Frequently Asked Questions about Copywriting & Search Engine Optimization (SEO)

Copywriting and search engine optimization (SEO) are foreign fields to a lot of people. Rarely does a day go by when I don't get asked a few questions on one or the other. So I've decided to post this FAQ page in the hopes that it will help people understand the basics, and make them a little more comfortable with the whole domain.

These FAQs are divided into three main sections. Click the link that best describes you.

• I want to hire a copywriter...
• I want a high search engine ranking for my website...
• I want to be a copywriter...

I want to hire a copywriter...

• What do you charge?
• What's included in your price?
• What information do you need to quote?
• What information do you need to start the job?
• When can you start?
• How long will it take?
• What are the deliverables?
• Can I suggest changes to your copy?
• Do we need to meet in person?
• I'm in another country, can you still write my copy?
• Is my project too big or too small?
• Do you do Google AdWords?
• Do you also do editing?
• What is copywriting?
• Do you also do technical writing?
• Can you help me with copyright?

Q: What do you charge?

A: Read about my copywriting rates here.

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Q: What's included in your price?

A:When I'm writing your copy from scratch, you get 1st and 2nd drafts and a Final Version. When I'm editing only, or optimizing your copy for search engines only, you get just a Final Version (these items are one-off purchases).

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Q: What information do you need to quote?

A:Because I quote fixed prices, I need to know a bit of detail before I can quote:

• how many pages of copy are you after?
• what kind of pages are you after (web, corporate profile, brochure, speech, etc)?
• if web, what are the pages (e.g. Home, About Us, Services, etc.)?
• how many words per page are you anticipating (or are you happy to go with recommendation)?
• will you be relying on traffic from the search engines (i.e. will you need your site optimized for search engines)?
• what is your deadline?

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Q: What information do you need to start the job?

A:In order to write your copy, I need to know the following.

• what does your company do?
• who are your customers?
• what benefits do you provide them with?
• what else would you like to highlight?

Generally I'll have further questions as I go, which will all be answerable via email or phone.

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Q:When can you start?

A: I can generally start your copywriting project within 2 weeks.

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Q:How long will it take?

A: Again, it all depends on the specifics of the job, how much information you can supply, and how long you take to review the work. A single page of copy, say 400 words, can be turned around in 1-2 days if you're able to supply all the information I need, and you review fairly promptly.

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Q:Can I suggest changes to your copy?

A:Yes! By all means. I'm not precious about my work. However, if you suggest a change that, in my professional opinion, is unwise, I'll advise against it then leave the final decision to you.

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Q:Do we need to meet in person?

A:No. Only in rare cases is a face-to-face meeting required. All correspondence can be over the phone or via email.

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Q:I'm in another country, can you still write my copy?

A:Yes! I work for clients around the world, including USA, UK, Australia, New Zealand, China, Hong Kong, Tanzania, and Botswana.

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Q:Is my project too big or too small?

A:Probably not. Whether it's a one-line ad or a 200 page manual, I'm happy to help.

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Q:Do you also do editing?

A:Yes. Some clients find it more affordable to write their own copy and have me simply edit their work. This can be a good option, especially for clients on a tight budget. But bear in mind that the results of editing will never be as good as the results of a complete rewrite.

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Q:What is copywriting?

A:In plain English, copywriting means the writing of the words for your promotional pieces and other communications. This includes brochures, websites, letters, print ads, Google AdWords, articles, scripts, etc.

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Q:Do you also do technical writing?

A:Yes. I worked as a professional technical writer for 9 years in the software industry before moving into copywriting.

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Q:Can you help me with copyright?

A:No. Copyright is about legal ownership of a document or other composition and is totally unrelated to copywriting.

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I want a high search engine ranking for my website...

• Why are search engines important to me?
• How do search engines decide on their rankings?
• Can't I just pay for a high ranking?
• How do I get a high ranking?
• What is search engine optimization (SEO)?
• What is link popularity?
• How many links to my site are there?
• Are some links better than others?
• How do I get lots of links back to my site?
• What do you think is the best way to get lots of links?
• How long does it take to get a high search engine ranking?
• What is the Google Sandbox, and is it real?
• What is the Google Dampening Link Filter, and is it real?
• What SEO companies should I be wary of?
• What is keyword analysis?
• Do I need to submit my site to the search engines?
• Should I submit my site to the search engines more than once?
• What are directories and should I submit my site to them?

