“SEO Copywriting” Is So 2004
The phrase “SEO copywriting” is an outdated term; so outdated, in fact, that I feel the need to use quotation marks when I write it. “SEO copywriting,” or the process of sewing keywords into a web page’s copy, is about as effective for SEO as Cheese Whiz on crackers is effective at being an hors d’oeuvre.
SEO nowadays is largely about what other websites say about your site as opposed to what’s actually written on your website. But there are a few things on your website that do matter a lot: thought leadership content and title tags. If you want to learn more about how to implement these two elements, check out my posts on how to write great content and the art of writing title tags.
But while we’re on the subject of creating content for your website, let’s turn for a moment to who should be writing your content.
To begin with, best to avoid people that call themselves SEO copywriters. That is a synonym for “generalist who uses ineffective practices.” The person you should hire should be a passionate subject matter expert – a writer preferably, but more importantly, a person who has a curious and creative mind and knows a heck of a lot about their industry. At First Page Sage, we tend to hire a different writer for each new client that comes onboard. Sometimes there is a writer we’ve worked with in the past that we bring on again for a new project, but most of the time we’re recruiting from scratch. We feel this project-based style of recruiting is better for our clients, intensive as it can be, because it gives the articles we write the opportunity to be truly fresh and inspired.
Whereas back in 2004 keyword-based writing was effective, today the only effective writing for SEO is the kind that human beings like to read and share with their colleagues. If you can produce that type of material, you will not only see real engagement, but higher rankings, more organic traffic, more links, and the most important thing of all: conversion.
Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.