Fear Not Google Changes

2012 is definitely going to be a year of note for those of us close to Google for whatever reason. In my case, I work in an industry dominated by them, and have spent the greater part of the last decade on there every day for hours and hours, figuring out stuff and using it myself. But this year, the changes they are rolling out are more drastic than any I remember seeing -or at least the most dramatic shifts happening for about 4 years or so. But as these changes boil and roll around causing panic, it should be a good thing for you as an SEO copywriter out there slinging it.

Change, especially in search, is inevitable. How you roll with it, and bounce back from dramatic shifts is what defines the type of business person you are. In SEO writing, it is the same thing: the going gets tough, and we keep on writing. Actually, in most cases it means more work, because people panic, and can't figure out the right things to do any more...they need expert help to ride it out.

SEO work is getting to be pretty complicated, so if you are a writing-focused SEO, it may be a good time to determine which way your expertise should go. Some are going to be better off going to more writing-specific gigs, while some of us like the SEO challenges, and will accept these new rules much the same way we accepted all the ones before them.  But as it gets tougher, it will pay to be focused on a specialty so you can rise above the rest of them.

If you do stay in the SEO side of things, don't give in to fear, uncertainty and doubt - FUD will cause more grief and delay than the majority of the changes that actually happen. Stick to tests, and rely on your data. Study hard, and look at the importance of the query.

So change is gonna come - oh yes it will. Bank on it, whenever possible. :)

Is It Really Almost Over?

This has been a tremendous year for my business. I almost hate to see it end, if it weren't for the promise of what is still coming 'round the bend. Looking at what is making this swell happen, I come back again and again to what Google is doing to small businesses. As they turn the screws and make it harder for smaller businesses to compete, more of these smaller businesses come to people like me for assistance.
So go, Google, go. Add more filters, make it harder and harder. Regardless of the quality of the SERPs these days, the appeal to be in them is only intensifying, making my work in demand, again.
Still.
I know people argue about whether or not Content is King or not, and I think that is silly. Well supported content is the undeniable king of online marketing - always has been. The only argument is typically that links are more powerful - and I have seen that links are indeed very powerful. But if you are linking to soft cat crap content, you are going to do less than you could.
As the economy goes all over the place, I have found that it is pretty easy to stay busy writing as much as you want for a living. I have great clients, so I do well - but finding new clients is not going to be difficult as long as the SERPs remain elusive and complicated. So this year may be screaming to a halt, but the fun is far from over.   

A Weird Week

It was a week of balance.

The Bad
One client was unhappy with some of the stuff I did. It was one guy on a team of directors, just happened to be the guy with the most say. My tone was off from what he wanted and we had to sort it out. It ended up fine, but it was unusual. I don't like missing the mark, so while this may have ended up okay for the project (I am still working), it is still pretty heavy on my mind.

The Better
But then I ran reports for two other clients, and both projects are shooting through the roof. They are both really new sites, but both are solidly indexed in less than a week, and results are showing tremendous promise. Many top-10 results, and both clients are simply glowing.

I also had 4 new offers for gigs this week - two fell of pretty quickly (tire kicking), but the other two are developing nicely. Again, very positive, very promising. One is a brand new client, one is a returning client I have not worked for in about a year or 2. All 4 calls made me pretty happy.

Also got a decent check in the mail, and one project that ended I was asked to continue for 3 more months. All really great things.

The Balance
So the balance comes because I am still pretty wigged out about the bad experience. I am not diminishing the great things happening, but the bitter ones stay for a while. My position as a freelance SEO writer has allowed me to get past it, and there's too much work to let me sit and stew. But still, it's simply not in my nature to allow failure to happen lightly.

So when you think about this as a career move, make sure to consider that you won't make everyone happy. Copywriting is pretty subjective. But still, you don't have to make everyone happy all the time. You could easily die trying.

The Takeaway
If this client and I didn't settle our differences, we could have parted ways pretty bitterly.

Instead, I listened to what they said. I did not argue or make excuses...just listened. I acknowledged their concerns, and allowed them to redfine what they wanted.

I saw where I was wrong, and offered to fix it for free. We all left the meeting satisfied that we'd be okay, and no damage done. But it was a little uncomfortable for a minute, that's for sure. Turned out, we just had a failure to communicate.

And then, the rest of the week it rained golden puppies of love.

Go figure...such is the life of balance as a freelance SEO copywriter.

Ongoing Education

The thing about SEO work that appeals to me (one thing, anyway) is that it changes all the time. This means that you must be ready to study forever if this is a career choice you wish to pursue and actually do anything with your skills for others.

As an example, this week I have already completed an hourlong Webinar on podcasting, and have another tomorrow on the changing face of SEO work. I register for these things all the time. I pay attention to what the experts are saying, and make sure I am doing all I can in the interests of myself, and my clients.

I do have to say, most of the time, I already know most of what they are preaching. I have been doing this for over 6 years, so I had better be on top of it. But I do get something out of every bit of time spent...sometimes, it is one simple hint that can really open up some good possibilities. The point is, I never know what they are going to cover unless I am there, ready to listen (not judge them or compete).

In that respect, attending a conference or 2 per year is also a great idea when you can do so. I have only been to one so far this year, but am trying hard to get my employer to send me to PubCon in Vegas in November. Why? Because these are the industry pros that I pay attention to, this is the elite group of folks I would like to be on par with, if not directly associated with someday. I don't tend to crawl from the cave too often, so I don't make a public spectacle of myself either when I do attend something. I am the quiet guy in the back row.

