I like, and am moving to Web Hosting Buzz for hosting sites of mine, or to answer the needs of my clients.
I have been with Bluehost and others for many years, but am eager to change, and I will tell you why.
When I first got Bluehost, in like 2008, it was much more of an issue then to have the right hosting provider for your sites. As it is now, there are many languages to achieve any specific thing…but these languages, coding and platforms used to fight a lot more back then than they do today. It polarized hosts to be one team or the other. And things like cPanel and even Linux for a while were not universal, like it is today.
So at the time, Bluehost made things I needed simple and cheap…I could get stacked Windows or Linux hosting, with an uncluttered cPanel, and not worry on it to much- so I did.
I financed it, by becoming an affiliated sales rep- I sold it, as soon as I embarked. My first sales paved my way for years-of-hosting, and it continued to pay for itself, and a little more.
I truly liked it for a while, too – it was a clean, quick host, uncluttered.
Yet over time, the things I liked about Bluehost were replaced by examples of corporate bloat. The service and support I liked on entering, were eventually melted into a 3rd world, phone-it-in kind of thing, every time. Got to where I always knew more than the support person, which sucked.
As they grew bigger, their customer support became weaker overall but it was always kind of nebulous… you might find great help or nothing- no telling which-and all of it took more time to deliver in the years progressing, every time I had to tap support for anything.
I was also experiencing some technical issues, like slow speeds, hacked sites, and down time – none of it explained to me. Ever. No central feeling here, whatsoever- every call was a new walk in the park. There was even a day when all of my sites went down for about 5 hours with only a very feeble explanation as to why.
Things were getting pretty nutty out there, but I had questions about what was happening in hosting and only one guy was constant, always, with the goods- a guy in a forum I knew named Matt Russell.
Every time there was a burble in hosting services, Matt (who runs Web Hosting Buzz, as well as Namecheap and god knows what else) would tell us all (in the forum) what happened- while Bluehost remained mute. Remember when I mentioned where all my sites in there went down for about a half day, and I was freaked? Matt privately said to me what was happening, and after a short time, it proved exactly true. Did not fix it, or assuage my freaking out then (they had to fix the servers), but it helped knowing why, and I even emailed Bluehost to fix it…and it made me realize I was getting the shaft in my hosting…I was a number to Bluehost. Everyone is.
I wanted service that was smart and dependable- like what Matt always offered. Like what I used to get from Bluehost, but saw less and less of as time went by.
I think Bluehost SUCKS.
I started moving things over to Web Hosting Buzz, and I will actively support them as my new and improved hosting option.
Immediately, the interface is SOOOOO much faster, and uncluttered by sales pitches. I also had a support thing already (I signed up like an idiot) and they answered me within an hour, and solved it for me, immediately. They also offer a service – free – to move over cPanel accounts.
Let that sink in.
Yep – they will move all your Bluehost sites out, free.
I have a bunch in Bluehost, so I am going to take them up on it. [LATER NOTE: did, it was amazing…so nice for a host to offer this-ml]
I will round out any obligations to Bluehost without seeking refunds, but I am not impressed by what growth did to a company I liked. I no longer like Bluehost, and will stop offering it as a reliable, cheap option.It may be these things for other folks, but to me, it has been a cheapie-PIA, that always seems to get worse. I quit, as an affiliate.
My needs, though kind of demanding at times, are small. I am willing to put my money on the fact a guy like Matt only does business one way…I think his company answers my needs much better than Bluehost has been doing in the last 3 years or so. Absolutely held true so far.
Web Hosting Buzz is a reliable, trustworthy and safe host, fast and easy to work with. Cheap, too. Their support rules so far.
I felt for a long time, griping was not the thing to do – either do it, or change it. But I had prepaid for 5 years at Bluehost, so was simply letting it be.
I don’t like Bluehost anymore though, not at all, and I want professional distance. In the past couple weeks, an issue occurred where automatic updates to WP installs (which is a preset in most updated sites) had a conflict with a folder permission default, so it whitescreened the sites. I had 6 of them go – but by the 3rd one, I started doing a quick update, which turned out to fix it every time. It took me hours – and I mean hours – on the phone with BH support finding the issue, and fixing it in one site – and it was me who suggested the fix. The tech was simply doing his job, but he didn’t have enough in the toolkit to help me. I helped him instead- and that is silly.
