seo copywriting service

Separating the Wheat from the Chaff: 14 Traits to Look for In Your SEO Copywriting Service

Finding a good SEO copywriting service is no joke.

In addition to being professional, the service you hire must also be knowledgeable, experienced, and able to turn on a dime to accommodate your needs.

Sound like a tall order? It is! We hear new clients tell us all the time horror stories about their past experiences.

Writers that didn’t pan up to the promises, didn’t even have experience in the industry they swore up and down they did, and deadlines that were left in the dust.

My team, founded on high principles, has been around for six years now. We know a thing or two about values, and what it takes to create content that fulfills every need for clients. We’re here to share today the key elements to look for in an SEO copywriting service that will put the “wheat,” not the chaff, in black and white for you. Keep reading!

wheat vs. chaff in seo copywriting

Defining SEO Copywriting

SEO copywriting is the marriage of two essential skills: SEO, and copywriting.

While each of these things has existed separately for many years, the focus on bringing them both together has arisen in response to increasingly intelligent search engines and increasingly discerning consumers.

  • SEO used to be aimed at optimizing content so search engines could find it. This often entailed keyword stuffing, black-hat link building tactics, and spammy content pasted across every page of the site.
  • Copywriting, on the other hand, used to be aimed only at sales. The copywriters of old were the great salespersons of the web – pitching ideas, pushing products, and doing anything they could to get an early, interested, underwhelmed audience to bite (ah, for those low-volume internet days to return to us again!).

Today, though, both of those things have shifted.

Within the last several years, search engines have gotten smarter, and major names like Google have begun to penalize sites that use the SEO tactics of yesteryear. Today, spammy links, crappy content, and over-stuffed keywords simply don’t fly.

That’s not where it ends, though – Google has also begun to push for better-quality, more user-focused content, and customers have followed suit. Today, readers want quality, informative, relevant content that helps them solve their problems, and Google wants SEO that optimizes for readers just as much as it does for people.

Because of this, SEO copywriting has become an essential service for successful companies near and far. Today, SEO copywriting is critical for businesses that want to target their customers and help to solve problems and relieve pain points with the aid of unique, relevant, and high-quality online content.

Why Hire an SEO Copywriting Service?

Every business needs online content, and that online content needs to be optimized for reader experience and search engine visibility.

With few exceptions, most marketers don’t have the time, expertise, or resources in-house to create this type of content or to optimize the content they’ve already created. Without a centralized plan for improving SEO and crafting great content, things begin to go to pieces. Content comes out disorganized or irrelevant, and SEO falls by the wayside.

This is why it’s so critical for companies who are serious about their success to hire an SEO copywriting service. In addition to helping make SEO and content creation a more cohesive, cooperative process, a good online copywriting service has dozens of additional benefits, as well.

Some of the largest are as follows:

  • Increased traffic: Right now, 61% of internet users around the world search for products online. Unless you’ve crafted enough targeted, custom content to catch their attention, you’re going to miss out on significant amounts of attention for your site. A good SEO copywriting service can help you identify your customers, and then develop material that speaks directly to them, contributing to increase your site views and help your brand become a household name.
  • Boosted leads: According to HubSpot, companies with websites ranging between 401-1000 pages earn 6x as many leads as businesses that only have between 51-1000 pages. When you hire an SEO copywriting service, one of the top priorities will likely be to create blog and web page content. As you create blogs, for example, each new blog is an additional page for Google to index. This helps boost your site’s visibility and increases the number of leads your site will draw through organic traffic.
  • Increased relevance to customers: Today, customers use web content to answer questions and gain new information. When your company creates custom content meant to cater to these purposes, you become more relevant to your consumers, which is good for brand recognition and customer loyalty.
  • Decreased costs: While inbound marketing is drastically more efficient than traditional, outbound marketing, it’s also significantly less expensive. In fact, HubSpot reports that companies save an average of $20,000 each year by migrating to inbound marketing tactics.

14 Traits of a Worthwhile SEO Copywriting Service

1. Clearly defined boundaries

SEO copywriting services are not SEO-only services, and it’s important to understand that from the get-go.

While a good SEO copywriting service has an extensive understanding of everything that has to do with search algorithms, and likely conducts Google-specific duties like keyword research and on-page optimization, it’s unlikely that an SEO copywriting service will do anything like updating your link profile, for example.

With this in mind, an SEO copywriting service should neither define itself as an SEO company nor should it attempt to tackle the most convoluted aspects of technical algorithms. These jobs are best left for other, more technical firms.

When an SEO copywriting service clearly defines what it is and isn’t, you can bet that the content delivered will be high-quality and that the scope of focus will be narrow enough to provide you with targeted, quality service.

2. A willingness to work with your company’s brand

A professional SEO copywriting service will morph to adapt to your brand. Everything from the company’s voice to their approach should shift depending on your unique target audience and preferred tone.

While this may sound like a tall order, copywriters are chameleons by nature, and altering these things to provide you with a good experience should be natural for the firm you hire.