Q: Why are search engines important to me?

A:85% of all website traffic is driven by search engines. The only online activity more popular than search is email. 79.2% of US users don't go to page 2 of search results. 42% of users click on the no.1 result. For the under-40 age-group, the Internet will become the most used media in the next 2-3 years.

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Q: How do search engines decide on their rankings?

A:IMPORTANT: You cannot pay a search engine in return for a high ranking in the natural results. You can only get a high ranking if your content is seen as relevant by the search engines.

Search engines identify relevant content for their search results by sending out 'spiders' or 'robots' which 'crawl' (analyze) your site and 'index' (record) its details. Complex algorithms are then employed to determine whether your site is useful and should be included in the search engine's search results.

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Q: Can't I just pay for a high ranking?

A:No. The biggest concern for search engine companies like Google and Yahoo is finding content that will bring them more traffic (and thus more advertising revenue). In other words, their results must be relevant. Relevant results makes for a good search engine; irrelevant results makes for a short-lived search engine.

Most search engines these days return two types of results whenever you click Search:

• Natural/Organic - The 'real' search results. The results that most users are looking for and which take up most of the window. For most searches, the search engine displays a long list of links to sites with content which is related to the word you searched for. These results are ranked according to how relevant and important they are.
• Paid - Pure advertising. This is how the search engines make their money. Advertisers pay the search engines to display their ad whenever someone searches for a word which is related to their product or service. These ads look similar to the natural search results, but are normally labeled "Sponsored Links", and normally take up a smaller portion of the window.

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Q: How do I get a high ranking?

A:IMPORTANT: There are four main steps:

• Step 1 - Use the right words on your website
• Step 2 - Get lots of relevant sites to link to yours
• Step 3 - Use the right words in those links
• Step 4 - Have lots of content on your site & add more regularly

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Q: What is search engine optimization (SEO)?

A: Search Engine Optimization (SEO) is the art of creating a website which is search engine-friendly. This means:

• using the right words in your copy
• using the right words in your HTML code
• structuring your site properly
• designing your site properly

You can find more information on these 4 elements in our SEO eBook, SEO Secrets.

Many people use SEO to also describe the other ingredient in a high ranking, 'Link Popularity'.

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Q: What is link popularity?

A: Think of the search engines as a big election. All the websites in the world are candidates. The links to your website are votes. The more votes (links) a candidate (website) has, the more important it is, and the higher its ranking. Link popularity is all about how many links you have, and how you can get more.

Links to your site tell the search engines how important your site is. They assume that if it's important enough for a lot of other sites to link to, it's important enough for them to display at the top of the rankings. Links are the single most important factor in ranking. Generally speaking, the more links you have to your site from other sites, the better your ranking.

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Q: How many links to my site are there?

A:Search Google for "www.yourdomain.com". (Don't search for "link:www.yourdomain.com" as this only returns a subset of the links to your site.) Then on the page that displays next, select "Find web pages that contain the term "www.yourdomain.com" ". When you do it this way, you'll see all the pages that contain your URL. In most cases, the URL will be an active link (or at least it should be... if it's not, you should ask the site owner to make it so). There are also some tools you can use.

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Q: Are some links better than others?

A:Yes! The ideal kind of links are those that:

• come from relevant sites (sites which use the same keywords);
• come from important sites (have a high ranking);
• include your keyword as part of the visible link text;
• include varying link text (not the same link text each time); and
• ome from a page that links to few other sites.

When a search engine sees a link which satisfies most or all of these conditions, it says, "Hey, this site must be credible and important, because others in the same industry are pointing to it."

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Q: How do I get lots of links back to my site?

A:There are many possible ways to generate links. Some are dubious (like auto-generation software, and sites set up by webmasters simply to host links to their other sites) and I won't be discussing them here. Others, like those discussed below, are legitimate.

• Add your site to DMOZ & Yahoo Directories (and other free directories)
• Check where your competitors' links are coming from
• Link baiting and social media optimization
• Article PR - Write and submit articles for Internet publication
• Swap links
• Partner websites
• Pay for links

You can find more information on these methods in our SEO eBook, SEO Secrets.

