I see lots of ads in lots of places with employers (for both fulltime employment and freelance gigs) who ask their candidates to supply “SEO best practices.” Then, I go to their web sites and I am confused.
The copy seems to be great SEO copy, but it doesn’t seem to sell anything. There is a lot of “educational and informative” copy. But at the end of the day, doesn’t the owner of the web site hope to get some sales out of the medium?
Is it just me, or does it seem to other copywriters – direct response, direct marketing, or whatever you call yourself – to make sure the copy is ABS (“always be selling”) compliant?
I saw this recently in a job posting on LinkedIn as part of the responsibilities for a “mid-weight copywriter” –
“Competently work across a wide range of media and demonstrate thorough understanding including Guidelines, Direct Marketing, Email Marketing, SEO/Keyword Search, Campaign creation and TOV articulation.”
Okay, so the writer must know how to write sales copy (Direct Marketing) as well as content (SEO/Keyword Search.)
Maybe my questions should be, “Are sales copy and SEO copy mutually exclusive?” Can sales copy be SEO compliant, despite the fact that the rules for SEO change every month?
Does SEO copy have to be AdWords rich but benefit poor? Must content avoid a call to action?
I understand and appreciate that the big agencies and big corporations spend millions on their SEO technology, so maybe the question is more for the small-guys. The entrepreneurs who need to sell product on their web sites, but all the talk of search rankings and SEO best practices is the siren’s song they cannot ignore (despite the fact few of them understand that song.)
I did a Google search for “low testosterone supplements.” This web page came up in the top 10.
I didn’t write the page, but it has lots of SEO copy AND it sells the product (with lots of great DM tricks.)
Has the chase to build the perfect SEO site killed the sales process?
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
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