If I can say so myself, I had a pretty great week.
Created 2 new corporate sites, able to launch one. The other has some tweaking to do. Put out another site page and helped to launch a blog for another client, and I think she'll be a great blogger. Enabling good content a proper means to reach an audience makes me happy.
But the real icing was checking in on a site I launched for a client about 2 weeks ago. Did some spot checks on targeted keyphrases, and had over 8 #1 spots for them. Good ones too - regional searches with big term punch. I haven't yet even created the master list to monitor progress, but the early reads are all extremely positive. Makes me happy to see it all work as planned.
So it's not always about work. Lots of times, it is about something else entirely. But this week, it was about work - lots of work. I like to think I met it all head-on, and came out shiny.
It was a great week.
Sunday, March 29, 2009
Saturday, March 28, 2009
SEO Copywriter Tip
Been a while since I shared an honest to goodness seo copywriting tip. Here's a good one: don't work too hard.
I don't mean don't spend all of your time writing - we both know how foolish that would be. I mean instead, to simply write good pieces and don't sweat the seo tweaking...at least not right away.
If you're writing an article, do a little research so you can pull in some quotes or links that punch up the validity of your argument. Links out to other resources are good SEO practices, and they help your article too. Why? Because if you build the validity of your argument, you build your validity (over time) in the search engines.
Of course, the competitiveness of your niche matters a lot here. But from an seo copywriter's perspective, the approach is always from the same point of origin: reaching the audience in a unique way. So the SEO copywriter tip is don't spend too much time on SEO copywriting tricks...spend it on reaching audiences through the power of your writing.
Blending Strategies
Here's another SEO tip for Writers: Don't Underestimate Press Release titles
I had an experience a few months ago, where one of my clients was blasting a press release written by another PR firm. They asked my opinions on some of the potential SEO value we could get-we had a couple days to look at it before the scheduled release. So I worked with the PR firm to revamp the title, and the edit the first few lines of text. It was a few simple, but strategic changes, bringing some specific keywords to the front of the piece.
This was a good example of blending team strategies to reach a better conclusion for everyone. Knowing this article was going to be blasted and then heavily scraped (and it was), we were able to re-tool the title and introduction and get lasting results for the targeted keyphrases. The PR firm were experts at what they did, and my clients made the right move by bringing me in to help when they did.
9 months later, a direct-match search on the targeted keyphrase still shows 8 of the top-10 Google results are where this article was picked up--my client's site being in slots 2-3 at the moment (it varies in the top 12 slots). Many of these scraped articles have the links I embedded in them, many are instead straight up text. But the point is, for this key phrase a user is likely to read about my client 8 out of 10 times on the first page. And by having this article on some very reputable news sources, my client gets instant credibility and direct connection to the keywords I placed in the title.
I don't normally search too deep, but I am certain I have a really nice chunk of the top 100 slots for my client in some way here.
So this project, a press release, was really a huge success because the client had the foresight to bring in the elements they needed as they needed them. The event was covered by a PR firm, experienced in spreading the news. It was tweaked by an SEO Copywriter to get a little more mileage from the effort. The client probably spent about $2,000 to pull it together.
The results are traffic, links, and a direct match for this valuable keyword that will likely last for a good long time. A related conversion can be worth tens or even hundreds of thousands to this client, so even one sale more than justifies the cost.
So, the tips I leave you with are to work on a piece of writing to make it effective. When it is a solid piece of writing, look back over it with more of an SEO slant. Weave in a few keywords, if possible, to the title and first few paragraphs...but don't sacrifice readability for keywords. You're better off with a tighter, simpler article than one forced into answering objectives involving word count, keywords, or anything else sometimes evaluated by SEO writers.
Show the value of your skills by blending into team situations. Respect project hierarchies, but don't be afraid to suggest changes based on your expertise and experiences...it is usually why you are in the room to begin with. When you can seize an opportunity that offers long-term value, don't be afraid to make an investment, or to jump in with both feet.
SEO should stand for Search Engine Opportunity, if you ask me.
I don't mean don't spend all of your time writing - we both know how foolish that would be. I mean instead, to simply write good pieces and don't sweat the seo tweaking...at least not right away.
If you're writing an article, do a little research so you can pull in some quotes or links that punch up the validity of your argument. Links out to other resources are good SEO practices, and they help your article too. Why? Because if you build the validity of your argument, you build your validity (over time) in the search engines.
Of course, the competitiveness of your niche matters a lot here. But from an seo copywriter's perspective, the approach is always from the same point of origin: reaching the audience in a unique way. So the SEO copywriter tip is don't spend too much time on SEO copywriting tricks...spend it on reaching audiences through the power of your writing.
