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Job Description For A Seo Copywriter
Posted 03 December 2003 - 11:51 AM
I am putting together a job description for a SEO copywriter and I could use help! I am looking for something like this but adding additional SEO specific criteria.
A copywriter/content analyst plays an integral role in the development of a client’s Web site. The copywriter/content analyst will work closely with all internal teams involved in the development process. A copywriter/content analyst is a professional communicator capable of grasping communication and organizational challenges, devising imaginative and intuitive solutions. Other attributes include a well-rounded knowledge of the Web, as well as a thorough familiarity of leading trends in usability, online marketing and traditional advertising.
-Inventory and assess the quality of a client’s Web site content
-Development content strategy documentation
-Interact with project team to understand business objectives and user goals
-Collaborate on site navigation, labels and content organization
-Collaborate with Creative team to determine the conceptual and copy direction of branding and advertising initiatives
-Work with art directors and designers to ensure copy tone and style are consistent with visual tone and style
-Repurpose, edit and create site content
-Develop content migration / production workflow plan
-Evaluate and create site metadata
-Research content strategy and development best practices
-Maintain high standards of copywriting and exercise quality control on all copy
-A degree or diploma in English, journalism, communications or a related field
-At least two year’s experience as either a copywriter or content analyst (or both) in an agency environment (including experience with interactive media and direct marketing)
-Self-motivated with a keen enthusiasm for and demonstrable understanding of the Web industry and technologies
-Exceptional writing skills, including the ability to write in a range of voices and styles for varied projects, with diverse audiences and concisely communicate complex or demanding subject matter
-Ability to multitask and meet tight deadlines
Any comments would be appreciated!
Posted 03 December 2003 - 01:18 PM
I would look for a good web copywriter- someone who understands writing for the web (spacing, headings, when to break up stories into multiple pages) and then teach them what they need to know for SEO purposes or do that separately.
Someone with SEO skills needs to be doing the keyword research and working with the copywriter to identify the best keyword phrases for each page- give the copywriter some guidelines, then turn them loose to do what they do best.
A copywriter might be good at creating site architecture, but that typically takes a different skillset. A logical, detailed, organized mind as opposed to a creative marketing mind.
Don't know if that helps or not...
Posted 03 December 2003 - 01:37 PM
Posted 03 December 2003 - 01:58 PM
I agree that the copywriter should not be responsible for knowing all there is to know about SEO. I know what I need to know in order to write the SEO copy. I don't know everything about SEO by a far stretch.
As for site navigation, you said "collaborate" and that's fine. I collaborate with clients on their navigation all the time. Many times the copy does have an affect on the navigation and vise versa.
I would add to the requirements about a degree - Marketing/Advertising. (That's what my degree is in.)
I would dump the requirement about being detail oriented. Most copywriters will not be. We're right brainers, not left brainers
Hope it helps & good luck!
Posted 03 December 2003 - 02:15 PM
Just to clarify, this is not a role that we would expect to fill 'off the street' but something that we would like work towards over time. I just posted a general copywriter's description as an example and hoped to add some SEO attributes to it. I agree that it is asking for a lot to expect that someone could walk in the door as great copywriter and a SEO expert. If that happened, I would probably yell, "JILL'S IN THA HOUSE!!"
I guess another way to look at this is 'What attributes make for a great SEO person?' Can this be qualified into a job description?
Posted 03 December 2003 - 03:24 PM
Jill can write SEO copy, but Karon writes killer marketing copy. Jill's always worked with a specialist when it comes to copy because it is so important.
It's hard enough to find people who simply understand how to write for the web!
So... are you looking for a great web copywriter or a great SEO person?
Posted 03 December 2003 - 03:34 PM
People are usually drawn to what they are best at- some people are drawn to more than one area and can do equally well at several skills but it's easier to find a talented specialist than it is to find a talented generalist.
Posted 03 December 2003 - 03:42 PM
We have copywriters, but it would be great to have a great copywriter that at least knows some basic SEO terminology and concepts. This is more to facilitate communication rather than having a copywriter actually do the SEO work.
So, in your opinion, what makes a great (or good) SEO person? Are there commonalities in the profession?
Posted 03 December 2003 - 03:44 PM
Posted 03 December 2003 - 03:49 PM
If you are looking for someone who can also do copy, I'd look for someone who can come up with creative marketing ideas for creating a site that people want to link to. Tags and headings are easy to teach, but coming up with an angle that sets a site apart from the competitors is a real talent.
Posted 03 December 2003 - 04:32 PM
I'd look for someone who can come up with creative marketing ideas for creating a site that people want to link to.
Although those strategies are very important for small/medium sized sites, we normally deal with high traffic sites that already have high PR (7, 8 and 9!). I think the most important parts to our strategic SEO programs would be to add keyword rich copy, and alter the non-visible tags on a page so that the site shows up for those keywords and phrases in the SERPs. This is why I am so interested in a copywriter/seo combination (if there is such a thing!)
Posted 03 December 2003 - 04:48 PM
But seriously Craig, if you have great copywriters, then the trick is to teach THEM SEO copywriting as per my Nitty-gritty guide. I know from speaking to you behind the scenes that you're going to be doing this soon, and this is really what you need to do.
It's really, really easy for a great marketing copywriter to learn SEO copywriting. They just have to get into the right mindset and learn a few tricks of the trade. It took Karon like 2 pages. Every copywriter I've ever chosen to work with has learned that quickly.
The trick is to start with a great copywriter. A crappy copywriter will just write crappy SEO copy too. Problem is, great copywriters are few and far between. There are many who think they're great, and there are even many people who think the crappy ones are great, but they're really not!
Great copy means the person reading it doesn't have to think. The words simply go into their brain and the reader gets it through osmosis. I only know a few people who can write like that and they are definitely keepers! Hopefully your current writers are like that. If they are, you'll be all set.
(Most definitely NOT a copywriter)
Posted 03 December 2003 - 09:03 PM
Problem is that there are too many words, and they are usually in the wrong order, but hey I am old bald and stupid
Posted 03 December 2003 - 09:55 PM
Another thought... do you need full-time, on-staff people? If not, you might want to consider subbing the work out.
Otherwise, I'd invest in some materials/training books for your writers, or hiring a speaker/trainer to come in and teach them first-hand.
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