3 ways to conquer your SEO copywriting fears
Is you fear holding you back from SEO copywriting success?
At first read, you may think, “Fear? My fear isn’t holding me back from success.”
I used to think that too. About a lot of things. But ask yourself if any of these statements ring true for you:
“Our home page copy is really spammy, but it’s ranking well. I don’t want to change it and cause our rankings to drop.”
“We hired a copywriter a few years ago. Her writing was horrible. I’ll never outsource again – it was a dreadful experience.”
“I know we need to do something with our site, but what if it doesn’t work? If I can’t show ROI, I may not have a job at the end of the quarter.”
Or if you’re a copywriter, you may think…
“I want to start freelancing, but what if I don’t make any money. Better to keep my horrible job than be forced to live under a bridge.”
Sound familiar?
You go through a couple bad vendors and think, “Nope, never again.” You think of revamping your site copy and think, “Nope, it may not work.”
So you do nothing. But unfortunately, even doing “nothing” causes stress. Because deep down, you know that doing nothing has less to do with the numbers and everything to do with your psychological wiring.
In short, your fear is messing with you. And it’s costing you money.
I get it. I really do. I’ve been self employed for over 20 years, and I’ve had my share of fear-based moments. I’ve launched businesses with a scant $1,000 to my name. I’ve had vendors who worked…and others who really haven’t. And yeah, I’ve felt the fear.
And yeah, it messed with me too. It messes with everyone.
Now, here’s how to get over it.
- Know that fear is sometimes a good thing. Fear can be your mind’s way of saying, “Hey, we’re doing something outside of our comfort zone. We don’t like this.” If you want to build muscle, you have to train outside of your comfort zone. And if you want to build revenue, sometimes, that means doing something outside of your business comfort zone. Can you imagine what your business life would be like if you didn’t have the guts to buy a domain name – or build a Website – or take a chance on a risky project that netted you a lot of money. You’ve already conquered this fear already. You can do it again.
- Outline a small, actionable step and do it. How many things do you have on your “to-do” list like, “Talk to a copywriter,” or “Figure out how to handle our unoptimized pages.” Ack! With to-do’s like that, is it any wonder you’re stressed, overwhelmed and fearful? Focus your energies instead on one thing you can do to move the process forward. For instance, ask your LinkedIn network for copywriter referrals. Divide your site into sections and list 10 unoptimized pages a day. Breaking up huge projects into small tasks helps you feel a sense of accomplishment. And before you know it, you’ll have completed what felt like an overwhelming task!
- Understand that the past doesn’t dictate the present. Afraid to hire a new SEO copywriter because the last relationship was less than stellar. Guess what? Unless you’re still with your very first boyfriend (or girlfriend,) you’ve already conquered this fear. You dated again. You probably even had another long term relationship. You dealt with it. Just because you had a bad experience once doesn’t mean that it will repeat itself. Nor should a past experience (even if it just happened last week,) cause you to immediately reject a future one. Should you learn from your experience? Yes. Should you take the lessons you learned and make more informed decisions? Yes. But the decision shouldn’t be “I’m too afraid to deal with this again.”
When you take action – even just a little bit – your taking control and meeting your fear dead-on. You don’t want the fear to win, do you? It doesn’t have to. And that’s something you can control.
Just hire a content marketing strategist, already!
February 25, 2010 • posted by Heather
No, the reason didn’t have anything to do with what the client would pay (the money was pretty good, actually.) Nor did it have anything to do with what I’d be writing about (the content was fairly interesting.)
The reason I turned down the gig was because there was no content strategy in place – and although I could easily write the copy and take the client’s money, I knew that what I’d be doing wouldn’t help them. Yes, I can write articles. Yes, those articles can easily have keyphrases. But to write 80 articles all focused around one keyword each…well…that’s not a content marketing strategy. That’s a step closer to Spamville.
What’s hard is explaining this to the client, who learned about this “content marketing strategy” from their marketing agency. The agency explained to the client that if having one article on their site is good, 80 is better – especially when each article has a specific keyword density (can you SEE me rolling my eyes…argh!). What’s more, the agency told the client that HOW the article was written really didn’t make much of a difference. It was all about focusing the article around one lone keyword.
