Helping the Suits Understand the Value of SEO Copywriting
Times are getting better on SEO Copywriters, at least in my experience. More people are understanding the value in what it is we do. That said, I have found that if you can use numbers to show how your letters have improved and increased the important numbers (the dollars, baby!), you can seem like a wizard, a prophet or a saviour. Maybe a bit of all 3.
The Suits only understand crunching numbers. Graphs and charts. Spread sheets and data analysis. Creativity is lost in many boardrooms...it is replaced by a cold, unfeeling business sensibility. They want numbers that clearly map out probable futures. Knowing this to be the case, as an SEO you need to look at numbers that can be improved and measured, numbers that actually support your value.
What you'll need to look at is what they call KPIs, or Key Performance Indicators. For me, I referred to some experts on the web (like Matt Cutts, Aaron Wall and SEOBook, Search Engine Watch and Webmaster World to name just a few) to verify I was thinking the right way about what to measure for search engine optimization. Once I was on the same page as the experts and better understood what to measure, as well as how and why, I felt I was ready to pitch.
Why KPIs are So Important
It may vary by a client's specific needs, but usually, I am asked to help increase sales, or more specifically, conversion rates.
Conversion rates mean that I make more visitors do what the website owner wants them to do, like buy a product or sign up for a service. So not only am I expected to drive more visitors into the site by increasing its presence in the search engine results, I am also expected to make a user focus on a specific action once they arrive. The only way I know to properly measure this is through KPI analysis. If I can't draw a straight line (or at least a mildly wobbly one) from what I am doing to the increases in conversion rates, I won't be working very long.
The numbers used for measuring KPIs are going to come from some kind of analytics and tracking program. The most common ones I see used to monitor and analyze traffic are Google Analytics, Omniture, ClickTracks and WebTrends. They all operate essentially the same way--looking at log files or using tracking cookies to see what people do in your site.
These analysis tools can spit out reports, do comparisons and analysis, and in the end, will help you be able to hang tough in the boardroom.
An Example of Measuring the KPIs of Search
Let's use an example of an established site, coming to me to increase the sale of their widgets.
The site owner has been using Google Analytics, and shares statistical information for the past 14 months. For the purpose of this illustration, we'll assume that the coding of the site is already tight, and that there are no issues or glitches in the collection of the data I am reading. I don't have to tweak the coding, I simply have to use SEO copywriting skills to improve the rankings and the conversion rates.
Step 1: Collect Historical and Relative Data
I will first look to see where the site is to-date. 14 months of data should help me to see what the average traffic is every month and if there are any seasonal trends in the business to evaluate. If possible, I will use more than just the Google data, simply because I want to be sure the numbers I am seeing are as accurate as possible.
Inside the Analytics, there is a lot to learn. I review the number of visits, pages per visit, the bounce rate, the time on each page, and when possible, the forward paths through the site. I also need to know the referrals and the number of visits driven by organic searches (with the associated keywords), and like to see the ratio of new-versus-returning visitors as well as their raw numbers.
Depending on the widget community, I may also analyze current market trends or shifts that happen outside the website itself--these are imporatant things to consider, because if the market is strong, weak, growing or shrinking (collectively) it may have a direct effect on my ability to improve the sale of widgets for my client.
Step 2: Keyphrase Analysis and Targeting
I will quickly start identifying the keyphrases truly important to the sale of the widgets. Sometimes the client knows what these are, which is great. In my experience, the business owner is often a little too close to the subject matter to see it objectively, and they don't really know what an end user is actually typing into a search engine to find the widgets. What they believe and what really happens on the web might create quite a gap to fill. They might think that people understand that "widgeting widgets that offer a beneficial widgetry" is the most accurate description of their product, but fail to see that people are only typing in "widgets" to get what they want. Or vice versa. Point being, I don't want to go only by what the business owner thinks will work--there is data available to illustrate what actually does work.
I usually ask them to tell me what they would most like to rank for and then I use some keyword analysis tools to look deeper, and see what searches are actually happening on the web. I use the engines to review the top SERPs (search engine results pages) for these searches, to get a feel for the competitive landscape. It may be much easier for me to show some progress and ROI in "Nashville widgets" than going after "widgets" on its own...in most cases in SEO, less competition means greater chance for success.
And Then, We're off and Running:
Once I am sure I am looking at the right KPIs, I do the following:
Set a baseline - using the 14 months of data, I create a monthly average for each KPI. This is the starting point--it creates something tangible to measure and improve.
Create a list of Targeted Keyphrases - using keyword tools and web research, I target a specific list of keyphrases. I then break these down into primary, secondary and tertiary keyphrase groups based on search volume and/or previous conversion rates. Each page to optimize has a primary, secondary and tertiary keyword (or keyphrase) assigned.
