Whilst a complex and nuanced discipline in its own right, the role of a content creator, in broad strokes, is to create copy for a client. There are a couple of main reasons for this: to improve a brand’s credibility and trustworthiness, and to get it ranking more highly on the various search engines. Earlier this year, I was designated as the lead copywriter/content creator for one our more recent clients, and tasked with writing the copy for their new website. Borehole Solutions is a drilling company that had previously relied heavily on word-of-mouth marketing, our objective was to give them a fresh new website, get them seen online more consistently, and have that converting into actionable results.
As a firm, our approach was multi-faceted and comprehensive. It involved PR, social media work and, where I came in, content creation. My job was two-fold. Firstly, it involved immersing myself in the world of drilling and all that that entailed, and writing about the various services that Borehole Solutions offered. In reality, this meant becoming an expert (in theory, at least!) on various drilling techniques. These ranged from the benefits of sonic drilling to garden soakaway installations, and much more in between. Once approved by the team at Borehole (the real experts), we proceeded to upload the content onto the new website.
That’s where the second part of the process began, and where it continues now. Going onto the back-end of the new website, I began to fine-tune and tweak their site for better SEO (Search Engine Optimisation) value. This process involves, in essence, improving the website user’s experience in Google’s eyes, so that it ranks you more highly on its SERPs (Search Engine Results Pages). Throughout this entire process, we were in regular communication with the team at Borehole Solutions, to make sure that we were going down the right track, and that they were happy with our progress. This also meant, that if there were any kinks, they could be ironed out there and then rather than further down the line.
After only three months, we’d gone from ranking for only 7 desired keywords, to ranking for 26. SEO isn’t an exact science, and whilst keywords may fluctuate over time, those 26 keywords are all still currently ranking; in fact, we’ve added a few more since then! Seeing such a demonstrable improvement in keyword rankings is understandably satisfying, and just goes to show the value in committing time to content writing. We continue to foster our relationship with Borehole, today, and I become more of an armchair driller with every week that goes by!