But attending the right conference can be a great experience - it really energizes you to hear from people you respect. I have met some of my SEO heroes, not that they'll ever remember me. Again, back row lurking has its drawbacks.

But the point is, I am not afraid or vain enough to ignore the potential of talking with a bunch of people who do what I do. I don't see it as competition at all...I have yet to meet someone that I compete with in my niches. I am not an affiliate marketer, and I don't usually go after things that don't support small businesses. So strategy is strategy - and we can share lots without stepping on each other's toes.

In the case that I do already know everything they are discussing, bully for me. It just makes it a little easier for me to know that I do know what I am doing, that I do add serious value to my clients' efforts. It gives me some strength to argue my intentions.

After all, if I know everything they are talking about, I am consistently doing everything I can for my clients, no? Not a bad place to be at all...and again, I don't know this until I hear what they have to say.

So get out there, and register for whatever you can. Learn, learn learn. SEO work will never get any less complicated...so be willing and able to become a part of it. It's a simple reward of this profession to become a part of a community willing to share the tricks of the trade.

Avoiding SEO Traps, Part 2 of 2

Link Farms, or Getting Something for Nothing
One of the most common ways that I see some questionable SEO firms operate, is to cash-in on a farm of sites. In an email, they will offer something like "We have hundreds of sites, and we will focus and harness them to improve your website's rankings..." In a nutshell, they are offering you a paid link back to your site from their own farm of established websites.

I am relatively sure this works right now because there is such an emphasis on backlinks, but feel this is a tactic that will have a very short shelf life. It is too easy, and it will not last forever.

How and Why it Happens
Things like open source code, Wordpress, Blogger and social media have made it much easier and quicker to get a bunch of web properties out there.

So people launch site after site, looking for the ideas that stick. They may cycle through hundreds to arrive at ten that get some decent traffic. So they jettison all but those that work, and then start over and do it again and again. In time, they build a farm of a few hundred or even a few thousand sites. This is all about the numbers, so the sites all look pretty much the same, and they'll usually function pretty much the same.

Scraping content is simple, so someone can get lots of these sites going and not really have to do much as far as ongoing development. There are scripts that populate sites so no human ever gets involved in what the site says. So you can create it with a script, populate it with a script, and use another script to change the content dynamically. It's hands-free developing--which is why it is so popular.

Then, once a few sites are established, the owners sell space on these sites where they create links to other sites. Sometimes, depending on the skill and knowledge level of the SEO offering these links, they are niche-targeted. That's a best case scenario--like a farm of financial-related sites leading back to your financial website.

But more often, the SEO provider isn't as concerned with the link quality as the link quantity...which is actually something that could hurt your efforts as much as help them. This strategy may show some immediate and impressive short-term gains, but the engines aren't stupid. They will look at who, and what is linking to your site, and why. And if everything is not kosher, they remove the link juice. Worse still, they may penalize a site for using these so called "Untrustworthy" links.

Even though this flooding of content through "cookie cutter" sites is a strategy that is working right now, I don't see this surviving for very long. It is too easy to game the system using these link farms, and it has never really been the intention of a search engine to reward this kind of thing. My prediction, based only on what has worked in the engines (and why) for the last 6 years, is that these simple-to-game farming strategies will soon lose all power.

Links are meant to offer strong juice to content. So create more viable content, and as the value of link juice diminishes, the content will resurface as the pinnacle of truth. Amen!

Content Is, and Remains King
The search engine algorithms are at their core, all about content...and the best content will not lose long to the sites that are better at manipulating links. Links are much much easier to fake than good content...so mark my words, in time, the value of backlinks will diminish or at least refine itself to a point where these strategies have much less value, if any at all. Creating a million websites and passing out the links is free and easy--so a better content filtering system will need to be employed to separate the men from the boys, as it were.

If you are investing in SEO, invest in content. SEO is a little about manipulation. But it is more about understanding, and creating good, solid reasons for continued website interaction. In a word, SEO is about content. If someone promises anything more than this, expect to pay a lot. And good luck to you...you'll likely need it.

Avoiding SEO Traps, Part 1 of 2

I got another one of those emails today, offering "expert" SEO services. For a hefty premium, these guys promise first-page results and all kinds of beautifully esoteric things. Of course, I am not interested in this stuff...at least not from them. But it made me want to warn people about falling into one of these all-too-prevalent SEO traps.

Promises, Promises
The first thing I notice in these ads, is that they are quick to point out how the face of business is changing. True, true. The Internet has changed business...and this means, you must take advantage of new business methods like SEO to succeed. These authors tap an existing pain to offer a remedy.

Then they go on to promise that if you pay them, they will guarantee your first page ranking. It's the remedy. This is also a warning flag as big as a house. Why? Because they are sending this email out to hundreds or even thousands of "marks" so how can they possibly promise legitimate results for all of them?

They can't. They can promise page one rankings, but they can't offer any specifics around what that means. In the 6 years I have done this, I have a learned few tricks that can get most pages onto the first page of a targeted SERP pretty simply. It ain't rocket science. Whether or not they stay there on page one, is another question entirely. Getting there is one thing. Staying there is completely different. Getting there is easy, staying is not. So a promise of first page rankings may be truthful, but may mean less to you than you think.