I also had a site that was having issues, so I logged into the cPanel to see what I could see – and the files literally started to disappear on me…until the entire site was gone. We (me and 2 support techs) fished a copy off a mirrored backup, but I never saw anything like that in all the years I have hosted sites. No explanation, apology or otherwise- but I spent good hours fixing that mess which turned out to be 100% on them.
Just shaky service, overdone sales pitches, and all kinds of crap I don’t want to sidestep every time I admin my accounts.
Conversely, Web Hosting Buzz seems to be a great fit—all of the service and scale-ready technology I want, at a price point I can readily afford. Love it, so far.
[NOTE: Later add: loving WHB, still, months later. -ml]
Been a while since I have talked about how to find good copywriting gigs- be they for SEO or otherwise. But of late, I have been talking with writers emerging into it all – all the splendor and the glory – so thought I would do a post to be more of a conceptual overview of finding work…how to think about and approach it.
Assumptions here for proper perspective, do include that you are not pursuing writing in a part-time or full-time position in a specific place: you are approaching it from a more standard issue freelancing POV. I may do another post later, about the benefits of going in-house…because different times of your life may find different things attracting you one way or the other. Today though, we are focusing on independent freelancing.
So let’s just dive right in, shall we?
Step One: Identify the Work, and Your Own Power To It
This one, is really dependent on where you are in your career. Much more important to you when you are just starting out- but certainly something that you will consider multiple times as you march through the perpetual madness of professional copywriting. You need to target a type of writing, and see why you have power to bring it.
If there is a specific type of writing or a niche in which you are prolific, this makes the most natural and reasonable starting point. You have to be reasonable – if your passion is model airplanes, it is going to have a smaller range of professional options than if you are into women’s fashions or marketing. But passion always drives a tough bargain, in most areas…don’t discount your own power through passion.
Maybe you have a few years experience in shipping, or customer service and can write about it – or spent some time in a restaurant (much more common). In any case, you can use most any kind of experience and flip it into a more powerful position to find writing gigs. Since I spent a number of years in restaurants, we’ll use that one here as our example du jour.
Let’s say, you worked in a restaurant for 8 years- both back and front of the house. Then you went to school and started writing. Or maybe you got a degree in English, or had a knack for writing and the degree never quite panned out, so you went to restaurant work, and just stayed there. In either case you are emerging with no true experience (but talent and training) as a writer, and lots of relevant industry experience in restaurants and hospitality work.
To find reasonable work then, you are not going to focus on the weak point, being your lack of pro writing experience…you are going to build more on your strengths as a knowledgeable industry insider and ability to weave the power of professional writing under it. You offer perspective the audience will see immediately, but your voice is better trained to communicate than most. So build up the portfolio while also getting more entrenched in your niche.
Staying reasonable, means knowing the potential of your reach. The well established, leading voices in the industry are not going to listen to you (as a rookie), unless you have something truly remarkable to share. That is really, really rare- and not something you plan for or can build upon. So maybe consider it a long term goal for reaching the top dogs- and never any harm in thinking like that, but do properly count the eggs you are putting into that basket. You should not expect to jump into a field and be at the top of it simply because you have industry experiences.
Yet the restaurant industry has so many diverse parts to it and it offers a very rich and thriving community both online and offline. Sticking to the example: if you have the restaurant experience and drive/skill to write about, find the places where people are publishing about restaurant issues. Right? Simple stuff.
It might be wine service, pairing foods and beverages, managing liquor costs, handling drunk clientele, hiring wait staff, doing fun promotions, menu planning, scheduling – there are a wide range of options for you to explore, and use as search queries. It would start with your own expertise or desires, and be loose enough to follow the paths illuminated by your queries. Refine, rinse and repeat.
By the time you go through this kind of free-thinking research a couple times, you will tend to find a direction coming out in your notes if it was still murky to you. And of course, you should be writing daily – if you want to get paid for it, you’d better start doing it.
Step Two: Identify the Places and Faces Publishing Work, and Buzzing
Knowing we are looking to write about our restaurant experience, we find the publications, websites, forums, online groups and anything else where they are talking about the things that interest us and allow the expertise to shine. Keep track of it- use something online, even as simple as a text file or spread sheet, where you can keep URLs, links and other notes of the community research.
In addition to finding the specific places where restaurant experts are discussing pertinent issues, we will find certain folks who are sparking discussions in certain parts of the topics- idea leaders, typically with passionate followers. Plug in to the ones that make sense here- start becoming more active within the community in which you hope to become a writer. Follow them. Key idea here, is to go out softly…and carefully, and truly add to the discussions. Become a part of the groups where you feel comfortable and can add value.
