If you provide SEO services to your clients, the past couple of years have probably felt like a rollercoaster.
From Google’s constant algorithm updates to their recently released AI Overviews feature, it’s hard to keep up with all the changes… much less know how to keep clients’ websites visible and attracting organic traffic.
The good news is these changes bring opportunities for you to stand out and thrive as a digital copywriter. And, if you’re willing to learn, dig deep, and adapt, you can come out stronger than ever.
Today, I’d like to share with you three strategies to consider, given the changing world of SEO — and how to know which strategy is the right one for you.
— My Story —
Pivoting from “SEO” to niche content
Before we dive into the three strategies, I want to share how I personally have profited from Google updates.
I began focusing on SEO about two years ago, five years into my copywriting career. I took a couple of great certifications and developed a working understanding of the field. After a few client projects conducting and implementing SEO strategies, I had a few case studies showing the impact of my work.
Out of nowhere, ChatGPT came onto the scene. Google responded by developing their AI Overviews feature and releasing frequent algorithm updates, like the Helpful Content update and, later, the March 2024 core update.
All these changes and uncertainty made me wonder: Was the top-of-the-funnel content I was writing making a significant impact on my clients’ businesses? And did I really want to spend my time and energy chasing keyword rankings?
After some soul-searching, I remembered that the value of my skills is not about traffic, “conversions,” or appearing on the top page of Google. It’s about building real relationships with an audience and using my skills to facilitate those relationships.
These days, I’m still writing some SEO content. But I don’t position myself as an SEO expert anymore. Instead, I say I develop strategic content for my niche of climate tech. In this capacity, I explore a variety of formats, including SEO, but also other types of long- and short-form content.
I’ve profited in the sense that I’ve been able to bump up my fees to reflect this more strategic focus. Before, I was constantly running into low budgets. Now, I’m charging $700+ per written article, and I haven’t yet hit the ceiling of what I can charge.
I’ve also profited in ways that go beyond the money. I’m excited about the quality and value of the content I’m creating — and I feel I have an exciting future with lots of possibilities to keep exploring and innovating.
— Strategy #1 —
Level up to higher-value SEO content
If you want to try something similar and create a more profitable and enjoyable business, where should you start?
One strategy you can consider is to create a more valuable version of what you’re already doing.
What I mean by this is to create search-optimized content that provides unique value for the reader — and can’t easily be replicated by AI. Things like:
- Industry and expert insights: interviewing subject matter experts with unique viewpoints
- Story-based content: telling unique stories that resonate with readers and illustrate key points
- Original research: writing and publishing insights based on unique research the company has conducted
These are just a few of many ways you can create content that uses E-E-A-T (experience, expertise, authoritativeness, and trustworthiness). These types of content tend to do quite well in organic search when combined with keyword research, and they often provide genuine value for the reader.
By marketing yourself as someone who can handle these more challenging projects that do still benefit SEO, you can earn higher fees and become an irreplaceable writer for your clients.
Keep in mind that not all clients will be able to pay appropriate fees for this work. This means it’s up to you to keep marketing yourself and find the clients who are looking for these types of content and are willing to pay for you to develop it.
— Strategy #2 —
Provide SEO consulting to
help clients navigate these changes
If you’re passionate about SEO and have a bit more experience under your belt, another strategy to consider is to help your clients monitor and navigate the changing landscape of organic search.
You don’t have to be an industry leader to pull this off — you can learn a lot by reading Google documentation, industry publications, and SEO experts on LinkedIn or X. Personally, I enjoy following thought leaders like Kevin Indig, who recently wrote about tactics to combat Google algorithm updates for Search Engine Journal.
As an SEO consultant, you have a high ceiling on what you can charge. Eli Schwarz made six figures as a freelancer from SEO consulting before he even went full-time, and he’s now solidified his reputation by providing valuable, in-depth commentary and advice in light of AI and Google’s changes.
Be aware that many clients will expect some level of technical SEO knowledge, if you position yourself as an SEO consultant. But, if you like the industry and the idea of providing actionable advice to clients in an uncertain world, it might be a great fit for you.
— Strategy #3 —
Help your clients build other marketing assets
A third strategy is to help clients build out marketing channels and assets besides SEO.
Most likely, your clients have at least dabbled with other marketing channels — like social media, email, or paid advertising. These changes in search provide the perfect opportunity to help them strengthen their marketing program in a more robust way.
For instance, you could:
- Expand SEO content into downloadable assets for lead generation
- Help clients create email newsletters and campaigns
- Distribute content on LinkedIn, Facebook, X, or other social media channels
And so much more.
This strategy works well as a supplement to your SEO copywriting, or as an additional consulting service to offer alongside SEO consulting.
Either way, be looking for opportunities to upsell additional services to existing clients. It may be the ticket to helping your clients build a more resilient marketing program, while also diversifying your own freelance income.
— Bottom Line —
Get closer to value creation
Ultimately, the arrival of AI Overviews and other algorithm updates reminds us that driving traffic, clicks, and other similar metrics isn’t what matters. What clients actually care about is growing brand awareness, increasing their leads and sales, and achieving other high-level business goals.
It took some time, but I’ve learned to see the changes in SEO as an opportunity to rethink what I’m selling to my clients… and make sure I’m getting as close as I can to value generation.
You can do this, too.
Whether that’s creating better versions of what you’re already doing, helping clients navigate these changes, or building out other marketing channels, now is the perfect time to keep refining your service, so it drives real business results.
Is it challenging? For sure. But there are few things more rewarding than challenging yourself to provide major value to your clients — and eventually succeeding.
