copywriting types

[Copywriter-H.]

I keep coming across employers looking for SEO copywriters. My experience with SEO is limited to the use of pre-defined keywords incorporated into the text.
It functions for web copy but I can imagine it's not the key source for google page ranking. What irritates me is that I seem to go through the application process for the role of "Web Copywriter", to find out at the last minute that the job is actually for an SEO specialist with keyword density being the priority over good concise copy.

I try to flex my skills and adapt to suit a job, but I find more and more people in the web industry confuse & blur the line between SEO functions and copy.

[AlexLouise]

Hello

I work as an online copywriter and don't find this a particularly large problem.

Online copy may need to include certain numbers of keywords. However, in my opinion, if someone clicks on a link from somewhere like Google you may have their interest for a few seconds but, after those first few seconds, if the quality of the copy is rubbish it's ineffective.

I wouldn't buy/sign up etc. to something just because it comes up high in a search engine unless it made sense.

Also, maybe you could point out to employers who focus on keyword density that online text involves more than just SEO – what about things like help sections or terms and conditions; these require much more than just SEO!

Best wishes,
Alex

[Copywriter-H.]

I think you misunderstand, I am referring to people advertising for full-time employment. The job spec and title refers to a Web Copywriter but when it comes to interview the skills and tasks they require are for someone in the SEO field rather than a copywriter. My frustration is in this confusion with companies who cannot tell the difference between the two.

I find that it seems to be happening a lot.

[Miss Bee]

Hi Copywriter-H,

I can understand your frustration!

Unfortunately, I think that people simply don't understand SEO. They think that it only has something to do with the outdated notion of keywords and copy (and therefore link it to a copywriter). It also means they don't understand the value of a good copywriter!

I'm a web copywriter; I therefore write search-optimised copy. That is, interesting, relevant and good quality copy that visitors want to link to. Of course, it doesn't stop there. I understand the importance of well-written alt-tags, headings (in appropriate header tags) and so on to search engines too.

However, I'm not an SEO expert; it's a science in itself! Researching keywords, developing marketing strategies to gain organic inbound links (no 'black hat' stuff), etc.

I've no idea how you might go about educating and explaining this to the people who are hiring. They are, presumably, not very web-savvy. They're also probably not going to get the right person for the role if their job description is misleading!

Helen