You suddenly decide to move to Chicago. Instead of lining up a job and doing your due diligence, you immediately jump in the car and start driving. You don’t take anything with you. Nor do you check Google Maps and figure out your route. You just point the car and go.
Would you make it to Chicago? Eventually. Would you make a lot of wrong turns (and probably cost yourself a bunch of money along the way?) Most likely. And you still wouldn’t have the results you wanted (a great paying job.)
This analogy reminds me of clients who don’t have an SEO copywriting strategy. They may know what they want (higher rankings and better conversions.) But they don’t have a plan to make it happen. They don’t revise their keyphrase research, check their customer persona and ask questions. Instead, they rewrite a bunch of pages hoping that something will do the trick.
When the results aren’t what they want, they blame the writer. Or they blame Google. Or their competition. But they very rarely point the finger at themselves and admit, “Yeah, we didn’t really know what we were doing.”
If this sounds familiar, it’s time to take a step back. When you’re moving to a new city, “taking a step back” means planning your driving route and making some initial employer contacts. When it’s around your website, it means asking questions and doing research.
Here are some SEO copywriting questions to ask:
– Are the current pages converting? If not, why do you think that is?
– What is the per-page keyphrase research strategy? When’s the last time you researched your keyphrases?
– What are the overarching company benefits? What about the specific product/service benefits?
– Who is coming to this page? Is it an admin assistant who is gathering information for his supervisor? A time-challenged COO? What do they need to see to feel comfortable with the content?
– What phase of the buy cycle is your prospect in when they reach a certain landing page?
– What do you want people to do when they reach your landing page? Is there a secondary goal (like subscribing to your newsletter?).
– What are the upsell opportunities?
– What products/services make your company the most money?
Getting good answers to these questions takes time – it’s not something you can accomplish in a couple hours. Having said that, if you’re planning to outsource, it’s a great way of separating the so-so copywriters from the smart ones. Good copywriters won’t start writing without an SEO copywriting strategy in place – they know the results won’t be what you want.
(As a side note, master SEO copywriters can often handle this phase for you. It can be useful to have someone outside your company create your campaign.)
Your SEO copywriting campaign is important. Take the time, develop an air-tight strategy and do it right.
You’ll be glad you did.