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Q: What do you think is the best way to get lots of links?

A: Link baiting and social media optimization.

You can find more information on link baiting and social media optimization in our SEO eBook, SEO Secrets..

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Q: How long does it take to get a high search engine ranking?

A:A long time!

It's impossible to say how much time you'll need to spend generating links, but you can be sure it'll be a while no matter which method of link generation you use. You just have to keep at it until you have achieved a high ranking. Even then, you'll still need to dedicate some ongoing time to the task, otherwise your ranking will drop.

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Q: What is the Google Sandbox, and is it real?

A:he Google Sandbox theory suggest that whenever Google detects a new website, it withholds its rightful ranking for a period while it determines whether your site is a genuine, credible, long term site. It does this to discourage the creation of SPAM websites (sites which serve no useful purpose other than to boost the ranking of some other site).

There is a lot of anecdotal evidence supporting the theory, but there is also a lot discounting it. No one has categorically proven its existence.

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Q: What is the Google Dampening Link Filter, and is it real?

A:The Google Dampening Link Filter theory suggests that if Google detects a sudden increase (i.e. many hundreds or thousands) in the number of links back to your site, it may sandbox them for a period (or in fact penalize you by lowering your ranking or blacklisting your site altogether).

There is a lot of anecdotal evidence supporting the theory, but there is also a lot discounting it. No one has categorically proven its existence.

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Q: What SEO companies should I be wary of?

A:Be wary of SEO companies that promise or guarantee results in a given timeframe, especially if they won't expand on their methods for generating links back to your site.

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Q: What is keyword analysis?

A:The first thing you need to do when you begin chasing a good search engine ranking is decide which words you want to rank well for. This is called performing a keyword analysis. Keyword analysis involves a bit of research and a good knowledge of your business and the benefits you offer your customers.

For more information, download our free 'SEO Secrets' eBook.

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Q: Do I need to submit my site to the search engines?

A:Theoretically, no. But I wouldn't risk not doing it - especially as it's free. As soon as you register your domain name, submit it to Google! Even if you haven't built your site, or thought about your content, submit your domain name to Google. In fact, even if you haven't fully articulated your business plan and marketing plan, submit your domain name to Google.

For more information, download our free 'SEO Secrets' eBook.

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Q: Should I submit my site to the search engines more than once?

A:No need. Although some of the search engines allow you to do this, there's really no need.

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Q: What are directories and should I submit my site to them?

A:Directories are websites (or web pages) which simply list lots of website and give a quick description of the website. Some are free and some require you to pay for a listing. Free directories are useful because you get a free link. However, the links aren't worth that much. Paid directories can be good if they're relevant, but they can cost a lot in the long term, so choose wisely.

One essential directories for any website is the DMOZ Open Directory Project.

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I want to be a copywriter...

• Can I work for Divine Write?
• Can I do work experience with Divine Write?
• What does a copywriter do in a typical day?
• What are the working conditions like?
• What is the pay like?
• What skills do I need?
• What education do I need?
• Do I need a website?
• What should I include on my website?
• Should I target agencies?
• Should I cold call?
• Should I write samples?
• Do I need an accounts package?

Q: Can I work for Divine Write?

A:No. I write all the copy that goes out the door. I only ever outsource if someone specifically requests that I do. For those jobs, I have a list of freelancers to outsource to.

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Q: Can I do work experience with Divine Write?

A:Unfortunately not. Managing an inexperienced copywriter and controlling quality takes a lot of time and introduces risk.

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Q: What does a copywriter do in a typical day?

A:This question is very comprehensively answered in A Day in the Life of a Freelance Copywriter. However, to summarize, copywriters do some or all of the following:

• meet with prospective clients ("prospects") or talk with them on the phone to sell your services to them (freelancers only)
• liaise with clients to take a brief (learn what the client needs from the copy, who the audience is, what benefits the client offers their customers, etc.)
• research the subject matter
• plan the structure and approach of the writing
• write the piece
• liaise with the client through the review process (the client reviews the work and the copywriter fixes whatever needs fixing - so long as it's not out of scope, e.g. a new requirement)
• get the client to sign off (approve) the job
• invoice the client (freelancers only)
• chase payment of invoice (freelancers only)
• process the payment using an accounts package (freelancers only)
• keep detailed records of all correspondence and activities throughout the process
• manage the business (freelancers only - including manage your IT systems, accounting, create and maintain a website, create advertising materials, writing proposals, generate a search engine ranking, maintain a database of contacts, etc.)

