Not every copywriter, journalist, or digital marketer has the skills required for successful SEO content writing. Put it this way. A chef might well know their way around a kitchen–but you probably wouldn’t ask them to build one without help from a professional.
Companies use SEO blog writing services for good reason. When you hire SEO writers from an agency you trust, you know you’ve got an expert on your hands.
A good SEO specialist isn’t a generalist, they are masters in their field and have a very specific job to do. A niche writer will provide you with the curated, engaging content you need to grab the attention of your audience but an SEO writer will ensure it reaches that audience in the first place.
Subtle techniques driving success
Since the early days of the internet, search engine optimisation, better known as SEO, has played a pivotal role in the rise of the world’s most visited websites.
In a nutshell, SEO writing is the production of content specifically optimised for search engines to make it rank higher and become more visible to readers. The formula is simple: the more traffic your website receives the more chance you have of making a sale or, when focussing on editorial content, the higher you can charge for ad spots.
It takes a great deal of skill to know exactly which techniques are required and when. You may think you know a thing or two about keywords and phrases, but that’s just the tip of the iceberg. SEO copywriters will take note of metadata, internal and external links, URLs, snippets, and more.
Why hire an SEO writer?
As we briefly touched on earlier in this blog post, there are many reasons why hiring an SEO writer will benefit your business, but these are our top five.
1. They are trained professionals
We can’t be clear enough about this. If you hire a writer who isn’t trained in SEO writing you could jeopardise the chances of your article being read at all. All the time, effort, and money that went into producing this content would be for nothing as your article languishes at the lower levels of a search engine results page (SERP).
The key point to remember is that SEO writing isn’t a fad, and it isn’t dead either. It’s a serious, lucrative industry that has been growing consistently since the mid-1990s, and professional SEO writers are highly trained to do the job they do.
As well as countless, well-respected SEO professionals out there who offer courses to budding SEO writers, there are even opportunities to achieve a university qualification in the practice, at The University of California for example.
An SEO specialist will know their way around important resources too like Google Analytics and Google Keywords. Resources like these are vital for developing an SEO strategy and interpreting how well it performs.
2. They are up to date with the latest SEO practices
As with any professional, SEO writers continue to learn and develop as their industry evolves, and SEO is a fast-changing business. The best techniques and resources today could be redundant just a few weeks or months down the line, so it’s vital to stay on top of trends as they develop.
SEO experts can’t afford to drop the ball. In this competitive industry, the best SEO writers are well-aware of any new modifications to the way search engines rank web sites and articles. They are also constantly on the lookout for viewer trends. For example, 2020 is set to be a big year for voice search optimisation (VSEO) and technical SEO.
The end user is becoming ever more important in SEO practices. Of course, readers were always the target of well-optimised content, but more and more, the way users interact with the technology they use to display this content is being considered.
This requires highly specialised skills to get right. Only a committed SEO writer, not a generalist, who is always up to date with the latest developments in the industry can effectively make use of this knowledge to benefit their clients.
3. They are efficient
As well as having an encyclopedic knowledge of SEO techniques, a trained SEO specialist will also know smart ways to boost your rankings whilst ensuring your content reads naturally. As with any profession, there are tools–in the case of the SEO expert, online tools–that make their job quicker, easier, and more effective.
Google’s Search Console is one of the best examples of these. Although all the information is there, like the ability to review your indexing stats and site analytics, it takes a professional to know what to look for.
Knowing how to navigate tools like this will ensure your articles are better optimized and it takes a lot less time then manually trawling through reams of statistics.
What’s more, SEO specialists are able to optimise web content at local, national, and international levels. By instructing them to target audiences in the geographical range you require you can make your content work far more efficiently.
4. Your readers will thank you
Because search engines favour readable and relevant content after an article has been optimized it will provide readers with a better overall user experience and encourage them to visit your site again.
Google uses technology to actively review the quality of the content it filters. SEO works on multiple levels and by concentrating on the clarity, readability, and relevancy of your content, an SEO expert can help it shine.
In essence, well-executed SEO strategies promote better user experiences and good user experiences equate to return visits.
In many ways, employing an SEO writer to bring this level of clarity and order to an article is a bit like employing a production editor on a print magazine to maintain consistency and tone. As with print publications, it takes a team of people to make an article work, and SEO writers are key team members.
5. It builds trust in your brand
With so many competing brands vying for high-level rankings, you need to be able to stay ahead of the game.
By hiring SEO writers wIth a proven track record you can make sure your brand stands out. But this needn't be a one-off. If you consistently hire SEO writers to optimise your content for the web, you'll begin to build trust in your brand.
Users who may have stumbled across one of your articles because it was the first result on Google could well end up returning to your site on multiple occasions-providing, of course, you consistently optimise your content.
Competition for readers is not only high but the internet is rife with copycats who are more than happy to steal your content and repost it.
Employing an SEO writer to work on every aspect of your content, from a front-facing synopsis or snippet, to metadata in the backend, ensures that your original articles will always rank higher. This attention to detail is what will make your brand stand out.
Combined, all of the reasons to hire an experienced SEO writer make financial sense for your business. You will spend less money trying to drive users to your site and failing and achieve greater brand awareness and trust and more traffic will pass through your site driving up the cost to advertise with you.
SEO is not something you can just have a go at. You could employ an award-winning copywriter to produce content for your website, but anyone with SEO training could make the content they produce rank higher in searches.
In today’s competitive online publishing space you must have SEO writers in your editorial team. Step one is finding a writing agency to match you with that talent.
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A longtime journalist, editor, and copywriter, Kieron works with Eleven to provide deep-dive content across science and technology subjects.