copywriter and How to Make Most of Your Website Copywriter.)
1) An understanding of SEO
Obviously, your SEO copywriter must have a solid understanding of essentials of Search Engine Optimization. They must know that ranking is essentially result of a websites relevance (i.e. keywords) and importance (i.e. inbound links). There are a whole lot of other factors involved, but if your SEO copywriter doesnt understand these two basics, you should look elsewhere. If youd like to ensure your SEO copywriter knows a little more than just basics, take a look at SEO for CEOs, Writing SEO Copy, SEO Trade Secrets, Web Copy - How Much is Enough?, and How to Top Google by Writing Articles for some clues as to what you might like to ask in order to assess their knowledge.
2) Proven experience
The proof is, as they say, in pudding. Its not enough that your SEO copywriter can talk talk; they must also be able to walk walk. Ask to see some examples of websites for which theyve obtained some good rankings. Note that it may be very difficult to find an SEO copywriter who has actually worked on both keywords and link generation, so if you find one who has, and they write well, snap em up! Theyll have a very broad and useful working knowledge of search engines.
3) An understanding of how many keywords to use
You dont want to fill every page up with every keyword youre targeting. This simply dilutes your sites relevance and reduces readability. Ask your SEO copywriter how many keywords they would recommend targeting on each page. Hopefully theyll suggest no more than 3, preferably 2. By targeting 2 keyword phrases per page, you can use them a lot without impacting readability.
4) Clear agreement on who will provide keywords
Someone needs to perform a keyword analysis in order to figure out what words you should be trying to rank highly for. Your SEO copywriter should be able to do this for you, but its quite often more cost-effective if someone a little closer to business does it. Either way, make sure your agreement with your SEO copywriter makes it very clear who is performing this task. Dont assume SEO copywriter is going to do it, because they may assume youre going to do it, and then youll blow your budget.
5) Keywords or keyword phrases
Expect your SEO copywriter to offer some advice regarding how specific you should be with your keywords. In most industries, competition for keywords is so fierce that youll be forced to target very specific keywords in order to rank at least at outset. For instance, if youre in IT, you probably wouldnt start out by targeting keyword IT. The competition is immense (at time of writing, there were approx 3,240,000,000 results for this search in Google.com) and IT giants already dominate search engines for this keyword. Instead, try using a more specific keyword phrase like IT infrastructure consulting new york (at time of writing, there were only around 4,000,000 results for this search in Google.com). The other benefit to targeting more specific keyword phrases is that youll generate more relevant leads.