Have you decided that outsourcing your SEO copywriting and content development strategy is the best bet for your business? (If you’re not sure, see last month’s blog post on how and when to outsource your SEO.) Now here comes the hard part: Finding the right SEO copywriter for your needs.
SEO copywriting professionals can have a wide variety of skill sets, from the newbie who is just getting her virtual feet wet to the uber-experienced direct response professional who is also a whiz at SEO. If you’re ready to take the plunge, here are six questions to ask any prospective SEO copywriter.
1. What kind of experience do you have?
SEO copywriting is different. Someone may be a fantastic direct response copywriter. But if he doesn’t have SEO copywriting experience, he may not be your best choice. Why? Because SEO copywriting is part geeky knowledge, part creative brilliance. Not only will your new hire have to have “normal” copywriting skills, but he’ll also need to know how to choose keyphrases, set a strategy and weave keyphrases into your copy the right way. Some folks are self-taught, but the best SEO copywriters have had some hands-on training. A combination of solid experience plus additional training (for instance, being Certified in SEO copywriting) ensures that you have a quality candidate.
2. What do you charge, and what’s included in the price?
You may think that a writer’s price is incredibly inexpensive, but make sure that you know what’s included in the rate. Just like when you buy a plane ticket, some writers charge a low per-page rate, but then add on “extras” like keyphrase research, a per-page keyphrase strategy, and creating titles and meta descriptions. That’s great for some clients. But if you need lots of extras (such as when you don’t have a per-page keyphrase strategy in place), know that you’ll be paying more per page.
3. How has your writing boosted your clients’ revenues?
Yes, we all want top-10 search engine rankings, and your SEO copywriter plays a huge part in making that happen. However, there’s a bigger question to ask: Will your copywriter make you money? Ask your copywriter how her writing has helped to increase conversion rates. She may tell a story about how one landing page generated $25,000 in almost instant revenue. Or how SEO copywriting training helped to increase revenues by 27 percent. If a copywriter can’t give you specifics, dig deeper. Sometimes, the copywriter doesn’t have access to analytics, so his non-specific answer isn’t his fault. At the same time, he should have one heck of a testimonial portfolio and other street-cred to make up for it.
4. Do you outsource to other copywriters?
You may have felt an instant connection when you chatted with the copywriting agency. But will the outgoing and whip-smart woman you spoke with on the phone be the same person writing your copy? Maybe. Ask your copywriter if she outsources. If she says “yes,” ask for a writing sample from the person who will be doing the writing. Outsourcing isn’t a bad thing. But as the client, you have a right to know the players and the process. (Side note: If you don’t hear the “main” copywriter discuss how she evaluates every piece of copy before a client sees it, run away fast.)
5. What kind of ongoing education do you receive?
SEO copywriting is not a “set it and forget it” kind of skill set. The search engines are ever-changing and what worked six months ago may not work today. Plus, new neuromarketing, eye-tracking and information-processing research is changing the way copywriters write content. Ask what kind of sites, conferences and research your copywriter is tracking. If she says, “I don’t keep up with techie stuff,” she still may be an awesome copywriter … but she may not have the necessary SEO skills to really do the job (depending on the skill level you need).
6. What other skills do you bring to the table?
Some SEO copywriters can take on a full-scale SEO campaign and thrive, replacing your need for another SEO company (this is especially true for small businesses.) Other SEO copywriters can train your team, build links and even write that e-book that’s been on your “to-do” list for years. Once you love and trust your new writer, explore how else she can help you. You may find that your SEO copywriter can help you grow your business in many additional ways—and you’ll have a trusted marketing partner who can create killer, high-converting (and positioning) copy.