3 Fatal Mistakes Brands Make When Hiring SEO Copywriters

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Search marketing is a popular inbound marketing strategy.

Search influences a purchase enormously.

Up to 72% of buyers start research for a product or service by consulting Google.

Smart SEO marketing guarantees you a steady, ever-increasing flow of traffic, leads, and sales. But to nail it and reap all these benefits you need excellent SEO copywriters. Sadly, most brands trip up when hiring writers. Consequently, they don’t see results.

In this post, I will reveal three common mistakes companies make when hiring an SEO copywriter. Better yet, the post will suggest fixes for the missteps.

Mistake #1: Asking for academic degrees

A significant number of companies require degrees like BA In Communication Science or Creative Writing for writers to join their staff.

But that’s a massive blunder.

First, there are very few universities that teach SEO copywriting. Most college classes teach dry, formal, offline media stuff that doesn’t work online. Second, not all gifted writers have writing degrees.

So if you insist on a degree, you miss out on many talented result-getting writers who don’t have a formal qualification. After all, SEO writing isn’t about fancy degrees, it’s about getting results in the actual world.

What you should do instead:

  • Ask for case studies of results the writer has achieved in the past.
  • Find out what if the prospect has undergone any Search Engine Optimization training, whether free or paid.
  • Ask how much the prospect has invested in SEO skills development. Serious contenders spend money on career growth because they always want to get better. Pretenders don’t want to part with a penny to sharpen their skills.
  • Commit to writer training and development to improve the skill levels of your writing team. Train them after you get them.

Mistake #2: Going for the cheapest writer

A significant number of business owners are so obsessed with cutting costs that they hire the cheapest writer they can find on the market.

Shopping for writers based solely on a meager budget is a massive blunder.

Why?

You’ll attract crappy writers who produce poor copy that’ll hurt your brand reputation. Plus, search engines disfavor poor writing. Finally, lousy SEO writers are notorious for building toxic links that negatively affect your rankings. In a worst-case scenario, you can even incur a Google penalty.

What you should do instead:

  • Focus on the outcome of your investment, not the initial cost. To get inspired, find out the content ROI successful content teams in your niche bring in.
  • Be willing to invest decent money to get gifted writers. Make peace with the fact that if you pay peanuts, you will get monkeys 🙂
  • Look for talented up-and-comers who don’t charge premium rates yet. You will get up to the mark quality at affordable prices.
  • Find out how much your competitors spend on writers and use that as a benchmark. Slowly raise your rates and build towards the standard.

Mistake #3: Not commissioning a test piece first

Here’s how many brands hire writers.

Advertise. Oral interview. Award gig to the winners.

That process is flawed.

You will commission a major project and be disappointed with the results. And then you must start searching all over again.

That’s where a trial piece comes in to save the day.

It allows you to gauge the writer’s potential without committing too much. If you discover they’re a good fit, you’ll move ahead with joy. But if they aren’t, you happily part ways because you haven’t wasted precious financial resources on them.

What you should do instead:

  • Ask the prospective writer to do a small trial piece first so you see if they are a good fit.
  • Make sure it’s a paid trial piece, not a free one otherwise, you will lose out on accomplished copywriters who scoff at writing for free.
  • Ensure the trial piece matches the topics you want the writer to focus on if you hire them.
  • Give the writer a detailed content brief so they know exactly what’s expected of them.

Hiring SEO Copywriters: A Crucial Part Of Successful Search Engine Marketing

Without expert SEO writers in your team, your search marketing strategy misfires.

Avoid these common pitfalls.

Develop a hiring system that flushes out below-par writers and lets the cream rise to the top. With a rockstar team of SEO copywriters on your side, you will dominate the SERPs. When your customers search for topics related to your solution, they’ll find you.


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