3. An insistence on perfection

SEO copywriting can be a huge boon for your company, so it’s essential that the SEO copywriting service you hire insists on quality, professionalism, and perfection in everything they do.

The company in question should have a good network of writers, editors, and reviewers in place and should run everything through plagiarism-checking software before submitting it to you. These systems help ensure quality work and will help your business gain online visibility, over time. Want to see what a few faces from a team of 60+ looks like? Check out our About page!

4. Demonstrable SEO copywriting experience

A good SEO copywriting service should be able to point to extensive examples of what it has done in the past. These examples should be high-quality and wide-ranging – running from blog content to white papers and beyond. (We have over 40 content services in our Content Shop!)

Demonstrable experience helps you ascertain the skills of the SEO copywriting service and get an idea for their style and methods before you commit.

5. A wide selection of expert-level knowledge

Expert content is critical for any company that wants to build a sustainable online presence, and a good SEO copywriting service should be able to cater to a variety of expertise and industries. Most professional firms have several professional writers on staff. These writers specialize in industries like marketing, law, and finance. By finding a business that offers writers who specialize in your unique industry, you can ensure expert content for your site and high-quality material for years to come.

6. Outstanding research skills

A great SEO copywriting service will go above and beyond regarding research. Whether the firm is researching one of your products or searching for quality statistics to include in a blog post, excellent research skills are critical.

Look for a documented research method and standards for what separates a good source from a bad one before you hire an SEO copywriting service.

7. Ability to appeal to reader emotions

Great SEO copywriting services know how to use reader emotions to make your content convert.  Whether the copywriter is crafting a sense of urgency through limited time offers or inspiring customers to click by warning them about common pitfalls or easy-to-avoid mistakes, a professional SEO copywriting service should be able to use your readers’ emotions to make your content more compelling and actionable.

For best results, look for examples of how they’ve done this in the past. Previous marketing copy is a good source, as is on-page copy created for other companies.

8. An ongoing use of the positive voice

Most marketers don’t realize how much positive voice affects their customers’ mindsets. When a writer says “Don’t make this mistake…” it leaves the reader with a negative feeling. When the author says, “Avoid pitfalls by doing this instead,” the reader’s emotions shift to a positive outlook. Writing in the positive voice makes content more actionable.

Instead of giving the reader a list of what not to do, it provides solid action points that help the reader make positive change. This, in turn, creates more valuable content that can benefit your company. With this in mind, look for an SEO copywriting service that knows how to write in the positive voice.

9. A focus on simplicity in online writing

The best SEO copywriting services take complex concepts and make them easy for your readers to understand. In addition to making your content more accessible, this approach also ensures that you’re not alienating readers through jargon or overly-muddled online material.

Look for an SEO copywriting service that uses short sentences and simple words and pays attention to reading levels when crafting online content.

10. A dedication to specificity

Specificity transforms online content. Instead of saying, “Many customers use search engines,” a good SEO copywriting service will provide statistics that offer information on just how many readers. This, in turn, creates a better experience for the customer and makes content more valuable by making it more informative. Specificity is essential in online content, and it’s critical to find an SEO copywriting service that agrees.

11. A commitment to white-hat strategies

While black-hat SEO firms aren’t the law of the land anymore, they used to be. Today, it’s harder to get away with spammy, black-hat SEO copywriting, but some firms still do it. Unfortunately, this will harm your Google rankings and alienate your customers over time. For best results, find an SEO copywriting service that uses white-hat SEO techniques like guest blogging, consistent posting, keyword research, and quality link building to improve rankings and draw traffic. In addition to being more sustainable, these tactics are better for your site and your readers.

12. Willing, open communication with clients

SEO copywriting is a difficult task, and it’s essential for a good SEO copywriting service to maintain clear and open communication with its customers. If you want a change, an edit, or a different approach, the SEO copywriting service should be willing to oblige, and should help explain any aspects of the process you don’t understand. This builds a positive relationship between your brand and the copywriting service and contributes to high-quality, unique content that benefits both of you.

13. Ability to craft quality CTAs

A good call-to-action (CTA) is essential for actionable content, and a good SEO copywriting service will understand how to write CTAs that don’t alienate your customers. Look for brands that have increased the conversion rates of other companies in the past, and feel free to ask questions about what a good CTA entails. A good SEO copywriting service will have a profound understanding of the topic.

14. Current SEO knowledge

The best practices for SEO change often, and a good SEO copywriting service must have a good grasp on them. This means using the newest tools, understanding Google’s most recent algorithm updates, and being able to adjust their tactics according to new information. Without this knowledge, it’s impossible for an SEO copywriting service to provide to-the-minute offerings.

Finding a Good SEO Copywriting Service Made Simple

While finding a great SEO copywriting service may seem difficult, it’s well worth the time and effort to find a firm that you click with.

In addition to streamlining your content creation and ensuring high-quality material for your site, building a partnership with an SEO copywriting service is a wonderful way to help your brand become more visible online.

Need help developing high quality SEO copywriting?  Contact Express Writers today!

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