SEO copywriting is very different from SEO editing. While the two types of content producing techniques have the same goal (to get picked up by search engines), there are instances when one technique is more suitable than the other and there are also different opportunities for each method.
The main differences between SEO copywriting and SEO editing are as follows:
- With SEO editing, you will be modifying existing copy. If you receive an article that needs to be modified for search engines, you will basically be reading through the blog post or page to see where certain key phrases can be inserted into the content (without changing the meaning, look or feel of the article). In the case of SEO editing, it’s important to make sure that the key phrases you are inserting read naturally and that you’re not clumsily forcing the key phrases into unsuitable sentences.
- SEO copywriting means that you will be writing the entire page, article or blog post. This may seem like more work than SEO editing, but it’s often easier to start from scratch than to modify existing content. With SEO copywriting, you will have a general guideline (of key words, focus points and call to action) giving to you, but you get to set the tone of the copy.
When to call the shots
If you are going to be writing for a company that also has a bunch of articles (in the form of press releases, brochures, PR material and event coverage), it would be best to suggest SEO editing. This way, you won’t have to come up with ideas for 50 pages, but take what the company has already got and simply modify the articles for search engines. In the case where the client is unhappy with the existing content on the website, your best bet is to offer Search Engine Optimisation copywriting, where you recreate the pages from scratch to ensure that Google and Yahoo! finds your client on the internet.