While you are gently but affirmatively participating within your communities, you are going to be able to see and follow (through links and referrals) different folks within them. Here are the seeds of networking- and getting your work out there. If someone has a great share, go see what they do in their own world- chances are good, you will find more things you like. Not always of course, but it can open up more diverse and active thinking in your subject matter.
The important thing is to not go after the top folks and push your pieces on them and ask for review – they get that a lot, and don’t pay any attention to folks who present their work that way, believe me. I have seen it- and it is sad, because the writer always has an earnest heart: just no experience. I did the same thing to Joyce Carol Oates once- she sent me a very nice postcard, and I learned not to do that again. You can nip it sooner than I did, haha.
Better is to study them- see how they interact, how they communicate and work- and why they are leaders. Emulate them, don’t inundate them. Don’t force your art on someone. Put your work out there for sure: but let them find it, not be backed into evaluating it on-the-spot. The top folks will see anything in their niche, so you simply need to make it good enough to be better than most all of it, and the rest often handles itself. They will tend to come to you, if you write right.
While you are studying the top, and long term planning the reach of it, you need to keep busy. Plus, you need to be building up that portfolio, so when the top dogs do turn to look at you there is something there for them to see. We’ll assume you have a bunch of written stuff, and are looking to get it placed. We’ll also assume you have a little site with some samples or ways to get work in front of clients, and booked – because a freelancer needs that.
The type of work you are submitting and trying to get published matters a good bit here. Online work is much different than offline stuff and the folks who process it are typically different in the marketing department, depending on the size of the business. Let’s say you want to start blogging about restaurant work, but get paid to do it.
The target now, narrows further and you find the blogs and forums and websites chattering away about it all. You may even already be involved in some of them as your gentle community-joining outreach continues, but now, you begin to seek out the places where a LOT of work and a LOT of writers seem to be cycling.
As an example, I went to Google and typed in “Restaurant industry” and got a few good ideas in the first page alone. The NRA is an association of restaurant professionals – thru its site, you could find paths to more, similar minded sites and writers for sure. Or, aim at the NRA – they are a huge organization, and there are many places they will be needing fresh content and ideas. It may not be a place a rookie finds an easy in, but it likely depends on where you are trying to get in there. FohBoh was up there too, and had a ton of featured blogposts about all kinds of industry topics.
Let’s say that is not turning up what you want- add “blogs” to your query to refine the results, and boom – lots more to look at, and evaluate. You now find individual blogs in addition to more organizations – so the rest should be a matter of trial and error to find great, active places to target.
Step Three: Join In the Conversations
OK- now you have a variety of industry-related places where people like you get things published. By people like you, I refer to someone with the experience and training necessary to be considered – just because you WANT to write, is not enough reason for them to ALLOW you to write for them. Not for the better targets, anyway. You are better than that; you are above the rabble.
But start paying attention to your thought leaders, and watch how they are presenting ideas. See which of them have sparks that ignite deeper discussions. Join in when appropriate, and comment- but again, be wise here and add depth and meaning to the discussions. If you have nothing to add, just read.
In many places, the commentors actually have wonderful insights, and get their own traction from being a part of it all. I can speak to that from personal experience- I have both followed folks and had folks come to me, due to comments somewhere. Very, very powerful thing if you are not abusive with it. I think most of the folks I respect today, I found thru a comment somewhere. Or rather, a bunch of comments that helped illustrate deeper things they believed.
If you have a site, which as we said for an aspiring freelancer is not really an option, you can link to it in your comments. If you are adding value, people will follow the links, and look at your site. This makes a very subtle way to bring prospective clients to you- organically, as it should be. You are not actively trying to get the clients, per se, rather, you are simply being involved, honestly, in the discussions in the industry. If you have a strong voice and solid opinions you will be noticed much in the same way you are noticing others.
Granted, a passive approach like that may not be getting you work though, at least not right away, and this is in fact the goal. So you again, just count the eggs you put here, in this one basket. It is one strategy and pretty passive, but not the only effort you are gonna do.
Dig a little deeper on the sites where you are finding the best conversations and activity. Find out more about them and their editorial policies. Many times, there is a page or some content dedicated to explaining how they handle outside submissions, sometimes there is simply a contact form- sometimes there is only an organizational chart and you have to do a little sleuthing to figure it out.
