Is Your SEO Copywriter Hurting Your Business? – 5 Things Your SEO Copywriter Won’t Tell You

Posted on August 1, 2011

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SEO copywriting can make your site more appealing to the search engines, organically driving more traffic in your direction – when it is done correctly. Done incorrectly, your website can face hefty penalties from the search engines. You can even be BANNED from search engines.

This fact has placed SEO copywriting in a very difficult predicament. Many businesses are afraid to use it. They hear the horror stories and assume that all SEO writing is bad. Nothing could be further from the truth. The fact remains that, no matter how many people abuse it, SEO copywriting is a valuable service. It is the crème de la crème of organic traffic but in order for it to work you have to know how to use it.

Learning the rules, of course, takes time – business and website owners don’t always have this time. This is exactly why a lot of business and website owners employ the services of an SEO copywriter. A specialist should know what they are doing….right? Not always.

The sad truth is that not all SEO specialists practice good SEO principles. It’s not entirely their fault. Businesses and site owners want to be number one, like, yesterday. They ask for specific keyword densities, not aware of how it will affect their business. They are adamant about specific keywords or want keywords placed in a way that may not be very appealing to the readers or the search engines. Additionally, resources online for SEO writers can be contradicting, making it hard to know what is right or what is wrong.

It is at this time, the copywriter has a responsibility – a responsibility to talk to the client about their SEO knowledge, to try and convince them that there is a better approach. To be fair, not all SEO specialists know the tricks of the trade. Others, however, know what they are doing could ultimately hurt their clients’ businesses. They intentionally fail to disclose information. For me, it is essential that I inform my client of poor business decisions.

So, if you are looking to hire an SEO specialist, how do you distinguish one SEO specialist from the next? Well, there are five things that any good SEO specialist will tell you, especially if you are making a mistake in one of these areas.

Results are Not Guaranteed

Hard to hear, I know, but the truth is that no one, save the search engines, knows the EXACT algorithm formula. To make matters more complicated, they are always changing the formula to prevent system manipulation.

Scores of businesses lose traffic in astounding amounts after an algorithm change. There are, however, things that we do know about the formulas. Practicing the SEO rules that are known can safeguard your business from traffic disasters, no matter how much the algorithms change.

Content is King

The emphasis of your site should always be on content. Stuffing keywords down a page will only cause damage to your page rank. Focus, instead, on providing quality content that is valuable to your readers. For more, check out my post on balancing keywords.

Keep the Keyword Density Lower Instead of Higher

Avoid high keyword density. High keyword density is more likely to experience a problem from the search engines than low keyword density. Many sites make it to the top with very low keyword density. Keywords are meant to enrich your site – not make up the bulk of it.

Link, link, link

Links are covered under many SEO practices (but not all). There is nothing wrong with using links to drive traffic to your site. It shows that your site is popular. Abuse it, however, and you will face grave punishment. Your SEO specialist should have a plan for developing links without causing damage to your site.

SEO is not a One Night Stand

This is a biggie. Not all SEO specialists will tell you that it must be done, consistently, for the life of your business – if you want your site to continue to climb to the top anyway. Search engine optimization won’t gain you the #1 slot in a day, a week, or even a month – if the specialist is using good principles, that is. It will, however, build and grow your site one day

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