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Q: What are the working conditions like?

A:Most copywriters work either for themselves ("freelancing") or for advertising or web design agencies ("employees"). Freelancers tend to work from home, but may sometimes work at the client's workplace. Employees almost always work at the client's workplace. Conditions for freelancers tend to be pretty relaxed (they're at home, after all!!!). I haven't worked at an agency, but I suspect things are a little different there.

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Q: What is the pay like?

A:I've heard of freelance copywriters being paid by the article at a rate of USD $12 per 600 word article (seems ridiculous to me!). I believe these people were college students looking for a way into the copywriting industry. At the other end of the spectrum, talented freelancers who treat writing as a serious business can earn in excess of USD $100,000 per year. I think that agency copywriters tend to earn somewhere in between these figures, maybe averaging between USD $35,000 - $70,000.

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Q: What skills do I need?

A:A copywriter needs to be able to write very well in many different styles (from short 1-2 line ads through to long 3000 word articles). They also need to be able to adapt to heaps of different subjects (from IT to kitchen surfaces to accounting to nutritional supplements to cars). They need to be organized and hard-working, with an eye for detail and an understanding of writing for different media (website, brochures, radio, TV, etc.). Freelancers need good business sense, an understanding of search engines, some ability with IT systems, and patience. They also need to accept that they're gonna be poor for the first 2 years!

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Q: What education do I need?

A:Formal education never hurts, and often helps. But it's no guarantee of success. If a copywriter has all of the above skills, they won't need formal training in writing. Also, in my humble opinion, you can't train to become a writer; you're either a writer or you're not. Training can sharpen certain skills, and teach new styles, etc., but if you don't have 'the flow' when you start the course, it's unlikely you'll have it when you finish.

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Q: Do I need a website?

A:Yes! The best place for any freelance advertising copywriter or website copywriter to start is to fork out for a website. A website is invaluable because when you cold call and email prospects, you'll need to direct them somewhere that gives them more information.

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Q:What should I include on my website?

A:Keep it simple, include a portfolio page, add any samples of any sort of copywriting you've done, talk about the places you've worked, the clients you've written for, and include any testimonials you've received. Make sure you include your address and contact details as well, so people don't think you're a fly-by-night operation. Of course, it doesn't hurt to include a photo either. If you can't say much about your experience, don't say much. It doesn't even really matter if you don't say anything. Remember, just like any other form of advertising copywriting, writing about yourself requires the art of subtlety. If you lack experience, but you're confident you can do the job, you can be very clever in what you don't say, and most people will read it the way you intended.

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Q: Should I target agencies?

A:If you've never worked as an advertising copywriter or website copywriter before, don't target advertising agencies and web design agencies. They know exactly what they're after, so if you don't have a portfolio, you won't stand a chance. Target end-clients directly.

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Q: Should I cold call?

A:Yes. One of the best ways of generating business in the early days is to cold call potential end-clients. It’s hard work and very time consuming, but you can generate some very qualified leads. For more information on cold calling, take a look at 12 Handy Tips for Generating Leads through Cold-Calling.

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Q:Should I write samples?

A:Yes. If you're targeting specific clients or industries, don't be afraid to write a few samples and send them through. You can offer the pieces free of charge (everyone likes something for nothing) or at a discount, or you can use it as an incentive to sign them up for future work. It all depends on the type of work and the type of client. The important thing to remember is that samples are virtually as good as a portfolio to most prospective clients.

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Q:Do I need an accounts package?

A:Yes! Don't be fooled into thinking you can handle your accounts manually (or with Microsoft Excel). Even if you only have a few clients, you NEED a proper accounts package like MYOB or Quicken (they both offer small business versions). You'll understand why the first time you do your GST reports or annual taxes. In fact, you'll understand why whenever you need to chase down outstanding invoices.

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