When you run your own business, you know that you will need to work with a multitude of professionals in order to focus on growing, while delegating tasks that you are not an expert on. For most businesses, that includes writing content and creating their brand voice.
What some business owners, managers and executives often don’t realize is that selecting the right copywriters for the job can mean the difference between success and failure, both in the eyes of your target audience and in the eyes of others. search engines that will rank your digital content and determine your online visibility.
Creative copywriters can be an attractive choice as you want to give your brand and business a unique flair and personality. Sadly, building a brand and a strong online presence requires a careful interplay of creativity and technical knowledge.
While every piece of content you use should be engaging and in line with the essence of the storytelling, it should also appeal to each search engine’s algorithm preferences and include various ranking factors in the creation process.
That’s why you need to have access to copywriters who can give you the best of both worlds, the creative mind of storytelling with the technical relevance of SEO.
Creative spirit of storytelling and technical relevance of SEO
When looking for writing experts to meet your digital content needs, you should find writers who not only have excellent writing skills, but also demonstrate the following key skills:
1. Follow SEO trends
Google and other search engines regularly update their goal and the base algorithm to include new ranking factors and to refine their ability to filter out irrelevant content. They strive to deliver only the best brands, products, services and content to their users, which means they have to change their approach to the ranking process.
Editors in this branch should be aware of the latest algorithm updates, how they affect the content creation process, and the most appropriate ways to use these changes in their work.
As in any other industry, trends are changing how brands operate on a daily basis, and it is no different for marketing and SEO experts. In fact, these trends often define how SEO copywriters will also collaborate with the entire marketing and web design team.
2. Write for readers and search engines
A creative copywriter needs to understand the reader and the target audience, but an SEO copywriter needs to know several other layers of the marketing puzzle that makes their services necessary.
The SEO copywriter must know the search engines, the technical language of the different topics, the marketing parameters they must follow and the rules of the specific algorithm for better ranking.
Sometimes the internal resources of various companies cannot cover such expertise, which is why use white label SEO services has become a go-to solution for ensuring better rankings, better link building efforts, and overall SEO friendly content creation.
This means that the copywriters in question will research and implement relevant keywords which may have little relevance to a reader, but which are essential for search engines to recognize a brand’s place in the digital world and an industry.
Add to that, it means citing relevant studies and resources that further strengthen your expertise in the industry and help users find more information on a certain topic online. It can also mean building blogging relationships to post guest blogs on other authority websites and thus boost your online presence, both in the eyes of search engines and readers.
This is all a complex, albeit creative, process that few creative writers can tackle, while SEO copywriters consider it second nature.
3. Writing “invisible” content
Creative writers often focus on projects like writing eBooks, stories, ghost writing on different topics, interviews, social media posts, etc. What they often have no experience or knowledge of are those pieces of content that only search engines fully appreciate. Think: metadata, Google snippets, image descriptions, alt tags, etc.
The criteria for writing effective and optimized web content in such formats that are not really intended for direct users are different from your standard rules for creative writing.
SEO-focused copywriters have the ability, knowledge, and experience of those pieces of content that most creative copywriters never come into contact with. They will also often work with a wide range of SEO tools, constantly researching the best ways to optimize content for different clients in various industries.
4. Understand the definition of “relevant”
Creative writers don’t necessarily keep an eye out for hot topics in different industries. While they can tell a great story about artificial intelligence, they might not be able to grasp the impact of AI on a particular industry that could help a brand to better position itself with their expertise and their service offerings.
Relevance is a very fluid concept for SEO copywriters, and they will focus on the specific factors that shape a certain industry in a way that helps your brand stand out as a leader and authority.
Creative writers, on the other hand, can provide an immersive story, which unfortunately won’t rank highly or ensure your brand is presented as a relevant player in the market.
At the end of the line
While your SEO copywriters need to be creative by nature if you want them to write compelling pieces of content that will help your readers connect with your brand, they have various advantages when working in the marketing industry over copywriters. without SEO training.
Depending on the needs of your business, you should definitely change your criteria when selecting the marketing team for your brand, to ensure that your online and offline presence is in good hands.