Also, it is important to recognize how competitive your keyphrase is. This makes all the difference. Ranking for "Viagra sale" is going to be infinitely more difficult than ranking for "South Milwaukee chain saw repairs" so this is not really comparing apples to apples. It is more like looking at an apple and a watermelon, and calling both "fruit."

So when someone promises to do something for your business, the first page sounds very alluring...but you have to also know what that means. It may be first page ranks for long tail keywords that never convert. I also sell siding, bridges, shoes, and used office equipment if you are interested.

Researching and understanding keywords that convert is waaaaaaaaaaay more important than being on the first page for ones that don't.

Use a promise of a first page result as a warning. I have dealt with some of the best people in the field of SEO, and they are hesitant to promise things like this, and I never do either.

Make it Real
I am realistic about the engines. I know a lot about what makes a site or a page or a file attractive--both to a user, and to a search engine. That doesn't mean I'll promise you first page rankings--even though I know how to get them. Don't trust people that do--more often than not, they game the system. My method is simpler and just as available--I (or other ethical SEOs) will improve your site, and how it is viewed by both the user and the engines. I'll promise progress, and promise to deliver better content...but promising something that is completely out of my control (like a SERP ranking) is silly. SEO can be offered in realistic terms. Demand it.

See Part 2 of Avoiding SEO Traps

SEO Copywriting Tip

Been a while since I have offered a genuine SEO writing tip, so ...

Synonyms and SEO
If you have been in SEO for any length of time, you can see algorithms trying to improve. And they do improve, but sometimes in weird, slow-moving ways.

Over time, one thing I have seen is contextual results becoming more and more important in search, and I see this only increasing as time rolls on. Using synonyms, variations of your main keywords (like plurals), and any related terms should help you build contextual domain strength for your root keywords.

It makes perfect sense.
You are selling widgets. So you, as an SEO writer, go after both the short tail and the long tail keyphrases for widgets. This will include many synonyms, plurals, related terms, and longer strings.

You research what you can about the searches being made. You create a master list of targeted keyphrases, search strings, synonyms, and any related terms that people associate with widgets. Map it all out before you start writing anything--it is much easier to make it flow naturally as you write if you know clearly what you "need" to say.

Nail Down the Short Tail and Grab the Long Tail
Answer to the short tail in navigation/informational architecture (when you can). So you might have a page titled "Widgets" with a main navigational link also named "widgets" leading into the page. This creates a solidly anchored link, making the main keyword an integral part of your site. Great!

Within the page itself, you'll of course want to add some depth to the widget information--you can't simply repeat widget a million times and expect it to work. But here is where your research and knowledge of long tail search habits, as well as your mastery of synonyms and contextual referencing comes into play.


Example: Let's say that "wuggles" is a synonym to widgets. In your widgets page, you can think of wuggles as a second-tier keyword. You'll want to infuse your primary and secondary keyphrases seamlessly into your body content. In addition to the main sentences you write, look at the metadata, the page titles, your headers, bullets, and ordered lists.

Switch back and forth between wuggles and widgets pretty liberally. Connect them to words that comprise potential long-tail searches, like "get a widget" "buying a wuggle" "finding a widget provider" "wuggle information" and so on. By using your main keywords alongside some related synonyms, you can create a deeper contextual meaning to your content.

This doesn't mean you should focus on wuggles opposed to widgets. It means that you should display your understanding that in talking about widgets, wuggles make sense. The user will appreciate it, because they also associate wuggles with widgets and will spend more time reading what you have to say. And, since the algorithms are getting smarter and will want to see wuggles mentioned on a widgets page, it will also make the engines happy...a win-win, as they say.

DON'T STUFF
I've said it before, and will always say it: don't cram keywords into a page. Make it flow naturally, or don't do it...stiff, forced content is hard to read, which goes against the number one rule for SEO writing. You are writing for a user, not a search engine. And over-saturating keywords makes your content crappy, your intentions transparent, and your SEO efforts much less likely to work. Synonyms are no exception.

But honestly, I find that the shifts in the algorithms are actually making it easier to write well. It may be a little tougher to get the rankings you want as quickly, but it is MUCH easier to write a good page and not have to sweat the keywords as much as the writing itself. I consider that progress.

As the engines try to find new ways to get the best content to the user, they are getting better at realizing that keyword density is not the best answer (thank GOD!). The best answer is content that flows well, and speaks authoritatively...content that liberally and naturally uses a variety of related, contextual words. So bust out the Thesaurus, know your topic, research, and write!

Week in Review

So I thought it would be fun to do a little post about what I did this week, just to offer some input into a typical week/day for a freelance SEO writer.

I Dedicated Time to Getting New Business
I spent about 1 full day answering inquiries and making connections with potential new clients. 1 is a student asking for mentoring, and 2 new businesses inquired from referrals this week.

I find that setting aside some time every week to pursue new stuff is a good plan to keep the work flow at a manageable pace. I get lucky, and usually get by more on referrals now, so I don't have to look for work--it tends to find me. Knowing this, I am usually quick to take advantage of time off, and I go fishing or do something fun while I know I can.

If I didn't have some pretty strong prospects and a few working projects, I might make a few calls, or send out some emails as a way of reminding folks that I am here, and can help them make some money. Cold calling is far from my favorite thing to do, but it is effective if you are diligent. I more often have a tendency to just cherry-pick projects where I like the people and like the work. Once someone is happy and is seeing some results, it is easy to justify another project and another and another...meaning only that cold calling is not as necessary.

