A Look At Copywriting For SEO & Why Outsourcing May Be The Way For You

Copywriting for SEO is an often overlooked part of web design projects. This occurs for various reasons; time constraints, undervaluing of it’s importance, a lack of understanding of what to look for when copywriting for SEO, budget constraints and much more.

Any good search marketer will tell you that copywriting for SEO is one of the most important aspects of any web site project and is the backbone of all successful online marketing projects.

Copywriting For SEO – To Outsource Or To Try It Yourself?

So, as a designer looking to outsource, a website owner looking for an SEO copywriter or anyone looking for information on why you should consider proper copywriting for SEO, here are a few reasons why using a copy pro is a good idea:

• The balance between human text and search text – A few years ago (ok more than a few now), when copywriting for SEO you could simply write some text for your visitors, the humans of the world and then implement what is now considered “black hat” SEO by dropping in some cheeky keywords in the same colour as your background to try and fool the search engines.
  
  With Google leading the way in search relevance, this technique is now likely to lead to a huge drop in rankings – Google and co are now looking at the relevance of your actual content in relation to the search terms.
  
  As such, you can’t flood your text with a pile of search oriented keywords and expect to rank well. No, you have to keep your content relevant to your potential visitors; being rewarded by the search engines for providing high quality information in your chosen field.
  
  With this in mind, copywriting for SEO becomes more difficult; trying to provide high quality and relevant information to the user whilst measuring the inclusion, location and proximity of keywords within becomes a bit of a plate spinning contest – too many keywords and your content is a garbled mess to the users, not enough keywords and your content stands to rank at the heights of page 10.
• Don’t forget real life marketing – Copywriting solely for SEO is great; even better if you give a wealth of information on your products or services.
  
  But, what if the copywriting you’ve done isn’t too focused on enticing people to actually get in touch?
  
  The function of a business website (in most cases) is to generate some leads or enquiries which can be converted into sales. Of course there are other factors; calls to action, free business giveaways etc that all lend themselves to strong customer engagement, but ultimately someone reading your content needs to feel like you have something of value, something they need.
  
  Most web pros who provide copywriting for SEO have at least a basic knowledge and experience in creating marketing oriented web content.
  
  This is imperative – getting the people to your site is one thing; making them buy from you is another.
• Less is more – Have you ever tried explaining what you do in two paragraphs?
  
  Have  you ever tried optimising these paragraphs for search engines whilst enticing people to get in touch from reading it?
  
  It’s rather tough!
  
  Most web users, when faced with heavy text, scan it then switch off. You’ve a very limited amount of attention that you can utilise from a web user, grabbing their attention, balancing information with keyword quality and enticing someone to get in touch with you is no mean feat in 2 or 3 small paragraphs.
  
  Someone who specialises in copywriting for SEO will be able to confidently create a few short paragraphs to cover all of these bases.

Of course, you can probably do alot of  the things mentioned above and take on your own copywriting for SEO. But, if you’re serious about results, outsourcing it and paying that little bit extra on your web project could be one of the best business decisions you ever make.

How important is copywriting for SEO to you?