What is SEO copywriting?

SEO copywriting is creating keyword-optimised website copy that helps Google (and other search engines) understand WFT it is you do, so they know when and why to send users your way.

In other words … 

It’s writing content your dream clients love, and Google understands. Whether using relevant keywords and phrases in the content, meta descriptions, and title tags or creating well-structured, easy-to-read, and valuable content for the reader. 


What’s the goal of SEO copywriting? 

To create engaging, informative, and keyword-optimised website copy that increases your chance of ranking high in search results.


Why is SEO copywriting important? 

With over 89 Billion monthly visits, Google is the *most* visited website (full stop). Furthermore, only 0.69% of users click past the first page of Google. 

Let me translate … 

People continue using Google as a primary source to find products and services and want results quickly. 

So, ensuring your website copy is optimised for SEO isn’t just a good idea; it’s essential. 

SEO copywriting helps attract organic (free) users, increases visibility, improves rankings, and ultimately drives more business. 


What’s the difference between a copywriter and an SEO copywriter? 

A copywriter requires great writing chops (obviously) along with a deep understanding of psychological principles, tapping into a target audience’s desires and fears to write engaging, persuasive content that resonates. 

An SEO copywriter needs all this knowledge *plus* the ability to seamlessly weave keywords and keyword phrases throughout copy while keeping up with Google’s ever-changing algorithm. 


This is just a taste of an SEO copywriter’s process: 

Keyword research: 

It all status with knowing why a person will land on a specific page and the keywords required for Google to send them there. This might look like researching and identifying the relevant keywords and phrases or considering the search intent behind a topic. 

Collaborate with other teams: 

They might work closely with other teams, including the SEO, marketing, and content teams, to ensure that the content aligns with the overall marketing and SEO strategies.

Create content: 

Once the keywords, phrases and search intent is understood, it’s time to write. A good SEO copywriter can create engaging and informative content that carefully balances keywords without sounding too robotic or unnatural. 

Optimise content: 

A good SEO copywriter won’t stop at the words on the page. They’ll optimise the content by using relevant headings, meta descriptions, title tags, and other on-page elements, such as internal links, to make it more search-engine friendly.


When to use an SEO copywriter?

Want to improve your rankings on Google? Increase organic traffic? Or improve your engagement metrics or reduce your bounce rate? Use an SEO copywriter! 

Here are some specific situations where you may want to hire an SEO copywriter:

Creating a new website:

If launching a new website, give it the best chance of success by including high-quality, keyword-optimised content. 

Updating existing content: 

So you’ve created your dream website, but no one’s landing on it? It’s time for a website refresh! Use an SEO copywriter to inject some life (and keywords) into outdated, poorly written, and unoptimised content. 

Creating new content: 

If you want to expand your website’s content to target new keywords or topics, an SEO copywriter can create fresh, optimised content that appeals to your target audience.

SEO Maintenance and Growth: 

Ranking well on Google requires consistency. Ready to harness the power of SEO? An SEO copywriter can help create regular content for your website, whether monthly blog posts, new landing pages or expanding your existing copy. 


What’s good SEO copywriting?

Good SEO copywriting looks like engaging, informative, and optimised content for search engines. Here are some key characteristics of good SEO copywriting:

Keyword optimisation (not too much): 

Website copy should be optimised for relevant keywords and phrases that people use to search for information related to the topic. But don’t overindulge; Google doesn’t like the greedy. The keywords should be used naturally in the content, headings, meta descriptions, and title tags, not stuffed in for the sake of rankings. 


Good SEO copywriting is user-first. Meaning it’s written with the target audience in mind. The content should address the reader’s needs and solve their problems. It should be high-quality, informative, engaging, well-written, and valuable to the reader. 

Match search intent: 

You can write the best SEO-optimised article in the world, but if it doesn’t match the search intent of the keywords, it still won’t rank. A good SEO copywriter will take the time to understand the search intent of the topic/primary keyword and format the content accordingly, whether it’s a listicle, how-to, case study or long-form article. 


Let’s agree; nobody likes reading a colossal block or chunk of text, and SEO copywriting is no exception. Content should be well-structured, with clear headings and subheadings to break up the text making it easier to read. The content must be visually appealing, whether bullet points, lists, or other UX signals.


SEO copywriting is a delicate balance between creating high-quality, engaging content while optimising it for search engines to improve your website performance in search engine results pages (SERPs). 

Ready to grab those keywords by the balls and start showing up more often in the coveted Google search results?

Get in touch to discuss our SEO & SEO copywriting services.