May 48 min read

Surprising ways SEO content writers are vital to marketing

If you're here, we don't need to tell you that SEO content writers are indispensable for marketing strategies, no matter how small or large your business is. However, there are a few ways in which an SEO content writer can contribute to your business in ways you won't have thought of yet.

That said, if you're new to SEO terminology and content writing, however, skip down this article to learn what an SEO content writer is and how they optimise content marketing.

4 surprising ways SEO content writers are vital to marketing

I'd like us all to explore the benefits of giving your SEO expert writer greater access to your business, your executive team, and your plans. Here are 4 ways in which I'd recommend maximising the skills of your SEO content writer way beyond your blog.

1. Engage internal audiences.

Effective SEO content writing goes beyond keyword optimization; it involves crafting compelling and valuable content that resonates with audiences and keeps them engaged. But engaging copy should not be reserved for your prospects.

If you took the time to hire a skilled wordsmith who knows how to persuade people and the bots to read their work, then that same person can help you engage your superiors, peers, subordinates. No more "friendly reminder" emails, your trusted SEO content writer can craft subject lines that genuinely get your emails opened.

We asked our CWO, Nadine Heir to share some examples of email subject lines by SEO writers she's worked with.

"Subject lines I've seen SEO writers use that I loved: - 1 thing you can check of your to-do list - I bet you weren't expecting this email - Another boring... Oh wait! You'll like this one - You're holding my work up. Do you think I opened those emails? Of course I did, immediately. The subject lines were written like stellar blog headers and I was captivated. If they can do that with your subject line, imagine how engaging they can make the comms contained inside the email."

2. De-clog knowledge management systems.

A disclaimer: Not every SEO content writer will want to do this job but it requires a skillset many already have: attention to detail and fanaticism for clear documentation.

SEO success hinges on perfect documentation of every step in order to iterate and pivot when necessary. Unlike their cousins in content marketing, most SEO writers are not only practiced at clearly documenting their work and plans, they thrive in this practice, making information easier than ever to find through a search bar.

This is why you'll find your team of SEO content writers could be better than many in your company at knowledge management — the practice of transparently making all the company knowledge available to all teams to circumvent issues created by staff shortages.

An SEO writer examines his content sitting at a desk with a tabby cat sitting in front of him.

3. Expand your social media presence.

Social media has become a cornerstone of marketing, requiring consistent and engaging content to maintain relevance and reach. Your SEO content writer can be a valuable asset in this arena, crafting attention-grabbing post hooks as well as headlines that capture humans and bots alike, keeping you on track with alt-texts and optimising your profile for searches, in order to captivate audiences across various platforms. From share-worthy posts to comprehensive social media campaigns, an SEO content writer's knack for understanding an audience and their behavior, to then optimise content for search engines, is the kind of skill you want to elevate your social media presence.

4. Take you into multimedia content.

Written content is just one vehicle to reach people. Videos, podcasts, infographics, and other visual and auditory mediums are playing an increasingly important role in grabbing an audience, especially for conveying complex ideas.

In their day job, SEO content writers are used to catering to an audience that's different to them: an algorithm. Therefore, it's not a huge jump to think that someone with this skill could aid your design of content for different learning styles — auditory, kinesthetic, visual, or logical, for example.

Moreover, they will extend their skills to optimise your multimedia content in the same way they would written content, ensuring that it's not only discoverable through search engines but also resonates with your target audience. Knowing how to optimise video, image, and audio content is a rare skill to have, and not one that most content writers or copywriters will have as standard.

Let your SEO content writer know they're welcome to optimise:

Video titles and descriptions
Podcast show notes
Lifecycle infographics
On-screen captions
...and anything else they suggest to you!

An SEO writer examines his data on a wooden desk with modern decor.

How are SEO content writers different to traditional content writers?

While traditional content writers focus on creating engaging and informative content, SEO content writers take it a step further by optimising said content for search engines.

While both roles involve writing compelling copy, SEO content writers strategically incorporate keywords, polish metadata, and structure content for maximum visibility. Moreover, SEO content writers are skilled in conducting keyword research, analysing search trends, and leveraging data-driven insights to inform their content strategy. Most copywriters and content writers will know how to use this data in their writing, but won't be practiced at carrying out the initial analysis that's required to build a keyword bank.

For those looking to niche into SEO content writing over something adjacent like copywriting, speech writing, or even creative direction, it's worth considering the difference between SEO content writers and those other roles, but also to think about how it will look to actually be on the job.

How an SEO content writer spends their day

Let's look harder at a typical day in the life of an SEO content writer! It will inevitably involve a combination of research, writing, optimisation, collaboration, and analysis to create content that attracts both readers and search engines. For those thinking of transitioning into this writing role, here's how you might spend your day:

1. Morning routine: Many SEO content writers start their day by checking emails and reviewing their to-do list. They might also spend some time reading industry news or updates on SEO best practices to stay informed.