I Dedicated Time To Research
I spend at least 2-3 hours every day reading blogs and other websites...very often much more than that. My line of work is quickly changing, which is part of why I like doing it. But this requires me to be up-to-speed on new things like different coding practices, different media uses, new strategies--all kinds of related stuff. I am lucky because I like doing it--but this is a necessary part of my job.

Research does not have to be boring. It rarely is to me--no matter what subject matter I am looking at. Which is good of course, given my field. But I never know what I am going to learn, or how...and that is a big part of what makes life on the Interweb exciting and challenging. So if you are pursuing this as a career move, realize that you will spend a lot of time researching...learn to love it, or it will be a big hurdle for you to cross.

I Stayed on Top of My Deadlines
This week, I had 2 press releases, 2 blog posts, some product information, and two sales rep sites to optimize for a client. Done. It was in-hand and approved 12 hours ahead of schedule.

Meeting deadlines is perhaps the single most important thing to master as a freelance SEO writer. Most everything else can be forgiven--missing deadlines can have a very expensive ripple effect that will typically end with you looking for a new client. Miss a crucial deadline or two and you will be fired, no matter how good your work is.

It may not seem like much to you when you are just starting out, but often in a project, many different moving parts are coming together for a single impact. You might have a radio spot coordinating with a press release, a webpage, and a TV commercial for example--that is a lot of budget being focused on one project. If your copy is the thing slowing it down, none of the other parts can function properly until you are ready. This means that if you slip and miss a deadline, by the time you get the copy to the client they will already be angry at you being late. Believe me, if they are mad at you, they will very likely translate this feeling onto your work...seems petty, but it is true.

So avoid this. Be on time. If a ridiculously short deadline is asked for, you might try to push back and get more time. But do use caution. It can easily come across as you being slow or weak or a whiner if you need more time or resources than they are budgeting--so tread lightly here. You may be 100% justified, but you have to present it to the client so they can understand why you need more time. As a rule of thumb, I try not to ask for an extension unless I absolutely need it. So yes, this means I sometimes have to work crazy gorilla hours to get a project done. But that way, when I do ask for something extra, my request carries a little more weight because it is unusual.

One thing in my favor, is that I have done this a long time, and I know basically how long it takes me to get something done. So when I get a weird deadline, I know very early on that it is weird. I can often nip it in the bud, by resetting the expectations during the planning phases. It is ALWAYS easier to ask for more time before something starts--once the project is underway, it is like a train hurtling down the tracks.

I Spent Some Time Billing
My absolute least favorite part of this work is trying to get paid. I don't have to argue with anyone about it, but just coordinating invoices is a big pain to me. But I like getting paid, so this is a necessary evil.

I have a whiteboard in my office where I monitor my flow of invoices. I found that having it on the wall made me look at it all the time, and spend enough time to keep it full and flowing. If I notice I don't have enough invoices working, I try to complete some projects to get them billed out. If one or more of the invoices is lagging, I can make a call or shoot out an email to see what's up.

If you are new at this, do try to understand, that you getting paid really matters only to you. The client wants to get the project done. The bigger the client, the more convoluted the process to get paid can be. I now spend a few minutes when starting a new project to handle any billing questions. I find out who I should send them to, and who needs to approve them. When necessary, I introduce myself to the person in the billing department that I will deal with--I like making friends with these people for obvious reasons.

That was About It
Very basically, these were the elements of my week. The days divide up around these tasks however they do--it depends on what kind of priority everything has. But by knowing what my work weeks should more or less entail, I can keep enough work in the door and enough checks coming in to keep me fat and happy.

What is meant by Blackhat SEO?

If you are not familiar, there are generally thought to be 2 schools of SEO work--whitehat and blackhat. I am a Whitehat guy--meaning I don't do too many risky things, and I try to follow the established "rules" of SEO. So what is blackhat, and why would someone do it?

It's all about the Benjamins
Blackhat SEO is done for one of 2 reasons--the first (which is rare) is purely for malice. Much like some people like to create viruses and things that simply clog up or destroy machines, some blackhatters just like to throw a wrench in the system. Again, this is likely pretty rare, but I can't help but believe it to be true.

But much more common, is to use some risky techniques to get LOTS of traffic fast--and try to capitalize on it. Web work is all about traffic, and conversions are essentially a numbers game--throw enough people into a site, and sooner or later, some are going to click through an ad...and each click means $$$ to the site owner. So in a nutshell, blackhat SEO is about making money off traffic--typically, by any means necessary. So a blackhatter is going to try to figure out the loopholes that allow them to drive huge numbers of visits quickly, and they work the numbers to their financial advantage and then move on--preferably before getting caught. Stick and move, stick and move.

What do they do?
I can't by any means claim to be an expert, but I have studied some blackhat techniques. What I have seen, more than not, is that it is about writing clever scripts that quickly do something that would otherwise take a long time to accomplish. If blog comments are a good tactic for SEO (which they can be), a blackhatter will write a script that auto-finds and auto-populates as many blog comments as possible. Each comment has a link back to the main site, so run it a few nights in a row, and bingo--you have lots and lots of backlinks without ever really visiting a single blog.