Ouch. What makes it worse is that I know the agency the prospect was working with. And I know that – every month – these poor folks are paying about 20K/month for advice like that. For some of us, 20K/month would mean a new car. Or a partial down payment on a house. You know, something that would be useful…
I’ve seen this same problem manifest in different ways, some more “SEO dangerous” than others. Sometimes, the issue would qualify as a “stupid strategy” That is, it’s a strategy that won’t really help a client and shows that the SEO doesn’t know anything about content marketing (although they could be a fantastic technical SEO.) Other times, I hear of weird content interlinking and keyword-stuffing strategies that are painful to hear about – and would be even more painful to implement. During times like these, it’s hard to keep my mouth shut and not say, “Um, WTF is your agency thinking?” (And for folks who know me personally, you know that, yes, I DO ask that question. I can’t help it. It’s how I roll.)
Here’s the thing: Your content marketing strategy is crucial. You wouldn’t hire a SEO strategist who didn’t understand the technical ins-and-outs of a Website. Nor would you hire an affiliate marketing strategist who knew nothing about affiliate marketing.
But why, oh why, do agencies (and SEO companies) think that it’s not important to have a content marketing strategist on staff? And what’s more – why aren’t clients screaming for this type of expertise?
A content marketing strategist is more than a glorified copywriter who helps makes your content pretty for the search engines. This person is responsible for reviewing your existing content, noticing how it performs, reviewing your customer messaging, and helps build out value-added content your prospects want to read (and yes, helps them convert.) They may be expert SEO practitioners – but their focus is around your messaging and your opportunities. Not to mention, watch-dogging your existing content play to make sure that everything you do fits neatly into best practices.
So, here’s my call to action…
If you are an agency or a SEO company, for goodness sake, just hire a content marketing strategist already. You don’t have to bring them on full-time (although I’d recommend it.) Even having an outsourced content marketing strategist will help. If nothing else, your content marketing strategist may see opportunities that a more “technical” SEO wouldn’t see – and these opportunities can help increase the value of a contract (and more importantly, increase the value to the client.) This way, Mr. Technical SEO or Ms. Agency Marketer, you can focus on what you know and excel with – and the content strategist can do her thing.
If you are a client working with an agency or SEO, ask about their content strategy process. If the agency dances around the whole “content marketing strategist” talk, run. Run away. And run fast. For the most technically-savvy SEO’ed site doesn’t mean a thing without a good content marketing strategy. After all, are people buying from you because your site boasts elegant code and a slammin’ back end? Or because of your content and how it’s presented?
At the end of the day, as Seth Godin said, “The best SEO is great content.” When you work with a specialist, he can make your content great – and help you make content decisions that make sense for your site. It doesn’t get better than that.
Filed under Commentary, In-house SEO copywriting, Working with clients
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Want to be a SEO copywriter? Check out these FAQs.
February 9, 2010 • posted by Heather
If you’re looking at SEO copywriting as a career choice, here are the 10 most frequent questions I hear…and the answers I provide:
1. I have zero copywriting experience. Can I still be a SEO copywriter?
Sure you can…after some training.
To be a successful SEO copywriter, it is very important to understand how the search engines work. I can’t emphasize this enough. You don’t have to be a technical wizard who enjoys coding sites in your spare time. But you do need to speak (and understand) “SEO geek.” Otherwise, you are doing your clients a huge disservice. Remember, clients rely on you to understand keyphrase strategy, hyperlink strategy and how content marketing dovetails with their entire marketing campaign. Not understanding SEO best practices means you’ll miss important opportunities (or make mistakes) that can cost your client money.
Additionally, you’ll also need to understand persuasive writing techniques – otherwise known as “understanding how people tick and make buy decisions.” At the end of the day, your clients look to you as a marketing expert. They may not have a good handle on how to boast their benefits or pinpoint their unique sales proposition. If you really want to help your clients succeed (and that means helping them make sales,) it’s crucial that you understand how to create conversion-oriented copy. It will help you write better Web pages, improve your email campaigns – and even help you “sell” yourself on your own site.
