by Krissi Driver | Jul 5, 2022 | Freelance Writing |
What exactly is search engine optimization? Why why does it matter? And what do you need to know about SEO as a freelance writer?
When you’re applying for freelance writing gigs, you may come across job postings that require or “prefer” experience with SEO. But if you don’t have a background in writing content specifically for internet searches, you might be scratching your head.
As a freelance writer, you don’t necessarily need to be a search engine optimization pro, but it will definitely behoove you to have at least a basic understanding of what it is, what it does, and why it’s important.
And more importantly, if you are super interested in it, offering SEO blog writing and copywriting services is a great way to charge a higher freelance writing rate.
Here’s a primer on what you need to know about SEO as a freelance writer.
What is search engine optimization (SEO)?
Whether your clients have an existing blog or they’re wanting to start one, they’re probably asking themselves, “Okay, well how does a search engine determine what’s a good ‘match’ and what isn’t?”
This is where that buzz phrase “search engine optimization” or “SEO” comes into play.
SEO refers to how search engines like Google and Bing “index” or keep records of a business website along with every other piece of content on the internet. From blog posts to news articles to videos to images – it’s all categorized and logged by search engines.
Here are the basics:
Search engines “crawl” across the web and “read” the content on each individual webpage to determine its main topic. They also look for key phrases, common question-answer strings, and straight-up single keywords (depending on the breadth of the search query) in order to churn out a list of top results.
It may sound complicated, but at its core, it’s pretty simple.
Still confused? Imagine SEO as a librarian.
If you’re still confused, let’s think about it in real-world terms. Imagine a search engine is a librarian. Here’s how it works:
- Based on varying criteria, the librarian (or, tfor our example, the search engine) reviews all the books (websites and web pages) he or she can and chooses a place for them in the library.
- You go to the library and ask the librarian for a book (website results) based on a topic you’ve given them (your search query).
- The librarian (search engine) comes back with a ranked list of all the books (websites) he or she thinks will best answer your question or fulfill your requests. The best matches will be at the top of the list; the worst ones will be at the bottom.
This process of a librarian making book suggestions is the simplest way to understand how SEO works.
Okay, but can my clients have a successful SEO strategy without a business blog?
Yes, but let me start by saying this: I’m a firm believer that every business should have a blog – whether it be simple or robust.
If your clients are on the fence or unconvinced about why they really should have a blog, here are a few points you can make when speaking with them:
- A blog plays a major active role in how search engines (::hint hint:: GOOGLE) review and index a website.
- An active blog tells search engines and potential buyers that a business is alive and well.
- By having an informative blog, your clients give their fans a place to gain free value which ultimately builds trust.
- By building trust, they position themselves as an expert in their industry, niche, or locale.
These are just a few of my arguments for setting up a business blog… If I sat and thought about it all day, I could bombard you with more. Suffice it to say, the reasons for having a business blog far outweigh the counter-arguments and “inconveniences” business owners cite for going without one.
But all that said… Businesses asking for writers with SEO experience are probably looking for blog content, so you may not need to convince them of anything!
Now let’s dive into how SEO actually affects your clients’ websites directly and why you should care about it as a freelance writer.
How does SEO actually affect a website?
Ideally, every page on a website should be optimized for search engines – not just the blog. By that, I mean every single page on a website – even the pages that seem meaningless – should have specific keywords or phrases that help search engines direct web surfers to that site.
The better, intentional, and more complete the SEO strategy is across their entire website, the more likely your clients will be to rank in search results.
Remember: Google (the search engine, let’s be real) is going to look at everything – there are no “secret drawers” it won’t open. (Technically, there are ways to direct Google not to log your pages, but we won’t get into that here.)
Now let’s think of Google as a snoopy mother-in-law:
- Your mother-in-law is coming for a visit and she’s very critical. She’s going to look at everything in your house (website).
- Getting compliments from her (appearing on the front page of search results) is hard to come by. So, if you want to impress her or, at the very least, get closer to being complimented, everything you’ve got should, ideally, be super organized (optimized for search engines).
- The closer to perfect your entire home (website) is, the better your mother-in-law will compliment you (rank your website on the first page of search results) and rave about you to others (consistently put your website on the first page).
So what does that entail?
- Intentionally optimizing every page link, from the home page to the blog posts to the “about” page.
- Writing page descriptions and meta descriptions for all pages, blog categories, and blog posts.
