SEO editing vs. copywriting for SEO: know the difference

Greetings and welcome to your next burning SEO question of the week answered!  In today’s video post, Heather explains the essential differences between SEO editing and SEO copywriting, and when it is best to do one versus the other.  A few moments with this fiery, fast-talking Redhead will serve to both edify and clarify, and of course, there are notes for you to reference.  So without further ado… heeeeeeeere’s Heather!

SEO Editing versus Copywriting for SEO: What’s the Difference?

SEO/keyphrase editing and SEO copywriting are very, very different animals, as are the circumstances most suitable for each.  First, the critical distinctions between the two:

  • SEO (Keyphrase) Editing: SEO editing is most appropriate for existing content that isn’t crucial to the sales/conversions goals of the copy.  It means you’re taking the most relevant, applicable keywords and phrases for a page and working them in where they naturally fit:  you’re not rewriting or substantively revising the existing copy.
  • Copywriting for SEO: SEO copywriting means you’re starting from scratch, and creating the content geared for the customer persona, including calls to action, tone and feel of the site, and other copywriting fundamentals, while massaging in the keywords and keyphrases as you write.

Best SEO Editing Opportunities:

If you’re looking at a lot of content, and/or larger, well-developed websites, then keyphrase editing is probably your best strategy for leveraging the existing content for quality traffic via the search engines.  Examples of great SEO editing opportunities include:

  • Longer pages that are not crucial to sales/conversions:  FAQ’s and other “info” pages lend themselves well to keyphrase editing
  • Existing articles, blog posts, and press releases are content ripe for “tweaking” for targeted traffic and search engine appeal

Best SEO Copywriting Opportunities:

A complete rewrite of the content, or copywriting for SEO, is definitely the way to go when:

  • The pages are crucial to the sales process, such as the home and subcategory pages
  • Analytics show that the copy isn’t working for users: certain pages may show a high exit rate, or that little time is spent on those pages
  • There is no content on the pages.  This is a often the problem with product pages that feature pretty pictures and product specs, but little meaningful content for either users or search engines. This is a prime opportunity to write about the product benefits, using targeted keywords and keyphrases, so that the copy is more relevant to both the user and the search engines.

Thanks for tuning in!  Be sure to join us next week, when Heather will share tips for keyphrase editing.  See you then!