The profile of an SEO copywriter is not just someone who knows how to write and that’s it. The work of this content marketing professional is much more complex and encompasses functions such as planning a strategy, research and documentation of very varied topics.
What does an SEO copywriter do?
At a time as crucial for SEO and content marketing as the one we are living in, in which the generation with Artificial Intelligence seems to call into question or even lead to the extinction of professionals such as the one that is the subject of this article, we want to detail the benefits of SEO writing by humans. These professionals are able to create content through a proven methodology and a deep knowl ge of Google recommendations. Writers can rely on the use of AI, but always used in an ethical way, directly focus on the user and achieving objectives.
The SEO copywriter is the person in charge of generating optimiz content that positions the user in the first results of searches in the SERP (Search Engine Results Pages).
At this point we would like to detail some nuances :
Content generation encompasses not only writing from scratch , but also adapting pieces already created .
Content can be of various types : blog articles, glossary terms, FAQs or frequently asked questions, web pages, landing pages, etc.
The positioning objective is based on a fundamental premise for the SEO editor, which is none other than the user’s intention when they search using a keyword. Respecting and prioritizing that search intention are the best allies for content to rank better than others for Google.
Duties of an SEO copywriter
As we have already anticipated, in this article we are going to discuss the creation of content from two realities : the generation of new pieces and the adaptation/optimization of existing ones.
Taking this into account, the main functions of a professional focused on writing for positioning are those listed below.
Research and document
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Before you start writing, you need to do some in-depth research on the topic to be discussed. This task involves several aspects:
The topic. It must be a topic that responds to the search initiated by the user and is adjusted to the needs/problems detected.
Target audience. The topic or content to be written about must be designed for the people it is intended for. In this case, defining one or more buyer personas is key to writing for positioning.
Competition. Pieces created by competitors can give us interesting clues about what works and what doesn’t, as well as detect needs that we may have overlooked or may face in the future.
The objectives to be met. The themes proposed must be perfectly aligned with the objectives to be achieved, whether they are aimed at generating greater visibility, capturing leads, increasing sales, strengthening or building brand loyalty, etc.
These are some of the various information gathering techniques that we use at the agency:
As far as documentation is concerned , the ways to obtain it depend directly on the client and the project for which it is written.
In this sense, from the Human Level Content Department we have created and adapted our own working methods so that they fit the information needs that we may require in each project.
The aim of our procedures is clear: we seek to ensure that the initial information is complete, accurate and tailored to objectives . This is undoubtedly the best way to create pieces of content that are valuable to the user and whose quality is interpreted as useful content or helpful content by search engines.
Writing personalized scripts with questions for the client so that they can share information with us.
Request from the client for instruction manuals, dossiers, conditions, corporate presentations , etc.
Video recording of customer interviews with guiding questions to collect data that we later share with the editorial team.
Compilation of documents from verified external sources : official bodies, competitors, reports and studies from accredited agencies or media, etc.
Internet research : again we apply a criterion of relevance and credibility of the sources consulted.
Perform keyword analysis
Since the writing work is focused on the best possible positioning in search engines, it is logical that the starting point of the work is keyword research.
We see it more clearly with a practical example.
Let’s suppose that our client is an insurance company whose objective is conversion, that is, it wants to attract an increasing number of clients who take out insurance policies in different branches.
After carrying out keyword research in which we included a keyword gap with other competitors, we see that one of the terms that the competition is working on is “electric scooter insurance”.
As we have been saying, one aspect that should be highly valued is the search intention that is “hidden” behind each keyword used in our users’ search.
Let’s continue with the example of our hypothetical client, the insurance company. In this case, our team of SEO consultants suggests to the client the creation of a landing page with a calculator that allows potential clients to calculate for themselves and in just a few minutes the cost of taking out car insurance.
The SEO editor in charge is aware that the target keyword for this landing page is “calculate car insurance”, which has a monthly search volume of 3,600.
Design a structure according to search intent
Well, in the structure of the mention landing page it will not make any sense to talk about certain topics that are not related to the initial search. We can see it better with an example of a correct and an incorrect structure:
Although both proposals start from the same <H1> that fits perfectly with the target keyword and the user’s search intention, as we move through the structure propos in them we see how in one of the cases said search intention is diluted and gives way to <H2> that have nothing to do with the real objective behind the price calculator.
The user wants to know how to get a real-time car insurance quote on their own. Their search is not aim at finding out what a car insurance calculator is, but rather at. The pure and simple calculation of what it will cost to have this service.
Write in a semantic, natural, human and objective-focus way
Instead, you will use synonyms and semantically relat words.
Likewise, their content must be and sound natural and human.
Attack different types of content
The types of content that an SEO copywriter handles on a daily basis are var and design for different purposes.
Blog posts are a good way to attract traffic bas on users’ doubts, objections and search for inspiration. They are useful in helping users make their purchasing. Decision and allow us to guide them in a natural way towards conversion goals. These contents also expand the visibility of the website beyond what pure transactional content would allow.
FAQs or frequently ask questions help us to answer users’ main questions, providing a corporate service or even general information.
Downloadable content such as ebooks or whitepapers are ideal for capturing leads.
Each type of content favors a different structure and extension. As well as the application of a specific structur data markup with which we seek to appear in the most visible result formats ( snippet ) .
Preserving the naturalness of linking proposals is key to ensure that the search engine in question does not detect a forc practice:
Follow an internal linking strategy
Invest in ongoing training. In a world as ever-changing as buy b2b email material that of content marketing, it is necessary to keep up to date with the new guidelines of search engines, as well as new tools or functionalities that we can use to optimize our work.
Seek coherence and harmony. From my experience as an SEO copywriter and digital content editor. I have learned that disharmony does not only manifest itself in big mistakes. Aspects as seemingly innocuous as not maintaining the same writing style (mixing verbs with nouns, questions with affirmative sentences. Etc., as you can see in the example on the right) in several points of the same. Hn hierarchy can directly affect the disharmony of the text.
I admit that I have forced the previous examples a bit. But have I manag to show you more graphically what I mean by harmony ?
Finally, I want to show you some of the advantages that america email list distinguish SEO writing over writing not focus on positioning, and to do so, I am going to use that wonderful resource that is bullet points:
Ideal fit between topic and search intent, mark by research and use of correct keywords.
Advantages of SEO writing in content strategy
Better content structure design supported by primary and secondary keywords detect from user searches. Search engine PAA (People Also Ask) are natural allies of SEO writers.
Optimizing internal linking to strengthen and derive popularity from other content.
Better management of external links in order to provide value to the user bas on reliable sources and verified information.
Greater alignment with Google’s EEA (Experience, Expertise, Authority, and Cr ibility) guidelines .