- Blog posts include at least one image, preferably a branded “featured image.”
- Giving images and videos uploaded to your clients’ websites or blog posts a file name containing the keywords they’re trying to rank for.
- Adding alt text to every image on your site.
The Open Secret to Writing SEO Content: Keywords
Writing SEO content for your clients is actually easier than you think. In fact, you’re probably already doing it without even realizing it much of the time.
The most important thing you can do (especially if you are the one suggesting content topics for your clients) is to do some keyword research. This is THE #1 key to a successful SEO strategy.
When we’re talking about search optimization keywords, there are two different camps: short-tail keywords and long-tail keywords.
Short-Tail Keywords
“Short-tail keywords” are generally single words or phrases that encompass a topic. For example, “search engine optimization” or “chocolate cake” or even just “Miami.”
This is how SEO was fueled back in the day – before Google became so smart that engineers started thinking it had come alive. (Yes, that’s a real concern now!)
In the early days of the internet, SEO was in its infancy and not very “smart.” So these “short-tail keywords” were the only way to let search engines know what the content was about. As a result, content and copywriters used an early SEO practice now referred to as “keyword stuffing.”
“Keyword stuffing” means you use the keyword(s) as often as you can, even if it sounds or reads awkwardly. You needed to let the search engines know what the blog post or page was about, and the best way to do that was to make it blatantly obvious.
These days, this is not only unnecessary but a giant no-no. Google and Bing won’t “reward” sites that use keywords like this anymore; they’ll actually penalize them.
Long-Tail Keywords
On the other hand, “long-tail keywords” are what are most used in today’s SEO efforts. This simply means looking for strings of keywords or phrases that are searched for most often.
Think about it: If you were looking for information on search engine optimization, you probably wouldn’t go to Google and type that in. You’d be more specific, right? You’d try something like “how to do search engine optimization” or “what is search optimization.”
Likewise, someone looking for something about chocolate cake might type in “gluten-free chocolate cake recipes” or “Hersheys cocoa chocolate cake.” Someone looking for things to do or places to go will specify what they’re searching for in their query.
Long-tail keywords are how we most often search the internet now. You do it all the time without noticing! Because when you type in a short-tail keyword, there’s no telling what kind of results will come back or how long it will take you to find what you’re looking for.
Long-tail keywords help internet users find exactly what they want with less effort.
How to Write SEO Content for Your Clients
If you’re offering SEO services or your clients are asking for SEO-friendly blogs, the main thing you need to know is what keywords they’re hoping to rank for.
It’s important to note (and remind your clients) that SEO is a long game – there’s no overnight success. It takes time, consistency, and dedication.
The internet is flooded with information now and it’s hard to rank for a lot of things these days. And it’s hard when you’re competing with bigger companies that may have had an internet presence for a long time. That said, it’s not impossible.
To write content for your clients, start by doing some keyword research and ask them what kinds of things their ideal customers or clients are searching the internet to find. I recommend using a tool like Ubersuggest if you’re new to SEO. It’s easy to understand and will give you a ton of information for free. Neil Patel, the creator of Ubersuggest, has some fantastic YouTube videos, too, on how to use and get the most out of it.
Once you know what keywords you’re going for, write content as you normally would. Use normal language and integrate your keywords in a way that feels and reads naturally – don’t keyword stuff!
When Writing Gigs Ask for “SEO Freelance Writers”
Can you apply for freelance writing jobs without SEO experience?
Yes, you absolutely can.
Obviously, not every gig is going to be asking for SEO experience. And those that do may not have a strong understanding of “all the things” any more than you do. If you have a basic understanding, you can probably apply for gigs that ask for SEO knowledge (and certainly for those that don’t mention it at all).
A word of caution, though: If the gig clearly states you need a strong understanding of SEO and it seems like they know what they’re talking about, apply but be forward about your level of understanding and experience. Having little SEO knowledge isn’t necessarily a non-negotiable for everyone. But you definitely don’t want to be dishonest about what you know (or don’t know, in this case).
And if you’re planning to offer SEO services, do your homework and make sure you feel like you've got a strong handle on how it works and how to do it well. These days, everyone wants search-optimized content, so this is a great way to market yourself and raise your rate.