You can often reach out to the successful leaders in the niche too, and ask them for any tips. If you are not an oaf, this can be very effective, depending on the people leading your niche. Simple rules of etiquette include to respect people’s time, and be to the point. They don’t have to give you any help, so don’t act like they owe you and you will find most people respond very favorably to being asked how they did something well.
Rinse and Repeat
The idea now, is to be landing some exposure on one or more of the sites you found, so your own voice can start to ring out more. Your activity and comments should have seeded the clouds well, and if not, then a more direct approach in the content of the site (not the comments) helps it to rain.
I would not look at this task as one where you are seeking the paid part of writing as your only goal. More, this is the means to find exposure, and bring new and interested people to your work, which is actually showcased better on your own site. You simply want to be heard, and put forth your ability to write/blog well about related topics. Your site holds the page(s) with the pitch so you don’t need to worry about having it in your work, which should be standing on its own merits.
This kind of interaction then, will simply continue for you- you will be putting out pieces showing your experience and insight, and have a site of your own to present work options to new clients.
I am not going to sugar coat it: these earliest times are financially tough. But you are building up your portfolio, increasing your trust and visibility in a niche so be reasonable. If you want to get paid to blog about restaurant issues, you have to prove you can do it before anyone will offer you compensation for the efforts.
However it is not all bleak, either. If you are entering a niche for which you have a true passion, your ability to write about it is a natural extension of your passion. Putting a saddle on that, is not always easy but if you persevere, and keep on writing it can work out for you for sure. I see it happen all the time.
Writing is about communicating, so if you want to do it for a living you have to get involved in it and build up experiences. The first ones may not pay much if anything, but they have a purpose because no client likes to be the first one you have. Showing them (not telling them) how you have worked in the past, helps you show your value and helps you hammer the keys for cash more often.
In SEO, one of the awesome things that happens is you connect to users who come in with many different queries. As your site grows and matures, it becomes a good answer for more of these kind of things, and you see that incoming searches start connecting things in ways you may not have intended, but might be very valuable. The long tail is, and always was a pretty fat place to be, if you saw it the right way.
However, in the past year or so, it has become increasingly more difficult to get an accurate read on the long tail activity coming in from Google. A big part of it, is the (not provided) keyphrases inching up in the percentage it holds – to now, where I see it over 75% on some of the sites I track. In one site, 35% of my incoming organic leads were behind (not provided). This means, I can see what they did once in my site, but I have no true read on how they entered, or why. Makes it harder to replicate.
Or does it?
Many SEOs are talking about the Hummingbird update, or the latest roll-out dates for the critter updates. But the way people are searching and the way we are collecting the data is changing completely: which is bound to affect the way lots of people build and promote websites.
One thing that we are mid-thigh in, is a switch from the desktop to the handheld device. This is not anyone’s doing – it is a general move, as handheld get better, and more capable. But with this added mobility, and different presentation it might suggest, the queries people enter in are going to be smaller, and shorter. This is very significant to SEOs – for with less words to determine true meaning, Google is doing the thinking, and the connections for the user – they have to.
Hints of it were here years ago, as Google Suggest started offering to complete your idea for you. And as more data was collected, the ability to display things using a less direct keyword correlation grew. The long tail started to vanish, both from the analytic data we received and from the incoming queries themselves, as a larger and growing subsection of visits originate in a handheld.
So strategies in SEO of the past, to mine your analytics to see what people wanted, is going to be different than it was, because there is less data offered to sift.
What does this mean to you then, as you look to try to get ahead? Do you aim higher, and attempt to get into the bigger, more competitive areas?
I don’t think the answers should be necessarily clear yet, though your direction should be.
Contextual Depth FTW
The direction to take your content development is no different than it was for the last however many years you have been doing this. The unsupported page barfing was slowed by Panda, and the tiny site propped by links stalled by Penguin. So depth is not being measured in the old, blocky kind of ways – mechanical (algorithmic) things are not going to be as effective, certainly not long-term, more than not.
I was taught early on, write for the eyeballs, tweak it to the engines. I don’t see that has changed at all.
I was very adept at taking an analytics profile and mining it to find content ideas-and though it is a bit harder in most sites because of the increased obfuscation of data from the ‘Plex, it still works. However, I am much less likely to go there now for inspiration like I did before – -I am much more prone to go to outside sites, and develop ideas based on what I see in the interactions of potential audiences. As the data became harder to track in my own site, I allowed the source of it to go elsewhere to give me the same direction.
