SEO Maintenance & Copywriting

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There are two kinds of cyber love – one that comes from the stomach and one that comes from, well... Google! With joint forces of Jazz IT and Walking and Writing we take care of both!

Your customers may love or hate your website for many different reasons, some tangible, and some so intuitive they are impossible to classify. But your Client’s visit frequency, activity on site and conversion rates (i.e. the number of times they take the ultimate action such as buying, booking and similar) are the preliminary parameter for Google love. And it’s undeniable that Google – and other search engines’ - affection is a bridge to those customers who don’t know about your service or product yet.

We’ve established that Search Engine Optimization is a process of making your web site appeal to search engines, requiring a lot of discipline and continuous work, as search engines, just like your Clients, prefer well-kept sites – meaning that your website must be both regularly active and regularly maintained. Google is always inspecting (‘crawling’) your website, so it’s important to make sure it has something new to see every time, but as well that it sees what you want it to see. And with Google algorithm changing multiple times per month (if not week), this should be done at least monthly to ensure the right results!

A professional SEO package (SEO copywriting and web maintenance) ensures that your efforts towards optimization for page 1 of search results are continuous, constructive and efficient, thus bringing you closer to desired result.

If your aim is to establish a high ranking for your website on search engines and Google primarily, review our package options below and contact us for a revision of your site and a proposal of SEO strategy. While both services can be contracted individually (just web maintenance or just SEO copywriting), the package warrants that both SEO prerequisites are met, and thus warrants much better results.


Regular SEO Web Site Maintenance

Google Loves the Websites Neat

So, if you arranged for monthly maintenance of your site, what kind of work would this entail?

Monitoring your site analytics & your competition: careful observation and analysis of your Client’s behaviour on the site, as well as of your competitors’ on-site and off-site activities brings important insight into the direction which your site should be further developed in, for example which modules to add, which topics to cover, which sections to correct, thus acting like an introduction to monthly maintenance as well as more long term planning.

Module maintenance and upgrades: Drupal (but also other platforms) constantly provides new modules, as well as upgrade of the old ones. Currently extant modules take care of a variety of possible issues, from clearing pathways and URL’s, fixing broken links and resolving visitor-generated content to spam control and ensuring compliance with best SEO practices in a number of aspects.

Back-linking: The interlinking of your site to other sites, as well as of individual pages within your site makes it easier for search engines to find and access your pages. The importance of back-linking cannot be emphasized enough, and neither can the relevance of doing this regularly, making it seem natural, as opposed to leaving 20 comment in one go, which search engines recognize as spam, decreasing the value of your site.

Preparation for SEO copywriting: when you design your website initially, you will use a master keyword set. But blogs, and other stuff you publish, can be used to target more specific audiences or draw attention to particular aspects of your work. Keyword research, defining which ones to use in your SEO copywriting should be done on regular basis, allowing you to stress current issues and new products or developments in your branch.

Site security: quick response to various security upgrades reduces the vulnerability of your site to various viruses and hacker attacks which could compromise the functionality of your site, but also the content there of. Just several months ago, 12 million pages were affected by a bug in Drupal software, and each page which had not been patched up within seven hours of the incident had to proceed “as if it had been compromised”. Hackers could do this just for fun, but they could also use your site for malicious actions, spamming and similar.

Hence it goes without saying that site security is crucial to every respectable business operation, and a prerequisite to an improved SEO ranking.  

How many maintenance hours per month do I need for my website?

1-4 hours: The smaller the number of hours, the greater the focus on site security rather than direct SEO. In such engagements, maintenance time is primarily used for site security issues, patching bugs, installing module upgrades, basic and advanced SEO, in that order of priority. Client’s special wishes can take priority over the stated activities in case there are no urgent requirements.
Response time: up to 48 hrs, during office hours (Mon – Fri, 9am - 5pm CET)

8-12 hours: this scope of maintenance is intended for sites with online payment systems, where quick response to security and other challenges is crucial to smooth operation. 8 – 12 hrs per month ensure that Jazz IT remains available for at least 1 day per month to resolve such situations promptly. Should there be no urgent action, the time is used per previously agreed priorities plan or agreed protocol.
Response time: up to 24h, during office hours (Mon – Fri, 9am - 5pm CET).

16-40 hours: engagement of this extent is intended for projects which require regular, weekly upkeep, with higher or lower intensity at times, depending on the agreed plan. The number of hours mainly depends on the dynamics of project activities and the proportionate requisite for on-line assistance (a project with a larger number of visitors and on-line sales will require more maintenance time).
Response time: up to 2h, during office hours (Mon – Fri, 9am - 5pm CET).

