SEO Content Writing or SEO Copywriting: What is the Difference?
SEO content writing and copywriting deal with the words on the page, while they serve their own different goals. Such a distinction helps you specify ...
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Are you trying to hire an SEO writer for your brand? The difference between an SEO copywriter and content writer might influence your campaign's success.
Your site is ready for the next stage, and it is time to hire an SEO writer for giving your content a main boost and begin rating higher in search engines.
However, should you hire a content writer or a copywriter?
Is there any difference? They both write for SEO goals, thus is it actually important?
Yes, it is.
SEO content writing and copywriting deal with the words on the page, while they serve their own different goals.
Such a distinction helps you specify which method you should use for achieving the favorable results.
The ineffective combination of the two of them will probably result in subpar results. It is worth mentioning the difference to select the appropriate method and writer for your project.
About SEO Content
Let us begin by breaking it down– what is SEO?
Search engine optimization (SEO) refers to the action of strengthening a website to improve its visibility while people search for subjects, services, and products on search engines like Google or Bing.
The main goal for SEO is enhancing a user’s general experience, as it is mainly what search engine bots are searching for while they scan and rate the most related web pages.
This is where SEO content plays a major role. Search engines are trying for beneficial information which informs, entertains, trains, and/or resolves a problem for users.
The main goal of SEO content writing is developing a high-quality content which is keyword-focused and rates well in search engines to create organic traffic in a website.
About SEO Copywriting
On the contrary, the major goal of SEO copywriting is to turn traffic into leads and sales.
Can both content writing and copywriting do the same?
Definitely.
However, the difference actually comes down to what you are attempting to conduct and which method performs it better.
“SEO copywriting” is really a bit of a misnomer. I believe that the term is the result of a lot of SEO experts which mix the two kinds of writing.
It is supported by different answers I received while I surveyed a Facebook group of SEO experts on SEO copywriting: Some SEO pros stated the two kinds of writing are the same.
In general, there was no agreement on what “SEO copywriting” is or if it exists.
Nevertheless, the term exists and users actively search for it online.
Part of such confusion is the result of the search intent which is a little muddled. A lot of people who search this keyword really look for:
• Website content services.
• Blog posts.
• Ad copy.
• A sales page copywriter.
It is hard to say if someone is really searching for SEO copywriting.
For example, I often have SEO agencies search about copywriting, Facebook ad copy, social media copy, sales pages, and so on.
When such projects involve content, they fail to include SEO. Instead, they need sales copy which might or might not be part of an SEO content writer’s wheelhouse.
Although “SEO copywriting” is a well-known term, it is still significant to make a difference between SEO content writing and copywriting.
It is because the method you select should fit for what you are attempting to accomplish with your content in the best way.
When you know it, you can hire the appropriate kind of writer to do the job.
Selecting the Appropriate Writer for SEO Content
Depending on the requirements of your project, you want to hire an SEO content writer while your goal is attracting more organic traffic to your site via high-quality content which is keyword-optimized.
An SEO content writer perceives search engine optimization and realizes how to write content which is informative, compelling, and related.
Nevertheless, they are not constantly effective while it comes to writing content for driving conversions.
SEO content has different purposes such as:
• Improving keyword rankings.
• Operating clicks from search engine results pages (SERPs).
• Bringing high-authority backlinks.
• Conducting users to other internal webpages.
• Turning website visitors into buyers, subscribers, and/or leads.
Thus, you should hire an SEO content writer for writing your site content and mainly webpages and blog posts – if you need to enhance the organic traffic.
Perfect content can direct social shares, retain users on your site for a longer time, and enhance conversions. In addition, it can help you establish authority in your niche and direct the awareness of your brand.
SEO content writers usually handle content including:
• SEO-friendly blog posts.
• SEO-friendly service pages.
• Local SEO business content.
• PPC landing pages.
• Link-building content.
• Guest posts for SEO.
• E-books.
If your major concern cannot attract more traffic but turn your paid and current traffic into sales and leads, you will need to hire a sales copywriter.
Time for Hiring an SEO Copywriter
Numerous types of copywriters exist, just as there are many various types of projects in different copywriting niches.
