Professional website copywriting is a crucial investment for businesses aiming to improve their online presence, boost conversions, and accelerate growth. The role of a copywriter has evolved, now requiring specialized skills in SEO to ensure content is both engaging for users and optimized for search engine rankings. This article details the process of hiring an SEO copywriter, focusing on the skills needed in the current search environment and how to evaluate potential candidates.
The digital landscape is shifting, with Google placing increased emphasis on content quality, user intent, and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) compliance. Consequently, a skilled SEO copywriter is no longer simply a writer but a strategic partner capable of driving organic traffic and measurable results. Businesses should prioritize hiring someone who understands how search works, writes with clarity, and contributes to content that delivers results.
Defining SEO Goals and Sourcing Candidates
Before initiating the hiring process, businesses must clearly define their SEO goals. These goals might include improving keyword rankings, growing organic traffic, or boosting conversions. Clear objectives will guide the copywriter’s content creation and ensure alignment with overall business growth strategies.
Sourcing candidates strategically is the next step. Platforms such as LinkedIn, Contena, and niche SEO groups can be utilized to identify writers with the necessary expertise. Prioritization should be given to those familiar with AI-driven SEO tools and on-page SEO optimization techniques. Freelance SEO copywriters offer a cost-effective way to scale up SEO content, providing specialist expertise that can deliver both highly readable and highly rankable content.
Evaluating Portfolios for Relevance
A portfolio review is a critical component of the evaluation process. Businesses should focus on past work that demonstrates tangible results, such as articles that rank well, case studies showcasing traffic improvements, or optimized pages tied to high-value keywords. A strong portfolio reflects both technical and strategic capability. It’s important to assess whether the writer understands how to align content with user intent optimization and apply structured SEO content strategy.
Conducting a Practical Test
To further assess a candidate’s skills, a practical test is recommended. This involves assigning a short task, such as optimizing a blog post around a specific keyword. The evaluation should focus on how well the writer structures content, utilizes headings, and applies on-page SEO optimization in a natural and effective manner. This test provides insight into the candidate’s ability to translate SEO principles into practical writing.
The Importance of Specialized SEO Copywriting
The need for a specialized SEO copywriter has become increasingly apparent. Unlike generalist copywriters, experienced SEO writers can perform keyword research and consistently deliver returns in search engine results. A well-crafted SEO content brief is essential, guiding the writer toward achieving top rankings for specific search queries and earning long-term organic traffic.
Google’s March 2024 Core Update highlighted the importance of content quality and credibility. Some websites experienced significant traffic losses, demonstrating Google’s ongoing commitment to providing better, more helpful results. This shift underscores the need for copywriters who understand and can adapt to evolving search algorithms.
Key Skills for SEO Copywriters in 2025
Several key skills are essential for SEO copywriters in the current landscape. These include:
- On-page SEO optimization: The ability to optimize content for relevant keywords, headings, and meta descriptions.
- Voice search optimization: Understanding how to create content that answers voice search queries.
- User intent alignment: Creating content that addresses the underlying needs and motivations of searchers.
- E-E-A-T compliance: Building authority and trustworthiness into content through expertise, experience, authoritativeness, and trustworthiness.
- Keyword research techniques: Identifying and targeting relevant keywords with high search volume and low competition.
- Structured SEO content strategy: Developing a content plan that aligns with SEO goals and target audience.
Agency vs. Freelance SEO Copywriters
Businesses have a choice between hiring a freelance SEO copywriter or engaging an SEO copywriting service from an agency. Freelancers offer flexibility and lower costs, while agencies provide team support, structure, and scalability. Agencies like Content Whale offer streamlined delivery and access to experts in E-E-A-T compliance and AI-driven SEO tools, potentially providing better long-term support.
Ensuring Industry Understanding
To ensure a copywriter understands a specific industry, businesses should review niche-specific samples, inquire about their experience, and evaluate their approach to user intent optimization. A skilled writer should be able to align content with the industry’s voice, utilize relevant SEO content strategy, and apply on-page SEO optimization that resonates with the target audience.
Compensation Expectations
Rates for experienced SEO copywriters typically range from $0.10 to $0.30 per word, depending on skill level, project size, and the depth of research required. High-quality SEO copywriting services often include keyword planning, editing, and content quality metrics aligned with traffic and ranking goals.
Measuring Effectiveness
Measuring the effectiveness of an SEO copywriter’s work is crucial. Key metrics to track include keyword rankings, organic traffic, conversion rates, and engagement metrics such as time on page and bounce rate. Regular monitoring and analysis of these metrics will help determine the return on investment and identify areas for improvement.
Conclusion
Hiring an SEO copywriter is a strategic investment that can significantly impact a website’s performance. By defining clear goals, sourcing candidates strategically, evaluating portfolios, conducting practical tests, and understanding the essential skills required, businesses can find a valuable partner to drive organic traffic, improve rankings, and achieve measurable results. The right SEO copywriter becomes an integral part of a business’s growth, creating compelling content that converts visitors into customers while maintaining a unique brand voice and positioning in the market.