Integral (250-350 words)
Standard (600-700 words)
Ideal (1000-1600 words)

Regular SEO On-Site Activity: SEO Copywriting

SEO Copywriting: Keywords in Action

SEO copywriting, or SEO blogging in this instance, is writing on a given topic using a predefined set of keywords in a positive ratio, with the intent of

  • informing and entertaining the readers,
  • attracting search engines. 

High-quality copies are crucial for the success of your website’s SEO, as your users will recognize when your interactions are time-worthy and Google will too. Therefore it is important that each one of your posts has heads and tails, is literate and spellchecked and that it presents information in a relatable fashion whilst using keywords to lure Google. This has to be done on regular basis, else Google might get lured elsewhere. 

SEO Copywriting Rules

It goes without saying that there is a set of rules for SEO copywriting. Intelligent, informative and concise headers using the best selection of words; targeted keywords placed in titles, subheadings, tags, and alternative texts; informative and engaging summaries, length of paragraphs, formatting to enable scanning, calls to action. While it may seem rather simple at first, proper SEO blogging, or SEO copywriting, is a craft. 

The phases to composing a blog include: topic selection and definition, data gathering and research, drafting, keyword density analysis and revisions. Once the initial text is composed, the copy should sits for the exact amount of time that went into writing it, to enable separating relevant and irrelevant information and consequent fine-tuning of draft 1. After it is complete, the copy is further revised to include Client’s comments and synchronise keyword density.

Ideal Length of Copy

Much research has been conducted on determining the amount of words, times and letters you should employ in your SEO copywriting practices. Many will say that people don’t read online, but scan, and shorter copies might actually get read more often. This might and might not be a case. Google likes longer copies, probably because readers like them, as they allow a more in-depth approach to the topic, but also for more keyword usage. Research indicates that blogs with 1600+ words (1000+ if lots of photos are used) get linked more often, making a strong back-linking argument for longer posts.

However, the truth is somewhere in the middle. In a nutshell, a post should be as long as necessary to get the message across, and relieved of any information which diverts attention from the core point. More specific topics get more specific posts, but more general topics allow for a more conversational tone.

What is all boils down to is the same golden rule applicable to all web development and maintenance operations: who are your Clients and what do they like and want? Do they read? Do they scan? Are they really busy? Do they consume blogs on the go or at a leisurely pace? What interests them? Which topics will they benefit from? Knowing your Clients is the answer to both determining the topics and the length of individual postings!

Outsourcing Blogging

The time that goes into producing a blog makes a case for outsourcing it. A 700 words+ posts can easily take up to 8 hours and more, which is sometimes a luxury in this fast paced world. If this is your case, or you simply don’t like to write, or you want SEO done by professionals, do consider outsourcing blogging. 

What is important to recognize, however, is that even when you outsource SEO copywriting, your participation remains crucial for producing bespoke materials for your audience. After defining the writing topic and tone, you will suggest resources to use, provide real-life, product related examples to include and will revise the copies to ensure compliance with a) your Client’s interests, b) your business image. Truth be told, successful copywriting collaborations are like friendships, requiring more work upfront and less as they progress.

Which blog type to choose?

The basic division of blog types is based on the number of words in a blog. It is also possible to agree on a general plan and then decide on individual length after choosing the topic and defining the content. 

Integral (250-350 words):

  • Concise posts are ideal for specific, well-defined themes, audiences with little time and intense posting dynamics. Bringing key information about the topic, often illustrated with a single example, Integral blog encourages further research or continuation of the same topic in the next blog posting. 

Standard (600-700 words):

  • Approximately one A4 page of text, single spaced, allows for a more in depth coverage, illustrated with several real-life examples, bringing a conversational tone which allows the reader to immerse and relate better to the post topic. 

Ideal (1000-1600 words):

  • Research on the ideal length of everything online indicates that posts of 1600 words get linked more often. In case when the text is broken up with many pictures, graphs and illustrations, the number of words comes down to 1000+. 

For back-linking, Ideal is a biggie. In addition, Ideal blogs allow for a more reflective approach, and additional information expanding the core topic of the post. Ideal for complex subjects, topics reviewing more than one item (for example "National Parks in Croatia") and studious audiences.

What activities do you plan for your website on a regular monthly basis?
SEO Maintenance
65.2% (15 votes)
SEO Copywriting
34.8% (8 votes)