A Freelance Writer’s Basic Guide to SEO
Hands up all those freelance writers who, when scanning the job boards recently, have seen writing gigs looking for copywriters with SEO experience? (should be everyone). Keep your hands up if you don’t understand what SEO is, or if you do, were confused the first time you saw it used? (should still be everyone). And now keep your hands up all those freelancers who have since realised how easy it is to make money writing SEO articles, or who would like to know what it’s all about? (Everyone should still have their hands up).
Yes it’s true, SEO seems like one of those fancy modern phrases, that only applies to tech-minded people, but the reality is very different. SEO has been around for a while; it’s only since the Google revolution has it been defined as an entity. Get your head around SEO, and it can be the source of many lucrative writing jobs.
This article will give you the low down on SEO, what it is, and how you can earn from it.
What is SEO?
SEO is an acronym for Search Engine Optimisation. It is the term to describe the methodology used to boost a website’s rating when it is searched for on an Internet search engine, and the resulting page rank it receives in relation to other related websites. This is achieved through the use of web content and articles enriched with keywords, and meta tags in the structure of the webpage.
Why is it Relevant?
SEO is relevant in the world of e-commerce and online business, and for those involved in the creation of web sites and web content. Because most Internet users don’t browse past the first page of search results they are offered, the higher a website can rank for a given keyword or phrase, the better its chances are of bringing in new customers. Research has shown most users only ever click on the top 5 to 10 results.
Yahoo, MSN, and in particular Google, account for over 70% of all search engine traffic on the Internet, so for an online business this avenue of attracting customers is highly valued.
What is a Page Rank?
Page rank is a way of determining a website’s importance dependent on its desirability and exposure. The term was derived by Google, who developed an algorithm to calculate rankings.
When this algorithm is executed, it determines the number of links pointing to a website, the amount of relevant content it contains, and then assigns it a number between 1 and 10; 1 being the lowest level of rank, 10 being the highest. The higher a page rank, the better chance a website has of appearing at the top of an Internet search result page.
What is a Keyword?
A keyword is a word or phrase an Internet user will enter into a search engine when trying to locate something, i.e., a product or information. For example, a website selling herbal tea will list keywords such as, “herbal,” “tea,” and “tea bags,” etc.
What is Keyword Density?
Keyword density is the numerical factor derived from dividing the number of words on the page of a website, by the number of keywords that are used within it. The more keywords used throughout a web page (and ultimately the entire site), the better the website will rank for that keyword or phrase.
Websites that have too high a density tend be considered as spam by search engines, and may be excluded.
Can’t Website Owners Pay For A Higher Ranking?
It’s not possible to purchase search list rankings, because they are free and calculated through algorithms. Instead, a website must earn its rating over time, and through the use of Internet links and keyword relevance.
It is possible to pay for promotion based on specific keywords or phrases, however these are separate to the free results offered when running a standard search, and usually appear as sponsored adverts.
What Has All This To Do With Freelance Writing?
For freelance writers, this means the appearance of more and more writing gigs looking for writers who are able to write dedicated SEO-rich web copy, related articles, and blogs.
All these methods are aimed at attracting hits and links to a website, thus boosting its rankings, and pushing it up the search ladder. There are two main methods you might be hired to do this.
The first is through the writing of web content for the target site. The aim of this is to attract interested users directly into a website via a landing page. For example, a user will search for the term “herbal tea,” and find their way onto a website that sells it. They will then be able to read all about it and order their favourite brand before they leave.
The second method is through the writing of articles and blogs that are external to the website, but show up in search engine results and guide users towards the main website at the centre of the business. So for example, somebody might search for “Lemon tea” and discover an article written by a freelance writer on the physical benefits herbal tea promotes. The article will contain a by-line or other links throughout it, that direct the reader to the main website so they can purchase lemon tea.
Where there are websites looking for business there will always be a need for writers. Fresh and attractive articles that are written using SEO techniques, and are enriched using keywords in a subtle and sensitive approach, are becoming more in demand. Master SEO writing, and you will never be short of work.