Blending Strategies
Here's another SEO tip for Writers: Don't Underestimate Press Release titles
I had an experience a few months ago, where one of my clients was blasting a press release written by another PR firm. They asked my opinions on some of the potential SEO value we could get-we had a couple days to look at it before the scheduled release. So I worked with the PR firm to revamp the title, and the edit the first few lines of text. It was a few simple, but strategic changes, bringing some specific keywords to the front of the piece.
This was a good example of blending team strategies to reach a better conclusion for everyone. Knowing this article was going to be blasted and then heavily scraped (and it was), we were able to re-tool the title and introduction and get lasting results for the targeted keyphrases. The PR firm were experts at what they did, and my clients made the right move by bringing me in to help when they did.
9 months later, a direct-match search on the targeted keyphrase still shows 8 of the top-10 Google results are where this article was picked up--my client's site being in slots 2-3 at the moment (it varies in the top 12 slots). Many of these scraped articles have the links I embedded in them, many are instead straight up text. But the point is, for this key phrase a user is likely to read about my client 8 out of 10 times on the first page. And by having this article on some very reputable news sources, my client gets instant credibility and direct connection to the keywords I placed in the title.
I don't normally search too deep, but I am certain I have a really nice chunk of the top 100 slots for my client in some way here.
So this project, a press release, was really a huge success because the client had the foresight to bring in the elements they needed as they needed them. The event was covered by a PR firm, experienced in spreading the news. It was tweaked by an SEO Copywriter to get a little more mileage from the effort. The client probably spent about $2,000 to pull it together.
The results are traffic, links, and a direct match for this valuable keyword that will likely last for a good long time. A related conversion can be worth tens or even hundreds of thousands to this client, so even one sale more than justifies the cost.
So, the tips I leave you with are to work on a piece of writing to make it effective. When it is a solid piece of writing, look back over it with more of an SEO slant. Weave in a few keywords, if possible, to the title and first few paragraphs...but don't sacrifice readability for keywords. You're better off with a tighter, simpler article than one forced into answering objectives involving word count, keywords, or anything else sometimes evaluated by SEO writers.
Show the value of your skills by blending into team situations. Respect project hierarchies, but don't be afraid to suggest changes based on your expertise and experiences...it is usually why you are in the room to begin with. When you can seize an opportunity that offers long-term value, don't be afraid to make an investment, or to jump in with both feet.
SEO should stand for Search Engine Opportunity, if you ask me.
Wednesday, March 11, 2009
Changes in Attitude
The search engines change. All the time. Rank for something today, and 3 months from now, you might be nowhere to be seen.
So as a freelance SEO copywriter, what does this mean to you?
Change. Because you must to survive.
How To Change
If you know you must change to keep up, the question then becomes how to do it.
There's not really a good, clean-cut "it always works like this" answer for you here. Some changes (like the always increasing value in links, or specific links from specific sources) are relatively easy to see, and easy to accommodate. But most often, changes in the search engines are really pretty subtle, so if you are not watching them all the time, you may miss out.
Crank Out The Pages
A freelance SEO copywriter needs to know what works (as far as textually) better than other options when writing a webpage. So it is imperative to have lots of active sites going at all times, in various niches, so you can tweak them and play around and see what happens.
Blogs are good ways to test change, because they tend to get lots of traffic, you can crank out different types of text to see what sticks and why. You can host them a number of different ways too, which can tell you a lot. And perhaps best of all, they can be free...so you can launch a bunch of them (all with different objectives) and feel free test your theories.
If you don't have theories to test, you may be in the wrong profession.
What It Is
Most often, I am simply given a list of keywords to develop. It's my job to create something from nothing, and I rarely get much direction from most clients...they don't know how to express what they want other than they know they want new pages.
In the past, it was all about page/word count. For instance, right up until early last year, a client might have given me a list of 500 keywords, and want a page of 250 words devoted to each with specific keywords in them...it was a lot of bread-n-butter gigs to say the least. And I stayed really busy doing it, too -- I made a great income by simply being literate, so my wooden pages were grammatically correct and not nauseating.
Many times I knew little about what I was writing about and had no time to research, but the clients didn't care as long as there were keywords in the pages, I matched their company tone, I was on top of the sentence structures and all the keywords from the list were handled. Good for them, better for me - I switched on auto-pilot and spit out thousands of pages.
Fast forward to now, and that strategy doesn't work.
Now, I still get a list of keywords but the clients tend to want more solid materials, because lowest common denominator stuff stays below the fold. So if this was the only thing I knew how to do (filling up hollow pages with hollow text), I would be really screwed right now. But I am not at all screwed, because I know what is happening in the engines, and am pleased to say, it is much better to write solid, meaningful work and build links to it than to simply pile keywords into bland filler. I appreciate the shift anyway...for even though many experts always said this was true about solid SEO techniques, it was far too easy to manipulate the engines with repetition for most people to care about the actual VALUE. Those people are likely watching their cherished rankings fall now, because there is no structure under their efforts, no meat to go with the potatoes.