Create a spread sheet - I build out a spread sheet in Excel to bring all these things together into one easily understood (and share-worthy) document. I add columns for every month to enable ongoing reporting and show month-over-month variances. There is an Excel page(tab) for the on-site stats (the KPIs from Analytics) and a tab for Keyphrases' SERP positions (which I manually review--some automated review tools cause penalties). Sometimes I include another tab that offers the details of any work done between reports.
Why It Works
This Excel sheet makes what I do real, and offers something tangible to the business owner. All he or she knows, is that they want to sell more widgets online. But by me taking the time to carefully structure an accurate document of my efforts to do so, they can better understand the methods to my madness. Better still, if some efforts seem to work better than others, this sheet will help us to see (in numbers) what that really means to the bottom line, and helps put the greatest push behind the most probable successes. This means I am showing them how to spend less money to earn more of it--a beautiful thing for us all.
There is no true rule of thumb that works for every situation here...organic search is not a science. However, by knowing that measuring KPIs accurately can mean job security for me and more money for my clients, it is one step into the boardroom I am always willing to take. If I set it up properly, clients eventually tend to get really excited about what organic SEO can mean to them.
Cha-ching.
Saturday, March 22, 2008
How You Look: Keeping it Real
Potential clients want to see themselves in your work.
They want to know that you understand their desires, that you can see things from their perspective. They need to know you get it. They come to you with a situation, and want you to bring skills and experience that can accomplish something tangible.
SEO Copywriting is not usually about satisfying an artistic ego. Although let me qualify that statement--because the better you get at doing SEO copywriting, the more of an art form it becomes. But really, it is purposeful writing designed to increase profitability. While there is definitely an art to it, it is all about the numbers. If you can't increase and maintain higher web traffic and conversion rates, you are not satisfying the most basic purpose of SEO Copywriting.
How you pitch potential SEO clients, and how you look at what you do is something I have found essential to succeeding in this business. Keeping it real is often kept simple by having some numbers to crunch. I was very reluctant to embrace numbers, being the word nerd I am. However, these are excellent tools to make the Suits perk up and take notice.
Being a creative in a non-creative environment is always a little strange. But meet them on their terms, and it is amazing how much freedom you can receive. If I go to a company and pitch an SEO project, I know that we need to talk about my writing in real numbers. We need to look at what they want to invest, and what kind of return they can expect from this investment. It is up to me to manage this correctly, letting them know I understand the goals and bottom line.
If I am successful in pitching my dreamscape using real numbers, they tend to let me do what I do without much interference. I get a wide berth, sometimes a budget, and a deadline. SEO work is great, because you can see results almost immediately when things are all clicking well. This means I don't have to promise the moon. I can say, "I will help to drive the traffic from this proven keyphrase" and it is always received well, especially if I can show positive traction in a few weeks or less. When you are able to punch it up with some traffic stats and some supporting sales data, the intrinsic value of SEO copywriting really sells itself.
Let Them See Themselves in What You Do
Be easy to work with. I try to show a new client what happened in the past, and what I learned from it. I have some case studies showing numbers--I have screen shots of former successes with the stories behind them. I have spread sheets, and graphs if these help to illustrate a point. I try to use whatever language and whichever tools work best to have a new client see what their own efforts can become if they take me on board--I want them to see themselves in the same position as one of my previous success stories and visualize how I will impact their projects.
I am honest, and don't promise glitter on snowflakes or anything I can't really do. Since a lot of what I do is SEO, I don't promise top-10 rankings--instead, I try to promise progress, but only if I am sure I can deliver it. I can't guarantee how a search engine is going to treat a website, but I have a pretty good idea. So I can almost always reasonably promise progress, and monitor the numbers to make sure I can deliver something that can be measured. I stick closely to what I know I will be able to control, and steer clear of issues that are not within my scope. I make my pitch in a warm, authoritative tone using a language they can understand, and then I back off to let them decide if they agree.
Sometimes this works, sometimes it doesn't. I don't get every job that comes up, and have had plenty of disappointments because I was passed over for something I really wanted to do. I have found though, that it works for me more often than not.
I may not land all the gigs I want to do, but of those I do tackle, none feel forced, or something I am doing reluctantly. Because I can honestly believe in my clients, and like them, and want them to succeed, it is much easier to enjoy what I do for a living and avoid professional burnout.
And I can't help but think that this is a big part of the reason why I have been pretty successful so far. I love what I do, and I am willing to take the time to learn how to speak to people in their most comfortable language. If I need to, I am now more able to crunch numbers, or use some charts and formulas if they are what is called for in a meeting. I am learning that speaking a wider range of business languages increases my own bottom line, and that is pretty cool.
