One of my specialties is SEO Content Writing.
Content writing is a lot like painting.
Out of all of the choices to make, you also need to decide if you’re buying indoor versus outdoor paint. This will make a big difference in the long run.
Writing for web versus writing for print publications works the same way.
When writing for the web, it’s ideal to work with someone who understands SEO Content Writing, or someone who can put SEO content writing principles into practice.
What is SEO Content Writing?
“SEO” stands for “search engine optimization.” It’s a fancy word that’s basically after one thing: people can find you on Google.
In the world of search engines, there’s a way to write your website pages and blog posts so the “spiders” that Google uses to “crawl” your website know what your content is about.
The page content itself is one of many tools people who specialize in SEO use to drive traffic to your website. The goal of SEO is to get people to visit, read and engage with your page.
SEO content writing is the act of writing website content to accomplish these goals.
How does SEO content writing differ from other types of writing?
When writing for the web, and hoping your site will appear on a Google search (also called getting “ranked” by search engines), there’s a way to create the page structure, format the headings and write content that’s somewhat unique to the online environment.
This is where buzzwords like “keywords,” “keyword phrases” and “heading tags” come in.
When writing a brochure, you would keep your content as tight and succinct as possible.
When writing a website, you want to put a lot of (helpful) content on a page to give people a full explanation. (I say helpful because writing a lot of “fluff” isn’t helpful.)
This includes using headings, synonyms, answering questions and providing as much information as possible so people stay on your page and learn a ton of information. (And, as a result, show Google that you are a reliable source and more people should come visit your website and read your online content.)
I need an example for SEO content writing vs. “normal writing”…
Here’s a short example of writing for a print publication versus SEO content writing. Say you owned a pickle shop:
A brochure might include these basic things:
- Your name, address, phone, URL and social media handles
- A short intro about your business
- Store hours
- Menu – or a shortened menu to fit on the panel
- Short snippet of history about your shop
In contrast, your website would include all of the above but additional pages and explanations, such as:
- A history of pickles
- Long history of your shop and its founders
- How you pickle – what’s your approach
- Where do you get the cucumbers to source your pickles?
- Different types of pickles
- Hamburger slices
- Dill spears
- Sweet and sour
- Hot and spicy
- Pickle slushies
By adding these types of pages to your website, you’re helping show Google you are ALL ABOUT PICKLES and you are an AUTHORITY on pickles!
(And, by doing this, Google will rank you higher should anyone go to the Internet and search “pickle shops.”)
How to hire an SEO Content Writer
So, you’re sold on needing SEO content for your website and blog, but what’s next?
Here’s what I recommend:
If you’re building a new website
If you’re building a new website, content writing services may be included or an add-on to your website bid.
Oftentimes, website companies will have in-house content writers, or contractors they use who know how to write for the web. (Ahem…)
I recommend working with a website team who has an understanding and proven skill in deploying SEO strategies to get their clients good results. Ask to see those results and case studies. Many companies build websites, but not all of them understand SEO and guide clients to invest in an SEO-friendly website. (Hint: flashy is pretty but it’s not always going to be found.)
You’ll also know they’re legit if content is part of the initial discussion.
If you need a good referral for someone to build your website, let me know.
In these cases, either:
- Include content writing in your website project and they will write it for you
- Include editing in your bid – you provide the basic content and their SEO writer will review, edit and format it
- You provide all of the content with zero editing (and save on content writing)
If you’re going with Route #3, make sure someone in-house has knowledge of SEO strategies, or hire a professional who can write it for you and then submit it to the website company.
This is important if you’re hoping your target audience will be able to find you on Google.
NOTE: SEO isn’t only about your content itself, but good copy will give you a running start at getting found online. Many online marketing companies who build websites also offer SEO services that will be important for your SEO and online ranking. Should you go for it and add this to your bill? It’s up to you based on 1) how important SEO is to you (random people can find you online) and 2) your in-house capacity to learn and execute it yourself if SEO is a priority.
If you’re working on blogs or updating existing website content
There’s a lot of tools and resources out there to help you improve your SEO content on your existing website and any old or new blog posts.
You can hire a professional to help you, or if you want to tackle it in-house, here’s a few sites I recommend that provide excellent, step-by-step information that’s relatively simple to act upon:
I LOVE learning about SEO content writing, and it’s fascinating because it changes all of the time. If I can be of help, please let me know!