Or, let's say that blogs themselves are the ticket to happiness. A good blackhat will create a script that creates and populates many blogs, so by running this a few times, they suddenly have many many web properties out there linking to the real site they want to promote. The content is obviously auto-generated, as it rarely makes sense--think of a spam email, and just make it larger, and more complex. To give you a sample, I just went out and found this little gem on some crappy auto-gen blog: "My study is Rolando and I am today 1 meg proportionality earnest most this change gifting possibleness that I am fortuitous sufficiency to hit been offered. I chose my intellect sagely and am today sight my dreams become to fruition. "

I hope you too, sight your dreams become to fruition.

But this must work sometimes--enough people do it to make me think that it is the monkey and the typewriter kind of thing going on here. Seems like a really sleazy way to make money to me though...

What's wrong with making money?
Nothing is wrong with making money off SEO work. Frankly, I don't have any real problem with blackhat stuff (though the example above does show why I dislike some of their web-clogging tactics)--but I simply won't do it, because it is risky. What's the risk? Being penalized by the search engines...usually, having the sites in question removed permanently from the index.

Black hatters are some of the smartest people on the web, and always have been--they can code circles around most of us (and they do). But they lose sites as often as they gain them, which is why they continually change tactics, and look for new loopholes to sneak into. To me, that is simply too time consuming to even consider an option.

Conclusion
Ultimately, even if you are a whitehat SEO writer, I have found it is smart to learn what you can about blackhat techniques. You don't have to do it, but you should study it, and understand why some of their techniques work. Why? Because you might be able to change it and gain some valuable headway. Besides, these are the guys and gals you will be competing with, so you'd better know what they are up to. Some people consider themselves "greyhats" or whatever--I don't mince words like that. Either you follow all the rules or you take risks...the levels of risk you take color you accordingly.

In the end, blackhat is not illegal. It is simply a game of risk--how much risk are you willing to take to find success? Whitehat techniques will very rarely get you penalized, if ever. Not so for blackhat--if you get pinched for spamming the web, it can have a cascading effect on every site you manage, both now and in the future. The best blackhats have to be very secretive, because if they are identified, they will be lucky to ever get a site to rank again. So they have to hide, and protect their efforts with secrecy and misdirection.

I personally don't like doing things that way. I like being transparent, and above board all the time. It makes it much easier on me, and offers a longer success rate to my clients. But if you are willing to take high risks, there is certainly a lot of money to be made off of mastering the right blackhat techniques.

It is a pretty elite club though--you have to be an extremely good coder, and you have to have a mind that is one step ahead of the pack all the time. Personally, I have a lot of respect for the blackhats...but it stops there. I will study and learn whatever I can from them, but when it comes to risk, SEO work is not where I want to go out on a limb--it is simply not worth it to me. Besides, I like writing--not coding. I want to be able to add something of value to the web, not just cash in. Big difference in approach there.

Hate to say it like this, but essentially my hat's off to anyone finding success on the web.

Studying the Competition

A big part of successful SEO work is studying the things that are working for your competitors. Once you have entered your niche and start to go head-to-head with other companies vying for the same prize, you can study and learn from what they are doing to help improve your own efforts.

Viewing the Number of Pages Indexed
One important measure of a site is the number of relevant pages indexed by the engines. It all starts here, really. Do a "site:---" command in the engines and compare the number of pages in your site to that of your competition. While page volume in and of itself is not the most important element of SEO, it is an important measure to monitor and improve. You should always be adding relevant content to your site--this is a big part of organic SEO. But if you are not getting your pages indexed properly, they might as well not exist...so if you see a competitor has hundreds or thousands more pages than you, look at how they are accomplishing it, and see if there might not be a good strategy in there for you to also employ.

Viewing the Back-Links
One of the most crucial elements of SEO is links into your site, or back-links. You should already know that you can do this by using a "link:--" command in some of the engines. Yahoo has the most extensive list to review, but Google works as well for this command. I tend to use Google first, and then run a check in Yahoo to see what Google is not counting.

But just as you can do this for your own sites, you can also run this check on your competitors. See where they are receiving some of their back-links, and you might be able to identify sites where you too can get a few links back to your sites.

Viewing the Source Code
If a competitor is doing better than you, it sometimes helps to see what they are doing in the code. You can do this by clicking on their page, and using a "view/source" command in your Internet browser. The source code will open in a new window, usually in a text format.

Look at the meta tags, the page titles, and the keywords used within the code that is not immediately visible (such as image alt attributes). Are they saturating the keywords better than you? Are they using headings and bullets that you aren't? The source code is closer to what the spiders see, so there may be things revealed that you can adopt and use in your own building strategies.

Keep an Open Mind
If you think you are doing everything right and you are still not achieving your goals, be open to what the competition is doing. Be ready to admit that they could be doing things better, and be willing to try new ideas. Some things, like age of the domain, are hard to control. But other things, like page volume and back-links, are certainly within the power of any SEO writer.

I always try to stay aware of what my competitors are doing. Some of them have more money than I do, and some have less concern about staying "white hat" and 100% above board to achieve their goals. This means I will sometimes lose a battle, but I typically can hang tough and win the war.

I have a fair amount of tried-and-true tricks up my sleeve to make things click the way I need them to--I spend at least 50-60 hours a week, every week, studying how the algorithms are shifting and behaving. I have sites that I use purely for testing theories...and I am constantly balancing risk against possible (or probable) gains. I read experts blogs, and if I don't use all the techniques, I certainly can get some good info out of them. In my experience, by the time the blogs are chattering about something, the technique is already overexposed and probably short-lived.That's fine by me--it still helps me to see what other people are looking at, and how these people might be applying these techniques to sites I am going up against, head-to-head.

