Writing SEO Content: Change I See Coming from When I First Started in 2007 and What It Means for SEO Copywriters
When I first started out as an SEO writer in 2007, clients would basically give you a set of keywords and give you free reign to write what you want – that was beneficial to their company, of course.
Back then, it was all about getting as much content on their site with their keywords in it as possible to drive traffic (and sales). The change I see with clients now though is that they’re becoming more involved in the process. Many are developing “content strategies.”
What Is a Content Strategy?
As Wikipedia defines it, a content strategy is “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.”
Learn more about what’s involved in creating a content strategy.
4 Ways a Client’s Content Strategy Affects SEO Writers
What does this mean for you as an SEO content provider? Four things, in my opinion, ie: (i) you’ll get more work; (ii) it’ll require more research; (iii) you’ll have to learn how to write themed SEO Content; and (iv) you’re probably going to want to raise your SEO writing rates.
More SEO Writing Work: This is because clients may plan their content out (eg, create an editorial calendar) for a quarter, 6 months or a year at a time. Instead of one-off articles, you’re likely to see more “content campaigns.” So this not only leads to more work, it means longer term clients as well.
More Research: Clients will be seeking more in-depth, specific content. No more fluff articles with keywords inserted to reach a certain density.
Providing Themed SEO Content: If you don’t know what themed SEO content is, then it’s time to learn because this is what search engines like Google are rewarding more now. If you read through Google’s guidelines for web content creation, you’ll see that they’re practically telling you that this is the kind of copy they want to see on sites.
Raising Rates: Overall, you’re going to be spending more time on client projects. This means you should probably start looking at raising your SEO writing rates, especially if you’re at the lower end of the spectrum.
Your Thoughts?
Take note in your business. Does any of the above ring true for you? Have you started to see changes like these in your SEO writing business? Share your thoughts in the comments section below.
Best,
Yuwanda
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I will send a great update soon!
This observation applies but it depends on the type of client one is working with. For the sake of discussion, imagine that all SEO content clients are in two categories:
Category A: Internet marketing companies, SEO firms etc. This category of client is likely well versed in SEO and other Internet marketing strategies. These companies provide SEO and marketing services to their own clients. The role of the writer is to support Category A clients, not so much direct them.
Category B: Any company that is not in category A (e.g. online stores, professional services firms, etc etc). Generally speaking, these clients are not well informed on SEO and Internet marketing because it is simply not core to their business. Category B clients will need more direction, advice and help in implementing their strategies. If one were to ask a category B client for keywords, they might have some ideas but they may lack the supporting research (e.g. search volume, competitiveness etc) to validate their ideas. Instead of asking category B clients for keywords, I think it makes sense to propose a higher level approach (e.g. “Here is the content strategy for the next 3 months. In month one, we will create 5 articles relating to service A. In Month two, we will create 5 articles relating to service B. etc).
That’s my $0.02.
Here’s my question…
“More SEO Writing Work: This is because clients may plan their content out (eg, create an editorial calendar) for a quarter, 6 months or a year at a time. Instead of one-off articles, you’re likely to see more “content campaigns.” So this not only leads to more work, it means longer term clients as well.”
I have had 3-4 clients who have now placed multiple orders, but it seems impossible to predict or forecast at the start if a client will become a long term client. Do you have any ideas or strategies on how to encourage a long term relationship with a client (besides delivering quality work on a timely basis)?
Hi Yuwanda! I definitely think Google Panda has “shook” things up — in our favor! Companies are spooked, so they’re placing a lot more emphasis on content strategy, just like you wrote.
Hopefully, they’re relying on our expertise to help them go forward. More work, higher pay and continuous clients? Definitely a good thing!
You’re so right about this, Yuwanda. I have a major new-ish client who has very specific primary and secondary keywords, the number of times each should appear in the copy, researched topics, etc.
It IS more work, both in the good and bad sense. Good in that they need writers; bad in that it’s a lot more work to write these. Unfortunately, many clients still want the same rates. Educating the client is key (sometimes I win, more often I lose).
But the SEO content-writing world, it is a changing’!
Jean
As usual Yuwanda, you hit the nail right on the head. I have experienced all of these things you mentioned, I had just never articulated them the way you do.
I was fortunate enough to start out learning themed SEO content, and I would say that is definitely one of the best ways to distinguish yourself from 99% of the writers out there, cause most other writers have never even HEARD of it, let alone know how to do it.
Good luck to everyone this year, 2012 promises to be a great year for freelance writers.
@Paul Lindquist:
Thanks for sharing your experience. I just wanted new SEO writers specially to know what to expect, as this form of writing is maturing. I figured “old timers” like you had seen this type of change in their businesses.
And as for themed content, you’re right about that. It’s something all of us have got to hop on the bandwagon of. I’ve started writing with this in mind now as a matter of course.
Again, thanks for sharing. Hope the new year is shaping up just the way you want.
Best!
@Jean:
Are you kidding me, RE “I have a major new-ish client who has very specific primary and secondary keywords, the number of times each should appear in the copy, researched topics, etc.”?
And for no more money?
You’re right, education is key. Maybe do up a pamphlet about how themed content works, the results clients can expect from it and how it differs from “regular” SEO content. THEN, hit’em with the rate increase — because you’ve laid out how much more work it is.
Good luck. I’m pushing for more wins for ya!
@Tom:
There’s no way to predict who will become a long-term client in my experience.
But to ENCOURAGE long-term clients, as another poster said, education is key. This is why I like writing and distributing free mini reports. It proves to the client that you know your field. And, if you can back it up with results you’ve gotten for other clients, like in this case study my SEO writing company did, then that’s about the best thing you can do to nudge clients in the long-term direction.
Hope this insight helps.
@Cold Calling Carol:
I look forward to it — and to sharing it with readers.
@Tenisha:
Panda — a few other algorithmic changes Google made last year — has been a good change for the SEO writing industry.
Thanks for pointing this out.
Quiet informative post. Thanks!
Regarding the more work for the same amount of money: It’s my own damn fault.I didn’t ask for enough details when I put in my bid. They accepted it; the rest is history (and I’m working my tail off for these folks; they’re really great clients).
Lesson learned? Ask TONS of questions!
Jean