Training an SEO Copywriter

As part of my consulting work at a marketing communications and advertising agency, I have the responsibility of training a marketing coordinator in the task of SEO copywriting. That’s because there is sometimes too much work for me to handle all their clients’ needs for SEO writing - clients such as CIBA Vision, UFA, Nissan, BASF, LaCURE Villas, and others.

I have written both SEM ad copy for them (Google AdWords) as well as organic SEO for their new websites and optimized landing pages.

I gave my trainee her first assignment recently: To gather up client info - from the most recent marketing collateral she could get from the client - as fodder for the page she is going to write about one of their products.

Conversion Optimization

It is a straight landing page for a Google AdWords campaign, so all the best practices in Conversion Optimization apply:

• Using the keywords selected for the AdWords campaign in the main headline, and secondary headline if at all possible (H1 and H2)
• Using those keywords, and related phrases, in the body text - including keywords in the anchor text for the first hyperlink shown (in first couple of paragraphs)
• Messaging consistent with that of the Google ads
• Graphic design and layout that follows eye tracking patterns
• Optimum placement of Call to Action (CTA) items - e.g. Sign Up Here’
• Value-add apparent above the fold

Stay tuned for more posts in my Training an SEO Copywriter series!