Did You Get A Good SEO Writer?

Your SEO strategy lives or dies by the quality of your content. A skilled SEO writer can drive consistent organic traffic, establish your brand authority, and convert readers into customers. But a poor SEO writer can waste your budget, damage your search rankings, and dilute your brand voice. So how do you know if you’ve hired the right person? We’ll show you exactly what to look for.

Why SEO Writer Quality Matters More Than Ever

The content landscape has fundamentally changed. Google’s recent updates have made it crystal clear that E-E-A-T—Expertise, Experience, Authoritativeness, and Trustworthiness—is non-negotiable. According to a 2024 study by Semrush analyzing over 800 million search results, high-quality, original content now ranks 3x higher than thin, keyword-stuffed pages. The days of gaming the algorithm are over.

Your SEO writer isn’t just optimizing for search engines anymore. They’re writing for actual humans who expect value, credibility, and genuine insight. A good SEO writer understands this balance. A bad one is still stuck in 2015, churning out content that reads like it was written by a keyword-obsessed robot.

This matters because your content becomes your competitive moat. It’s the foundation of your organic visibility, your thought leadership, and ultimately, your revenue.

Red Flags: What NOT to See in SEO Writing

Before discussing what quality looks like, let’s talk about the warning signs that scream “this writer isn’t the one.”

Keyword Stuffing and Unnatural Language

Your content should read naturally. If you spot the target keyword appearing 8+ times in a 1,500-word article, that’s a problem. Modern SEO doesn’t require keyword saturation—it requires semantic relevance. A quality writer uses natural variations: synonyms, related terms, and contextual language that sounds human.

Example of bad: “We offer the best SEO services for SEO companies. Our SEO company specializes in SEO. If you need SEO help, our SEO team provides SEO consulting.”

Example of good: “We help companies improve their search visibility through strategic content optimization, technical SEO audits, and authority-building campaigns.”

If your content sounds awkward or repetitive when you read it aloud, it’s probably poorly optimized.

Thin Content With No Real Value

Low-quality SEO writers often produce content that’s 300 words of padding around a topic that deserves 2,000. They hit the word count without delivering substance. This content might rank initially—the algorithm is slow to respond—but it won’t hold rankings or convert visitors.

Red flags include:

• Content that could be said in half the words
• Generic statements with no original research or data
• Lists padded with obvious information everyone already knows
• No original insights, case studies, or data points
• Repeating the same point in different ways to boost word count

Quality content educates. It provides frameworks readers couldn’t find elsewhere. It includes specific examples, original data, or expert analysis.

Poor Grammar, Typos, and Inconsistent Style

Careless writing signals careless thinking. A reputable SEO writer should deliver polished, error-free content. Typos, grammatical errors, and inconsistent voice undermine your credibility. Your readers notice. So does Google’s algorithm—while individual typos don’t directly hurt rankings, poor content quality signals do.

Watch for: “their/there/they’re” confusion, inconsistent tense, awkward sentence structure, missing commas, or tone that shifts between paragraphs.

Plagiarism and Unoriginal Content

This is non-negotiable. Use Copyscape or Turnitin to spot-check your writer’s work. Plagiarism—even partial—will eventually get caught and destroy your SEO rankings and brand reputation. Google’s Helpful Content Update specifically penalizes republished content from other sources without significant added value.

If significant portions of your article appear elsewhere online, that’s a dealbreaker.

No Research Depth or Sources

Quality content cites sources. It references studies, expert opinions, or original research. If your writer produces content with zero citations or links to authoritative sources, they’re not doing real research. They’re guessing or regurgitating common knowledge.

Look for articles that:

• Link to credible sources that back up claims
• Reference specific studies with dates and organizations
• Cite expert perspectives or interviews
• Include original data collection or testing
• Build arguments with evidence, not just assertions

Ignoring User Intent

A bad SEO writer optimizes for keywords without understanding what the reader actually wants. Someone searching “best CRM for small business” wants recommendations and comparisons, not a definition of what CRM stands for. A poor writer might generate content around that keyword that’s technically optimized but completely misses the mark.

Quality writers research search intent first. They understand the searcher’s problem and solve it directly.

Green Flags: What GOOD SEO Writing Looks Like

Now let’s flip the script and talk about what you’re actually looking for.