2. Do I need to go back to school?
Nope. In fact, I don’t know of any universities that incorporate SEO copywriting into their curriculum.
3. So, if I can’t go to school to learn SEO copywriting…how will I learn the ropes?
Being a self-starter and taking the initiative to educate yourself is extremely important. Unlike some careers, don’t figure that you’ll “learn SEO copywriting” in a few months – and that’s all you’ll need to do. I’m still learning. I’m still researching. It’s a never-ending process.
Many of the top copywriters are self-taught, learning the art through reading books, combing blogs and trial and error. For folks who prefer more “formal” training, there is my new SEO Copywriting Certificate Program (which is online and self-taught.) If you enjoy learning in a conference environment, Pubcon, Search Marketing Expo and Search Engine Strategies run SEO copywriting panels. AWAI runs Web Writing Workshops. And occasionally, there are local workshops too – you can always check with a SEO copywriter you like and see if he/she is running anything in your area.
4. My fav SEO copywriter isn’t planning a seminar in my area. Now what?
Some folks learn well in a mentor relationship, where the SEO copywriter reviews your work, answers your questions and helps you learn the art faster and easier. I’ve mentored a few folks, and it is a very powerful way to learn – especially for folks who prefer a one-on-one learning environment. Some mentors will work with folks for free, in exchange for you doing some writing. Other mentors will charge money. Although “free” is a great price, don’t reject a “paid” mentor relationship if you have the funds available. You’ll probably be able to work with a SEO copywriter faster (and receive more consistent feedback) if you’re able to pay.
If you can get hired as a marketing assistant, it’s possible that you can learn the SEO copywriting essentials on the job. Although most companies prefer to hire folks with at least a little experience, you can work as an assistant at first – and then gradually work on some writing projects as your skills improve.
5. Won’t what I learn be out of date in just a few months?
Nope. SEO copywriting foundational strategies have been stable over time. Granted, there are always new opportunities (such as Twitter.) But the “writing with keywords” basics are tried and true. At the same time, it’s crucial to stay educated in this fast-moving field. If you love to learn, SEO (and SEO copywriting) is a great career choice.
6. How can I find SEO copywriting work?
That depends – do you want to work in-house or freelance? If you want to freelance, think about business owners you personally know who have a Website – is there some way that you can help them? You can also work with advertising agencies, SEO firms, online SEO copywriting agencies and even Web design companies. In short, freelance SEO copywriters have lots of options.
If you prefer to work in-house, you can find a number of SEO copywriting and content marketing jobs online. The site Direct Response Jobs lists some great SEO copywriting gigs (registration required.)
7. How much should I charge for SEO copywriting services?
That depends on a lot of things, including your experience level, your local area (assuming that you are focusing locally,) and the types of clients you want to work with. If your heart is with small business owners, it makes sense to charge small business prices. If you love working with corporations – and you have some experience under your virtual belt – you can charge much more. I know SEO copywriters who have made 20K a year – and others who have made over 200K.
8. Can I be a part-time SEO copywriter?
Yes. Many people when they are first starting out have a “real job” during the day – and work on SEO copywriting assignments at night. This can be a great way to build up a client base while having the security of a regular paycheck. Note that you’ll have to figure out how to communicate with your clients during your “regular” workday – even if your SEO copywriting day starts at 7pm, most of your clients will want to talk to you between 9-5. However, you can always answer emails and take calls on your lunch hour – and really focus on your clients the moment you get home.
9. How can I get paid more money?
That’s up to you. Good – and I mean really good – SEO copywriters are SEO experts in their own right. They understand how the search engines work, and keep up on the latest and greatest algorithmic changes. At the same time, these savvy SEO copywriters are researching topics like NLP, neuromarketing, consumer psychology – anything that will help them write better copy faster. The more you know, the more you can get paid.
If you love learning and uncovering the latest search engine burp is fun for you, you can look at expanding your skills into link building, social media and even consulting and training. Some SEO copywriters even take on full-scale SEO projects, handling everything from technical to analytics and everything in between. If this is the route you plan to take, know that you’ll need to spend a lot of time educating yourself. As I mentioned earlier, your lack of knowledge can hurt a client – so be very honest in what you can do – and what you can’t provide.