I like competition. I like being challenged to beat someone at what we do. By no means do I always win--but I can certainly give most sites the organic SEO boost needed to improve traffic.

SEO Copywriting Tip : Keep it Coming

Fresh content is an aspect of organic ranking many websites fail to do. My own website (http://www.articulayers.com/) is unfortunately a great example of this--I have not been diligent in doing new site updates. In fact, other than a few very minor tweaks, I have not done much to this site in almost 2 years...simply been too busy.

On one hand it is good, because it made me start to look a little more seriously at blogging and other aspects of the craft, but for the good of my site's organic rankings, it has been the kiss of death. I totally owned my keyphrases for years, and in the last 6 months, have been dropping like a lead balloon.

I am not too worried about it, because when the time comes for me to put more muscle behind it, I will--in the meantime I have been testing some off-site strategies to see what happens. But I do know if I don't do something to improve the freshness of the content in my site, it will slowly fall off the map completely...or at least not get beyond the second page of the SERPs, which for me, is not really ranking at all.

An Easy Sell
I have found that selling the idea of fresh content is usually pretty easy with established clients. They may hesitate at first, but once I can clearly show them (preferably using their site) the value of adding fresh SEO content (as well as non-SEO pages) , they are quickly in my camp, and ready for me to add more girth and pull to their site's content. An SEO copywriter should be able to show a client proof (and I use that term a little liberally here, since you can't really prove much in organic SEO) that this service will have a lasting value. From there, it makes writing and posting new content a relatively easy sell.

Keep it Valuable
Remember that this type of fresh content is an SEO strategy, and like all solid SEO efforts it should be focused on providing more user value per visit. So if you have a client selling widgets, you want to offer content all about widgets--what they are, how they work, what to look out for, and so on. Posting your Aunt's cookie recipes might indeed add content, but this is not adding to the perceived "widgets" value of the domain...so it won't work as you might want it to.

Every niche has a million and one things to talk about. As an SEO writer, it is often my job to dig up the dirt and understand instinctively (or thru trial and error) what fires up the audience. From here, I need to know how I can blend this user need into the architecture of the site without disrupting the flow of information, or impeding the call-to-action. There is a very fine line between providing enough information to earn trust and making a sale..it is an SEO writer's tightrope.

Simple Strategies
In offering fresh, regular content there are some very simple things you can suggest.
Blogs
If you can get a blog infused into the site's architecture, you are opening up a beautiful channel of opportunity. Blogs are easier to write than many other types of copywriting, at least most of the time. The language is a little more casual, the topics can range all over the map (within reason, of course). And most importantly, it is something I can train a person to eventually take over--so my client can reduce their cost by handling this in-house. Though I love people coming back for more of my work, ideally, I am really after finishing a project and moving on. If I can work with a client to make them more self-sufficient, they will appreciate me more than if they depend on me for every word. Blogs offer this platform...and will tend to boost the organic aspects of a site significantly. Discussion boards work well too, but blogs are so easy, it is a shame not to harness them.

Press Releases
Most businesses have a lot going on, so why not share this with the world through regularly scheduled press releases? Writing press releases is pretty much a formula--once you have done enough of them, you see the pattern. Intro paragraph summing up the release, second paragraph highlighting the benefits of the action, third (and fourth) paragraphs offering quotes from the principals, and a summary to close. Bing, bang boom. Blast it out to a free news wire (there are lots who do it for free) or put a little money behind it to have it picked up by a reputable news wire. Note that paying to have it picked up may cost a couple hundred dollars, but in doing so, you are greatly improving the chances that this release is seen by more people. I typically suggest both--using the paid services for the really important releases, and the free ones for the rest.

I will say, if I am doing a "blast" of the release in either manner, I am always very careful to have it on the home site before anyone else can get it. Stronger sites (like major news services) will outrank you for your own press release, but over time, they will typically fall below the original post. pay special attention to the way you word your titles too--this has more juice than many people realize. By not optimizing the title, they miss an easy opportunity for SEO progress.
Tips and Hints
Every business probably has some tips and hints to make it easier to use their products or services. So map out a strategy that adds a new tip every week, or every month at least. Again, the point is showing the engines that your site is actively trying to add to the discussion. Sometimes tips and hints can become the entry pages that bring in targeted customers.

Testimonials and Case Studies
These are excellent sales tools that really work well when properly executed. A case study or testimonial will have a user putting themselves in the situation described--which is perfect! People tend to feel more comfortable making a purchase when they see that other people who have done so are reaping the benefits. Illustrate that for them.

Watch, and Learn
Use your analytics and tracking programs to see how these new pages perform. Look at keyword referrals, entry pages, forward paths and time spent on the pages. When fresh content is working well, not only will these all improve, but so will your SERP positions. If you see something is working better than other efforts, put more muscle behind it--expand the keywords, the subject matter and the amount of information you provide.

There is not set formula to follow: adding X number of pages will not result in Y every time. This is simply another aspect of SEO writing that provides a little job security...and there is no denying the effect that fresh content has in today's organic SEO world. Could change tomorrow of course, but for now, just do it.

A Happy SEO

What makes a freelance SEO writer happy? Success.

This week, for one site, I was able to capture 9 of the top10 spots for my targeted keyphrase. SERP domination like that is what I call success--it made me very happy to line everything up carefully, pull the trigger and watch it all fall into place.