Deep Research and Original Insights

Quality SEO writers invest time upfront researching their topic. You’ll see evidence of this in:

• Articles that reference primary sources and studies
• Original angles or frameworks the writer developed
• Data points that aren’t regurgitated from 10 other articles
• Specific, detailed examples (case studies, real scenarios, real numbers)
• Writers who ask clarifying questions before writing

According to research from HubSpot’s 2023 Content Strategy Report, articles with original research and data receive 3x more engagement than those without. Original insights are a competitive advantage.

Natural Keyword Integration

A skilled SEO writer weaves keywords into content so naturally you almost don’t notice the optimization. The keyword appears in the headline, early in the first paragraph, in subheadings, and naturally throughout—but never awkwardly.

The best test: Read your content aloud. Does it sound conversational? Or does it feel like someone forced a keyword into every sentence?

Quality content prioritizes readability first, SEO second. And paradoxically, content that reads well tends to rank better.

Proper E-E-A-T Signals

A quality SEO writer demonstrates:

Expertise: Shows deep understanding of the topic. Explains complex concepts clearly. Uses industry terminology appropriately without overcomplicating.

Experience: Shares relevant real-world examples, case studies, or practical applications. References outcomes and lessons learned, not just theory.

Authoritativeness: Cites credible sources. References peer-reviewed research or recognized experts. Positions the brand as knowledgeable without being arrogant.

Trustworthiness: Acknowledges limitations. Discloses conflicts of interest if relevant. Avoids exaggeration or misleading claims. Transparent about what they know and don’t know.

E-E-A-T isn’t something you add at the end. It’s woven throughout quality content from the beginning.

Proper Structure and Scannability

Quality content respects the reader’s time. It uses:

• Clear headlines that preview content
• Short paragraphs (2-3 sentences maximum)
• Bullet points to break up dense information
• Subheadings that let readers scan for relevant sections
• Bold text to highlight key takeaways
• Tables, images, or charts when they clarify concepts

This structure improves both user experience and SEO. Readers stay longer. Engagement metrics improve. The algorithm notices.

Correct Citation and Attribution

A quality writer properly attributes ideas, data, and quotes. They understand copyright and give credit where due. This builds trust with your audience and protects you legally.

Look for:
– Linked citations to original sources
– Proper attribution of quotes
– References section if applicable
– Transparency about data sources

Conversion-Focused Strategy

Good SEO writers think about the customer journey. They don’t just create content to “rank.” They create content that moves readers closer to taking action—whether that’s subscribing, requesting a demo, or making a purchase.

This shows up as:
– Clear value propositions early in the article
– Strategic internal links to service pages or resources
– Natural calls-to-action that match the content stage
– Content that answers specific questions your prospects are asking

How to Test and Vet SEO Writers Before Hiring

Don’t just trust claims about quality. Test them.

Request a Writing Sample (On Your Topic)

Ask potential writers to produce a 500-800 word sample piece on a topic relevant to your industry. Pay them fairly for this work—it’s a legitimate request.

Evaluate it against the criteria above:

• Does it sound natural?
• Is it researched (citations present)?
• Does it demonstrate expertise without arrogance?
• Is it properly formatted and easy to scan?
• Would it add value to your site?

Check Their Portfolio and Past Work

Request 3-5 examples of their published work. Use these diagnostics:

• How long have these articles been ranking? (Check with Google Search Console or SEMrush)
• Are they driving traffic and engagement?
• Do they cite sources and include links?
• Is the writing style consistent with your brand voice?
• Are there red flags like thin content or keyword stuffing?

Ask About Their Process

Quality writers have a process. Ask:

• How do you research a topic?
• How do you approach keyword research and integration?
• How do you ensure content is original and not plagiarized?
• What tools do you use? (SEMrush, Ahrefs, Surfer, etc.)
• How do you stay current with SEO changes?
• Can you explain your approach to E-E-A-T?

Vague answers are a warning sign. Specific processes indicate experience.

Run Plagiarism Detection

Before finalizing any hire, run their samples through Copyscape and Turnitin. This is non-negotiable. It takes 30 seconds and protects you from the biggest legal and SEO liability.

Check References

Ask for client references from past employers or publications. Reach out and ask specific questions:

• Did they meet deadlines?
• Did the content rank and drive traffic?
• Were revisions reasonable or excessive?
• Would you hire them again?

