I reject the term “SEO copywriter.” I couldn’t even get myself to use it in this post’s headline (even though it’s what I want to talk to you about).
The reason for my disdain of the term is it puts SEO before copywriting. If you believe this is a smart approach to creating effective content, this article will be a waste of your time.
Your copywriter needs to understand SEO.
Every online marketing writer should have a seriously solid grasp of SEO. If they don’t apply basic “white hat” (ethical and genuine) SEO practices when writing for your website and blog, you’ll realize less success with search and therefore get fewer eyeballs on your content. You don’t want that.
However, you also don’t want SEO to seize control of the work. In my opinion, writers who call themselves an “SEO copywriter” either (a) want to rank for the term, or (b) believe rankings equates to results. They don’t.
In advertising circles we’re fond of saying “Nothing kills a crappy product faster than great advertising.” It’s repeated often because it’s true. And the idea applies to SEO copywriting.
- Play only by the rules of the robot and you increase your search engine rankings.
- You increase your chances of getting clicks to take people to your website.
- You also increase your bounce rate while decreasing engagement, time on site, opt-ins, subscribers, shares, trials, buys and referrals.
Why would I be so bold as to state #3 above? Because the SEO-first mindset usually results in word puke.
The real objective isn’t to rank high or generate traffic. If you’re thinking in terms of long-term success, the real goal is accomplish these things, and then, give your visitor the best possible experience. They’ll spend more time on your site, share your content, and come again. And yes, search engines factor these things in big time.