This week, I was able to optimize and launch a new site for a long-standing client. I built it from the ground up to replace the canned Go Daddy template site he had. in doing so, I not only improved his look and feel, but I took his 8 page site and made it into a 60 page site--only creating 3-5 new pages of content. He had extremely long pages full of great information--I simply helped him to re-think the informational architecture, and put the same content out there in smaller, more focused bites. I am writing a case study on this project because his was a very common dilemma, and I think what we did to fix it could help many people.

This week, I was able to look at some traffic stats that showed improvement over last month--slow, steady climbing, which is exactly what I want. While huge dramatic leaps are cool, they also seem to prelude huge dramatic drops as well...when a site continues to build and grow in a steady fashion, it seems to have longer-lasting results.

This week, I was able to mentor 3 up-and-comers, sharing whatever I could with them. We spent a few hours talking about strategies in SEO writing, and what to do or not, and why. They were energetic and plugged-in--I wish them all great success.

This week, the bass started biting...I caught 15 large mouth beauties last night. Looks like freelancing will once again take a back seat to my fishing fetish.

This week, I received 4 Braves tickets as a bonus for doing some good work. Look forward to taking my family out for a nice evening.

And it's only Wednesday!

A Typical SEO Evaluation

This week, I did an SEO evaluation on a potential new client's site. The things I found were pretty common mistakes, so I thought I would genericize the situation and offer them here. The purpose is to give you some things to look at if your own website (or a client's) is struggling in the search engines.

This evaluation took about 2 hours, and focused only on the site's ability to enable indexing. I'll break it down into the 4 main issues I found, and some simple, cost-effective solutions I offered.

Issue 1: Page titles and meta data were all the same across the board. What it looks like to me, was the site builder created the html header for one page. He then simply copied it into all of the other pages as he built out the site. This can be a good way to build sites from scratch, but the specific information in the head tags needs to be changed prior to launch.

• SEO Solution: Use unique description, keyword, and title tags. Focus on a pre-researched list of primary, secondary and tertiary keywords. Lay out a spread sheet with all of the pages and their specific content for each tag. Each page should have a unique, hand created and strategically focused set of meta data.

Issue 2: No alt attributes used in image files. Across the whole site, not a single image I found had an "alt name" attribute assigned.

• SEO Solution: Add alt attributes to the html tags for every image. This markup is to enable users who are visually challenged to still "read" the non-textual parts of your website. It is referred to as "Section 508 Compliance." The use of keywords here is not as important as describing the image accurately.

Issue 3: No Site Maps.

• SEO Solution: Add site maps. Generate an XML site map as well as an html site map that is accessible to the user. If applicable, create an RSS feed. Site maps are not guarantees that every page within them will be indexed. But site maps do tell the search engines what you want them to look at, and they do often help a site get more thoroughly indexed.

Issue 4: No Method of Measurement Being Used. The site owner really has no idea what is happening on the site--who visits, what they are looking for, what they are doing. There are some potential e-commerce opportunities being missed, and the call-to-action is muddled and soft across the whole site.

• SEO Solution: Add tracking and increase visibility and accountabilty of all calls to action. Set a baseline so there is an achievable, measurable goal.

There were other issues in the execution of the site that offered chances for optimizing, but these simple steps above were enough to get them started in the right direction.

From my end, it is pretty easy to optimize these things and make sure the site is getting properly indexed. As an SEO writer, it is important to always do this before doing anything else. It is truly eye-opening to see how many times these relatively simple things can improve a site's ability to gain organic SEO power.

And then the fun can really begin!

Another Simple SEO Copywriting Tip

About the Death of Keyword Density
Since the last SEO tip was so fun, I thought we'd try another. This one is more directly about SEO copywriting, and the changes that are happening in searching and in the search engines.

See, up until a couple years ago, keywords were the main (almost the only) thing to understand in SEO writing. Keyword density and meta tags were simple things that even horribly untalented people could manipulate pretty easily and see some great results. Stuff a bunch of keywords into a page, and bingo, you could start to rank for them. But, in most cases those days are all but gone, and as an SEO writer it makes me very happy. Why? Because it is going to be tougher and tougher to rank for crap...and this means job security for you-know-who.

So is Keyword Density Gone Completely?
Short answer: no. But as with everything in search, it is only one element, so manipulating it and it alone won't work for you anymore...at least not like it used to. It is now measured and balanced with other all other aspects of organic search, and is much less important than most things, things like backlinks or good page titles. Like everything about organic development, the value of keyword density varies by search engine--some of the "short bus" search engines still value density pretty highly, but I don't typically care too much about them as they simply don't drive the traffic I need to call something a success. Call me a search snob, but the numbers don't lie.

Personally, I used to measure my keyword density as part of creating every page. I had targeted levels to reach and if my finished page did not meet the targeted keyword density, I figured out a way to include more instances. I was pretty smooth at it so it wasn't always obvious...but it still always felt kind of slimy to do things like that. But that was then, my friends--and times are better now. I have not had to sweat density since about mid-2004, and the last time I did, it was only because the client very specifically wanted me to do so. I tried to explain it might not really be the best plan, but as the freelancer for a major client, I pretty quickly shut up, and did what I was told. They were happy, I got paid, and their pages did fine. But this was not only because of the density levels I met on every page--there were many aspects to this site that made it a big one.