10. The most important question of all: Is SEO copywriting a fun career choice?
For many people, yes, SEO copywriting is a darn fun career choice. Some folks choose to turn SEO copywriting into a lifestyle business, where they fit in copywriting gigs around family, fun and other responsibilities. Other people dream of having a full-fledged SEO copywriting and content marketing agency, complete with employees, downtown office and signage. While others would prefer to work in-house with a team of talented people. If SEO copywriting is your desired career choice, you have the freedom to create the work environment you’ve always wanted. And having that kind of freedom, combined with doing the work you want to do, is a great gig.
Filed under Commentary, Content marketing, Copywriting, Freelance SEO copywriting, In-house SEO copywriting
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Why some SEO firms don’t employ copywriters
February 2, 2010 • posted by Heather
This nice man had been working with a SEO firm for a few months. The firm had been doing all the back-end stuff that needed to be done: Cleaning the code, creating new Titles, building links and generally sprucing up the site. In general, the company did an OK job making the site more visible to search engines.
But here’s the thing: The prospect comes from a marketing background. He knew his existing copy didn’t “pop.” And he knew that better writing would equate into higher conversion rates.
When he expressed his concern to the SEO firm, they handed him a list of “SEO copywriting best practice guidelines” and told him that they “didn’t do SEO copywriting – he’d have to write the copy himself.”
His question to me was: “Shouldn’t all SEO firms employ SEO copywriters? Isn’t it such an important part of SEO that they’d want to have that part covered?”
Well, yes and no. It depends on the SEO.
Many SEO firms are technically focused, meaning that they are masters at untangling the most ugly bits of code, making it easy (or easier) for search engines to access the site. A savvy technical SEO shop can work wonders with a site – and a few technical changes can unlock the positioning floodgates.
However, technical SEO firms aren’t filled with marketers. Their job isn’t to help your copy convert better. Their job is to make your site better for the search engines.
There’s a difference.
Other SEO firms work with copywriters, but the copywriters mostly add keyphrases into copy and create new Titles. Granted, keyphrase editing (or what some firms call “on-page optimization”) is very valuable to the SEO process. But the focus again is to make the existing copy “better for search engines.” They aren’t addressing the conversion aspects of the page. That’s not their job.
This is a challenge for clients who really need writing help. After all, if your copy wasn’t converting before it included keyphrases, adding keyphrases without changing the copy won’t magically help. It won’t make your writing “pop” to the user and entice them to read more (or buy more.) It’s just that the page is better for search engine positioning.
This is where asking the right questions before you sign with a SEO firm comes in…
If you know that your conversion rates are low (or maybe you’re not sure – but you know that your copy is dirt-dull boring,) ask the SEO firm about their approach to SEO copywriting. They may say that they don’t handle the copywriting. Or that they “edit” copy – but they don’t rewrite it. In that’s the case, you have some options:
1. Handle the writing in-house, and give the new copy to the SEO firm. If you have smart in-house copywriters, they can learn how to create top-converting and keyphrase-rich copy. There are also resources such as (shameless plug) the SEO Copywriting Certificate Program that will teach you the ropes.
2. Find a technical SEO firm that does employ SEO copywriters. They are out there – you just have to be very specific about what you need (content marketing services.) If you do go this route, it’s important to gain writing samples from the writer who will be handling your account. That way, you can request another writer if the original writer’s work doesn’t “speak to you” (and don’t worry – the original writer won’t take it personally. Different writers “click” with different clients, so it’s OK to be picky.)
3. Work with your “technical SEO” and hire a SEO copywriting and content marketing agency for your content creation. This may seem clunky at first, but it’s actually very workable. The technical SEO worries about your site architecture and links – and the SEO copywriter focuses on your customer persona and your conversions. Since good SEO copywriters are also SEOs in their own right, they can easily work with other SEO providers. Plus, both firms get to focus on what they do best.
