| Google and the other search engines have never | | | | advantageous to work with a local SEO |
| been more sophisticated. Even for SEO specialists, | | | | copywriter. It's all about building and maintaining |
| trying to understand the engines' changing | | | | relationships: sometimes there's nothing better |
| algorithms is often like trying to lasso rain. While | | | | than sitting down face-to-face. |
| SEO copywriters undoubtedly require specialised | | | | (4) What are their fees? |
| knowledge and the ability to generate clear, | | | | Like any product or service, you get what you |
| well-written, relevant content on diverse subjects, | | | | pay for with SEO copywriters so beware of |
| be alert to those who try to baffle you with false | | | | some of the 'cheap and cheerful' SEO copy out |
| science. Google itself recognises that the key to | | | | there. Ideally, (provided you've provided a clear |
| effective SEO writing is well-written, relevant | | | | brief) your SEO copywriter should give you a |
| content. | | | | fixed price quotation (not just an estimate). This |
| When you are shortlisting SEO copywriters, here | | | | will usually cover a first draft of SEO copywriting |
| are five important things to consider. | | | | and at least two rounds of revisions. Provided |
| (1) Has the SEO copywriter written SEO copy | | | | that you don't change the brief mid-project, your |
| before? | | | | copywriter shouldn't change their fee either. And |
| Just as designing a Formula One car is different to | | | | of course, you will provide the required keywords |
| designing a 4x4, so SEO copy writing is very | | | | or key-phrases before they start work for you... |
| different from writing newsletters or brochures. A | | | | (5) Have they got experience in your sector? |
| good SEO copywriter will be eager to tell you | | | | It doesn't necessarily matter if an SEO copywriter |
| about work they've done. Visit some sites to see | | | | hasn't worked in your sector before. In fact, a |
| for yourself; see if their clients include SEO, | | | | web writer who comes to your field afresh may |
| website or online marketing specialists. | | | | bring a new perspective and a refreshing |
| (2) Do they have a website themselves? | | | | approach to your work. Most important of all is |
| How did you find the SEO copywriter's own site? | | | | that they can get excited about what you do, |
| If you found it through a search engine, that's a | | | | interested in the features and BENEFITS of your |
| good sign. But anyone can cram keywords or key | | | | product/service, and that they are used to writing |
| phrases into a website. Does the site read well to | | | | solid SEO copy. (A solid background in marketing |
| a human reader? Copy that looks stilted or overly | | | | and conventional copywriting is a great bonus.) |
| repetitive should ring alarm bells: do you really | | | | Follow these guidelines and you'll be off to a great |
| want your site to read like that? It's something to | | | | start with your new SEO copywriter. Wherever |
| think about when considering SEO copywriters... | | | | possible, try to meet (or at least speak with) |
| (3) Is your SEO copywriter based locally? | | | | them before you start work. People, as we |
| With modern technology it's not essential for you | | | | know, buy people: a capable SEO copywriter with |
| to be in the same town, county or even country | | | | a friendly, client-focused approach is a powerful |
| as your SEO copywriter. But in practice, as with | | | | ally as you promote your business online. Pick him |
| so many aspects of business, it's often | | | | or her carefully. Then start enjoying the benefit. |