I recently came across these jokes, and I have to admit they are very funny.”An SEO copywriter walks into a bar, grill, pub, public house, Irish, bartender, drinks, beer, wine, whisky…”and”How many SEO copywriters does it take to change a lightbulb, light bulb, light, bulb, lamp, bulbs, flowers, flour”
As funny as they may be it sums just how bad SEO copy has become and this has lead to a general change in mood against the SEO copywriting profession. More companies are bringing SEO copywriting in house, individual bloggers are giving it go and of course some bad SEO companies are putting out bad copy.
The amount copy out there high-lights exactly how difficult it is to produce prose adequate for humans and search engines.
The SEO copy writing profession has always stressed the point that you are writing for humans first and search engines second. It is the skill of an SEO copywriter to combine art with practicality; the art comes in writing poetic and elegant text; the practicality comes in making SEO copy friendly for search engines.
A top-notch SEO copywriting team will be able to undertake a multitude of tasks including; research, marketing, advertising, journalism and creativity. I have compiled a list with some definitions of what an SEO copywriting team should be able to do.
Duties of an SEO Copywriting Team
- Website copy
- SEO copy
- Brochure copy
- Case studies
- Direct mail copy
- Ad concept and copy
o Headline writing
- External SEO copywrite training
- Technical writing – manuals, online help, training materials , eBooks
Definition of duties
The Internet is one huge shopping centre and shoppers who browse the Internet are effectively window shoppers. If the home page of a website does not attract people into the shop to makes purchases then the website is ineffective. By writing quality and eye catching text on a website you can increase the chance of turning a window shopper into a customer. Writing effective website copy is a huge part of what SEO copywriting is all about, it takes time and research to make it as good as it can be. The text must also be optimised for search engines, with enough keyword density to be found by search engine spiders.
Writing articles related to an online business and placing them in strategic places will drive traffic to the website. These articles must be written to catch people’s attention but also optimised for search engines.
Many companies produce brochures to engage audiences, discuss products or services, convey credibility and authority and ultimately clinch that sale. Copywriters can produce brochures for clients; the brochures must articulate the audience’s problems, offer solutions and validate the credibility of the company.
A case study is normally a story that hi-lights exactly how a business works or has been successful. Case studies can be published and draws attention to the business in question.
Direct Mail Copy
This is one of the oldest techniques of marketing and people have been receiving direct marketing mail for years. The word ‘junk mail’ or ‘spam’ have become popular to describe it. This is why it is so important to get it right, to make sure it is not describe in that way. Direct mail through the letter box or in the email account can still be effective in picking up new business.
Ad copy and concept
SEO copywriters must be creative and ad copy is probably the hardest part of the job. Coming up with a unique, original and modern concept is not easy. This job can make or break businesses and takes time and energy.
External SEO copywriting training
SEO copywriting is not cheap and not easy. As web and rank grows its services and expertise will become in high demand. As the web and rank brand becomes synonymous with excellence this excellence will be exportable as training sessions for other businesses.
With nearly every product comes some sort of technical information. This is also true of websites and online services and products. There is a huge market for technical writing and SEO copywriters can fulfil this role.