When Does A Copywriter Become An Seo Writer? Options

[Paolo]

Hi all,

I'm assuming that most SEO copywriters used to be just plain old offline copywriters, which is what I am. I have a bit of a stupid question for you - how do you convert to an SEO writer?

As a copywriter I sit down, put my feet on the corner of the desk and look out of the window until I run out of other things to think about and something work-related comes along.

If I'm writing for the web, do I do the same thing, but with my keyphrases pinned to a board by the window? Or do you have to be much more disciplined, and let your thinking be dominated by the keyphrases you want to use on a page, so it's more like filling in a crossword puzzle?

Was there a defining moment when you suddenly realised "Aha, now I am an SEO writer!"

See, I told you it was a stupid question (IMG:http://www.highrankings.com/forum/style_emoticons/default/smile.gif)

Paolo

[Jill]

Welcome Paulo! (IMG:http://www.highrankings.com/forum/style_emoticons/default/bye1.gif)

Basically, for the copywriters I've worked with, I've just given them the keyword phrases, then they do their research on the topic as usual, and just try to write with the keywords in mind. It's often very difficult the for the first page, but after that they always pick up right up.

I'm sure the copywriters here can give you more details about the process they may go through.

[Paolo]

Thanks Jill, and let me also say thank you for this tremendous resource you have created. I refer people to this forum and to your articles every day.

Paolo

[copywriter]

Welcome Paolo (IMG:http://www.highrankings.com/forum/style_emoticons/default/bye1.gif)

with my keyphrases pinned to a board by the window?

Exactly! Now don't go spreading my highly guarded trade secret around the 'Net, OK? (IMG:http://www.highrankings.com/forum/style_emoticons/default/lol.gif)

There are some basics of SEO copywriting that you can pick up on from these articles. Especially look for the SEO Copywriting Makeover articles on the list. They'll show you before and after case studies of real sites.

Also, you'll want to read this article on Keyword Density so you don't get caught up in myths about keyword use.

Last, like anything else, is trial and error. When you write, does it help the client's rankings? Does it hurt? Does it have no effect?

What about conversions? With your SEO copy do clients see higher conversions? Lower? Same?

Make adjustments as needed and keep on writing!

Karon

[lyn]

Not a stupid question at all, Paolo!
I've been a copywriter for going on 30 years, writing for websites for about 7 and I still don't know whether I could call myself an SEO writer!
I can tell you that I do apporach a few things a bit differently when I'm doing web work. I'm a tad more self conscious about defining the page structure and working from fairly detailed outlines into relatively short blocks of copy - partly to make the page more scannable and partly to guide the type spec more finitely: indicating H tags and bold type as appropriate to highlight the overal content and maybe attract a couple points from the SEs.
Compared to print, I'm more goal-oriented for each page and para, knowing that, unless I keep the sign-posts to "what's next" in the foreground, the visitor is as inclined to click over to another site as to click through to my other pages for more info.
I also find that SE 'bots aren't real clever about metaphors & jargon & such, either, so my copy tends to be a little more grounded and literal than it would be for print or video. For the same reason, where I used to use benefit statements as anchor text for links to deeper pages, I work a bit harder at mentioning the product or feature by name in the text so I can anchor my links to soething more like a keyword. That's a fine line, though, sinceit can get repetitive and spammy - I use go that way more often on top level pages that linking to fairly different topics.
Meanwhile, I haven't done enough sites end-to-end to be sure whether the my approach is really helping or if I've just been lucky with the keywords I've gone after!
As others on this forum keep telling us, just focus on writing for your customer/visitor/user and the rest is gravy.

L.

[copywriter]

I haven't done enough sites end-to-end

That doesn't matter, Lyn. Each page is ranked and indexed, not each site. Even if you only wrote 1 page with SEO copy you would be able to see a difference (one way or the other) most of the time.

In my opinion, if you are writing with the engines in mind (whether that's your 1st priority or 2nd) then you're a SEO copywriter.

[Paolo]

Thank you for your replies, that's very helpful stuff.

Karon, having read your article on keyword density I see that I write with the same sort of approach as you - try to get the key phrase into prominent places, but not if it doesn't sit comfortably. And just run a quick eye over a paragraph to see if 'seems' right.

That's a reader-friendly way to write - the difference between us is that you are also able to tickle a search engine's fancy. (IMG:http://www.highrankings.com/forum/style_emoticons/default/notworthy.gif)

The other approach I was considering was to 'scientifically' place keyphrases where they will do the most good for the SEs, and drop in the rest of the copy around them. This is more like the crossword approach I was talking about. I guess you will throw your hands up in horror at this idea!

[copywriter]

I guess you will throw your hands up in horror at this idea!

Yes, sir! It just doesn't work. At least I never found a good way to make that approach work. Maybe someone else has. It always came out too forced and stiff when I tried to do it that way.