I had an accidental phone call on Tuesday. You know the type? An SOS, not SEO call.

The one where they’ve phoned you by accident and you can hear people talking in the background, whilst shouting “Hello, it’s me, I was wondering if after all these years you’d like to meet” or similar.

Eventually I hung up and they did ring me back seeing it as a missed call.

These friends were lost. Their sat nav, as they can do, was sending them in circles because of a road closure. In an unfamiliar place, the M1 (motorways are viewed with awe in Norfolk) they were lost and struggling to find a way out of there.

Ok, you know where this is leading with my teaching background?

Yes, an extended metaphor.

So Miranda’s plight is similar to someone looking for something on Google, searching for answers, searching for a way out.

This is called rather grandly, SEO, or Search Engine Optimisation.

It means basically that Google or Yahoo or Bing calculate results based on mathematical algorithms – such as a site’s use of keywords in search engine optimised writing. Certain results appear on page 1 and others well down the pecking order. It’s not because someone has paid Google to do this (though you can with Google Ads, which I’ll write about next week). It’s because Google has crawled over the website, blog post, checked social media links and determined a page ranking based on web content and other factors.

Page ranking is called just that because of Larry Page too – seriously.

Now what I do as a freelance copywriter of web content is writing for SEO. You want to climb Google Page rankings – you create content, armed with an effective social media strategy.

Google gives you tools to check search terms by users per month and these can be cleverly analysed by a copywriter, like me, to drive traffic, to divert commuters, like Miranda, consumers to your page, your website that is languishing on page 13 of Google searches.

When you’re in a competitive crowded market, you have to have content that will attract and retain customers, written for SEO, that will make Google and you smile.

Example: an estate agent competes with three others in a small market town – a customer searches for one – which one comes up first? Which one will be contacted, and make visitors stay when the mouse is clicked, the tablet or smartphone screentapped?

A website has an average visit time of 3 seconds. 3 seconds. You have to make them stay. You have to make them want to stay with fresh content, that speaks to them. They may just want your postcode or number but they will probably revisit if the website appeals.

The one estate agent likely to get the call may well be the one with the most attractive, informative and fresh shop window. And where will that sit on the rankings? Near the top. Because of SEO writing.

Another example: Norwich, a large city, has a multitude of estate agents, vying to be near the top of a search for “Estate Agents in Norwich”, “Norwich estate agents”, “NR1 estate agents” etc and whichever agent wants to be near the top of page 1 needs a strategy to get there.

SEO writing is crucial.

Let me do that for you: ring me for prices.

Now the corollary to the opening is that Miranda phoned me back because she trusts my road network knowledge, and I advised her to put Milton Keynes as a destination in her sat nav and then change it to Norfolk once she was near there. It worked. I gave her search tags and it helped.

Now you trust me to guide your company home to page 1 of search engines with carefully crafted SEO writing.

Get in touch, and if you do, I may even sing “Hello” by Adele or Lionel Richie – I’ll even let you pick. Which other copywriters offer such a service?