27 September 2019


5 mins read

What Does An SEO Copywriter Do?

What Does An SEO Copywriter Do?

An SEO copywriter writes copy that’s specially formatted and optimised to help websites climb search engine rankings but also engages, informs and persuades readers. SEO copywriters therefore blend creative and technical digital skills to create content that serves several purposes.

Their work increases a website’s search engine visibility in order to attract web traffic from high intent customers and drive conversions at each stage of the marketing funnel – from initial awareness of products and services to the purchasing phase.

This makes an SEO copywriter a valuable asset for any business that wants to grow online, so reading this blog will give you the lowdown on exactly what an SEO copywriter does and how they can help make your business more successful online.

What’s the difference between SEO copywriting and traditional copywriting?

The main difference between SEO copywriting and traditional copywriting is that, although both disciplines aim to persuade and inform potential customers, the former is focused on search engine ranking factors, whereas the latter is aligned with other mediums like print.

With that in mind, an SEO copywriter has to consider the following:

  • Striking a delicate balance between creating copy that satisfies the needs, tastes and behaviours of their audience, whilst simultaneously formatting their text in a way that makes it as simple as possible for search engines to understand, analyse and rank.
  • One way in which this is done is through including key phrases and keywords in copy – in simple terms, these are the questions people type into search engines like Google to find solutions that are as relevant as possible.
    For example, a user might search the key phrase, ‘what is an SEO copywriter?’, so an SEO copywriter could then target a top ranking position for this key phrase by writing a webpage with that exact title, answering the question comprehensively by conducting keyword research in order to answer all associated FAQs.
  • Copy that contains key phrases and keywords helps search engine spiders determine the usefulness of your site during the crawling process, when your content is analysed, indexed and ranked according to algorithms.
  • Keyword stuffing should be avoided at all times – this is shoving as many keywords into your content as possible and it creates a poor reader experience that search engines penalise.

Why is SEO copywriting important?

SEO copywriting is important for businesses because it helps maximise your brand’s web visibility to consumers through a high search engine ranking. Without it, information on your excellent products and services isn’t served up to potential customers when they need it most because your content is buried in the depths of search engine results. 

Furthermore, quality SEO copywriting also ensures that once a user lands on your site, they stick around to explore your offering, because it’s tailored towards generating leads and sales. It includes attractive calls-to-action that drive customers towards a conversion, be it to subscribe to your newsletter, sign up for a free trial or purchase your products or services.

 Since SEO focuses on organic (non-paid) methods, this makes SEO copywriting a cost- effective strategy for businesses of any size. Once you’ve established a reputation for producing quality, search engine friendly content, you’ll earn the trust of the search engines and consumers alike. 

Consequently, you’ll maintain a strong ranking position, provided that you adapt content to satisfy search engine algorithms. 

What does an SEO Copywriter write?

SEO copywriters create content that supports a company’s SEO strategy across a range of delivery platforms, including websites, blogs and social media.

The crucial consideration is that each piece of content they write is created to simultaneously satisfy their target and SEO requirements. 

Let’s take a look at some of the main types of content that an SEO copywriter produces and why they’re important:

  • Blogs: Search engines love blog content that’s relevant to your industry and audience, and provides useful information and practical solutions. Publish this regularly and you’ll establish yourself as an authoritative voice that people will turn to when they need help, which, in turn, helps you to build up your domain authority – once you’ve got this, maintaining a high ranking position will be easier.
  • Meta titles: The meta title is the heading for a web page that’s displayed in the search results. Google displays up to 70 characters (including spaces), so it should be concise, incorporate your target keywords and for maximum brand exposure, include your company name.
  • Meta descriptions: Accompanying a meta title is a meta description which summarises the content on a web page. It’s essentially a mini advertisement for your content and can often be the main motivating factor in convincing a user to click through. Google displays meta descriptions of up to 156 characters (including spaces) so they need to be clear, concise and catchy.  
  • Alt text: Search engine spiders can’t understand images alone, so SEO copywriters use alt text (brief description of images) to explain what’s going on with the image. This is particularly important for search queries where the answers can be more accurately displayed as images, for example ‘what does a responsive web design look like?’. However, images with alt text also add value when targeting consumers with high-quality, useful copy – exactly what the search engines want. 
  • Social media posts: A skilled SEO copywriter will be able to produce social media content that’s expertly adapted to each particular platform and audience, which strikes those search engine ranking factors with perfect precision and amplifies messaging from content such as blogs and landing pages.
  • Product descriptions: Products descriptions are the icing on your SEO copywriting cake because they provide useful information about your goods and how they can benefit consumers’ lives. When a customer is at the end of the sales funnel where they’re almost ready to buy, a good product description can seal the deal.
  • Web pages: SEO brings traffic to your website and well-written web pages keep your visitors occupied and engaged, gradually leading them towards the checkout through carefully planned calls-to-action and emotionally engaging copywriting. 

What skills does an SEO Copywriter have?

Although SEO copywriters are skilled in Search Engine Optimisation, that’s merely the tip of the iceberg. This technical knowledge of search engines is complemented by a wide spectrum of skills, including the following:

  • Writing: Search engines know the difference between good and bad writing, so SEO optimising a piece of text will only get you so far. A great copywriter is skilled in grammar, punctuation and spelling, and capable of storytelling that immediately captures the attention of their audience and keeps them engaged as they move through the marketing funnel. 
  • Research: is at the foundation of SEO copywriting – without it, writers are producing copy aimlessly, which dilutes its impact. An SEO copywriter will research their target audience to uncover key data such as their likes and dislikes, internet behaviour patterns and the keywords and phrases most relevant to them, in order to create copy that captures attention and converts with ease. They’ll also keep track of the ever-changing discipline that is SEO to ensure that the copy they write adheres to the relevant principles and is highly promoted time and time again. 
  • Creativity: The internet is a crowded marketplace where most topics have been covered countless times by various brands. This means that SEO copywriters are often required to come up with new ways of writing about old topics. They do this by identifying fresh angles and gaps in the content of their competitors, which they can fill with content that publicises and differentiates their brand’s offering.
  • Collaboration: SEO copywriters are usually part of a larger team that can include people such as SEO specialists, web designers and account managers, who they’ll need to collaborate and liaise with throughout the content creation process. In addition, they’ll regularly update the client on the status of the project and take their feedback on board to ensure that the final product meets the brief and is fit for purpose. 

Final thoughts

SEO is vital for making your online business successful, so if you’re not delving into this technical field, your competitors will rise above you and capture the customers that you need in order to thrive. 

SEO copywriters blend creative and the technical aspects of writing to craft compelling copy that stands out in the fiercely competitive digital domain, attracts high intent visitors to your website and increases conversions. 

So if you’re looking for a way to boost your business, bypass your rivals and maintain a healthy flow of traffic to your website that is easy to convert, an SEO copywriter could be exactly what your business needs. 

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