SEO
Copywriting
Page
contents:
SEO
Copywriting Introduction
Scope of Optimisation
Work
Editorial Standards
Ethical SEO Policy
Rates
SEO
Copywriting Introduction
Ensuring
that the editorial content is optimised for target keywords is at
the heart of every serious search engine optimisation project.
Regardless
of how many inbound links there are - or how well coded the site
is - without optimised editorial content it is almost impossible
to get a page ranking high on the search engines.
As
an independent SEO Copywriter, I work on the optimisation strategy
along with my client's technical SEO advisors.
Once
the strategy is agreed, I will produce the optimum amount of fresh
content and update existing editorial where necessary.
I do
not favour any particular search engine algorithm when writing optimised
content.
Instead,
I work on the basis that the best long term strategy is to keep
the human end-user happy and deliver quality content that is also
deliberately keyword rich and search engine friendly.
If
a client needs assistance with the technical aspects of the optimisation
project I will help in the selection of an experienced technical
partner.
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Scope
of Optimisation Work
As
an SEO copywriter, I always aim to stick to the elements of the
project that involve words: namely the selection and distribution
of keywords into existing or freshly generated content.
In
practical terms, that means I focus on the following elements of
a web page:
- The
body copy: This is the most crucial editorial factor
in terms of search engine optimisation. Search engines place huge
emphasis on the main body of copy on a page containing the right
keyword density and distribution. Incorporating target keywords
strategically into the copy without compromising on editorial
standards is an art as well as a science.
- The
page title: This refers to the contents of the html <title>
tag which appears in the top of the browser frame. This is very
important copy for two reasons. Firstly, the choice of words in
the page title has a major bearing on search engine positioning.
Secondly,
this text is usually what the search engine results page uses
as the link to the website, which means it will heavily influence
a potential visitor's decision whether or not to click through.
- Alternative
(alt) text for images: This is the text that appears
usually in a little yellow box when the cursor hovers over an
image, and in place of the image if it fails to load. Not only
is this vital from a web accessibility angle, it's also considered
important by most search engines.
- Meta
description and keywords: While many people overemphasise
the importance of the meta description and the list of meta tag
keywords, they still have a significant role to play. It is essential
that the keyword list is not overly repetitive and the description
is both informative to the reader (as it often appears in the
search results pages) and contains the right balance of keywords.
- Press
releases: The number and quality of in-bound links to
your website is a key aspect of an optimisation project. Most
search engines place great importance on how many websites link
to you - and vitally, how reputable those websites are themselves.
A highly effective method of encouraging quality in-bound links
is by distributing press releases about your organisation's products,
services, research and other activities of interest.
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Editorial
Standards
First
and foremost I write for people. As an NCTJ
trained newspaper, magazine and online journalist/copywriter
I have ten years' experience of writing compelling copy to brief.
Ethical
SEO policy
I am
100% committed to ethical search engine optimisation.
I will
never knowingly work with a technical agency that does not have
a strong commitment to ethical SEO.
That
means no cloaking, no link farms, no keyword spamming, no hidden
text and so on.
Rates
My
rates are flexible and will depend on project requirements and the
budget. However, as a rough guide:
- Sometimes
I charge by the page (e.g. 250-300 words); anything upwards of
£100.
- If
it's short chunks of copy that are needed (e.g. lots of product
descriptions), I may charge by the hour; upwards of £20/hour.
- Alternatively,
we can arrange a mutually agreed fixed fee in line with a budget.
The
best approach is to have a discussion about what you want to achieve.
Please contact me to request a quotation.
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