My real point to all this is I have found that as an SEO copywriter, I need to be able to speak in real terms (and yes, even use numbers and charts and stuff) about the real impact to expect from a project. If I can help them understand what it is I do and why I want to work for them, it makes what I do tangible and real. At that point, like I said, the SEO writing part of it really sells itself.
They want to know that you understand their desires, that you can see things from their perspective. They need to know you get it. They come to you with a situation, and want you to bring skills and experience that can accomplish something tangible.
SEO Copywriting is not usually about satisfying an artistic ego. Although let me qualify that statement--because the better you get at doing SEO copywriting, the more of an art form it becomes. But really, it is purposeful writing designed to increase profitability. While there is definitely an art to it, it is all about the numbers. If you can't increase and maintain higher web traffic and conversion rates, you are not satisfying the most basic purpose of SEO Copywriting.
How you pitch potential SEO clients, and how you look at what you do is something I have found essential to succeeding in this business. Keeping it real is often kept simple by having some numbers to crunch. I was very reluctant to embrace numbers, being the word nerd I am. However, these are excellent tools to make the Suits perk up and take notice.
Being a creative in a non-creative environment is always a little strange. But meet them on their terms, and it is amazing how much freedom you can receive. If I go to a company and pitch an SEO project, I know that we need to talk about my writing in real numbers. We need to look at what they want to invest, and what kind of return they can expect from this investment. It is up to me to manage this correctly, letting them know I understand the goals and bottom line.
If I am successful in pitching my dreamscape using real numbers, they tend to let me do what I do without much interference. I get a wide berth, sometimes a budget, and a deadline. SEO work is great, because you can see results almost immediately when things are all clicking well. This means I don't have to promise the moon. I can say, "I will help to drive the traffic from this proven keyphrase" and it is always received well, especially if I can show positive traction in a few weeks or less. When you are able to punch it up with some traffic stats and some supporting sales data, the intrinsic value of SEO copywriting really sells itself.
Let Them See Themselves in What You Do
Be easy to work with. I try to show a new client what happened in the past, and what I learned from it. I have some case studies showing numbers--I have screen shots of former successes with the stories behind them. I have spread sheets, and graphs if these help to illustrate a point. I try to use whatever language and whichever tools work best to have a new client see what their own efforts can become if they take me on board--I want them to see themselves in the same position as one of my previous success stories and visualize how I will impact their projects.
I am honest, and don't promise glitter on snowflakes or anything I can't really do. Since a lot of what I do is SEO, I don't promise top-10 rankings--instead, I try to promise progress, but only if I am sure I can deliver it. I can't guarantee how a search engine is going to treat a website, but I have a pretty good idea. So I can almost always reasonably promise progress, and monitor the numbers to make sure I can deliver something that can be measured. I stick closely to what I know I will be able to control, and steer clear of issues that are not within my scope. I make my pitch in a warm, authoritative tone using a language they can understand, and then I back off to let them decide if they agree.
Sometimes this works, sometimes it doesn't. I don't get every job that comes up, and have had plenty of disappointments because I was passed over for something I really wanted to do. I have found though, that it works for me more often than not.
I may not land all the gigs I want to do, but of those I do tackle, none feel forced, or something I am doing reluctantly. Because I can honestly believe in my clients, and like them, and want them to succeed, it is much easier to enjoy what I do for a living and avoid professional burnout.
And I can't help but think that this is a big part of the reason why I have been pretty successful so far. I love what I do, and I am willing to take the time to learn how to speak to people in their most comfortable language. If I need to, I am now more able to crunch numbers, or use some charts and formulas if they are what is called for in a meeting. I am learning that speaking a wider range of business languages increases my own bottom line, and that is pretty cool.
My real point to all this is I have found that as an SEO copywriter, I need to be able to speak in real terms (and yes, even use numbers and charts and stuff) about the real impact to expect from a project. If I can help them understand what it is I do and why I want to work for them, it makes what I do tangible and real. At that point, like I said, the SEO writing part of it really sells itself.
Wednesday, March 19, 2008
Who You Know: Making Connections
I am sure you've all heard, "It's not what you know, it is who you know." This is very true in business, and remains so in SEO copywriting.
Does this mean that you need a jammed-up rolodex? Not necessarily (but it helps, of course). Every business card collection has to start somewhere.
What it really means, is that you have to make a strong impression when you do get a shot because this will almost always lead to another. It can take some time to build a reputation and collect the experience that leads into another job, but it can be done.
For me, it was about diligence. I was good at doing cold calls and good at presenting myself. I had very little experience, but every job that was relevant was painstakingly documented. Once I had a few of these, I presented them in a uniform manner as a portfolio leave-behind. When I had enough stuff, I built a website, and used it like an online resume.
I initially had free business cards printed, then I made some at a copy center where I also made some cheap flyers and one-sheets about using a copywriter. I went out and stuck these in mailboxes and doors, posted them wherever business people flocked. I used them until I could afford to buy some stuff that looked better.
