I often amuse myself by searching Google for ‘SEO’ copywriters who actually started out vilifying the profession! There are several of them. A couple of years ago they were turning up on searches taking a firm stand against the need for SEO. As time wore on, they all saw that not knowin anything at all about SEO, and taking a stand against it was hurting them professionally.

Now, some of them have actually used their skills to relaunch themselves as SEO copywriters, and even SEO experts! I suppose imitation is the sincerest form of flattery after all.

By the way, I won’t be naming names here because I don’t want the whole thing to turn into a name-calling session. But if you want to make sure that the writer you hire isn’t one of those who is just ‘papering over the cracks,’ since discovering that they couldn’t get along without SEO, try one of the online services that allows you to see the history of a website. Wayback Machine is just one such site.