SEO Copywriters

Hiring an SEO Copywriter Made Easy: What to Look For When Hiring

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Google’s top search results receive 32% of all clicks. Being at that spot gives you a higher chance of traffic and, ultimately, conversions. This is why the competition to be at the top of SERPs is also tough.

Knowledge of SEO best practices can help you rank high in SERPs. However, since not all business professionals are equipped to handle SEO efforts, hiring an SEO expert can be game changing for your brand’s online presence.

SEO copywriters craft persuasive and conversion-focused content that not only ranks well in search engine results but also encourages readers to take action, such as making a purchase, signing up for a newsletter, or contacting a business.

 Insights From The Article

• Hiring a search engine optimization copy specialist can significantly improve your chances of ranking higher in search engine results, leading to increased website traffic and conversions.

Copy specialists are skilled at crafting great content that is persuasive and conversion-focused, not only ranking well in search engines but also encouraging readers to take action.

• When hiring a copy specialist, it’s essential to define your content goals, understand your brand voice and identity, and prioritize candidates with industry experience and technical SEO knowledge.

What are the Roles of an SEO Copywriter?

Businesses mainly hire SEO copy specialists to increase their chances of being found by their target audience online. Hence, their roles and responsibilities depend on the type of channel and content they want to use to attract potential clients online.

For example, website-related content will involve content focused on optimizing pages with relevant keywords, engaging product descriptions, compelling calls-to-action (CTAs), and informative landing pages to improve search engine placement and drive conversions.

SEO Copywriter

What does an SEO copywriter do?

When creating content for social media platforms, copywriters craft concise yet attention-grabbing captions, headlines, and hashtags that resonate with the target audience.

Ultimately, a copywriter helps draw in, keep, and convert your audience into clients by crafting excellent content.

5 Reasons to Hire an SEO Copywriter

Despite excellent on-page SEO, you won’t be able to attract your target audience or generate conversions unless your copy is great. Here are a few reasons to hire an SEO copywriting professional.

Time Saving

Even if you are good at copywriting, it’s still a time-consuming process. You can’t afford to go wrong with it, and hence, it’s always better to hire a professional. As your business grows and responsibilities increase, juggling all tasks can feel overwhelming.

That’s where copywriters come in. Hiring a professional copywriter can help you reclaim your time while ensuring your business gets top-notch, polished content that aligns with your goals and vision.

Brand Visibility

SEO content development involves identifying the right keywords and integrating them into your content. They skillfully incorporate your target keywords into the content without disrupting its flow.

A copywriter who understands your business and knows how to talk to your customers can help you generate compelling and helpful content.

Quality Content That’s in Sync With Industry Trends 

Keyword-optimized content can help attract the right audience, but your content needs to be catchy and engaging. To retain visitors, your content must be captivating and compelling.

SEO Copywriting content

SEO Copywriting content types.

To stay relevant, brands need to keep making content that shows they are updated with what’s happening in their industry.

A copywriter can effortlessly condense industry events and leverage current news to create relevant, informed, and valuable content for your audience.


Since the end goal of SEO efforts is lead generation and sales, readers must be persuaded enough through the content they consume so they take action. A good copywriter understands how to turn a website visitor into a lead or a customer.

Persuasive copywriting

Steps involved in making a persuasive copy.

Tip: Don’t keep your website copy too pushy. People prefer a more subtle approach these days. If your words sound too sales-focused, you might end up pushing away potential customers.

Minimizing Bounce Rate

Bounce rate occurs when a visitor arrives at your website and exits the landing page without navigating to any other pages on the site.

When a copywriter creates content that catches people’s interest and keeps them reading, they spend more time on your site, which can lower your bounce rate.

Why does this matter? A lower bounce rate is good for your search engine positioning. By incorporating persuasive headlines, informative content, and clear calls-to-action, SEO copy specialists encourage visitors to explore multiple pages on the website rather than leaving after viewing just one page.

What to Know Before You Hire an SEO Copywriting Expert

Even if a professional can take your page to new heights digitally through content marketing, it’s always good to know exactly what you are expecting out of the process; here are some specifics:

Content Goals

Are you looking to attract target audience, build authority, or increase conversions? Your content goals serve as a roadmap for your overall digital marketing strategy. Different content goals require different approaches to writing.

