Working Better Together: SEOs and Content Writers
The Struggle of “SEO Copy”
Working with SEOs can sometimes be a challenge for content writers, especially when the term “SEO copy” is thrown around. It often creates a misconception that SEOs are only interested in stuffing keywords on a page for the sake of search engines. However, it’s important to bridge the gap between SEO and content writing, as working together effectively can result in outstanding content that drives traffic and converts users. In this article, we’ll explore how SEOs and content writers can collaborate and understand each other’s goals.
Crafting Good Briefs
One of the keys to working better together is creating good briefs. A brief should go beyond the idea of pleasing search engines and focus on the purpose of the page. Whether it’s to inform, educate, or engage users, the clear objective of the page should be communicated to content writers. Additionally, instead of fixating on a single keyword, shift the focus to keyword clusters and synonyms to create a more comprehensive and relevant piece of content. By providing content writers with a solid brief and empowering them to be creative, the final result will be content that resonates with both users and search engines.
Training Content Writers in SEO
To truly foster collaboration between SEOs and content writers, it’s essential to train content writers in the ways of SEO. Start by educating them on how search engines work, not just in terms of keywords and relevancy, but also in terms of crawling and understanding pages. Give them access to keyword research tools and provide training on how to use them effectively. This will help content writers better understand the topic and create more informed and engaging content. Additionally, emphasize the importance of EEAT (Expertise, Authoritativeness, Trustworthiness), as this affects the perception of the website in the eyes of search engines. By empowering content writers with SEO knowledge and data, they can play a more active role in creating successful organic traffic.
The Role of AI and User-Generated Content
AI is a topic that content writers often have mixed feelings about. Some are excited about the potential, while others fear it may replace their role. It’s important to have open discussions about how AI can be used effectively in content writing and what safeguards need to be put in place. Similarly, both editorial and user-generated content play a significant role in building trust and demonstrating expertise. However, moderation and guidelines are necessary for user-generated content, as it can be unpredictable. Ensuring content writers understand the benefits and risks of using AI and moderating user-generated content will help foster trust and collaboration.
Getting Buy-In and Recognition
To solidify the partnership between SEOs and content writers, it’s crucial to get buy-in from the content writing team. Communicate that SEO is not just about pleasing search engines, but about creating content that meets users’ needs first. Help content writers understand which content requires SEO input and which doesn’t, allowing them to streamline their processes. Additionally, provide content writers with data and insights on the impact of their work. This will empower them, show them the value of their contributions, and bridge the gap between SEO and content writing.
Working closely and effectively with content writers is essential for successful SEO strategies. By providing clear briefs, training content writers in SEO techniques, and fostering an understanding of the impact of their work, SEOs and content writers can create outstanding content that drives traffic, converts users, and pleases both search engines and human visitors. It’s time to banish the term “SEO copy” and embrace collaboration for better results.