Contextual depth is going to include long tail combinations. It doesn’t matter what they tell you – they are there when a page is created the right way. So even if you can’t base the creation/edits on actual incoming keyphrase data, the contextual depth of something does not have anything to do with Google, so who cares what they are telling you? Or not?
I think the tail is still there, but it is different than it was, seen from any angle: searchers type in less, engines do more and offer less, and our own sites are trimmed more than they may have been in the past…at least created more intentionally aware of NOT stringing out thin stuff. It’s complicated, but it has some very basic principles behind it…bedrock ideas that have not changed no matter what is happening out there in La-La land.
The direction in the future, is people will be typing less to find things and Google will be filling in the blanks for them the best they can. How you become the landing pad for these queries, is the same as it ever was in many ways: you simply write for audience connection, search stability and visibility, and increased contextual depth. This is still a safe formula- it simply won’t return such a rich spread sheet to you when it is all said and done.
In many ways, SEO copywriting is much like any old kind of copywriting. It is nuanced by more strategy perhaps, but in a lot of ways, you need it to work the same way you need any page to work for you. This creates some constants that will be in play no matter what happens to the algorithm, or what critter is next unleashed from the GoogleZoo.
The following are five things I find will make most any SEO copywriting effort more successful:
Titles: Titles have SEO value, and really, so much more. Making them lopsided toward a search engine means you miss out on the one thing most people will read…and if you catch their attention, you win. Tickle ’em, kiss ’em, call ’em out on something – but use your title to pull in the reader as much as a search engine, and it will tend to do both for you anyway. Weaker pages might rely more on the power of a well crafted title, so write better pages and allow yourself the creative latitude to engage. Take full advantage of the fact you can have a page title, then an H1 – Google will use either as they see fit, based on the query. Strategy here is feather light and requires balance but this is a balance crucial to your success.
Synonyms, and related themes: One of the main problems in SEO copywriting gone wrong, is hammering keywords to death. Maybe if you draft it like that, fine – but come back during the editing, and swap out some synonyms, and blend in related ideas. The semantic abilities of search engines to connect meaning, no matter how hamfisted they may be describing what meaning is, is still improving every year. So they don’t need you to repeat one word 30 or 40 times to understand the connection: baby’s all grown up. Spread your vocabulary’s wings and delve a bit deeper than the surface ideas of an idea.
Bullets and lists: There are two good reasons to use lists/bullets: 1) breaks up the text, making it scan-able (the eyes can breathe for a minute) 2)pulls out details so the reader can skip thru it. Readers love bullets and lists and always will. As a copywriter, proper use of lists and bullets is a skill you develop and definitely improve on over time. You learn how to make them more effective simply in the way you present them and how you determine to use them. The skills for good bullets aren’t hard to learn – consider it simplifying concepts, consistently. Note how the bullets in this list are all going to be about the same length – that is an example of an intentional writing strategy for lists.
Subheads: Subheadings are a lot like bullets, in the way they give the reader pause. They can be used to dramatic effect or as a great way to shift gears in the way you are writing. Say you want to move from one topic to the next, and a subheading is going to be the easiest, and generally the best way to do it. I tend to use them, knowing a lot of readers want to only look at these and only scan the rest of my babbling. If you have targeted keywords (kind of the point in SEO copywriting), subheads are a great places for variations or synonyms to be used. H2, H3, H4 tags and so on might have slightly more value than body text, and synonyms and variants increase your conceptual reach.
Fire in the belly: Passion is really hard to fake. But the good thing is a passionate voice is forgiven misspellings, grammatical errors, vernacular and slang use and all kinds of things we’ve been well-trained to not do. A fire in the belly allows you to create messages that make people care: they love you, hate you, support and fight you. But when you take a stand it is hard for a reader to not react from their own guts – maybe guts have some kind of telepathic quality that is fired up by a well written page. Who knows. But engagement does not happen because you padded or even researched keywords and it is not established by your word count. It happens when you connect to a readers needs, and answer. This point should have been first, because all others pale when compared.
So there you go – it doesn’t matter what Google wants to do, these 5 things are still likely to work for you, because they did long before Google was in there calling the shots.
Tips and tricks to stay in the search engines are the very same things that get you in trouble eventually. SEO copywriting is not about the latest and greatest loopholes to exploit, it is about creating content that works today and (hopefully) tomorrow because it is not answering the needs of an always fussy and petulant algorithm; instead, it speaks to higher things in better ways…answering the needs of READERS.
Same old song, I know, but always worth repeating. 😉
I’ve been lucky enough to stay busy doing corporate web writing for over ten years. I started SEO focused writing in 2002, and have been able to see it change over the years due to what Google wants.
