Want to rank well on Google? This is the type of expert you REALLY need.

Want to rank well on Google? This is the type of expert you REALLY need.

Do you dream for your content to appear on that elusive first page of Google? (Let’s face it, who doesn’t?)

If so, you’ve probably learnt a thing or two about SEO content and keywords. But so have all the millions of other business owners out there – including your competitors.

So how do you make your content rank ahead of the pack?

Consulting an SEO expert is a smart first step. But then, who ends up writing your content – and will they have all the skills to make it a winner in Google’s eyes?

The first step: an SEO expert

Engaging an SEO consultant or agency before you write your content is a smart place to start.

But start is the operative word here. It’s important to recognise where their role begins and ends.

Clearly, it begins with finding your keywords. (And from there, your onsite optimisation and over time, link building, too.)

But when it comes to implementing these keywords, an SEO expert is rarely the right person.

Why? Because they specialise in SEO, not wordsmithing.

And while many people might consider themselves to be reasonable writers (and some may well be), it’s a skill that needs to be developed and finessed over many years.

What’s more, many SEO agencies don’t do their writing in-house. They outsource it to cheap overseas providers, who will not do your brand justice. (There are of course exceptions, but we’ve all heard the horror stories!)

So, is a copywriter the way to go?

A good copywriter knows how to write clearly, succinctly and with punch. No doubt about it.

They also know how to use words to engage and entertain – while always putting the reader at the fore.

And that’s exactly what Google wants above all: customer-focused content that gives genuine value to readers.

So, a standard copywriter is certainly another step in the right direction. But is it enough when it comes to SEO?

Probably not.

Why? Because if they’ve only ever written for traditional purposes – such as editorials, press releases and print advertising – their writing will only get you so far in Google’s eyes.

And don’t fool yourself into believing that it’s just a matter of throwing a list of keywords to your copywriter and hoping for the best.

There’s a right and wrong way to integrate keywords. Frequency, density, proximity and prominence are all critical considerations.

What’s more, someone unaware of these factors may even engage in black hat techniques unknowingly. This involves tactics like ‘keyword stuffing’, among others.

Once upon a time – in the earlier era of the internet – you may have been able to get Google’s attention with dodgy techniques like these. But not anymore. Google will actually penalise your piece if you use them.

So where to from here?

The middle-ground: a copywriter with SEO knowledge

So now we’ve established that for both Google and your readers to ‘like’ your content, you need two things: SEO knowledge and expert copywriting skills.

And the good news is, you can have both.

They’re called ‘SEO copywriters’ and they know how to write cut-through content, put the reader at the fore and position keywords throughout your piece strategically.

What’s more, they also understand keywords are just one element of SEO content writing. SEO copywriters can provide any of the following:

  • Meta tags (title tags, meta descriptions)
  • Image tag alt text
  • Header tags in H1s, H2s, etc.
  • URL naming

And conveniently, when all the right elements of SEO come together in a well-written piece, you end up with quality content. Which is exactly what Google wants.

Get in touch with us to learn how we pair our copywriting skills with SEO know-how for your business.