SEO Content Writer
What does an SEO copywriter do?
My SEO content writing process goes through 4 thorough steps:
Step 1: Review the creative brief and style guide
It all starts with a creative brief and brand style guide. Once I've got both in hand and I've read them over carefully, I open a tab to Google and start compiling a competitive analysis and topic research.
Step 2: Competitive content analysis
What headings did the landing page of position one use?Did they have any images, tables, lists, products?What HTML formatting or schema markup did they use?How can I create a piece that beats these results?
Step 3: Outline and write the body copy
Next, I build an outline (unless you've already provided one) using an H1, H2s and H3s to frame the body of the page. Then, I fill it in with a scannable amount of paragraph copy that uses people's/Google's preferred sentence structure.Oh, and I include internal links to related content on your site as I go.
While I write, I keep all of this in mind:
Empathy with the reader and writer
Concision
Spelling, grammar & punctuation
Brand voice and tone
Readability and format
Organization and "flow"
Plagiarism & Generative AI material
Keyword optimization
Accuracy and claims
Screen reader accessibility
How it looks on all device types
AP Style, MLA or Chicago Manual
SERP features and competitors
Step 4: Submit for review. Revise.
Repeat if needed.
Finally, I send the first draft to you for review. While you review, track changes and leave comments. Once you're done reviewing, you can either approve or request a round of edits. The first round of edits is included.When you're satisfied, let me know that it's approved. I love to see my work in the wild and watch its performance. So, please send me a link!Who gets the byline?
More and more publishers want to put the writer in the byline of a landing page since this creates a sense of reliability and ethos. Others prefer a clean brand-as-author to keep the credibility in-house. The former works best if the author is an expert on the topic. The latter can work just as well especially if paired with expert interviews to get unique quotes from thought leaders.
I've worked most in home improvement content, so you'll see my byline on sites like Forbes' home vertical. While I grew up on construction sites and loving home improvement design, my time in marketing sparked a passion for future-focused trends that I'm eager to build on.
How to avoid plagiarism and redundancy in the age of the algorithm
The outcome of the process outlined above, if data is constrained to the examples of top-ranking competitors, would be a reverse engineered copy of high-ranking content.A website might buy themselves a few months on the top of the SERPs with such a process, but how do they maintain their lead?
Answer: by incrementally improving page optimization with backend tags or multimedia while search engine algorithms become iteratively more addictive (bias confirming) for users.
Does this reverse engineering and "incremental gains" approach work? Yes, but I don't believe that it should.The approach many SEO content strategists and managers take to crafting high-quality content can perpetuate misinformation found on landing pages that perform well, without deep consideration about data quality. For example, let's say a top-ranking, high-domain-authority site said that the cost to install an electric vehicle charger in a home costs $3,000. The content from positions two and three may quote the cost as "$2,500-$3,500" or "over $2,750", whether or not it's accurate. The trouble is that the page from position one didn't say where they got their information. Is it a quote from one installation professional? Is it an average from the whole country? In reality, the cost is dependent on local labor costs and equipment availability, rebates, and . . . you get the idea.
Thankfully, there are many ways to get off of this merry-go-round without sacrificing rank, CTR, or traffic. Sourcing high-quality data and information is the best way to put competitors and the fear of plagiarism behind you.The responsibility of sourcing high-quality data to base content on is shared between myself and my client. You, whether you're a brand or agency, are more likely to have the funds to source surveys, bluebooks, or in-house industry experts. I, and my journalistic savvy, can contact people for interviews and curate information that's free or cheaply available online. The strategy here is flexible and based on your creative brief and goals.
SEO Copywriting Service
I’m an SEO copywriter open to working for mission- and impact-driven organizations. Email me to see if I’m the right fit to write search engine optimized content that drives traffic to your website.
Position one content often includes multimedia to help visitors quickly see and engage with the content. Are you looking for copy and graphic design to get your page to the top of the SERPS? I love Canva and have excellent working relationships with several graphic designers and video illustrators who may be able to help.