But in the past 2 years, more than once I have also made pages rank for a targeted keyphrase without having a single instance of the keyphrase appearing in the body copy. Let me repeat that: NOT A SINGLE OCCURENCE of the keyphrase in the body copy, and I still got a #1 ranking in Google for my keyphrases (and held them easily for over a year, BTW). How? By refining the keyphrase, manipulating the page title, metadata and backlinks properly, and having generally solid content on a trusted domain. I did it all very intentionally, and it was really quite an eye-opener for me. I saw it as a huge leap forward, because it reduced the amount of time I would have to spend cramming in a few more instances of the keyphrase to reach some arbitrary number that seemed to make the algorithm click my way.

Make It Good, and Make It Stick
Now don't think that this means you can ignore keywords--nothing could be farther from the truth. But in my experience, from the user's side of search, keywords are slowly being replaced by much more specific keyphrases. Instead of typing in 1-2 keywords and sifting through the results, people are more comfortable typing in longer strings to get what they want. I saw some stats on this recently, which I will try to dig up to share, but it basically stated that the average search was edging closer to 4-5 words, where it was still 1-2 only a couple years ago.

So the engines are going to look for these longer tail searches in the content, which makes density manipulation pretty difficult. They are also starting to connect contextual content more and more often--which is partly why I was able to rank for a keyphrase without actually using it. I was talking about the same subject matter but used synonyms and the like and still had great success.

The key is to make a page of content good, solid writing first. Actually, just stop there. Make it good, and it is much easier to make it stick.

Spend Your SEO Writing Time Wisely
The same amount of time I used to spend manipulating density is now applied to better understanding search nuance. The end result is better pages--both for me as the writer, and for the users. The users reward me with more links to my pages, more time spent reading them, and more completed calls-to-action.

So if you are intent on becoming a better SEO copywriter, you should know it is more about being a good writer than being a keyword magician (or worse, a spamming stuffer). Spend more time doing keyword research, understanding your audience's needs and search habits, and creating good content. If you have a good page, people will spend more time with it. They will be more inclined to link to it, or take a specific action. Keyword density in itself is pretty darn easy to manipulate...good writing is more of an art. Bully for us!

SEO Copywriting Tip

I know I promised some SEO copywriting tips, and have not yet delivered...so here's a really simple one for you to chew on.

Crosslinking Your Content
So you have a nice site, you have it built well, and everything is ready to go. You have plenty of good content, the navigation is clear and works well, and you have both an html and an XML sitemap in place. How else can you help to increase the assumed relevance of your content? One simple answer is crosslinking your content.

Why do It?
The engines might clearly see the pages you have out there, but what do they think of them? If each page only has a navigation link, and a link from the sitemaps to it, it is what I call a "dangler," which means it is kind of floating out there. Think of a tree branch with a single leaf on it.

Danglers might be important pages to you and your site, but the spiders only see it dangling...so they don't understand that these are so important to you. Cross linking your pages from within the body content gets rid of this situation--and instead of a site filled with danglers, the spiders start to see it as a nice little compact web of information.

It's Easy.
All you need to do to crosslink your pages is to link important words to pages that help illustrate what those words are. They don't have to be exact matches to work well either. For example, let's say you have a site about getting small business money containing a page giving loan details, and you want this page to really stand out among the rest.

Look through the other pages, and find out where you are talking about loans, financing, money, or other similar ideas. Hyperlink these references to the loans page. They might be single words (like loan, loans, financing, money, etc.) or might be short phrases like "getting business loans" "small business financing options" and so on.

I have found that a contextual reference is increasingly important--meaning simply that you don't want to only look at linking the word "loans" to make the page for loans work. If it is a related idea/term, it will help you to associate it with your loans page...the engines (especially Google) are doing this more and more as time rolls on. Think of it like anchor text..because that is, after all, exactly what it is. And just like you don't want every anchored link on someone else's site to say the same thing about your site, the same holds true within your own architecture. Show the engines that your loans page is about all things related to loans, and you will find the juice you need.

How Many Links are Enough?
There is no single answer to how many links are enough...but don't go completely crazy with this idea. Ultimately, you are linking these terms and phrases to help the user learn more. If you overdo it, it becomes kind of a hassle to look through your site, and it starts looking like you are simply trying to manipulate the system which is never a good thing.

As a general starting point, if I have about 300 words on a page, I might look to hyperlink about 10 of them to other pages. It may be more, but not too often less. This gives some depth to the contextual content without going nutsy with it...and it has never had an adverse effect on me doing it this way. I am reasonable with what I am trying to accomplish, not spammy. If I have one page I am trying to really boost, it will get linked from a bunch of pages, but I try to mix it up and "spread the wealth" across all the pages as best I can.

When your page is linked from a couple or more places in your site, it takes on a little different stature in the eyes of the spiders (do search bots have eyes?). It will diminish the dangling, and overall, make the search engines happier with what they find on your site. Will it boost rankings? Probably not...but it will make each page stronger, which will increase the assumed strength of the domain--which definitely will end up helping you in organic search.

Just do it.
Internally cross linking pages is one of the easiest, and cheapest ways to help you get more mileage out of your SEO efforts. I am surprised at how many people don't employ this simple strategy...but look at the sites doing well in your niche, and I'd be willing to bet that they are doing it. Just jump on in--as long as the links all work (very important--don't allow broken links in your site!), it will have a positive effect. Hard to measure perhaps, but positive nonetheless.

Get linking!

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.

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.

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.

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...

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...