Search engine optimization has a long name and instills fear in many new freelance writers, but it shouldn’t. Catching on to how it works and making it work for you and your clients is easier than you think.
by Krissi Driver | Aug 4, 2020 | Blogging, Freelance Writing |
Copywriting vs. blogging: What's the difference? When it comes to freelance writing, it’s important to be specific about what types of work you’re looking for. One of the main pitfalls writers face is understanding the difference between copywriting and blogging. Both fall under the larger umbrella of “content marketing,” but that doesn’t mean they’re the same. These terms are often used interchangeably by clients and in job postings, but they both require very different skill sets. You might be suited to one and not the other. Here’s what you need to know about the different types of freelance writing so you can find work that fits your skills.
Blogging
Blogging is a type of long-form content marketing. While you might find some clients who request short blog posts, a typical blog will usually range from 500-2,000 words. Blog posts can serve several purposes for a business. For one, if you optimize a blog post for search engines, it can help boost a website’s Google ranking and attract new potential customers to the business. 
For another, providing helpful information in a blog post puts your client in a position of authority. This builds loyalty with their readers and can encourage conversions in the future. At the very least, an informative blog post can demonstrate that a business can keep up with, if not surpass, many competitors in their industry that might not have a blog at all. In order to be a successful blog post writer, you should be able to conduct your own keyword research. Some clients will do that part for you, but it’s good to be prepared just in case you’re on your own. Use tools like Ubersuggest or Keywords Everywhere (both of which you can use for free, by the way) to determine your target keywords so you can incorporate them in your posts. You should also be up-to-date on all of the latest search engine optimization (SEO) best practices. Your clients will appreciate a basic knowledge of how to make their blog posts successful. While blog posts are an essential asset to any business with an online presence, they’re not typically the main source of conversions on a business’s website. That’s where copywriting comes in.
Copywriting
The word “copy” refers to writing with an advertising focus – that is, writing that encourages the reader to take an action. While blog posts mainly aim to educate, copy aims to sell. Copywriters use marketing techniques in order to infuse their writing with a sense of urgency, persuading the reader to, for example, sign up for a newsletter or click “add to cart” on an ecommerce website. 
Copy can be seen all over the internet, from product descriptions to landing pages to ad text. That makes copywriting a lucrative industry with plenty of opportunities. Almost every business will have a need for copy at some point in their sales funnel and if you can provide it, you’ll always have a diverse pool of clients to choose from. In order to be a successful copywriter, there are a few things to keep in mind. First and foremost, copy is persuasive. If your writing is too salesy or too forceful, it will drive customers away from your client’s business instead of encouraging them. You need to have a solid understanding of marketing and sales tactics in order to create compelling copy. Much like blogging, it’s also a good idea to have a grasp of SEO best practices if you’re going to be a copywriter. While many copywriters aren’t responsible for optimizing the text they write, it helps to keep search engines in mind as you put your text together (although don’t forget, you’re primarily writing for human readers!). While blog posts have some flexibility to be a little verbose, copy is concise and to the point. With every extraneous word, you risk losing your reader. Good copywriters can use every sentence to its maximum potential without getting too wordy.
Other Types of Freelance Writing
There are plenty of other types of freelance writing that don’t quite fall under the umbrellas of blogging or copywriting, so if neither of those seem like your style, don’t worry! Here are just a few of the other options you might want to consider:
- Technical writing
- Press releases
- Bio writing for authors or musicians
- Email newsletters
- Social media posts and ad campaigns
- How-to guides and tutorials
- Case studies
- Whitepapers
- Scripts for videos or podcasts
At the end of the day, the type of writing you do doesn’t matter as much as how well you do it. If you know where your skills are strongest, you can carve out a niche for yourself and attract clients who want what you have to offer.
by Krissi Driver | Jul 21, 2020 | Blogging, Business Tips, Freelance Writing, Getting Started |
When you’re designing your website and writing blog posts to promote your business, there’s a term you need to keep in mind: search engine optimization, also known as SEO. Not sure where to start? Don't fret: Let's take a quick look at SEO for beginners.
There are entire books dedicated to mastering SEO, but the good news is you don’t need to be an expert to get started. Search engine optimization determines what page of Google or another search engine your website can be found on. A good SEO strategy can help your website get found by your ideal clients and customers. Here are 5 steps to set you on the right track.
