When writing most marketing or advertising copy you make assumptions. You make propositions built on those assumptions. And produce the most interesting and engaging copy you can.
With SEO copy you start from a different place. That place is key phrase research, and while it provides everyone involved with a Web site with priceless information about its customers and competitor weaknesses, often it throws up surprises about how people think about a product or service.
By their very nature, these surprise findings often do not fit in with the client’s expectations, or carefullly developed proposition. Or perhaps you discover factors you or your client have already discounted as being irrelevant or somehow not interesting enough.
That means sometimes you need to make something interesting that the client just doesn’t see merits talking about. Your key phrase research tells you otherwise, so it’s up to you, as an SEO Copywriter to reconcile the over-familiarity of the client with the expressed needs of the marketplace.
You need to find something compelling to say about what may seem mundane. Or you may need to find something new to say about something you think you may have covered already. Whatever is the case, you need to demonstrate this at-first unappealing starting point will work under all the rules and aims of good copywriting.
Making web site content work in this way, is what good SEO Copywriting is. It’s what we get paid for. And it’s one of the areas that make SEO copywriting a discipline all of its own.