You could argue that Google always want the same thing: quality. I think that is too broad a stroke hiding behind too blindingly white of a hat. Don’t drink the kool-aid – it’s spoiled.
My client base has been pretty diverse during the last decade so I have seen what works in different niches and talked to others every step of the way, too. We all usually agree, ranking is simply not that easy and hasn’t been for years – the best sites don’t just rise to the top. And quality is much too cerebral of a concept for an algorithm anyway…it’s a large part of why they relied so heavily on links.
It made me start considering what Google’s influence has done to the niche industry it pretty much created…the one I have been in, happily, all this time.
I started thinking about it all in terms of milestones, and randomly picked four year chunks to grab a little insight into how things have changed, at least as I have seen it go whizzing by from down here in the cave.
When I started, Google was only four, and hardly well known. Not yet a verb. I had been using it since ’99, when a librarian’s aid at college gushed about it, and I too, was a quick devotee. It was awesome.
One of my early copywriting clients at this time sold restored vintage Vespas, and I made his site rank and maintain a top 2 for “Vespa” with very little effort, fighting with Piaggio’s International site for the top spot and often winning it. That I was doing it mostly on-page against a big company was something I noticed immediately (they had a mostly Flash site – ha!), and I began testing the limits of what I could do with it. I was link-stupid, too, which didn’t help…rather, it made me believe that content was king. Because it was.
That was the way it worked then – websites were all built by hand, no real impact from open source yet, so no blogs. Dreamweaver3 was the newest toy and still horribly inconsistent and wrote bloated code. FrontPage sites were all over the place. The ability to rank a site was pretty much synonymous with the ability to build one, which took days or even more.
I cry now, remembering how easy it was to rank…you simply had to have it in the page. If you had competition, a lot of times, you could simply have more instances of the keyphrase, and win – density actually did matter, for a minute. Or, you could use meta tags, titles and copy better than them, and win, which was easy because most sites were built by tech guys who guarded their code ferociously but didn’t care about Google, so biffed it.
It was harder in competitive verticals of course and links were already necessary there – but long tail (still an un-coined term) was amazing, and that included local then too.
No one knew much about the re-born corporate internet. The first bubble-burst was still in the air, many smaller businesses were actually reluctant to get on the web. Money was great (vendors were few and far between), and you could write almost anything and make it work.
In 2002 the web and its technologies were weak but the people in it were generally passionate, so the quality was strong. I was having a blast, personally. I was an official white-hatted Google-phile then, too: a card-carrying sign waver, dyed in the wool and frothing with praise at the mere mention of them.
I was just starting to call myself an SEO copywriter, and no one much knew what it was.
Aging faster than a dog, the web and the writing in it was exploding exponentially. By 2006, two important things were changing everything: ads, and the blogs now holding them.
Open source code made blogging platforms a free way for anyone to get online, and ads made even hollow copy suddenly valuable. A match made in Google’s heaven.
The effect this had on the trade was that the bottom fell out of the market – you could almost hear it whistling past you on the way to the basement. When still virtually anything would work on a page and pages were suddenly free to build, suddenly everyone became an SEO copywriter, too. Lots of them would ferociously undercut norms to get the projects-or simply didn’t know any better and undercharged, because they did it all wrong. Per page and project prices fell thru the floor almost overnight, as did the ability to trust someone brandishing this professional title. Quality was harsh.
Clients started becoming suspicious, because cheap writers were also super aggressive marketers. Seeing pages going for a fraction of normal market prices made lots of business owners blanch, or question established providers (like me!). Cost structures everywhere started to change….affected by the rise of easy.
A page of content was typically boiled down to be just that: a page. Expertise was a tougher sell, because price was immediately understood, quality and depth were more esoteric concepts that were generally only realized in time. Bulk was working a charm in Google, as were more strategic domains (needing filler content), so a lot of people were getting on the web and hiring writers to get them going.
SEO copywriting gigs were most often based on pages churned and words counted, with keyphrases expected in specific densities. Mechanically measured bulk work. That keyword density had already become negated as a true impact was lost on the general public, and many people were using density as a sole measure to determine a page’s value. Ugh.
It was the time of the SEO rockstar, where people were talking about making money everywhere. And they were, even though some claims were no doubt inflated.
