There is a common misconception that SEO companies can write great copy. Let me first say that there are, in fact, SEO companies out there who can write quality copy. But they are rare and you’re probably going have to pay out the gazonga to get it.
You can tell when someone is writing SEO copy – even when it’s good. Your keywords are “strategically” placed every so many words. If you read it carefully, it probably doesn’t quite sound right. Wording may be awkward. You may find the name of your city awkwardly placed into the middle of sentences where it just doesn’t quite fit. This is all in an effort to help your website rank for your strategic keywords and that’s fine, but it only takes you so far.
The mistake that many SEO companies make when writing copy is that they don’t think about the user. (I can make this blazing criticism because I used to be a full time SEO writer so I know – you can’t judge me any harder than I’ve judged myself.) Many SEO companies are concerned with two critical things: 1) your rankings and 2) your traffic. If they can show you an increase in those two areas, then they’ve done their job. If they can show you major increases in those metrics then they’ve done their job quite well.
The question you need to ask yourself (and your vendors) is this: What are my visitors getting when they arrive? Your goal may simply to be #1 for your chosen keywords. But if your goal is to develop long-term relationships with lasting customers, you have go give your visitors something worthwhile to read when they get to your site.
And that’s where a writer comes in.
SEO companies and their content writers take the first leg of the race. But you need a real content strategist and true writer to run the anchor leg. You need to provide your audience with something they can sink their teeth into – useful information about you, your business and your niche that they can use. You want to draw them in and give them just enough information that they’re willing to pay you to get more, whether it’s a chocolate chip cookie recipe or legal advice.
The internet is an impersonal place. A real copywriter can help you stand out and assert your business as a real authority in your nice. Remember, SEOs write for robots. Writers write for readers.
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