I don't see the search engines moving backwards. Instead I see them continually trying to refine the ways to determine a page of content is worthwhile...using links and other references is not new, but it is a much stronger part of the algorithms than it used to be.
What It All Means
What this all means to you, dear SEO copywriter in the wings, is that you need not concern yourself as much with what the search engines want, and just need to be a good writer. The money train for pap and fluff has stopped, and it won't be starting back up.
Are keywords still important? Hell yes. But relevancy, and craft, and solid writing are FINALLY much more apparent to the engines than it was in the past. This is a golden opportunity for a good writer, because you can focus much more on your craft, and leave the tweaky manipulative things to someone else. It wasn't always this way...I was there a couple years back when it was all about keywords, and knowing how many to hit and how hard to hit them. I was part of the mess that is now on the Internet - sorry, there were mouths to feed.
But sometimes, a little change is the best possible thing you can hope for.
So get lots of sites going...don't belabor them, just create platforms on which you can write. And write, and write and write. See what is working, and what doesn't. See what creates an audience, engages readers, and encourages traffic to build. Study traditional copywriting, and learn those lessons well.
But just keep writing -- it is, after all, what an SEO writer does for a living.
So as a freelance SEO copywriter, what does this mean to you?
Change. Because you must to survive.
How To Change
If you know you must change to keep up, the question then becomes how to do it.
There's not really a good, clean-cut "it always works like this" answer for you here. Some changes (like the always increasing value in links, or specific links from specific sources) are relatively easy to see, and easy to accommodate. But most often, changes in the search engines are really pretty subtle, so if you are not watching them all the time, you may miss out.
Crank Out The Pages
A freelance SEO copywriter needs to know what works (as far as textually) better than other options when writing a webpage. So it is imperative to have lots of active sites going at all times, in various niches, so you can tweak them and play around and see what happens.
Blogs are good ways to test change, because they tend to get lots of traffic, you can crank out different types of text to see what sticks and why. You can host them a number of different ways too, which can tell you a lot. And perhaps best of all, they can be free...so you can launch a bunch of them (all with different objectives) and feel free test your theories.
If you don't have theories to test, you may be in the wrong profession.
What It Is
Most often, I am simply given a list of keywords to develop. It's my job to create something from nothing, and I rarely get much direction from most clients...they don't know how to express what they want other than they know they want new pages.
In the past, it was all about page/word count. For instance, right up until early last year, a client might have given me a list of 500 keywords, and want a page of 250 words devoted to each with specific keywords in them...it was a lot of bread-n-butter gigs to say the least. And I stayed really busy doing it, too -- I made a great income by simply being literate, so my wooden pages were grammatically correct and not nauseating.
Many times I knew little about what I was writing about and had no time to research, but the clients didn't care as long as there were keywords in the pages, I matched their company tone, I was on top of the sentence structures and all the keywords from the list were handled. Good for them, better for me - I switched on auto-pilot and spit out thousands of pages.
Fast forward to now, and that strategy doesn't work.
Now, I still get a list of keywords but the clients tend to want more solid materials, because lowest common denominator stuff stays below the fold. So if this was the only thing I knew how to do (filling up hollow pages with hollow text), I would be really screwed right now. But I am not at all screwed, because I know what is happening in the engines, and am pleased to say, it is much better to write solid, meaningful work and build links to it than to simply pile keywords into bland filler. I appreciate the shift anyway...for even though many experts always said this was true about solid SEO techniques, it was far too easy to manipulate the engines with repetition for most people to care about the actual VALUE. Those people are likely watching their cherished rankings fall now, because there is no structure under their efforts, no meat to go with the potatoes.
I don't see the search engines moving backwards. Instead I see them continually trying to refine the ways to determine a page of content is worthwhile...using links and other references is not new, but it is a much stronger part of the algorithms than it used to be.
What It All Means
What this all means to you, dear SEO copywriter in the wings, is that you need not concern yourself as much with what the search engines want, and just need to be a good writer. The money train for pap and fluff has stopped, and it won't be starting back up.
Are keywords still important? Hell yes. But relevancy, and craft, and solid writing are FINALLY much more apparent to the engines than it was in the past. This is a golden opportunity for a good writer, because you can focus much more on your craft, and leave the tweaky manipulative things to someone else. It wasn't always this way...I was there a couple years back when it was all about keywords, and knowing how many to hit and how hard to hit them. I was part of the mess that is now on the Internet - sorry, there were mouths to feed.
But sometimes, a little change is the best possible thing you can hope for.
So get lots of sites going...don't belabor them, just create platforms on which you can write. And write, and write and write. See what is working, and what doesn't. See what creates an audience, engages readers, and encourages traffic to build. Study traditional copywriting, and learn those lessons well.
But just keep writing -- it is, after all, what an SEO writer does for a living.
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