Do a Trial Project

Before committing to a retainer, assign a small project—say, 2-3 articles. Use this to evaluate:

• Quality of output
• Responsiveness to feedback
• Adherence to deadlines
• Professionalism and communication
• Whether they produce work that actually ranks

Setting Quality Standards and Performance Expectations

Once you’ve hired, don’t assume excellence will continue. Define standards upfront.

Create a Content Brief Template

Provide clear guidelines for every assignment:

• Target keyword and secondary keywords
• Target audience and pain points
• Desired article length and structure
• Citation requirements (minimum number of sources)
• E-E-A-T elements you want included
• Tone and style guidelines (link to brand voice doc)
• Internal linking expectations
• Deadline and revision policy

Specificity prevents misalignment.

Define Success Metrics

Don’t just measure output (articles written). Measure outcomes:

• Search rankings for target keywords
• Organic traffic to the article
• Time on page and bounce rate
• Click-through rate from search results
• Conversions or leads attributed to the article
• User engagement signals (comments, shares)

Track these metrics quarterly. Are articles ranking? Are they driving traffic? If not, that’s data for a conversation with your writer about strategy adjustments.

Request Regular Revisions

Great content compounds over time. Successful articles should be updated and refreshed every 6-12 months to maintain rankings and accuracy. Build revision cycles into your expectations.

Document Everything

Keep records of:

• Deadlines and actual delivery dates
• Revision requests and turnaround
• Plagiarism check results
• Traffic performance of published articles
• Feedback and how writer responded

This documentation protects you if performance issues arise.

Cost vs. Quality Trade-Offs in SEO Writing

You get what you pay for. This is especially true in SEO writing.

Budget Tiers and What to Expect

$0.05-0.15 per word: Bulk content, minimal research, high volume. Often offshore. Expect quality issues, keyword stuffing, thin content. Use only for non-critical content or internal knowledge bases.

$0.15-0.50 per word: Competent writers who understand SEO basics. Will research and produce decent quality. Suitable for mid-market companies or lower-traffic topics.

$0.50-2.00 per word: Experienced writers who specialize in your industry. Deep research, strong writing, E-E-A-T optimized. Best option for competitive keywords or high-traffic content that drives revenue.

$2.00+ per word: Specialized expertise—technical writers, medical writers, legal specialists. Often former journalists or in-house experienced writers. Worth it for highly competitive niches or executive thought leadership.

These are US market rates. Offshore talent is cheaper but often requires extensive revision.

The Real Cost of Cheap Content

Cheap content often costs more than it saves. Consider:

• Poor quality that requires extensive revisions
• Content that doesn’t rank, wasting budget on publication
• Plagiarism risks that damage SEO and brand
• Time spent managing and editing low-quality output
• Opportunity cost—resources spent on mediocre content instead of strategic content

It’s smarter to produce 5 high-quality articles per month than 15 mediocre ones. Quality compounds. Mediocrity doesn’t.

Investing in Quality ROI

Strategic SEO content investment delivers:

• Sustainable organic traffic growth
• Evergreen assets that generate ROI for years
• Thought leadership and brand authority
• Higher conversion rates (quality traffic converts better)
• Competitive moats that are hard to replicate

According to HubSpot’s data, companies investing in quality content see 13x higher ROI than those cutting corners. That’s not hype. That’s math.

Red Flags in Writer Behavior and Communication

Beyond content quality, watch for these operational warnings:

Missed Deadlines Without Communication

Reliability matters. If your writer misses deadlines without notice or legitimate reason, that’s a pattern to address early. SEO content deadlines typically aren’t emergencies, but consistency is important for sustainable content calendars.

Excessive Revisions or Resistance to Feedback

A professional writer responds to feedback constructively. If they’re defensive about revisions or require 10+ rounds of edits, that’s unsustainable. Quality writers typically only need 1-2 revision rounds.

Inability to Match Your Tone or Brand Voice

Your writer should adapt to your voice. If articles sound wildly inconsistent with your brand or previous content, that’s a problem. The ability to adjust style is a sign of skill.

No interest in Performance Data

Good writers care about results. They want to know if their articles rank and drive traffic. If they never ask about performance or show interest in improving, they’re just writing to write, not to drive results.