Work was everywhere, but suddenly so were self-proclaimed SEO copywriters. Market and quality standards were all over the map. There were still great paying gigs and challenging stuff – but it definitely got harder to find. Word of mouth gigs became cherished because everything public was becoming a zoo, and the monkeys were real turd-flingers.
The web was getting filled by a content is king strategy gone awry. Instead of seeing it as I did, that it meant quality and depth of content trumps all, people applied it with a more-is-better brute force mentality. And Google never stopped them – instead, making it super easy for next to nothing to suddenly start paying ad revenues.
This would continue for years, and the mechanical aspects of deriving web content were proliferating. In this time, it was mostly spun content and mash-n-scraped stuff of a very primitive level, because many people could see that simple noun+verb was all it took to start earning money.
It is fair to say as well, that there were ALWAYS people willing to approach things in a reasonable, clever and calculated way that knew they were never going to find that in a $5 page. But I can also say $5 pages can be stacked into $50/hr jobs, as I saw it done quite often.
The relative ease that was still in the ranking mix made SEO copywriting a pretty coveted thing, and the corporate world started to pay attention to what SEO meant a little more. In-house positions were created, and healthy salaries attached to a lot of them. While there may have been more people claiming to be in the trade and trying for gigs, if you could prove it and handle a meeting or two to explain a spread sheet, you were definitely in demand.
The content in general though, was starting to get thin really fast, because it had better margins for the owner/publishers. It wasn’t limited to any niche or sector – this slow erosion in what went into the page was handed off silently from passionate site owner to opportunistic web builder, and was seen most anywhere, spreading quickly.
People were climbing over each other to get better ranking in Google. Web barons and service shops were proliferating at a rapid clip, and with them is always an opportunity for a writer to get some more work going…I never saw a dip in demand by any means.
2006 echoes to me, of blogs and ads, and the more-is-better concept driving almost everything. Really good time for work – finding it was easy, big fat paychecks were still out there in freelanced corporate gigs, and they even started creating jobs for us and respecting us a bit more. Content was definitely king.
Ironic too, because it coincided with the rise of truly lame, empty-effort webpages in much larger numbers than ever before, with non-writers actively making people start to really distrust a job title being flung around like monkey shit. But there was money changing hands as the cesspool grew, because ads from Google made it all possible. More than that: the money made it pretty attractive.
By 2010, SEO copywriting was a pretty well known idea, even in more common areas. The rise of the job title in corporate circles lent enough credibility to make it a good career. The pay scale ranged based on experience, and a lot of freelance corporate gigs were sucked up by low level in-house SEO copywriters.
I think this was a good thing for most folks because they could get an in-house position where none or fewer had existed before. It made it easier to concentrate on the job itself if you didn’t have to worry about finding the next client, so writing across the web got better in spots as a result, for sure.
Problem was that it had been multiplying in so many places in so many ways, that the bad stuff far outweighed the meaningful stuff just about everywhere. Good sites were certainly out there and getting better all the time but they were typically drowned out by a glut of pushy, thin – but effective – pages spit out by someone trying to cash-in on the professional-in-his-pajamas bonanza.
Google was getting some grief for the rise of all this thin content (the same kindling that fueled their ad sales), so started ratcheting down. Long tail started getting more difficult as every algorithm update seemed to demand more than a thin page to do the job.
The cash flowing into Google was changing it at hyperspeed too – thru acquisitions and internal growth, they were now everywhere with tendrils in lots of pies. In 2002, they were still emerging in to the public consciousness, in 2006, were making an amazing amount of money, and by 2010 they were arguably unlike any company before it in terms of reach, impact, and influence.
Plus, they continually changed their SERPs, so the idea of having a webpage that effectively answered a query was no promise it was going to show above a video, a local result, paid stuff or something else Google put in there in place of the old-fashioned organic results. Complexity was getting even more complex every month.
In terms of the craft, there was of course still a lot of work to do. The onslaughts of cheap writers were still going pretty strong, yet demand for better-than-that was also in play, allowing the median price levels to stabilize.
This was really the last year of a lot of cheap efforts working, so there was about to be a pretty big shake-up…Panda was coming soon. But again, this time period was much like all the others, in that there were good jobs and cheap work out there to do, and you could find both pretty easily. Article marketing, emails, blog posts, ebooks – there was a lot of new types of copywriting coming into the norm, opening up many fun directions.
I did a phenomenal amount of work during this time. I was hooking up folks to gigs, and writers to ongoing client work – it was literally more than I could keep up with many times. It was wonderful though, as it was really kind of cresting – all of these different strategies, working in some degree. It meant lots of stuff to do every day.
