What Every SEO Copywriter Should Know about Creating Quality Copy for Search Engine Campaigns

For a search engine optimization campaign to succeed, a site's content typically needs to be managed by an SEO copywriter in order to incorporate the SEO firm's recommendations. Often, content needs to be created entirely from scratch, either to create new pages on an existing site or to establish a new site. So how is that new and updated copy generated?

The truth of the matter is, search engine copywriting is usually done by an outside SEO copywriter simply because when a company embarks on an SEO campaign, it does not have the resources or time to handle the copy internally. The best SEO firms will have an in-house copywriter available, while other firms may outsource the search engine copywriting. In either situation, the copywriter assigned to the project must create website copy that not only fits the criteria for SEO—keyphrases, page length, and so on—but also sounds natural and is technically accurate. It's a tricky balance, and it's what makes search engine copywriting different from other types of copywriting. Here are some tips that every SEO copywriter should follow in order to produce the best copy possible for every client, every time.

Marketing Message

In order for search engine copywriting to not only work within an SEO campaign but also achieve powerful results while demonstrating writing skill, an SEO copywriter must begin by understanding the client's overall marketing message, including its target audience. This can be accomplished in two ways.

The first way that an SEO copywriter can familiarize him or herself with a client's messaging is by studying any and all available marketing materials, including press releases, slicks, case studies, and newsletters. If a client's experts have written articles that have been published either online or in print, the SEO copywriter can review those pieces as well. Make note of any repeated phrases or concepts within the marketing pieces, as these should be incorporated into the website where possible. Also, review any questionnaires or surveys that the client has provided to the SEO firm during the campaign – they may contain key information that can help with the search engine copywriting.

The second way that an SEO copywriter can learn more about a client's marketing message is to speak with the client's key players – the CEO or the marketing director, for example. These interviews need not be time-consuming, but they can be extremely helpful for search engine copywriting. Respect the time of the interviewee by preparing before the interview and creating a list of specific, targeted questions. Record the interview, if possible, and also take notes. (You never know when a recording device is going to fail, so always have a backup system!) At the completion of the interview, find out when the person can be reached for follow-up questions, as well as whether phone or email is the best mode of contact.

Products and Services

Next, the SEO copywriter must spend time learning all of the details of the client's products and/or services in order to write copy that is accurate and professional. Often, the SEO copywriter will be faced with a typical challenge in search engine copywriting - creating pages full of technical information for a client. An SEO copywriter does not need to become an expert in that technical field, but he or she does need to sound like an expert in order to produce persuasive copy.

For example, if the client is a widget manufacturer, the SEO copywriter must do research on the widget industry in general, including how widgets are sold or who the key market is for the widgets. If the client provides a service to widget manufacturers, the copywriter must understand all aspects of this service. Web research, interviews, and reviewing of any articles or supplemental materials created by the client are all important resources.

Key Differentiators

Finally, when working on search engine copywriting, the SEO copywriter needs to have a complete awareness of the client's key differentiators. Has the client been named to a top ten list in its field? Has the company won any awards? Does the client offer particular services or products that are innovative or unusual? The answers to these questions provide valuable information that can be incorporated into page copy to provide a consistent message throughout the site.

Writing

Once all of the information has been gathered, it's time for the main event – the writing. (Finally!) While the keyphrases that have been chosen for SEO usage are crucial to search engine copywriting, they also should not be the main focus of search engine copywriting. A copywriter needs to always be aware of these phrases and to insert them in the copy where they are most appropriate. But while they will surely shape the page's content, search engine copywriting should not consist simply of words surrounding keyphrases. After a first draft is created, step back and read the copy objectively – do the keyphrases jump out and sound awkward, or do they flow naturally? Quality search engine copywriting entails the creation of believable copy that ensures that a reader will not turn away from the page because it seems obvious and over-optimized.

In addition, it is important for the SEO copywriter to always consider each individual page as a part of a larger search engine copywriting project, and to constantly be thinking of how each page fits into the entire site. All pages need to be not only consistent with messaging and key differentiators but also with one another in terms of tone. Also, all pages must be proofread for punctuation and grammar. There is no question about this – when it comes to search engine copywriting, perfection is a must and there is no room for mistakes.

Conclusion

A good SEO copywriter must be able to create optimized website copy that also includes a consistent marketing message, accurate technical information, and references to key differentiators. Search engine copywriting can never result in pages that sound forced or that come across as obviously stuffed with keyphrases, and the final pages must always be pleasing to the client. While it can, at times, be a challenge, with the right research and resources early on in the process, an SEO copywriter will find that any search engine copywriting project will flow smoothly. This will guarantee that when the project is complete, the client will have a superior site that attracts quality leads and that doesn't scream “optimized.”

About the Author

Marla Blair is the Chief Copywriter and Editor at Medium Blue, a search engine optimization company. Marla writes engaging and professional copy, including web pages, articles, and press releases, for all of Medium Blue's clients. She holds a bachelor's degree in English, specializing in creative writing, from Binghamton University, and a master's degree in writing, literature, and publishing from Emerson College. She previously served as a staff writer and managing editor for a medical publishing firm, and she has also worked in book publishing and in the financial industry. Medium Blue Search Engine Marketing was recently named the number one search engine optimization firm in the world by PromotionWorld. Visit MediumBlue.com to request a custom SEO guarantee based on your goals and your data.

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