~~~Writing for the Search Engines~~~
This week's post is based on an email we received in response to our
latest ClickZ article. Since
they brought up a great point, I thought I'd discuss it here.
The question was from a Web copywriter who was frustrated that clients
would change his final copy - even if the changes were for the worse.
If you're a copywriter, I'm sure you've faced the same thing. You've
grunted and slaved over finding "just the right word," only to
discover the client changed darn near everything. Against *any* advice
you gave them.
"What does this question mean to me?" you may ask. "I'm not a writer!"
Simple. If you're on a marketing team, a site developer, or a project
liaison, *you* are typically evaluating any incoming copy. There is
NO reason why you should pay someone to write something - and then
spend your valuable time rewriting it. That's not only stupid, it
defeats the purpose of outsourcing. Here are some tips to help
everyone get along - and help the end client get the copy they want.
For the copywriter:
1. Educate, educate, educate about SEO writing! We've found that
clients don't automatically understand the importance of keyphrases,
and they'll start slicing and dicing 'em right away. It helps
*immensely* if you tell the client what to expect, and how important
it is to leave the keyphrases alone (or at least, tell you about their
concerns before rewriting the whole thing).
2. Work closely with the marketing department and the existing
copywriter. If you spend time talking to those folks, you'll
experience fewer post-draft hidden surprises. Plus, once the
marcomm and copywriting folks realize you're on *their* side, they'll
provide more information (and are less apt to slice the copy, believe
me!).
3. If the client refuses to take your advice, and they're happy with
their rewrites, back off and let them run their copy. However, I
would express any concerns *in writing*. Not only is it a CYA for
you, but it gives the client the feedback that's needed.
For the content management team:
1. If you have specific tone/feel needs - or if certain phrases need
to appear in the copy - tell your writer up front. She'll be happy to
integrate what you want, and work out solutions, if needed.
2. Listen to your copywriters. They've spent a lot of years refining
their art, and researching the latest SEO and online writing trends.
Sure, your copywriter may suggest a writing strategy you've never
considered, but listen to her anyway. You never know how a fresh set
of eyes can package your business in a whole new way (and make your
company sound fantastic!).
3. If you have issues with the copy, kick it back to the writer and
tell her, *on the phone*, what you'd like changed. Remember, the
first draft is NOT the final draft - and it's very rare for the first
draft to be perfect. A few other tweaks, and you'll have the copy you
want, without doing the work yourself.
For more tips on a happy copywriter/client relationship, check out my
article, "Great Online Content Needs a Great Copywriter".
Thanks for your online writing question! Keep 'em coming!
Heather
~~~Send Us Your Questions~~~
If you have questions about online copywriting or search engine optimization (or both!), just zip us an email to questions@rankwrite.com. We've had some folks ask if their question
was "too basic" to be printed - and you don't have to worry about
that! There are no "stupid" search engine optimization or copywriting
questions, so ask away!