Whatever option you choose, you can easily have the best of both worlds – a technically-savvy site and top-ranking copy that converts like crazy. Once your copy and site are top-notch, you’ll truly enjoy the power of “good SEO” – and you can start building on that success.
Filed under Commentary, Content marketing, In-house SEO copywriting
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January SEO content marketing challenge: Create an editorial calendar
January 5, 2010 • posted by Heather
Sound familiar?
As early as the first week in January, it’s easy to let our good intentions (and resolutions) fall by the wayside. You may have swore to yourself and anyone else who would listen that you’d post three blog posts a week. And now you’re thinking, “I don’t have time to write a blog post – much less figure out what I’d write about.”
And yet again, your content marketing plan falls by the wayside.
I get it. I really do. Heck, I don’t know how many times I’ve meant to write a blog post – and then a client calls, the day is wacky, or (and I bet this sounds familiar,) I just don’t feel like writing.
This year, 2010, is the year to get over it. Here’s the secret to making it happen: Create an editorial calendar.
I’ve waxed poetic before on the benefits of editorial calendars. Basically, what they entail is sitting down and planning what you’ll write about, who’s responsible for the writing, and when you’ll upload the work. Editorial calendars force you to get your ideas out of your head and on paper. They force you to plan in advance (which is challenging for many “write by the seat of their pants” writers.) And they force you (or your writers) to be accountable. After all, if you have a blog post on, say, creating editorial calendars due on Tuesday – and you’ve known about this deadline for awhile – you don’t have much of an excuse to say, “I don’t have time.”
Creating a calendar is simple. Some people use their Outlook calendars to plan. Other people use spreadsheets. Plan on spending at least an hour every month researching the latest and greatest information in your industry, reviewing your site for pages that need updating and developing content ideas. Maybe you know that you’ll need to write at least two sales pages this month. Or you plan to create an article every week. The point is to get all plans down on paper so you can look at a calendar and immediately say, “If it’s Thursday, that means I’m writing the new home page.” Or, if you’re an editor working with multiple writers, you can instantly see who is writing what article and the associated deadlines.
The main kickback I get when I talk about “editorial calendars” is the time argument. If you are already time-strapped (and really, who isn’t,) spending an hour plus every month on “planning” can often make you feel like you should be doing something different. Say, responding to the 50 emails waiting for you. Or updating your Facebook status.
But the reality is, editorial calendars not only save you time – they can actually make you money. I’ve seen clients sit on old, stagnant pages for years because they “didn’t have time” to update them. However, the problem wasn’t one of time. It was overwhelm. Once they sat down, generated a content calendar and created a gameplan, they could more easily integrate the writing tasks into their normal day-to-day.
The result? Piping-hot fresh content that helps drive traffic and – more importantly – conversions. Isn’t that worth an hour a month?
So for this month’s SEO content marketing challenge, create an editorial calendar. It doesn’t have to be fancy. You could literally take a monthly calendar, hand-write in the writing deliverables and deadlines, and zip it to other folks on your team. That’s it.
And hey, I’m taking my own medicine this month. Before I started writing this post, I printed out a January 2010 calendar page and scribbled in my blog post topics through January 28th. Was it hard to sit for an hour and plan? Yes. Do I feel much, much better. You bet. Organization can be freeing like that.
Go ahead, try it. And let me know how it goes. It won’t be as painful as it sounds. Really.
Coming soon, I’ll be announcing my new SEO copywriting certificate program. If you manage folks who are great writers, but need to learn the SEO copywriting ropes – or if you’re looking for an in-house gig and want to differentiate yourself from other competitors – completing a certificate program could be the perfect solution. DM me on Twitter for more info, or contact me here!
Filed under Content marketing, In-house SEO copywriting, SEO Copywriting Tips, What to do now
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View my SEO copywriting presentation from SES Chicago
December 15, 2009 • posted by Heather
For the first time this year, audience members seemed hopeful. Maybe it’s because 2009 is drawing to a close. Maybe it’s because the recession is (finally) unhinging it’s iron-locked jaws off everyone’s pocketbooks. Whatever the reason, the SEO copywriting session I did with @byronwhite was darn near standing-room only. Not to mention, the audience was fantastic!
