SEO Copywriting: How to Optimize for Traffic — and Sell at the Same Time
What should you look for in a Website Copywriter? What is an “SEO Copywriter”?
Most importantly, your website copy needs to SELL.
- You want a copywriter who can show you actual response rates from the copy and offers he or she has written.
- You want to hear what copy variations and offer changes they’ve tested. (How do they know a headline is great? Most can be easily tested in Google Adwords.)
- You want to hear about small copy changes that have had big impact. Because great copywriters are true wordsmiths — they focus on maximizing the value of every word.
But search engine traffic is so critical to most businesses. Your copywriter should know how to optimize your copy for SEO.
- You want every Page Title written by a copywriter (NOT a technical SEO programmer). Page Titles are the headlines in search engine results — and should constantly be monitored for effectiveness and tested to improve results.
- A unique Description for every page should be written by a copywriter — to drive the maximum number of clicks on your organic listings.
- Every page should have a benefit-laden, specific main headline — and ideally, specific subheads throughout the page to help “outline” and highlight key points to the visitor. (Many web designers and programmers will use the Menu name of a page as the page headline — which is NEVER the best use of this critical real estate.)
An SEO Copywriter is ideally a copywriter who knows how to SELL in copy, and who understands how to optimize copy effectively for maximum visibility.
How to Choose a Great SEO Copywriter
1. To identify Great Website Copywriting . . .
- Ask for samples of his or her writing — and read them out loud. Is that what you’d say face-to-face with a prospect? (If not, this copywriter doesn’t know how to sell.)
- Review headlines the copywriter has written. Are they SPECIFIC? Specifics SELL. Are they benefit-oriented? (Or do they leave you asking, “So what?”)
- Review the subheads the writer has written. If you read just the headlines and subheads on a page, have you learned all of the key points on the page? (Or are they buried within paragraphs?)
- Read just the first sentence of each page. Are you drawn into the copy so you want to read more?
- Ask the copywriter what Emotional Driver was used for each audience. (There are 7 PROVEN Emotion Drivers that have been used for MANY DECADES to drive response. If you get a blank stare in response to this question, the copywriter does not know how to drive response.)
- Does the writing follow the sales process? Ask the copywriter what steps in the sales process he/she used. You should hear: a) Remind of pain or hint at pleasure, b) Deliver the solution, c) Outline the key benefits of the solution, d) Tell the visitor how to take the next step.
- Ask what results the writing has achieved — and what has been tested.
We’ve achieved 22% opt-in response for Union Bank, and a 67% increase in guest accounts for OKBridge.com!
2. To identify great SEO Copywriters . . .
- Ask about the Buyer Persona the copy was written for.
- What’s the primary keyword phrase with synonyms that each page is optimized for.
- Read the copy out loud — does it read the way you’d speak, even with the keywords inserted?
- You shouldn’t hear any discussion of “have to use the keyword X times” or keyword density (both concepts that were used about 15 years ago, but may get you penalized now)
- As you review websites the copywriter has written, you should never hear, “this page was written just for the search engines.”
Ready to improve your content optimization — and your website’s ability to SELL at the same time? Contact us