When it comes to writing website copy, including ‘PR’ that will end up on the website, it’s essential to at least bear in mind SEO. That means having a decent ongoing knowledge of how visitors are finding your site.
Seems obvious, right?
Yet I’m writing this because I recently offered to help an acquaintance with some website copy, and when I asked to take a look at their company’s analytics data (including Search Console), I discovered that their regular copywriters had never done that.
I was more than a little taken aback. This was a respectable PR company, which made more than one mention on its website of writing SEO-friendly content. Yet somehow the company didn’t seem to have needed sight of the data which is critical to writing that content.
Copywriters and PR companies aren’t SEO consultants. We’re not asking them to do that. But for what we are asking them to do, it’s not unreasonable to expect them to use all the tools at their disposal.