Hate to admit it, but I ran out of printed stuff as leave-behinds a long time ago. I will qualify this with the fact that almost all of my work comes through the web. I do have a print sample portfolio in case it is requested, but I don't have copies of it. I do have pdfs of lots of work at the ready though--and this has proved to be an indispensible way to communicate with potential clients about copywriting gigs. Portfolios and samples are 100% electronic as often as not in this field, and getting more common every year.
But at first, I found printed materials to be wonderful at helping make a client feel more cared for, and well attended. Why? First of all, I was willing to come into the office to make the right impression. Once there, it was obvious I was careful in how I presented my work. I clearly had pride in what I had accomplished, and when possible, I offered some kind of case study or report on how my writing made more money for someone in my past.
So for me, it was not a question of who I knew, because I didn't know anybody. It was more of a question of what did I want these new folks to think of me when I did get a chance to meet them? I wanted them to think of me as detailed, precise and organized. Creative, accessible, and quick. And busy. I always wanted them to think I was too busy to waste time.
Be the Ball, Danny...Make Your Future
It seems funny to me now, but I used to make it seem like I was much busier than I actually was. If I was in a meeting and a follow-up was called for, I didn't have to check my day planner...I knew I was almost always free. But this never stopped me from pulling out the planner and suggesting one or two other times. Why? Because I wanted them to feel like I was in demand. I didn't lie, I was just cryptically evasive. They wanted to believe I was really busy and talented, because it answered their needs. I simply complied, and many times it helped to get me the job.
But it is important to note, once I got hired, my work was able to stand on its own merit. I didn't miss deadlines. I was available for calls and direction. I offered suggestions, but only if asked. I could match the tone of virtually any company in any medium, and switch gears mid-stride without breaking a sweat. In a nutshell, I tried to make sure I was a dream to work with so the people who hired me would remember me.
For me, this simple strategy worked well. One guy talks to another guy, and soon different reps from the same companies I was doing projects with started calling. They talked to friends, and soon other businesses were calling. My need for continued cold calls started to dwindle, my calendar started to fill up. I actually had to start using a day planner and moving some meetings around for real. I had to turn down some work, pass some on to other writers I knew.
So what did I learn? That who you know always matters. Every meeting, every single interaction is important. That careers in specific corporations might last for a very short time, but a well established relationship will transcend these changes. I have had many clients leave one position and enter a new company only to call me again, and start me down a whole new path of projects. I earn a new company for the resume, and they know that they can depend on me--a win-win, as I like to call it.
One thing I have learned is that the players within the creative industry are shifting and changing all the time, but the work is always there. And as the players move on to new games, they are trundling their rolodexes, their Outlook contacts and their business cards to the new desk. I have benefited many times from these career shifts--I work hard to try to never view any business relationship as unimportant, which again, feels really easy to do most of the time.
Eventually, work usually tapers off from any one specific client. They might be finishing projects and moving on to other directives, or whatever. They often bring someone in-house because you have shown them the benefit of having good writing available. Hate when work starts to taper from a good client, but by this time, I tend to have other folks to take their place, and it rolls on.
I have been really lucky. Work has not been too hard to find for the last couple years, though it was a little leaner for sure when I was starting out. I don't think this is because there was any less work--just that I couldn't personally get considered for it. I didn't know anybody.
That is not the case any more--I can pitch most anything and have no inhibitions. I have no fear of the boardroom--I get energized talking to suits. Selling myself, and selling them on their personal gains to be had from the craft of SEO copywriting. I am getting better at talking in languages once alien to me--using numbers where only letters used to be.
But best of all, I have made some great connections through it all. I have worked with creative directors, webmasters, business owners and Marketing Execs who all come back to me when they get a new project that needs some copywriting or SEO attention. Sometimes, it is just for an opinion. Sometimes it is for a small project, and sometimes for a big one. I try to handle them all the same, and continually increase the circle of who I know.
Can't speak for everybody, but this has certainly worked well for me.
Does this mean that you need a jammed-up rolodex? Not necessarily (but it helps, of course). Every business card collection has to start somewhere.
What it really means, is that you have to make a strong impression when you do get a shot because this will almost always lead to another. It can take some time to build a reputation and collect the experience that leads into another job, but it can be done.
For me, it was about diligence. I was good at doing cold calls and good at presenting myself. I had very little experience, but every job that was relevant was painstakingly documented. Once I had a few of these, I presented them in a uniform manner as a portfolio leave-behind. When I had enough stuff, I built a website, and used it like an online resume.
I initially had free business cards printed, then I made some at a copy center where I also made some cheap flyers and one-sheets about using a copywriter. I went out and stuck these in mailboxes and doors, posted them wherever business people flocked. I used them until I could afford to buy some stuff that looked better.
