On SEO Copywriting

Posted by Robin on Feb 22nd, 2009

Before you hire an SEO copywriter, read this.

The bar for entry into SEO copywriting is very low. Often, requests for SEO copywriting contain “rigorous” demands like “Must be a native English speaker.” But even if you’re not outsourcing and the writing seems okay on the surface, some copywriters will—to put it bluntly—make you look bad.

If you lose even one sale because your site looks unprofessional, is it worth it?

Writing is more than the ability to string a sentence together.

Amateur writing lacks grace. It seems fine on the surface, but the rhythm is off. It’s like listening to your tone-deaf brother sing in the shower. Sure, he knows the words and you recognize the song, but there’s no way he should quit his day job. Bad SEO copywriting is like that. I’m not even talking about keyword-stuffed garbage; that’s easy to avoid. I’m talking about writing that is flat. Dull. Regurgitated. You wouldn’t pay to hear your brother sing, so why would you pay for writing that’s just as tone-deaf?

Amateur SEO writing often contains usage errors. I can’t even count how many times I’ve stumbled across copywriters looking for SEO work who can’t tell “complement” from “compliment.” It breaks my heart every time.

Amateur writing breaks the rules, but in a way that says, “I didn’t read the warning label” rather than “I’m a rebel with a cause.” In spite of what your English teacher told you (and yes, I used to be one) it’s often fine to break the rules. For instance, you can include a sentence fragment at times, for impact. Like this. But amateur copywriters break the rules from lack of knowledge, not from sensitivity to their readers.

Valuable web content is more than just “okay.” It accomplishes things. On a sales site, it makes people want to buy. On a news site, it delivers new insights and keeps readers coming back.

It’s more than grammar. It’s more than accurate research and good sentence structure. It’s about IDEAS. When you hire a copywriter, you’re hiring someone to give form to insight.

Good writing delivers on a promise. It yields wisdom. It stokes desire.

Good writing sets off fireworks. Bad writing sets off alarm bells. Which are you paying for?

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