Does your SEO know how to sell? Can he put together a marketing plan for your website? These are skills that more and more SEOs will have to learn in order to be more competitive. Soon, SEOs who know how to SEO a web page, but they don’t know how to use that web page to sell a product, will fall out of fashion. In essence, your website is a sales brochure. Either it converts traffic into money for you, or it’s useless.
SEO is fine and dandy. Yes, you should write your content so that you rank well for your key terms, but does it make much of a difference if you get tons of traffic and no sales? It should.
Unless your website is an AdSense site, you’ll want people to buy your product or service. To get them to do that online, you’ll need to sell them on it, and that means you’re going to have to learn how to write sales copy. That’s what a website is. It’s sales copy that is SEOd. Sales copy that is written in such a way to attract human buyers and search robots.
The fundamental truth to all web writing, and too many SEOs forget this, is to write to two audiences: human visitors and spiders. You’ve got to feed both targets what they want. If you don’t, you’re just writing hack content that isn’t worth the bits and bytes it’s printed on.