I moved my office from my basement to the second floor of my house – and huge windows offering a spectacular view (comparatively) made a nice living analogy of what was happening to me, professionally. The amount of work in 2010 had me considering expansion, and more.
But the scale that everything was moving was soon to be thwarted by years of more intense Google changes – leaving the fate of the SEO copywriter a little less certain than in years gone by…that is, if you haven’t been paying attention.
Wrapping It Up
The one constant I have seen over the decade plus I have been doing this for people, is that there is, and will likely forever be a need for someone who can write well, that also understands a thing or two about optimizing the work for search engines, especially Google. It makes a potent combination in any niche, serving every vertical. It’ll never diminish in value as long as there is some sway.
There is still a glut of folks that call themselves SEO copywriters simply because they have churned out a ton of pages for someone somewhere. And by definition they are – but they are not representative of what I consider an experienced SEO copywriter. They are aspiring copywriters who worked on an SEO project, but there is a big difference between that, and knowing why words should go where they do, or what to do with analytics or how things have changed in the last 18 months. The tactics need to be understood in a larger sense for the smallest pieces to fit.
Success in Google drives a majority of what clients need from an SEO copywriter…it always has, in the decade that I did this so far. Quality is certainly one part of a solid, effective page – but the best written page is no guarantee. Google has also allowed different strategies to work at different times as they grow and change, so client wishes tend to follow suit.
What being an SEO Copywriter has come to mean today, loosely, is someone who can write about a variety of topics with an understanding of the strategies that go beyond burping assigned keyphrases every 73 words. At a minimum, an SEO copywriter, to me, is someone who understands the use and necessity of analytics and power of synonyms, related words, and how to use writing to make an idea more inclusive and engaging.
The work is still here, just like it was when I was starting out in 2002. It may be more competitive, but great clients and challenging work still abounds. Google has never been crappier, and as a counter-balance my clients and my work have never been better.
Despite how it may sound, I was happy to see bulk efforts get the Google hammer because it was a waste of everyone’s time. I did not do a lot of it (But some favors were called on), but I did arrange it for folks…and it simply stopped being requested when the penalties ramped up in early 2011.
But funny thing is that as the penalties got stiffer, the work got better: people were more willing to listen to ideas that were not a pinpoint map of keyphrases and opportunities. The rates never suffered, because cheap work (scaled and stacked) was replaced again by less, but more intelligent work at better rates.
I have disagreements with friends of mine who are much smarter than me about content truly being king. They argue, without links and engagement, content can’t rank any longer – but I remind them, the content caused the engagement and links, not the other way around. We are both right, so it never gets far.
A great piece of content is not enough to rank on its own merits, I concur – too many examples of really bad stuff ranking, and awesome stuff not to make it that simple. But great content engages…the problem is trying to figure out ‘great’ in the eyes of your visitor’s needs, not Google’s. Creating a power that Google can’t ignore is the best long term strategy – and it has always been the same.
But try explaining this to a starving small business owner who sees their last chance as a handful of articles or a hopeful press release to bump up a page for a specific keyphrase. They read about these tactics on Google and need help…they always need help. They don’t want a long term strategy: they need an immediate way into the game, or long term is simply off the table.
It is easy to preach to not write for the search engines. It is simply illogical, if you want the work to do well in the search engines. The algorithm has always had a preference for certain types of writing, so thinking you can always ignore them and still show up where you wish is naïve.
Google, in my decade of doing this, has usually represented more than 70% of all organic incoming traffic to any site. This means, doing well in Google means doing well with the page – maybe even doing well in business. Thinking that an SEO copywriter does not need to understand and write to appease Google is also very naïve.
People using SEO copywriting don’t have to be launching seedy campaigns, where $3 pages are flying off the presses faster than people can dictate them. It is (or can be) about nuance, and strategy, and understanding more of the many parts that affect a ranking than simply noun+verb+earning intention, or a good idea scaled to the moon with the cheapest labor on the planet.
It is no longer easy or even possible to simply write a page, and have it rank. It certainly was, but it ain’t no more. But as always, this deceptively simple-seeming task makes a pretty sensible place for most people to start. Still. Always.
SEO copywriting will be around as long as there is a chance of one page organically ranking better than another one, based on some measure of value from above. Chances are pretty good that until I topple, my old ass will still be in the chair, hands on keys…looking for those answers.
Well this was fun. I’ll be sure to check back in in about nine years or so, and see how we’re coming along. 🙂