Refusal to Cite Sources or Accept Edits

If a writer won’t add citations or becomes defensive when you request sources, that’s a red flag. Quality writers understand transparency is credibility.

Green Flags in Writer Behavior

Flip it again. Here’s what good writer behavior looks like:

• Asks clarifying questions before starting
• Delivers work slightly early
• Responsive to feedback and revisions are minor
• References data, trends, and studies proactively
• Interested in article performance and how to improve
• Transparent about research and sources
• Suggests strategic content ideas, not just reactive writing
• Professional communication and documentation

These behaviors compound. A writer who exhibits them today will keep improving and delivering.

How to Assess Long-Term Writer Quality

After 3-6 months of working together, evaluate:

Search Performance

Pull data from Google Search Console or analytics:

• How many articles are ranking on page 1 for target keywords?
• How many articles are in positions 1-3?
• Is organic traffic trending upward?
• Are older articles improving over time or dropping?

Declining performance is a signal something needs to change.

Engagement Metrics

Beyond rankings, examine:

• Average time on page for articles
• Bounce rate
• Repeat visitors
• Comments and social shares
• Click-through rate from search results

High-quality content typically shows strong engagement. If metrics are flat or declining, investigate why.

Conversion Contribution

Track how much revenue can be attributed to organic search traffic from content:

• Are visitors from these articles becoming leads?
• Are they converting to customers?
• What’s the lifetime value of an organic search customer vs. other channels?

This is the ultimate quality metric. Content that doesn’t drive business results isn’t strategic.

Brand and Industry Reception

Beyond metrics:

• Are other industry publications citing or linking to your content?
• Are you getting inbound leads or partnership inquiries based on content?
• Is the team proud to share this content?
• Is it genuinely moving your brand perception?

Content that gains organic traction and industry respect is doing something right.

Making the Decision: Keep, Improve, or Replace

Based on your evaluation, here are your options:

Keep and Invest More

If an SEO writer is consistently producing quality work that ranks and drives results, invest more. Increase volume, allow for higher compensation, and give them strategic input on content direction. Great writers are assets, and assets appreciate with investment.

Improve Performance Through Better Briefing

Sometimes the issue isn’t the writer—it’s the brief. If you’re not providing clear direction, keyword research, or strategic intent, the writer can’t compensate. Test this by providing more detailed briefs and see if quality improves.

Replace for Better Fit

If the writer isn’t producing results despite clear direction and feedback, and performance doesn’t improve after 1-2 conversation cycles, it’s time to part ways professionally. The longer you wait, the more sunk cost and mediocre content you accumulate.

Final Assessment: Is Your SEO Writer Meeting the Bar?

Ask yourself these questions honestly:

1. Would I proudly share this content with my competitors?
2. Does this article teach me something I didn’t know?
3. Would I read this article if it wasn’t my own site?
4. Is the writing natural and free of keyword stuffing?
5. Are sources cited and facts verifiable?
6. Is the article ranking and driving traffic?
7. Do I trust the expertise shown in this piece?
8. Would I recommend this writer to a peer?

If you answer “yes” to most of these, you’ve got a good one. If you’re answering “no” to more than two, it’s time to have a conversation or make a change.

Great SEO writing is the foundation of sustainable organic growth. It’s worth investing in quality, vetting thoroughly, and maintaining high standards. Your rankings, your traffic, and your bottom line will thank you.

Internal Resources for Your SEO Content Strategy

As you refine your SEO writing standards, consider these 365outsource resources:

• Learn more about building sustainable SEO strategies at https://www.365outsource.com/information/hiring-outsourced-seo/
• Understand content marketing fundamentals at https://www.365outsource.com/information/content-marketing-strategy/
• Explore outsourcing solutions that can scale your content at https://www.365outsource.com/information/benefits-outsourcing/
• Discover how to measure content ROI at https://www.365outsource.com/information/marketing-analytics/
• Review outsourcing best practices at https://www.365outsource.com/information/outsourcing-best-practices/
• Understand quality assurance in content at https://www.365outsource.com/information/quality-assurance/
• Learn about remote team management at https://www.365outsource.com/information/remote-team-management/
• Explore vendor selection criteria at https://www.365outsource.com/information/vendor-selection/
• Review content calendar planning at https://www.365outsource.com/information/content-calendar/
• Understand SEO fundamentals at https://www.365outsource.com/information/seo-fundamentals/