Hate to admit it, but I ran out of printed stuff as leave-behinds a long time ago. I will qualify this with the fact that almost all of my work comes through the web. I do have a print sample portfolio in case it is requested, but I don't have copies of it. I do have pdfs of lots of work at the ready though--and this has proved to be an indispensible way to communicate with potential clients about copywriting gigs. Portfolios and samples are 100% electronic as often as not in this field, and getting more common every year.
But at first, I found printed materials to be wonderful at helping make a client feel more cared for, and well attended. Why? First of all, I was willing to come into the office to make the right impression. Once there, it was obvious I was careful in how I presented my work. I clearly had pride in what I had accomplished, and when possible, I offered some kind of case study or report on how my writing made more money for someone in my past.
So for me, it was not a question of who I knew, because I didn't know anybody. It was more of a question of what did I want these new folks to think of me when I did get a chance to meet them? I wanted them to think of me as detailed, precise and organized. Creative, accessible, and quick. And busy. I always wanted them to think I was too busy to waste time.
Be the Ball, Danny...Make Your Future
It seems funny to me now, but I used to make it seem like I was much busier than I actually was. If I was in a meeting and a follow-up was called for, I didn't have to check my day planner...I knew I was almost always free. But this never stopped me from pulling out the planner and suggesting one or two other times. Why? Because I wanted them to feel like I was in demand. I didn't lie, I was just cryptically evasive. They wanted to believe I was really busy and talented, because it answered their needs. I simply complied, and many times it helped to get me the job.
But it is important to note, once I got hired, my work was able to stand on its own merit. I didn't miss deadlines. I was available for calls and direction. I offered suggestions, but only if asked. I could match the tone of virtually any company in any medium, and switch gears mid-stride without breaking a sweat. In a nutshell, I tried to make sure I was a dream to work with so the people who hired me would remember me.
For me, this simple strategy worked well. One guy talks to another guy, and soon different reps from the same companies I was doing projects with started calling. They talked to friends, and soon other businesses were calling. My need for continued cold calls started to dwindle, my calendar started to fill up. I actually had to start using a day planner and moving some meetings around for real. I had to turn down some work, pass some on to other writers I knew.
So what did I learn? That who you know always matters. Every meeting, every single interaction is important. That careers in specific corporations might last for a very short time, but a well established relationship will transcend these changes. I have had many clients leave one position and enter a new company only to call me again, and start me down a whole new path of projects. I earn a new company for the resume, and they know that they can depend on me--a win-win, as I like to call it.
One thing I have learned is that the players within the creative industry are shifting and changing all the time, but the work is always there. And as the players move on to new games, they are trundling their rolodexes, their Outlook contacts and their business cards to the new desk. I have benefited many times from these career shifts--I work hard to try to never view any business relationship as unimportant, which again, feels really easy to do most of the time.
Eventually, work usually tapers off from any one specific client. They might be finishing projects and moving on to other directives, or whatever. They often bring someone in-house because you have shown them the benefit of having good writing available. Hate when work starts to taper from a good client, but by this time, I tend to have other folks to take their place, and it rolls on.
I have been really lucky. Work has not been too hard to find for the last couple years, though it was a little leaner for sure when I was starting out. I don't think this is because there was any less work--just that I couldn't personally get considered for it. I didn't know anybody.
That is not the case any more--I can pitch most anything and have no inhibitions. I have no fear of the boardroom--I get energized talking to suits. Selling myself, and selling them on their personal gains to be had from the craft of SEO copywriting. I am getting better at talking in languages once alien to me--using numbers where only letters used to be.
But best of all, I have made some great connections through it all. I have worked with creative directors, webmasters, business owners and Marketing Execs who all come back to me when they get a new project that needs some copywriting or SEO attention. Sometimes, it is just for an opinion. Sometimes it is for a small project, and sometimes for a big one. I try to handle them all the same, and continually increase the circle of who I know.
Can't speak for everybody, but this has certainly worked well for me.
Tuesday, March 18, 2008
Who You Are: Selling Yourself
Clients are going to buy when they are comfortable. This is true for when you write, and when you sell your SEO Copywriting skills. So think of your job as making them comfortable with you...you need to make them willing to do what you say, and trust your expertise.
What do you do you if you don't have that expertise? Sorry, but there are no shortcuts here. You will have to earn it. You have to prove you can write, and that your writing makes a solid business investment.
Get Working-- And Get Them Talking About Your Work
The best way to do this quickly is with a client list and some testimonials. It worked for me anyway--I had zero experience, but started building it. I had every satisfied client write a paragraph or two about using my services. At first, I traded work for a testimonial or two if it was worth it--and believe me, it was. Someone else's praise for me made potential clients feel they were risking less by using me--it's pretty obvious strategy. One I don't even use much anymore--you honestly need this less and less as your career grows. But when you are creating a new career, testimonials are like gold.