For those who missed it, here’s my presentation from the “45 Minute Copywriting Boot Camp” session. Enjoy!
Filed under Conferences, Content marketing, In-house SEO copywriting, SEO Copywriting Tips
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Double shot SEO content marketing sale – save $200 on SEO copywriting training and reporting!
October 19, 2009 • posted by Heather
No problem. I’ve got you covered – and you can even save $200 today!
Because of your fantastic feedback (thank you!), I’m launching the Double Shot SEO Content Marketing Sale (I know, I know – I just had to include a coffee reference!) The Double Shot SEO Content Marketing Sale includes:
I’m running this limited-time, $200 off sale for a limited time - learn more about the Double Shot SEO Content Marketing Sale now!
Filed under Copywriting, In-house SEO copywriting, Small business SEO copywriting
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Ten stupid things catalog marketers do to mess up their sites
May 13, 2009 • posted by Heather
Last week, I enjoyed the honor of speaking at the Direct Marketing Association’s ACCM conference. And it was an excellent reality check for me. Although I’ve been talking about SEO copywriting for over 10 years, there are many catalog marketers who just don’t “get it.” Maybe it’s because they just started to think about SEO copywriting. Maybe because they tried to do it themselves without having a clear understanding of what they’re doing. Either way, the results range from so-so to dreadful…and these marketers are frustrated.
“Getting it” is incredibly important for catalog marketers right now. Multichannel Merchant reported that online-only catalogs in March 2009 totaled 2,011 – up from 1,868 in March 208. During the same time period, print-only formats decreased from 1,574 to 1,347. This means that the online catalog competition is getting more heated…and catalog merchants need to do everything they can to stay on track.
Does your catalog company “get it?” Here’s 10 of the most stupid things that catalog marketers do to mess up their site.
Filed under Catalog marketing, Copywriting, In-house SEO copywriting
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Case study: How SEO copywriting helped one small business owner stretch his marketing dollars
April 29, 2009 • posted by Heather
“I Googled “Portland Pilates” and my site didn’t come up,” said Walton. “Other studios were showing up in the top ten results.”
Walton – who isn’t a computer geek and didn’t know anything about search engines – decided to take matters into his own hands. The Pilates instructor learned about search engine optimization (SEO), took a SEO copywriting training course, and learned how to write copy that gets better search engine rankings. Now, Walton’s site appears in the top 10 of Google for keyword searches like “Portland OR Pilates” and “Pilates mat classes” – and he estimates getting at least five new clients a week from his Website.
SEO copywriting – the art of writing online website copy that makes the page easy to find in the search engines – has been a crucial component of search engine optimization success since the mid 90’s. Unfortunately, small business owners don’t always have the budget to hire someone to write their Website copy – and they don’t think they can learn. The result: nothing gets written.
“I like to write and figured I could do this. That’s why I took a course,” said Walton. “I figure I saved about $5,000 doing it myself.”
DIY SEO copywriting is becoming the option for small and medium-sized businesses that need to be easily found in the search engines. According to Heather Lloyd-Martin, CEO of SuccessWorks, a firm specializing in SEO copywriting training, “It’s a smart move for companies to learn how to write their own Website copy. That way, they don’t have to pay someone $50 – $500 per page to write it for them.
Lloyd-Martin released her online Small Business SEO Copywriting Training course to help companies bring their SEO copywriting in-house. Although she insists that SEO copywriting is easy to learn, Lloyd-Martin does have some practical advice for time-strapped business owners:
Today, Walton is planning a site redesign, which includes a blog, more site content and even a Twitter campaign. “It’s great to know that I can do this myself,” he says. “It’s saved me a lot of money.”
Filed under Case studies, In-house SEO copywriting, Small business SEO copywriting
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Cool interview transcript with Mike Moran, Bill Hunt and David Meerman Scott
April 28, 2009 • posted by Heather
Although the purpose of the audio interviews was to promote the new release of Search Engine Marketing, Inc. (a GREAT book if you haven’t read it yet,) the interviews are incredibly informative as stand-alone resources. Check them out!
Filed under Commentary, In-house SEO copywriting, Social Media
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