Copywriting for Search Engine Optimization (SEO)
Process Overview:
I approach SEO with a helpfulness-first angle: I’ve learned that the algorithms on search engines like Google tend to prioritize high-quality content that is helpful, reliable, up-to-date (current), and easy to read. As such, my strategy is, in addition to using optimal keywords for SEO writing, ensuring that my writing is clear, concise, and helpful is my primary goal, I research my topics well to gain helpful industry insights, ensure my keyword usage and placements are relevant and well-associated with my content (no clickbait titles!), and ensure that every opportunity for web indexing is used (examples include writing helpful meta-descriptions, naming image files, and writing image alt text for accessibility).
I have written product descriptions for e-commerce, packaging & labels that adhere to industry-specific regulatory language, ads (display, text, & social media) that launched on Google & Facebook, as well as headings, meta descriptions, and body content for countless other types of webpages and corporate social media profiles.
Case Study: My name
While having a unique name does inherently help with discoverability on a search engine, I have spent several years cultivating a cohesive online experience that reflects who I am as a marketing professional. Please see below for the top-ranking results of my name on the Google SERP, on the Yahoo SERP, my name on Google Images (containing primarily images from this website), and a screen capture on how I write titles & metadescriptions for web pages within this portfolio site.
Search Ads, Display Ads, & Social Media Ads
I’ve written search ads, display ads, and social media ads (Facebook & Instagram) using a variety of high-ranking and relevant keywords, A/B testing, and nuanced industry knowledge. My main goals when it comes to writing ads is to convey the core message, use as few words as possible, and make a strong impression that invites action.
Product Descriptions
I helped an artist & toymaker-craftsman, Scott Diggs Underwood, bring his resin art toys to market by writing the copy for product descriptions, setting up & configuring a Wix site, and creating custom images for e-commerce. I wrote the individualized descriptions (below each picture) by adapting the artist’s vision & description of the characters, refining the overall story direction for this toy ‘universe’, and adding my own creative spin. I also wrote the product info section, which required confirmation on many finer details to ensure accuracy and alignment with the expectations of the art-toy market audience.
Product Packaging & Labelling
Above is the full suite of Glacial Gold products (7 current and 6 new). In accordance with stringent Health Canada regulations, I wrote all the copy appearing on the labels, as well as led the creative briefs on the artwork redesigns to ensure a cohesive product line expansion that still reminded existing consumers of Glacial Gold’s original legacy-era vanity packaging look. Please click through the carousel below for a closer look at the copy I was responsible for on the new products.