Content Goals. 

Content Goals.

For instance, if your goal is to educate your audience, the copywriter needs to create high-quality, informative content. If your goal is to entertain, the copywriter must craft engaging and captivating content that resonates with them.

Knowing your website content goals allows you to effectively communicate your target demographic, preferences, pain points, and interests to the copywriter.

Define Your Niche And Target Keywords

Your niche provides a clear direction for the copywriter to align their efforts with your business objectives. Hence, your copywriter can leverage the unique selling points of your focus area to help you set your business apart from competitors.

I suggest picking a professional who’s got the scoop on your field because of Google’s rules. They’re big on something called E-E-A-T, which stands for ‘experience, expertise, authoritativeness, and trustworthiness.’

Defining your niche. 

Defining your niche.

Having a writer who’s known and trusted in your area can boost your content’s rank on Google.

Defining your area of specialization also helps the professional gain insights into the keywords relevant to your business. This enables them to optimize the content for search engines, improving its visibility and placement in search results.

Understand Your Brand Voice And Identity

It is important to understand your brand’s tone and have it consistent across all your content channels. For example, is your brand’s tone friendly and casual or serious and smart? Your audience and where you fit in the market will help decide this.

When your brand voice and identity are well-defined, it becomes easier to integrate SEO strategies seamlessly into your content.

Brand voice do's and don'ts.

Brand voice do’s and don’ts.

The professional can refine your content for relevant keywords while still maintaining the integrity of your brand voice, ensuring that your content ranks well in search results without sacrificing authenticity.

Skills to Look For When Hiring a Copywriter

There are certain key skills that set experts apart from the rest:


Whether the writer has experience in your area of focus or not, creativity can bring out the writer’s adaptability, wordplay, and language skills.

By thinking outside the box, they can generate engaging content ideas that capture readers’ attention and drive organic traffic to websites.

SEO Copywriting skills. 

SEO Copywriting skills.


Copywriting professionals must possess self-motivation to effectively handle their tasks, meet deadlines, and attain objectives autonomously. Given the solitary nature of their work, they must exhibit resourcefulness, perseverance, and initiative to thrive in their role.

Technical Knowledge of SEO

A professional should have a solid understanding of technical, on-page and off-page SEO and understand content optimization to make sure the brand gets the recognition it deserves.

On-page vs. off-page vs. technical SEO. 

On-page vs. off-page vs. technical SEO.

With on-page SEO knowledge, they can ensure that content is structured and written in a way that is easy for search engines to understand and index, ultimately improving the website’s visibility in search results.

Off-page SEO knowledge helps craft content that attracts natural backlinks and engages with the audience across various platforms, ultimately enhancing the website’s authority and credibility in the eyes of search engines.

Prior Experience

Although many copywriters come with relevant degrees, many of them are self-taught. Their expertise has been honed through hands-on experience, and they have a dynamic portfolio highlighting their skills.

Since practical expertise trumps degrees, it’s not advisable to overlook these candidates just because they lack the relevant degrees, as they offer a wealth of qualities and experience that can significantly benefit your team.

Best Practices for Hiring SEO Copywriters

Check Their Industry Experience

Having an experienced copywriter is good, but I suggest hiring one with experience in your focus area. Here’s why.

Although many experts can write about anything provided they have access to the right resources, if your industry is in a more specialized niche (like medicine or law) that requires years of education and knowledge, it’s advisable to hire someone with relevant knowledge to produce content that helps you become an industry leader.

Go Through Their Portfolio

A portfolio provides tangible evidence of a copywriter’s skills and abilities. By reviewing their past work, you can assess their writing style, tone, creativity, and overall quality to ensure they align with your brand’s needs and expectations.

The portfolio often includes testimonials or references from previous clients, providing insights into their professionalism, reliability, and client satisfaction.

Positive feedback from past clients can instill your confidence in their ability to deliver results for your business.

Hiring an SEO Copywriter.

Hiring an SEO Copywriter.

Check if They Have Experience Using SEO Tools

When a copywriter has had experience using SEO tools, it’s beneficial in several ways.

