Is Your Writer’s Portfolio Site Optimized for SEO? 8 Tips and Tricks
SEO website tricks to get in front of more writing clients (without platform fees or paying for ads).
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EVERY professional writer and aspiring writer should know how to optimize their own website for SEO.
If your website is NOT optimized, you’re missing out on work simply because clients can’t find you.
An SEO-optimized website helps grow your business off the freelancer and social media platforms (which means no service fees, subscriptions or premium paid features).
Optimizing for SEO is free to do, and it can boost the visibility of your website without having to rely on paid ads.
It’s no surprise that a strong online presence is crucial for attracting clients. After all, your portfolio website serves as your digital storefront, showcasing your skills, experience and personality.
But if potential clients can't find your portfolio, you simply won’t get a larger share of the work that’s out there. Sure, you could have profiles on Upwork, LinkedIn and/or Fiverr, but traffic on those sites doesn’t come close to the big, wide world of search engines. (Plus, watch out for fees, subscriptions and restricted features!)
So, what if you want to expose your writing services to a massive online audience without having to pay to play? This is where SEO comes in.
In this article, let’s go over some quick tips to help your writer’s portfolio rank a little higher for keywords that high-quality clients are using.
For more in-depth SEO training, check out the Complete SEO Writer Roadmap Course. Watch our free video to learn more.
What Is SEO?
Search engine optimization (SEO) is the strategic optimization of online content to enhance visibility on search engines – to rank higher when you search for a specific term, that is.
Search engines use complex algorithms to index and rank websites based on relevance and authority.
SEO makes your portfolio website discoverable in search engine results. But, even with limited technical knowledge, you can take steps to improve your portfolio's SEO and attract more qualified leads.
Why SEO Matters for Writer Portfolios
It doesn’t matter if you want to become an SEO writer or not.
No matter what writing specialty you get into, you need a way to grow your online presence in order to get in front of more clients.
And again, that is where SEO comes in!
Imagine a potential client searching for a writer with expertise in a specific niche. If your portfolio website isn't optimized, it might not appear in the search results, even if your writing perfectly aligns with their needs.
This means lost opportunities for you – all because your website and web content was structured and written correctly to be seen. Bummer!
By optimizing your website, you can increase the chances of relevant clients finding you organically, leading to more work and a thriving freelance career.
Essential SEO Strategies for Writer Portfolios
So let’s not waste any more time, right?! Let’s go over some quick fixes that you can apply to any writer’s website to help it rank better on search engines.
Keep in mind: Once you make these changes to your website, it can take at least 2 weeks (if not 2+ months) to see results – if you do it correctly. So get going ASAP!
#1 Keyword Research: Uncover the Words Clients Use
Before optimizing your website, you need to understand what keywords potential clients are searching for. Tools like Google Keyword Planner, Ahrefs or SEMrush can help you identify relevant keywords.
Target "Golden Keywords"
These are broad keywords like "freelance writer" or "content writer." Optimize for them throughout your website, but understand they'll have higher competition.
Focus on Long-Tail Keywords
These are more specific phrases like "e-commerce product description writer" or "medical journal editor." They have lower competition and better conversion rates, as they attract clients with specific needs.
#2 Keyword Integration: Plop Them in the Best Spots
Once you have a list of target keywords, strategically integrate them into the following areas of your website:
Meta Descriptions: These short summaries appear below your portfolio website in search results. Use your main keyword naturally and entice users to click.
Headings and Subheadings: This improves readability and helps search engines understand your content.
Page Titles: Every page on your website should have a clear and concise title containing your main keyword.
#3 SEO Writing: Speak the Right Language
Speak the language of search engines AND people, that is!
This is where I see many writers make mistakes. They focus so much on what the search engines want to see that the writing is unnatural and repetitive.
And then you go to their website, and you see the words “content writer” or “editor” written all over the site!
It’s already obvious it’s a writer’s site, so why do you have to keep saying it over and over? This is where the finesse of SEO writing is paramount.
#4 SEO Content (in All Forms): Optimize Everything
High-quality content is paramount for both user experience and SEO. This goes beyond just listing your services. Incorporate keywords into all of the following pages:
Educational content
Transactional content
Comparative content
Video content
Case studies
Whitepapers
Writing samples
FAQs
Infographics
Tutorial and How-to content
Don’t forget about your homepage, about page, services page and contact page! While you can use some SEO tricks on these pages, they won’t carry as much weight as the ones listed above.
#5 Technical SEO: Fine-Tune Your Website's Architecture
While content is crucial, technical SEO plays a significant role in search engine visibility. Here are some key aspects to address:
Mobile-Friendly Design: Ensure your website is optimized for mobile devices, as many clients browse on their phones.
Website Speed: Slow loading times hurt SEO and user experience. Use tools like Google PageSpeed Insights to identify areas for improvement.
Clear Website Navigation: Make it easy for users to find your portfolio, writing samples and contact information.
#6 Building Backlinks: Get Authority and Trust
Backlinks are links from other websites pointing to yours. Search engines consider websites with high-quality backlinks to be more trustworthy and authoritative.
Guest Blogging: Write guest posts for established websites in your niche and include a link back to your portfolio.
Industry Directories: Submit your portfolio to relevant online directories for writers. Don’t use trash directories!
Connect with Other Professionals: Building relationships with other writers, designers, virtual assistants and developers can lead to natural backlink opportunities through collaborations or mentions on their websites.
#7 Image Optimization: Don't Let Images Sink Your Rankings
Images can make your website visually appealing, but if not optimized, they can slow down loading times. Here's what you need to consider:
Image File Size: Use compressed images to maintain quality while minimizing file size for faster loading times.
Image Alt Text: Use relevant keywords in the alt text of your images to improve accessibility and SEO. But make sure you pair the right images with the best keywords to describe them.
Along with static images, think about incorporating videos, charts and infographics. These things are very engaging for the user – plus they can earn you extra SEO points if you do them correctly!
#8 Embrace User Experience (UX): Make Visitors Want to Stay
SEO and user experience go hand-in-hand. You want to appeal to both the search engines AND the humans searching for relevant content.
If you emphasize one over the other, you run the risk of ranking low or being penalized for keyword stuffing. And it’s very hard to earn back trust from search engines and people alike!
Here's how to create a user-friendly experience:
Use a clean website template
Create an HTTPS site, rather than just HTTP
Label your CTA buttons clearly
Streamline the way visitors move around your site
Make it easy for clients to contact you
Keep site load time fast
Select an easy to read font
Choose an appropriate font size
Break up your pages with headings
Don’t Miss Out on the Work You Deserve
A strong online presence isn't just a nice-to-have, it's a necessity.
By implementing the SEO strategies I mentioned above, you're proactively attracting clients who are looking for your specific writing skills.
Remember: Potential clients are searching online for writers with your expertise, and if your portfolio isn't optimized, they may never find you.
Above all, SEO is not about “magic tricks” or manipulating search engines. It's about understanding how clients search for writers and making it easy for them to find you organically.
By optimizing your portfolio website, you're taking control of your online presence, attracting more qualified leads – and ultimately – landing more writing opportunities than if you didn’t use SEO tactics.
Don't miss out on valuable connections. Put SEO to work for you and watch your freelance writing career flourish!