Regard all the various platforms out there which need copy; Google ads, website landing pages, social media posts, print ads, brochures, product descriptions, Facebook ads, billboard ads, sales pages, product collection pages, etc.
While your major goal is to turn traffic into sales or leads, you should hire an experienced copywriter. This traffic might be organic, while it might be social media traffic, paid ad traffic, direct traffic, etc.
Thus, you will need to hire a copywriter who specializes in the exact type of copy you require and knows how to turn such specific type of traffic.
For instance, a Facebook ad copywriter might not be a pro for writing print ad copy.
Researching, targeting, writing, formatting, and executing the process can be fully different for each kind of copy project.
The kinds of projects which copywriters often deal with are:
• Facebook and Instagram ads.
• Social media posts.
• Email campaigns.
• Print marketing materials.
• Video scripts.
• Sales pages.
• Newspaper ads.
• Product descriptions.
• Non-SEO landing pages.
• Business names and taglines.
• Website copy (brand messaging).
• Whitepapers or product demos.
• Call-to-action buttons.
• On-site navigation copy.
Normally, you can find a professional copywriter through doing a Google search of the special kind of copy you are searching for.
Nevertheless, some projects can be niche which may be a challenge for finding a copywriter who fits the bill. In such a case, you can search for a general copywriter and ask whether they are experienced in such kind of project.
If they are not, they might know someone in the agency or industry and help you become connected with the appropriate person.
Keep it in mind that the success of any marketing campaign is dependent on a copywriter’s capability to write sales copy.
Their process must include conducting market research, writing copy which reflects the audience, and involving calls-to-action which helps users to buy.
The Appropriate Skills for Hiring an SEO Writer
When you have specified your SEO writing requirements and decided to move forward with an SEO content writer or SEO copywriter, you will require to ensure you choose the appropriate partner with the appropriate skills.
As well as selecting a writer who can fit your brand, you must be looking for these significant skills:
ADVER
1.Up-to-Date SEO Writing Actions
SEO best practices are always changing with search engine algorithms.
Once you invest in a writer to help your content be SEO-friendly, it is essential that your writer knows about the recent updates and knows what search engines are searching for.
2. Understanding of Conversion Copywriting
If enhancing your conversion rate is your major goal, you should cooperate with a writer who is informed of how to write a perfect copy which can achieve that goal.
Do not be scared to ask a writer about their average conversion rates and past experiences to ensure that they have a proven track record.
3. Understanding of Search Intent
Search intent, which is also known as user intent, is the major goal for a user while searching for information through a search engine.
For instance, consider birthday cakes as a keyword.
Someone who aims to learn how to bake a birthday cake has a different search intent compared to someone who looks for a local cake-decorating service or someone else who needs to know when and how the tradition of birthday cake started.
A good SEO writer must understand the search intent and write high-quality content for a keyword-specific subject, not only the keyword.
4. Be a Complete Researcher
The 2021 Edelman Trust Barometer indicates a concerning trend as consumer confidence in media and institutions is low.
Brands fail to publish less-than-trustworthy content and risk the loss of the confidence of their audience. Copywriters and content writers should be thorough researchers while being competent writers.
5. Understanding of the Target Audience Demographics
A strong writer can adapt to various audiences.
Content for consumers 65+ has a highly different tone and style compared to content intended for Gen Z and millennials.
It is significant to ensure that the writer that you select can deal with different assignments and knows how to reach your audience.
Measuring Copywriting SEO Performance
The success of your content marketing or copywriting campaign will be dependent on the special objectives and key performance indicators (KPIs) you determine.
Some of the most conventional KPIs for measuring the campaign success are:
• Brand awareness.
• Lead generation.
• Email subscribers.
• Ranking keywords.
• On-site conversions.
• Click-through rates (CTR).
• Web traffic through organic search.
• Social media likes, comments, and shares.
Perfect content can be judged by its function and its consumers. The same campaign executed by two various brands can be regarded as a success or failure depending on the brand’s objectives.
In case the content earns triple the social media shares, it can be regarded as a success for a brand whose major KPI was enhancing its presence on Facebook.
However, if the target KPI was lead generation, the same campaign can be regarded as a failure.
Selecting the right writer according to your SEO content writing or copywriting needs is essential for executing a successful campaign.