10 Things To Expect From Your SEO Copywriter

10 Things To Expect From Your SEO Copywriter

From the​ perspective of​ a​ business owner,​ webmaster,​ or​ marketing manager,​ the​ change exhibited by the​ Internet is​ profoundly exciting,​ yet profoundly disturbing. the​ information (and misinformation and disinformation) it​ offers,​ the​ business benefits it​ promises,​ and the​ rules it​ is​ governed by change at​ such a​ rapid rate that it’s almost impossible to​ keep up.

These changes have led to​ a​ growing appreciation of​ the​ 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. Don’t get me wrong,​ there are quite a​ few excellent SEO copywriters out there,​ and you​ should definitely shop around. the​ purpose of​ this article isn’t to​ scare you; it’s to​ help you​ find the​ SEO copywriter who’ll deliver honest service and excellent results.

So with that in​ mind,​ take a​ look at​ the​ following ten tips. These are the​ 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 the​ Most of​ Your Website Copywriter.)

1) an​ understanding of​ SEO

Obviously,​ your SEO copywriter must have a​ solid understanding of​ the​ essentials of​ Search Engine Optimization. They must know that ranking is​ essentially the​ result of​ a​ website’s relevance (i.e. keywords) and importance (i.e. inbound links). There are a​ whole lot of​ other factors involved,​ but if​ your SEO copywriter doesn’t understand these two basics,​ you​ should look elsewhere. if​ you’d like to​ ensure your SEO copywriter knows a​ little more than just the​ 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​ the​ pudding. It’s not enough that your SEO copywriter can talk the​ talk; they must also be able to​ walk the​ walk. Ask to​ see some examples of​ websites for which they’ve 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! They’ll have a​ very broad and useful working knowledge of​ search engines.

3) an​ understanding of​ how many keywords to​ use

You don’t want to​ fill every page up with every keyword you’re targeting. This simply dilutes your site’s relevance and reduces readability. Ask your SEO copywriter how many keywords they would recommend targeting on​ each page. Hopefully they’ll 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 it’s quite often more cost-effective if​ someone a​ little closer to​ the​ business does it. Either way,​ make sure your agreement with your SEO copywriter makes it​ very clear who is​ performing this task. Don’t assume the​ SEO copywriter is​ going to​ do it,​ because they may assume you’re going to​ do it,​ and then you’ll 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,​ the​ competition for keywords is​ so fierce that you’ll be forced to​ target very specific keywords in​ order to​ rank – at​ least at​ the​ outset. For instance,​ if​ you’re in​ IT,​ you​ probably wouldn’t start out by targeting the​ keyword “IT”. the​ competition is​ immense (at the​ time of​ writing,​ there were approx 3,​240,​000,​000 results for this search in​ Google.com) and the​ it​ giants already dominate the​ search engines for this keyword. Instead,​ try using a​ more specific keyword phrase like “IT infrastructure consulting new york” (at the​ 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 you’ll generate more relevant leads.

6) Agree on​ word count per page

Always make sure your SEO copywriter gives you​ an​ indication of​ the​ number of​ words they expect to​ write per web page. While it’s necessary to​ have a​ decent body of​ words on​ most of​ your web pages,​ you​ certainly shouldn’t have too many. What “too many” is​ all depends on​ your industry,​ the​ objective of​ the​ page,​ and the​ needs of​ your audience. It’s always a​ delicate balance,​ but it’s certainly possible to​ rank highly with only 100-200 words per page. So don’t be fooled into paying for copy you​ don’t need!

7) Density targets & measure

SEO of​ a​ web page is​ NOT guess-work. a​ good SEO copywriter will talk about density measures. This is​ a​ measure of​ the​ number of​ time the​ keyword phrase appears on​ the​ page. It’s expressed as​ a​ percentage of​ the​ total word count of​ the​ page. So if​ your page has 200 words,​ and your keyword phrase appears 10 times,​ its density is​ 5%. as​ a​ rule of​ thumb,​ your SEO copywriter should be aiming for a​ density of​ approximately 5% for your primary keyword phrase and 3-5% for your secondary keyword phrase. if​ your density measures are much higher than this,​ readability will be reduced,​ and you’ll risk being perceived as​ spam by the​ search engines. Make sure your SEO copywriter understands keyword density,​ is​ prepared to​ state the​ target density for each keyword phrase,​ and is​ also happy to​ be measured by that standard (should you​ decide to​ measure).

8) Where to​ place keywords

The question of​ keyword placement has been the​ subject of​ much debate amongst SEO copywriters. While it​ is​ still unclear how much impact placement has,​ there is​ a​ general consensus that it​ has SOME impact. Be sure that your copywriter is​ aware of​ this impact. Popular opinion has it​ that keywords are more effective if​ they appear in​ headings,​ bolded text,​ links,​ and generally toward the​ beginning of​ the​ page.

9) Some comment on​ structure & links

Websites are generally better indexed by search engines if​ their spiders can traverse the​ entire site using text links. This means your SEO copywriter should be linking each page to​ every other page using text links. if​ your site is​ complex,​ this may be impractical,​ so your SEO copywriter will need to​ create a​ hierarchical structure for your site. First,​ they should break your subject material down into categories. Then for each category,​ they should write a​ summary page. These summary pages should be accessible from higher level pages via text links. They should also be accessible from each other. Each summary page should link – using text links – to​ a​ number of​ pages discussing the​ finer details of​ the​ category. And each detail page in​ a​ particular category should link to​ every other detail page in​ that category (once again,​ using text links). This way the​ spiders are able to​ travel from the​ top of​ your hierarchy to​ the​ bottom,​ and from left to​ right across any level.

10) Don’t believe grand promises

SEO copywriters can play a​ significant role in​ increasing your search engine ranking. But they can’t do it​ overnight. By optimizing your site for your target keyword phrases,​ an​ SEO copywriter is​ simply declaring the​ relevance of​ your site. if​ you​ engage an​ SEO copywriter to​ write helpful articles containing a​ byline with a​ link back to​ your site,​ you​ can then submit these articles for publication on​ the​ Internet,​ and this will steadily increase your ranking. But if​ an​ SEO copywriter tells you​ they can dramatically increase your ranking in​ a​ matter of​ hours or​ days,​ be wary. NOTE: Your SEO copywriter should be able to​ submit your articles to​ various submit sites on​ the​ Internet. These sites are closely watched by hundreds of​ thousands of​ publishers of​ e-newsletters and article pages from all around the​ world. High quality articles are quickly snapped up and published prolifically. And each time your article is​ published,​ you’ve got another link back to​ your site,​ thus increasing the​ importance of​ your site (to the​ search engines). if​ you’d like to​ submit your own articles,​ your SEO copywriter should be able to​ sell you​ a​ list of​ 50 or​ more submit sites for as​ little as​ USD$99.


An SEO copywriter is​ a​ valuable addition to​ your marketing function. But you​ need to​ make sure you​ choose wisely. When you​ know what questions to​ ask,​ the​ battle is​ half won.

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