  • Keyword research tools like Ahrefs and SEMrush allow copywriters to integrate relevant keywords strategically into their content, improving its visibility.
  • SEO tools enable copywriters to analyze competitors’ websites and content strategies, helping them identify opportunities to create more compelling content and improve search placement.
  • SEO tools provide analytics and reporting to track content performance, enabling copywriters to make data-driven enhancements for better SEO results.

Make Them Write a Sample Piece

Asking for sample pieces from copywriters is crucial because it gives you a chance to see how they write. By checking out their work, you can make sure they match your brand’s style and goals.

Plus, it helps you judge if their writing is high-quality and fits what you need for your project.

Decide on Turnaround Time

Deciding on a turnaround time helps everyone know when the work needs to be done. This way, both you and the copywriter can plan accordingly and make sure everything gets finished on time. It keeps things organized and ensures that the content is ready when you need it.

Questions to Ask Copywriters Before Hiring

While hiring a copywriter, your goal should be to filter the best out of the lot that will preferably stick around for the long haul. Here are some common questions that can help you come to a good decision.

  • What kind of content have you written in the past?
  • Have you worked with brands like ours before?
  • Do you offer keyword research or content strategy?
  • Do you use SEO or content optimization tools?
  • What are your rates?
  • How do you measure results?
  • Do you have any case studies or client testimonials?

Common Mistakes to Avoid

Avoid these common mistakes when hiring a copywriter.

Overlooking Writing Sample Quality

Reviewing writing samples is useful for assessing a copywriter’s abilities, often carrying more weight than their resume, as they provide tangible proof of their expertise.

Failing to examine samples increases the chance of hiring a candidate lacking the required skills for the role. Skipping this step could result in hiring someone whose writing style or quality doesn’t align with your brand.

Expecting Quick Results

SEO marketing is a slow process. It takes time to get people interested and become an authority online. So, don’t judge an SEO copy specialist’s skill by quick results. It can take months to see a change from any SEO work.

Instead, look at how good their articles are or their word count.

Focusing Only on Cost

Quality copywriters come at a cost, and the saying “you get what you pay for” holds particularly true in this field.

While budget is important, opting for the cheapest option without considering the copywriter’s skills and experience may lead to subpar content that doesn’t yield the desired results.

Ultimately, you spend more time and resources rewriting the poor quality work.

Common mistakes to avoid when hiring an SEO Copywriter.

Common mistakes to avoid when hiring an SEO Copywriter.

Overlooking Communication Skills

Effective communication is key for conveying your brand’s message. Hiring a copywriter who struggles with communication could lead to misunderstandings and delays.

Clear communication ensures that they know how to deliver content that aligns with your goals and resonates with your audience.

Ignoring SEO Knowledge

Ensure the copywriter has a solid understanding of SEO principles and practices. Without this knowledge, their content may not perform well in SERPs.

Failing to Set Clear Expectations

Clearly outline project requirements, deadlines, and expectations from the beginning to avoid misunderstandings and ensure a smooth workflow. Make sure the copywriter knows exactly what you want, when you need it, and what you expect.

Failing to set clear expectations can lead to misunderstandings, delays, and potentially unsatisfactory results.

Without clear guidance, the copywriter may not fully understand your requirements or deadlines, resulting in content that doesn’t meet your needs or is delivered late.

Final Thoughts

An SEO copywriter plays a vital role in reaching your content objectives, boosting domain authority, and crafting a compelling online identity for your brand. Yet, finding someone who possesses the necessary skills, flexibility, and industry insight can pose a challenge.

Selecting an SEO copy specialist who not only meets your content needs but also resonates with your company values and identity is crucial for achieving long-term success in your online presence.


  1. Why is it important to hire an SEO copywriter?
    Hiring an SEO copywriter is crucial because they help increase your chances of being found by your target demographic online, ultimately leading to more traffic and conversions for your business.
  2. What roles do SEO copywriters play?
    SEO copywriters create content tailored to different channels and purposes, such as website optimization, social media engagement, and lead generation. Their responsibilities vary depending on the specific goals and strategies of your business.
  3. How can I assess the effectiveness of an SEO copywriter’s work?
    Evaluate the quality of their portfolio, look for evidence of improved search positioning and increased traffic, and consider requesting case studies or client testimonials to assess their track record of success. Set clear performance metrics to measure the impact of their content on your business objectives.

Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

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