Another way I quickly pulled ahead of the pack was an ability to hit impossibly quick, huge deadlines. Why? Because I was hungry. But I never promised the impossible. I did what I said I could do, hardly ever flexed from an initial budget quote (which was always competitive, not too low or too high) and I was immediately better than other writers my clients had used. It escapes me, but it is true--simply deliver the goods as requested in a respectful manner, and you can quickly build a solid reputation. I am glad so many people suck at what I do--makes it a little easier to shine and not tarnish my slacker image.
A little bit of a reputation can go a long way in getting writing gigs. You have to have some work that is real, work that shows a benefit to the client or a Return on Investment (ROI). If it is too early in your career to be able to show this, you now have a goal. Pitching SEO is never easy, even when the audience is plugged-in and ready to bite. Demonstrate an ability to earn a dollar, and you will help pave your career as an SEO Copywriter...trust me. SEO copywriting is a financial question for many businesses so it is up to you to have the right answer.
If you haven't even yet begun to write, much less for money, get started.
There are a million places to publish stuff online, so you have absolutely no excuse not to write. From porn to poetry with all stops in between, get out there.
But do keep this in mind--writing for money is not like writing for a blog or website or something that you have control over. Don't go to a business meeting with your poetry, or a short story your aunt (who is a librarian) loves. You won't work like that, I promise.
Instead, write some articles specific to the area of work you are after. Give them away if you have to, but make them stellar. Make someone happy with what you have to say, and get them to say so. Just once.
Web writing for real business money is calculated. Tallyed-up at the end of each day. What you think hardly matters--you are a verb-churning monkey to a lot of the people you will encounter. So be it--wear it proudly. Certainly beats cleaning up after the verb-churning monkey, or possibly being married to the verb-churning monkey.
But like any good monkey, you must hurl your wares with care--this is after all, a career you are building.
What do you do you if you don't have that expertise? Sorry, but there are no shortcuts here. You will have to earn it. You have to prove you can write, and that your writing makes a solid business investment.
Get Working-- And Get Them Talking About Your Work
The best way to do this quickly is with a client list and some testimonials. It worked for me anyway--I had zero experience, but started building it. I had every satisfied client write a paragraph or two about using my services. At first, I traded work for a testimonial or two if it was worth it--and believe me, it was. Someone else's praise for me made potential clients feel they were risking less by using me--it's pretty obvious strategy. One I don't even use much anymore--you honestly need this less and less as your career grows. But when you are creating a new career, testimonials are like gold.
Another way I quickly pulled ahead of the pack was an ability to hit impossibly quick, huge deadlines. Why? Because I was hungry. But I never promised the impossible. I did what I said I could do, hardly ever flexed from an initial budget quote (which was always competitive, not too low or too high) and I was immediately better than other writers my clients had used. It escapes me, but it is true--simply deliver the goods as requested in a respectful manner, and you can quickly build a solid reputation. I am glad so many people suck at what I do--makes it a little easier to shine and not tarnish my slacker image.
A little bit of a reputation can go a long way in getting writing gigs. You have to have some work that is real, work that shows a benefit to the client or a Return on Investment (ROI). If it is too early in your career to be able to show this, you now have a goal. Pitching SEO is never easy, even when the audience is plugged-in and ready to bite. Demonstrate an ability to earn a dollar, and you will help pave your career as an SEO Copywriter...trust me. SEO copywriting is a financial question for many businesses so it is up to you to have the right answer.
If you haven't even yet begun to write, much less for money, get started.
There are a million places to publish stuff online, so you have absolutely no excuse not to write. From porn to poetry with all stops in between, get out there.
But do keep this in mind--writing for money is not like writing for a blog or website or something that you have control over. Don't go to a business meeting with your poetry, or a short story your aunt (who is a librarian) loves. You won't work like that, I promise.
Instead, write some articles specific to the area of work you are after. Give them away if you have to, but make them stellar. Make someone happy with what you have to say, and get them to say so. Just once.
Web writing for real business money is calculated. Tallyed-up at the end of each day. What you think hardly matters--you are a verb-churning monkey to a lot of the people you will encounter. So be it--wear it proudly. Certainly beats cleaning up after the verb-churning monkey, or possibly being married to the verb-churning monkey.
But like any good monkey, you must hurl your wares with care--this is after all, a career you are building.
Sunday, March 16, 2008
How Do You Get Started in SEO Copywriting?
In the past year or two, I have been speaking more to college students about how to do SEO copywriting. Hopefully, this will address one of the most common questions I get.
I know I make what I do sound pretty sexy sometimes. Many turned-on students ask me, "How do I get started In SEO Writing like you?" I sometimes have to beat them down with a stick.
