Meanwhile, although the worlds of copywriting and positioning are currently very close to each other, we operate in different areas, and our korea telegram phone number list work and that of SEO specialists complement each other . However, we have a common intention - to prepare solutions for the client that will help them achieve their business goals.
Of course, we achieve the best results when we join forces and cooperate during the project. How and what tasks does each party perform?
An SEO specialist is typically responsible for:
conducting an SEO analysis – taking a look at how the client’s website currently ranks in Google and how it is adapted to positioning in terms of content and technical aspects;
preparation of a Google positioning strategy – or more precisely, for determining which keywords the company's website should be positioned for. They should be consistent with the business strategy and also matched to the budget that the client allocates for SEO activities;
optimizing the client's website for SEO - this includes both typical technical issues, such as code optimization, security implementation, etc., as well as designing a site map that meets the requirements set by Google algorithms. For example, it is necessary to determine the number and topics of tabs on the website or how they will "branch out" from the main page,
preparing SEO guidelines for the content to be created – and this is where his work comes into contact with the activities to be performed by a copywriter.
The copywriter’s task is to implement the SEO guidelines prepared by the positioner in such a way that the resulting content is:
maximally "friendly" for Google algorithms - that is, they had appropriately selected headings, bullet points and metadata, and were optimally saturated with "given" keywords,
tailored to the user's expectations - and therefore "readable", engaging and useful . So that the recipient does not close the visited page after a few seconds, but "gets hooked" and is encouraged to familiarize themselves with the offer in more detail, place an order or contact the company,
substantive,
in line with the client's communication strategy.
We can therefore say that the role of an SEO specialist is to map out a path that will lead the recipient to the site. A copywriter translates the “technical” requirements of SEO into creative work. As a result, content is created that helps to increase the site’s visibility in Google and has an impact on sales.
Collaboration between a copywriter and an SEO specialist
Collaboration between a copywriter and an SEO specialist ensures that texts combine Google algorithm friendliness with sales value and message effectiveness.
How can a copywriter help with positioning?
Although a copywriter does not deal with the technical side of SEO or creating a comprehensive SEO strategy, it is his job to use the "dry guidelines " to create text that will catch the attention of your recipients and at the same time allow you to "score" in Google's algorithms.
Read also: Copywriting and SEO
Can a copywriter replace an SEO specialist?
A content creator is not an SEO specialist, but it is true that an experienced copywriter can select basic phrases for the content they are preparing . What does this mean? After familiarizing themselves with the "assigned" subject matter of the texts, they will conduct, for example, an analysis of SERPs or keywords or look at Google trends. On this basis, they can select keywords with the highest potential and optimize the content for them.
However, it is important to remember that a copywriter's work focuses on... writing good texts, and not on performing extensive SEO analyses . Therefore, if you order content primarily with positioning in mind, implemented as part of a broad marketing strategy - cooperation between an SEO specialist and a copywriter is absolutely necessary. Only by combining their forces can you achieve a real "synergy effect" and specific, measurable results. Such that will translate into visible changes in the position in the ranking.
But what if positioning isn’t your top priority? There are situations where an agency cBut what if positioning isn’t your top priority? There are situations where a copywriting agency might rely on its own “mini-audit” of keywords or even skip it. When exactly can you do this? Here are a few examples.
Preparing texts that will not appear on the internet
Copywriting agencies mainly deal with writing content for online publications, but not only. Sometimes our clients need texts for internal company materials, articles published in traditional industry press or printed catalogues for trade fairs.
In such cases, the copywriter does not have to focus on keywords, because the content he prepares will not be "crushed" by Google algorithms. However, this does not mean that he should not use guidelines, such as those regarding text organization, used in content optimized for SEO.
Creating texts that are to focus mainly on sales/image goals
This is often the case, for example, when the order concerns external publications, for example on industry portals. They usually include sponsored or image articles, the purpose of which may be to interest recipients in a given product or service. Yes, when preparing them, it is also important to adhere to basic SEO guidelines, including, for example, skillful placement of links to the client's website or the use of matching phrases in headings. However, a good copywriter can often handle this without additional guidance from a SEO specialist.