10 Things to Expect from Your SEO Copywriter: A Guide for Business Owners

In today’s fast-paced digital landscape, the value of quality web copy is greater than ever. As businesses, we are constantly navigating changes in search engine algorithms and user behavior. This has spurred demand for SEO copywriters who can craft content that not only reads well but also ranks well. Choosing the right SEO copywriter can have a lasting impact on your website’s performance and business success. Here’s a list of ten essential things you should expect from any SEO copywriter.

1. Deep Understanding of SEO Fundamentals

The first and most important requirement is a solid understanding of Search Engine Optimization (SEO). A qualified SEO copywriter should be knowledgeable about core ranking factors, including keyword relevance and site authority. Keywords signal relevance, while inbound links build authority, both of which are essential for higher search engine rankings. To assess their knowledge, ask your copywriter about key SEO concepts such as keyword density, meta tags, and link-building.

2. Proven Track Record

A reputable SEO copywriter will have a portfolio showcasing their past work and results. Ask for case studies or examples of websites where they have achieved high rankings. They should be able to provide evidence of their skills, whether through keywords they’ve successfully ranked or examples of websites with improved performance. An experienced copywriter can “walk the talk” and show you results they have achieved for previous clients.

3. Clear Keyword Strategy

One of the biggest challenges in SEO copywriting is determining the right keywords for each page. Overloading a page with too many keywords dilutes the content and negatively impacts readability. A skilled SEO copywriter will suggest targeting a small number of keywords per page, generally two to three, to maintain focus and clarity. They should explain the rationale behind each choice and provide a keyword strategy aligned with your business goals.

4. Defined Roles for Keyword Research

Keyword research is a critical step in the SEO process. Your copywriter may handle this research, or it may be more cost-effective for someone within your company to conduct it. Either way, it’s essential to establish who is responsible for keyword analysis. Make sure there’s clear communication about this task to avoid assumptions and ensure an accurate foundation for your SEO strategy.

5. Advice on Keyword Specificity

For many industries, competition for broad keywords is fierce. Your SEO copywriter should help you find specific, “long-tail” keyword phrases that have lower competition but higher relevance to your business. For example, instead of targeting “IT consulting,” you might target “IT infrastructure consulting in New York.” This not only makes it easier to rank but also attracts more qualified leads.

6. Agreement on Word Count per Page

Word count plays a significant role in both SEO and user experience. Typically, SEO copy requires a balance between providing enough content to engage readers and meet search engine requirements. A skilled SEO copywriter should recommend a target word count based on your industry, audience, and page objectives. Remember that quality, relevant content matters more than sheer word count. Be cautious of paying for unnecessary or excessive content.

7. Strategic Keyword Density

Keyword density refers to the frequency of a keyword within a page’s text, and it’s crucial for SEO. An effective SEO copywriter will aim for a keyword density of around 1-2% for primary keywords and 0.5-1% for secondary keywords. Overuse of keywords can make content feel forced and can even lead to penalties from search engines for keyword stuffing. Choose a copywriter who understands the importance of maintaining natural keyword density for optimal readability and SEO value.

8. Proper Keyword Placement

Keyword placement affects how search engines interpret your page’s content. Important keywords should appear in strategic locations, such as titles, headings, meta descriptions, and the first 100 words of your content. Additionally, using keywords in bold or as anchor text for internal links can enhance their SEO value. Your copywriter should be aware of these techniques and implement them to maximize visibility.

9. Insights on Content Structure and Internal Linking

The structure of your website can influence how well search engines index and rank your content. Your SEO copywriter should organize content into a logical hierarchy and ensure each page links naturally to others. An optimized website structure allows search engine crawlers to index your pages more efficiently, which can improve rankings. Ideally, pages within each section should link to one another, providing users with a seamless navigation experience and enhancing your site’s SEO.

10. Realistic Expectations

SEO is not an overnight solution; it requires patience, strategy, and ongoing effort. Be cautious of any SEO copywriter who makes unrealistic promises, such as guaranteed rankings within days. Quality SEO involves developing content that ranks well over time and building authority through consistent effort. A trustworthy SEO copywriter will offer a clear, honest perspective on what to expect from their services, including timelines for potential improvements.

Conclusion: Partnering with the Right SEO Copywriter

An experienced SEO copywriter is an invaluable asset for any business looking to strengthen its online presence. They provide not only the words on the page but also the strategic insight required to navigate the complexities of search engine optimization. By knowing what to expect, you can make an informed decision that helps your business stand out in search results, drives quality traffic, and ultimately supports your growth.