The best answer to writing for SEO, is to simply write better. SEO stuff comes after learning more about good writing, not prior. In time, you will be able to use SEO goggles to see the world but don't rush it. Let SEO be an acquired skill, augmenting your desire to become a writer.
Become more adept at speaking to specific audiences. Learn all you can about completing a thought. Get better at making an argument. Defending a position. Making a sale. You'd be amazed at how some simple mechanics and a little spark can keep you really busy.
Search is based on being viewed as an expert in your field. The search engines are trying to provide relevant results using really sophistacted, ever-changing formulas. They are far from perfect, and they change a lot.
My best suggestion is, don't ever focus on writing what the search engines want because it is a moving target. If you are learning tricks, they probably have a very limited shelf life. Don't write for a formula, write for a web user. If you do it well, there is plenty of work.
Focus on good writing, and good solid content. Take pains to avoid bad writing, and you are well on your way to good SEO writing. Isn't that simple?
Nothing else will work for you for very long. Don't bother with it. SEO Writing is only the right move if you want to write, a lot. SEO is a speciality, it is a subset of being a writer.
That all said, there are ways to get started in SEO writing simply because people are so starved for original content. It is a great place to get some writing experience. How you get started and how much you can actually make at this will depend on a lot of different factors.
I figure that will be good fodder for some new posts.
We'll look at Who You Are, Who You Know, How You Look, and see where that gets us.
I think I am going to like this...
I know I make what I do sound pretty sexy sometimes. Many turned-on students ask me, "How do I get started In SEO Writing like you?" I sometimes have to beat them down with a stick.
The best answer to writing for SEO, is to simply write better. SEO stuff comes after learning more about good writing, not prior. In time, you will be able to use SEO goggles to see the world but don't rush it. Let SEO be an acquired skill, augmenting your desire to become a writer.
Become more adept at speaking to specific audiences. Learn all you can about completing a thought. Get better at making an argument. Defending a position. Making a sale. You'd be amazed at how some simple mechanics and a little spark can keep you really busy.
Search is based on being viewed as an expert in your field. The search engines are trying to provide relevant results using really sophistacted, ever-changing formulas. They are far from perfect, and they change a lot.
My best suggestion is, don't ever focus on writing what the search engines want because it is a moving target. If you are learning tricks, they probably have a very limited shelf life. Don't write for a formula, write for a web user. If you do it well, there is plenty of work.
Focus on good writing, and good solid content. Take pains to avoid bad writing, and you are well on your way to good SEO writing. Isn't that simple?
Nothing else will work for you for very long. Don't bother with it. SEO Writing is only the right move if you want to write, a lot. SEO is a speciality, it is a subset of being a writer.
That all said, there are ways to get started in SEO writing simply because people are so starved for original content. It is a great place to get some writing experience. How you get started and how much you can actually make at this will depend on a lot of different factors.
I figure that will be good fodder for some new posts.
We'll look at Who You Are, Who You Know, How You Look, and see where that gets us.
I think I am going to like this...
Saturday, March 15, 2008
What Seo Copywriting feels like, at least for now
Doing what I do for a living, I've seen some definite flows and ebbs in market perception.
Search is still pretty young as a business concept to many people, and I find I explain what I do for a living a lot. I don't mind. SEO writing is a little strange. I understand why it may seem weird to someone who doesn't stare at a screen all day, someone not obsessed with the Interweb like me.
But clearly, organic search is pretty well acknowledged for what it is worth. An ability to demonstrate consistent ROI speaks for itself. Same goes for paid search and ad programs and the like---used correctly for the right type of marketing, and SEM can be very successful. I believe most businesses benefit from both organic and paid search, and most can see the benefit if they don't in some way already harness it.
But still, I find myself attending my son's school functions, explaining again to another blank stare, "It's called SEO...search-engine-optimization. S-E-O. I am an SEO writer. " From the looks I receive, I think they believe my line of work has something to do with monkeys.
Oh, the crazy life on the Interweb.
But I am not complaining. Search, may be a little weird as a profession, but I am comfortable here. I like being cyber-geeky. I can't think of anything I'd like to do more than being a search nerd. So to me, being an SEO writer at this point is a pretty cool thing to be. I don't know a ton about what the professional climate is like out there for other folks, but when I do get out of the cave and get to talking to other SEOs, it seems we are all doing pretty well as a group.
I lucked out, in that I was in a few good places at the right time, and really got into some cool stuff where search is concerned. I continue to do SEO copywriting every day, cranking out amazing numbers of pages (if I do say so myself). Why? Because I like writing, and I have found solid writing is at the core of many SEO strategies. I would say all of them, but I am sure someone would call me out on it and I am not going to haggle semantics. But who are we kidding? Good writing is at the core of everything.