2. Keyword research: One of the key tasks for an SEO content writer is conducting keyword research. This involves identifying relevant keywords and phrases that their target audience is searching for. They may use tools like Google Keyword Planner, SEMrush, or Ahrefs to help with this.

3. Content planning: Based on their keyword research, an SEO content writer will plan out their content for the day or week. This could include outlining blog posts, articles, website copy, or other types of content.

4. Writing: With a plan in place, an SEO content writer writer will begin writing optimised content. This involves incorporating the chosen keywords naturally into the text, as well as structuring the content in a way that is easy for both readers and search engines to understand.

5. Optimisation: Once the initial draft is complete, the writer will review and, once again, optimise the content for SEO. This might involve tweaking the title tags, meta descriptions, headers, and other on-page elements to improve search visibility.

6. Editing: Like any writer, an SEO content writer will thoroughly edit and proofread the content to ensure their work is error-free and meets the company's standards.

7. Collaboration: Depending on the company structure, the writer may collaborate with other team members such as SEO specialists, editors, designers, or organic marketers to ensure alignment on content marketing goals and strategies.

An SEO writer examines her data on a wooden desk with a white board behind her.

8. Performance monitoring: After content is published, we need to monitor its impact using analytics tools like Google Analytics or Moz. An SEO content writer will track metrics such as traffic, engagement, and rankings to assess the effectiveness of their content and make any necessary adjustments.

9. Professional development: We can't fall behind in any marketing role, so continuous learning is part of the day-to-day. SEO content writers may dedicate some time each day to reading up on industry trends, attending webinars, or taking online courses.

Sound appealing? If not, you might prefer to hire for this role, over adopting it yourself. If that's your stance, let's look into what needs to be considered before and during the hiring process.

How to hire SEO content writers

When hiring SEO content writers for your business, consider the following steps:

1. Assess technical SEO knowledge.

Beyond writing skills, evaluate candidates' understanding of technical SEO concepts such as meta tags, schema markup, XML sitemaps, and website structure in your interview. Ask them about their experience with on-page optimization techniques and their ability to incorporate SEO elements seamlessly into their content.

2. Request SEO writing samples.

Instead of generic writing samples, specifically ask candidates to provide examples of SEO-optimised content they have created. Look for evidence of keyword integration, meta descriptions, header tags, and other SEO elements that demonstrate their proficiency in writing for search engines.

3. Check keyword research skills.

In the interview, provide candidates with a hypothetical scenario or topic and ask them to conduct keyword research to identify relevant terms and phrases. Evaluate their ability to select appropriate keywords with high search volume and low competition, as well as their understanding of long-tail keywords and semantic search.

4. Assess analytics interpretation.

SEO content writers should be able to interpret and analyze data from tools like Google Analytics and Google Search Console to inform their content strategy. During the interview process, ask candidates how they use analytics data to optimise content performance and drive results.

5. Evaluate adaptability for algorithm changes.

SEO is constantly evolving, with search engine algorithms frequently being updated. Ask candidates how they stay informed about algorithm changes and how they adapt their content strategy accordingly. Look for evidence of their ability to pivot and adjust their approach in response to industry shifts.

6. Ask about backlinking strategy.

Inquire about candidates' experience with backlinking strategies and their approach to earning high-quality backlinks from reputable sources. Look for evidence of their ability to conduct outreach, build relationships with influencers, and secure valuable backlinks to improve domain authority and search rankings.

7. Evaluate communication skills.

Since an SEO content writer can often be effective writers, look for candidates who possess strong communication skills and can effectively collaborate with other team members.

An SEO writer examines their data on a laptop screen.

What is an SEO content writer?

An SEO content writer is a skilled professional tasked with creating written content optimised for search engines to improve a website's visibility and ranking in search engine results pages (SERPs).

This type of writer has the primary objective of crafting engaging and informative content that not only resonates with the target audience but also aligns with the latest SEO best practices to drive organic traffic.

The hallmark skill of an SEO content writer lies in their ability to seamlessly integrate relevant keywords and phrases into their content while maintaining readability and coherence. However, their impact extends beyond mere keyword placement; with access to analytical tools and a deep understanding of search engine algorithms, they can strategise and optimise content to enhance online visibility and drive meaningful results.

How do SEO content writers convert traffic into leads and customers?

While driving traffic to a website is essential, converting visitors into customers is the ultimate goal. SEO content writers are adept at crafting persuasive and conversion-focused content that guides users through the buyer's journey.

An SEO content writer will drive traffic with compelling product descriptions and persuasive landing pages plus enticing calls-to-action off-site, all of which also maximise ROI.

By aligning content with business objectives and user intent, they ensure that every piece of content contributes to the conversion funnel, ultimately driving revenue and business growth. Now you know everything about SEO content writers, have you checked your own digital presence to see if there are SEO improvements to make?

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