1. Think like a client.
While optimizing your website and blog posts, it’s important to think like a client or whomever you’re trying to attract to your site. You might be familiar with some of the jargon of your industry (if you’re a freelance writer, for example, it’s common to see acronyms like SEO, B2B, CTR, etc.). However, your ideal customer might not be as familiar with the lingo that insiders use.
Let’s look at an example for a freelance writer: Put yourself in the shoes of a potential client. Would the average person know to search for those terms when looking to hire you? Chances are, while a small business owner might be familiar with those phrases, they would probably search for something much more simple when trying to find you, like “freelance ecommerce writers.”
If you’re a blogger, the same idea rings true. Think about how your ideal audience or followers might search for things related to your niche or blogging topic on Google. Whatever you come up with, see how much you can simplify it. That’s probably what people are most likely to search for.
Once you have a few terms in mind that your clients or readers might search for in order to find your site, we’re going to take them to the next level.
2. Do some keyword research.
When you have a good idea of what your clients are looking for, it’s time to get specific. Using tools like Ubersuggest, Google Analytics, Ahrefs, or Moz, you can see exactly what search terms you can use to maximize your optimization.
The exact process varies depending on which keyword tool you use, but essentially you’ll want to type a good, generic keyword into the tool to start. Any of the phrases you came up with in step 1 will work. If you make and sell crochet hats as a side hustle, it can be as simple as typing “crochet hats” into the search box.
Once you’ve done that, there should be a list of suggested keywords for you to view. The first thing you’ll notice is that the term “crochet hats” isn’t very specific, and a lot of people are using that term on their websites. It will be pretty difficult for a new business to swoop in and appear on the first page of Google for a term that broad.
However, you may also notice that it helps to be specific. A lot of the related search terms have to do with patterns for crochet hats and not hats for sale, so if you tweak your keyword to be “crochet hats for sale,” you won’t have to worry about the wrong people stumbling on your website.
The more specific you can get, the more likely you are to attract the right people to your website. Of course, it’s a good idea to sprinkle in some of the broader terms when they’re relevant, too. Make a good list of keywords to keep in mind as you write your web content, but don’t get started until you consider the next step…
3. Write with “user experience” in mind.
Throughout the years, companies have been using different strategies and techniques to improve their search engine ranking. But ultimately, Google’s algorithm boils down to this: What pages are going to be most relevant to a client’s search and what pages out of those are easiest to read, navigate, and use?
This means that although you have a list of keywords you want to target, you don’t want to force them into your text where they won’t make sense. The algorithm has gotten a lot smarter in recent years and it can tell when you’re trying underhanded tactics, also known as “black hat SEO” or “keyword stuffing.”
Use your keywords where they naturally fit but don’t overdo it. You want your content to be accessible and make sense to the humans that are reading it. Keep in mind that you’re writing for a person, not a robot.
Take this article for example. The keywords I'm hoping to rank for in Google search results are “SEO for beginners.” You might notice that if you do a page search for this (go ahead and try it if you're reading from a computer – click “ctrl + f” on a Windows computer or “command + f” on an Apple computer), you won't find that specific phrase more than once in the body of this text. That's because it doesn't really fit naturally.
The point here is to not force things, even if you're tempted to. Stick with a conversational tone and easy content. The Google algorithm will see right through any “old school” tactics.
4. Format correctly.
There’s more to SEO than just what you write. It turns out that your formatting matters, too. Using proper headings, breaking up big chunks of text with paragraph breaks and bullet points, including images and videos, and adding images and graphics where relevant can all make the page more visually interesting and appealing to readers.
In addition to the formatting of the page itself, you’ll need to make sure any images you use are optimized as well. Each image needs an alt tag, which should be a brief description of the image that helps search engine crawlers know what the image is. While this won’t be seen by your readers, it’s an important step to remember.
5. Update old content.
The best part about SEO is that you don’t have to reinvent the wheel every time you want to boost your site traffic. Search engines like to see that content is timely and relevant, so if you’re stuck for new ideas, why not give some of your older content a refresh?
Adding new links, updating outdated information, including more images, and sprucing up the text are all things that show search engines your website is up-to-date. It’s a good idea to go back through your old content at least once per year to keep it fresh, but you can update it more frequently if your analytics show your page views dropping.
Although there’s always more to learn about SEO, the basics are more than enough to help you build your website and write killer blog posts that will help your business or website get noticed. With a little research and some strategy, you can put yourself lightyears ahead of your competition.
