It's been tough for freelance copywriters in the economic downturn. But winning new work just means being a little creative - which shouldn't be a problem.
It’s been tough for UK freelance copywriters in the downturn. Before about 2008, we all happily pursued Plan A. Then the banks went to pot and the whole business landscape changed.
Plan A was easy. It was simply a case of being good friends with Google. If you weren’t on page one of the natural listings, you could bribe your way there by paying for pay-per-click advertising. The phone rang off the hook and the inbox beeped all day. But who clicks those small ads these days, apart from sharks wanting word-farmed content at $2 a page or wannabe copywriters?
Let’s consider Plan B. How often do you have to meet new clients? Pretty rarely, right? From brief to sign-off, you can work perfectly well using email, the phone and possibly Skype. Where you and your client happen to be based is not really a hot issue.
Let’s imagine a company in, say, Cheshire, is wanting to work with a freelance copywriter. Do you think they’d want to work with the most suitable copywriter for their project or one who just so happens to be located in Cheshire? Yes, that’s right. Their copywriter could be based in Cheshire, Cheshunt or Chessington Zoo for all it matters.
For copywriters, there’s a great opportunity to pinch bread from their rivals’ tables. Two obvious methods spring to mind, one of which will cost you nothing but time.
If you want to throw cash at the problem, simply adjust your Adwords pay-per-click account to allow people to click on 'copywriter Cheshire' and 'copywriting Cheshire'.
For the same net result, without the same net expenditure, just write a landing page talking about copywriting and copywriters in Cheshire. Explain to Cheshire businesses how cost-effective it is to work with you remotely, without the need for expensive and time-consuming meetings.
You’ll want to get your SEO sorted out. This means selecting some longtail geographical keywords based around Cheshire and copywriter. Just put them into your H1 headline and H2 headings.
Keyword density, post-Panda or Pelican or whatever it was, is a little up in the air, but if you go for about 5% on a 400-word page. You should be OK. This means about 20 of your 400 words should be keywords.
Finally, before you can call yourself a Cheshire copywriter, you’ll want to set up some good backlinks for your ‘copywriter Cheshire’ landing page. Join some article sites, like this one, and compose some keyword-rich articles with good anchor text based on copywriting in Cheshire. Then sit back and enjoy the view as your landing page rockets up the Google rankings.
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