SEO Copywriting:  How to Optimize for Traffic — and Sell at the Same Time

What should you look for in a Website Copywriter?  What is an “SEO Copywriter”?

Most importantly, your website copy needs to SELL.

  • You want a copywriter who can show you actual response rates from the copy and offers he or she has written.
  • You want to hear what copy variations and offer changes they’ve tested.  (How do they know a headline is great?  Most can be easily tested in Google Adwords.)
  • You want to hear about small copy changes that have had big impact.  Because great copywriters are true wordsmiths — they focus on maximizing the value of every word.

But search engine traffic is so critical to most businesses.  Your copywriter should know how to optimize your copy for SEO.

  • You want every Page Title written by a copywriter (NOT a technical SEO programmer).  Page Titles are the headlines in search engine results — and should constantly be monitored for effectiveness and tested to improve results.
  • A unique Description for every page should be written by a copywriter — to drive the maximum number of clicks on your organic listings.
  • Every page should have a benefit-laden, specific main headline — and ideally, specific subheads throughout the page to help “outline” and highlight key points to the visitor.  (Many web designers and programmers will use the Menu name of a page as the page headline — which is NEVER the best use of this critical real estate.)

An SEO Copywriter is ideally a copywriter who knows how to SELL in copy, and who understands how to optimize copy effectively for maximum visibility.

How to Choose a Great SEO Copywriter

1. To identify Great Website Copywriting . . .

  • Ask for samples of his or her writing — and read them out loud.  Is that what you’d say face-to-face with a prospect?  (If not, this copywriter doesn’t know how to sell.)
  • Review headlines the copywriter has written.  Are they SPECIFIC?  Specifics SELL.  Are they benefit-oriented?  (Or do they leave you asking, “So what?”)
  • Review the subheads the writer has written.  If you read just the headlines and subheads on a page, have you learned all of the key points on the page?  (Or are they buried within paragraphs?)
  • Read just the first sentence of each page.  Are you drawn into the copy so you want to read more?
  • Ask the copywriter what Emotional Driver was used for each audience.  (There are 7 PROVEN Emotion Drivers that have been used for MANY DECADES to drive response.  If you get a blank stare in response to this question, the copywriter does not know how to drive response.)
  • Does the writing follow the sales process?  Ask the copywriter what steps in the sales process he/she used.  You should hear:  a)  Remind of pain or hint at pleasure, b) Deliver the solution, c) Outline the key benefits of the solution, d) Tell the visitor how to take the next step.
  • Ask what results the writing has achieved — and what has been tested.

We’ve achieved 22% opt-in response for Union Bank, and a 67% increase in guest accounts for!

2.  To identify great SEO Copywriters . . .

  • Ask about the Buyer Persona the copy was written for.
  • What’s the primary keyword phrase with synonyms that each page is optimized for.
  • Read the copy out loud — does it read the way you’d speak, even with the keywords inserted?
  • You shouldn’t hear any discussion of “have to use the keyword X times” or keyword density (both concepts that were used about 15 years ago, but may get you penalized now)
  • As you review websites the copywriter has written, you should never hear, “this page was written just for the search engines.”

Ready to improve your content optimization — and your website’s ability to SELL at the same time?  Contact us