SEO, or Search Engine Optimization, is crucial to being found in a Google search. And let’s face it, everyone uses Google to find just about anything these days. Most people I know use Google searches when searching for a therapist. The competition is stiff, and it can be hard to get found in a search. So how do you make sure you’re a step ahead of the competition?

An SEO copywriter is the right answer when it comes to getting your practice visible online. If you’re just starting out, don’t worry if you don’t make it to page one right away – it can take Google between 3-6 months to recognize a new page. But even though it can take a while, it’s worth the investment because once Google recognizes your page and starts ranking you, you’ll see a surge in people inquiring about your services.

Well-optimized website copy will rank you higher in a Google search. There are plenty of ways to boost your SEO, which I’ll get to in a minute, but it’s necessary to realize just how important getting to page one of a Google search is. Think about your own searches – do you ever click past page one or two? Probably not.

That’s why writing for SEO is crucial when it comes to your website and blogs. Your private practice’s website is an incredibly important part of your business. You should be investing the time and money it takes to create a well-optimized website because the return on investment will be worth it.

What Is SEO Copywriting?

First off, we should define what copywriting is, in case you’re not sure. Copywriting is a form of marketing and is any kind of writing that gets readers to do something with a call to action (CTA). Writing SEO content is something that not all copywriters learn to do, so it’s important when choosing your copywriter for your private practice that they understand SEO.

Writing for SEO means that you’re always writing with Google in mind. No one really knows how Google works, even the experts because Google’s always changing the algorithm. They even keep it a secret from their employees!

But there are ways to write SEO content that will rank your private practice on page one of Google searches. SEO copywriters use keywords to match what people are typing into Google. There are plenty of Chrome plugins and tools that copywriters use to determine keywords that are being searched enough to use them to get you found but not too much that you’ll get buried by all the competition.

What Does an SEO Copywriter Do?

Writing for SEO is more complicated than just putting words on a page and hoping that Google finds it. SEO copywriters don’t just use keywords, they also pay attention to things behind the scenes. This includes meta descriptions, the length of your URL and whether it includes a keyword or not, the alt text on any images you use which should include a keyword, and many other things. If these words sound foreign to you, that’s ok, because your copywriter, if they’re writing for SEO, will know what to do.

Writing SEO content requires the copywriter to think about 3 audiences: skimmers, diggers, and Google. All the writing is done with SEO in mind, so that means that you’re trying to organically use keywords in the text, not just stick them in there and hope Google finds them. Yes, you’re writing for Google, but you still want your writing to flow and appeal to people who will both skim your website and read every word.

Most SEO copy is either going to be blogs or websites, so for the purposes of this blog, we’ll focus on those.

Websites

Each page on a website needs to have a different focus keyword. Keywords should be slightly different variations on each page so that you’re not competing with yourself for SEO. Headers and subheaders should include keywords with the H1 using the focus keyword and the H2s using longtail keywords that show up throughout the page.

Blogs

Each blog is going to use a different set of keywords for the same reason that each website page uses different keywords. By using different keywords you boost your chances of being found in a Google search

Blogs follow the same rules as websites – keywords in H1s and H2s, not too many keywords (keyword stuffing), organically used keywords in the text, and focus keywords in the first and last 100 words.

Blogs are important for SEO because regularly written blogs tell Google that you’re consistently updating your website, which Google likes. But blogs need to be relevant and written in an SEO-optimized way in order for this to work. They also need to be posted 2-4 times a month in order for Google to recognize them. So when you’re hiring an SEO copywriter to write blogs and they tell you that one blog a month isn’t going to do anything for your SEO, they’re right.

How Does Writing SEO Content Work?

First, your SEO copywriter will do keyword research. Once they’ve determined which keywords will rank you highly in a Google search they’ll plan out the site or blog using those keywords.

Everyone’s process is different, so I’ll share mine. Fire, I do keyword research, as I mentioned before. Then I’ll research titles and headers. This sometimes comes last if I’m stuck or not entirely sure how the piece, particularly a blog, is going to turn out.

Next, I’ll create an outline using H2s that include the keywords I’ve chosen. I highlight as I write the keywords I’m using so I can check for keyword density later. You don’t want to keyword stuff because Google will pick up on that and not rank you well. Finding the right balance of keywords is tricky, and takes time.

After I’ve done the outline and given myself some time away from it I’ll write the crappy first draft and walk away again. Then I’ll go back the next day and edit the first draft. I’ll format the piece and make sure I have one H1 that includes my focus keyword and then H2s that also include longtail keywords.

Because SEO content is always written with Google in mind, I write your blog or website in a way that will get Google’s attention, mostly by using keywords but also by writing relevant copy. 

Ready to Hire an SEO Copywriter?

If you want to boost your SEO and get found in Google searches, hire a copywriter who is proficient in SEO, like me!

I’ve optimized my website in a way that uses the keywords I want to rank for, which is maybe how you found my website and this blog.

If you’re ready to take the leap and hire an SEO copywriter, contact me to set up a free 30-minute consultation to talk about your SEO needs. I look forward to helping you build your ranking in Google searches and get your practice found on page one!