According to forecasts, SEO-related spending in the US will be worth $80 billion by 2020.
However, the discipline of SEO is always changing. And today’s “SEO-related” activity covers a wide variety of tasks, from the regular creation of great content to making sure your website is optimised for mobile devices.
Do you still need SEO copywriting?
Over the last few years, Google has sounded the death knell for those black-hat SEO practitioners using spammy techniques such as keyword stuffing and link farming (while convincing you how complicated it all was). And, if your so-called SEO expert is still stuck in the dark-ages and refusing to evolve with the changing dynamics of our online world, you can be sure that your website will eventually be struck down by Google’s wrath.
You can run, but you can’t hide.
Even if all Google cared about was getting people to your site, poor quality content is likely to turn these web visitors off before they’ve even read the first paragraph. What’s the point of attracting thousands of visitors if none of them want to buy what you’re selling?
It’s a bit like a concert. You get a huge stadium, full of people lured there by the promise of hearing Megadeth, and instead, they find out they’re at a One Direction gig. How many of them do you think will stick around to listen to the songs?
But, Google doesn’t want to fool its users. And, despite all your efforts to get its attention, it doesn’t want to be your BFF.
“Google only loves you when everyone else loves you first.” — Wendy Piersall
Copywriting for humans
You don’t have to take my word for it; you just have to look at what Google is doing, with updates designed to create a better experience for users.
And, with Google encouraging brands to create great content as part of this enhanced user experience, SEO and content marketing have become two sides of the same coin. With the differences between the two diminishing with each algorithm update.
By combining quality content with the best principles of SEO – such as sensitively incorporating the keywords your audience is likely to be using into your prose – you’ll not only find a way to tell your story, but you’ll also find people willing to engage. And the right people at that.
So, when next looking at your marketing strategy, remove the focus from the search engine and instead put it where it matters – on your customers.
A LITTLE BIT ABOUT ME…
A Glasgow based freelance copywriter and content marketer, I cut through the jargon to create engaging, intelligent, business relevant content that will resonate with your readers and appeal to those pesky search engines.
Whether you’re looking for a comprehensive research and writing service, support with the editing and re-purposing of existing copy, or help to get your content in front of the right people, my writing services are tailored to your needs and resources.