As a writer who gets paid, I have to be careful all the time with what I say and how I say it. I don't have to be that careful here--I want a little sloppy fun. I will only edit everything 2-4 times.
So I am going to start next week with some SEO tips, copywriting style.
I am still trying to warm up to blogging. You kids, and all your newfangled Interweb thingies...
Search is still pretty young as a business concept to many people, and I find I explain what I do for a living a lot. I don't mind. SEO writing is a little strange. I understand why it may seem weird to someone who doesn't stare at a screen all day, someone not obsessed with the Interweb like me.
But clearly, organic search is pretty well acknowledged for what it is worth. An ability to demonstrate consistent ROI speaks for itself. Same goes for paid search and ad programs and the like---used correctly for the right type of marketing, and SEM can be very successful. I believe most businesses benefit from both organic and paid search, and most can see the benefit if they don't in some way already harness it.
But still, I find myself attending my son's school functions, explaining again to another blank stare, "It's called SEO...search-engine-optimization. S-E-O. I am an SEO writer. " From the looks I receive, I think they believe my line of work has something to do with monkeys.
Oh, the crazy life on the Interweb.
But I am not complaining. Search, may be a little weird as a profession, but I am comfortable here. I like being cyber-geeky. I can't think of anything I'd like to do more than being a search nerd. So to me, being an SEO writer at this point is a pretty cool thing to be. I don't know a ton about what the professional climate is like out there for other folks, but when I do get out of the cave and get to talking to other SEOs, it seems we are all doing pretty well as a group.
I lucked out, in that I was in a few good places at the right time, and really got into some cool stuff where search is concerned. I continue to do SEO copywriting every day, cranking out amazing numbers of pages (if I do say so myself). Why? Because I like writing, and I have found solid writing is at the core of many SEO strategies. I would say all of them, but I am sure someone would call me out on it and I am not going to haggle semantics. But who are we kidding? Good writing is at the core of everything.
As a writer who gets paid, I have to be careful all the time with what I say and how I say it. I don't have to be that careful here--I want a little sloppy fun. I will only edit everything 2-4 times.
So I am going to start next week with some SEO tips, copywriting style.
I am still trying to warm up to blogging. You kids, and all your newfangled Interweb thingies...
Thursday, March 13, 2008
The Freelance SEO Writer Blog Begins
Hello. My Name is Marty Lamers.
I write for a living. Sometimes I like it, sometimes it bites, but most often I truly love it.
I have a lot of freedoms I don't take for granted. I make a good living at a corporate gig and as a freelancer through my company Articulayers.com. I think I succeed because I believe in what I do.
So the reason I am starting this blog, is I keep wanting to update my own freelance company site, but that involves a lot of coding and thought. And code is cold and unforgiving. And then there's more search engine optimizing. And more studying and research, and more work and all that effort...ew.
I have actually been way too busy to allow myself the time to redo my site...at least that is my excuse.
So my poor old site sits there, never getting updated.
Nice corporate image, you say. I know. Weak, you supposed Internet pro, you snarl. I know. i should be ashamed.
But I figured I could do this blog a little more often, and hopefully, have some fun with it. Blogs are as easy as it gets, I think.
I will leave it out here for a while, and post some freelance copywriter experiences in it...or talk about SEO stuff, or do whatever comes to me as necessary, fun, or whatever.
For the most part, this is a blog for people considering entering this field. It'll have some tips and stuff, but most of it will be just insight that should serve to help you understand more about what a guy like me faces being an SEO Copywriter for a living.
I make no apologies for this content.
I'll be back soon, hopefully with something to say.
-m
I write for a living. Sometimes I like it, sometimes it bites, but most often I truly love it.
I have a lot of freedoms I don't take for granted. I make a good living at a corporate gig and as a freelancer through my company Articulayers.com. I think I succeed because I believe in what I do.
So the reason I am starting this blog, is I keep wanting to update my own freelance company site, but that involves a lot of coding and thought. And code is cold and unforgiving. And then there's more search engine optimizing. And more studying and research, and more work and all that effort...ew.
I have actually been way too busy to allow myself the time to redo my site...at least that is my excuse.
So my poor old site sits there, never getting updated.
Nice corporate image, you say. I know. Weak, you supposed Internet pro, you snarl. I know. i should be ashamed.
But I figured I could do this blog a little more often, and hopefully, have some fun with it. Blogs are as easy as it gets, I think.
I will leave it out here for a while, and post some freelance copywriter experiences in it...or talk about SEO stuff, or do whatever comes to me as necessary, fun, or whatever.
For the most part, this is a blog for people considering entering this field. It'll have some tips and stuff, but most of it will be just insight that should serve to help you understand more about what a guy like me faces being an SEO Copywriter for a living.
I make no apologies for this content.
I'll be back soon, hopefully with something to say.
-m
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