SEO copywriting complete guide

The biggest challenge content writers face is writing search engine optimized content and attract audience too.

SEO copywriting is the process of creating well-optimized content that attracts users and allows search engines to represent your content on SERPs better. A copywriter is someone who understands people, knows what his audience likes and chooses the words that will appeal to them. 

The headline, words, phrases, sentences and paragraphs used in the content have to persuade and cause readers to take a specific action. An SEO copywriter also understands how Google feels about certain words and phrases, especially long tail phrases.

What is SEO Copywriting?

SEO copywriting is the practice of producing keyword-optimized content that’s designed to appeal to human users and search engine algorithms.

In other words, SEO copywriting is writing content that Google can understand. And, at the same time, that content needs to be the type of content that people want to read, link to and share.

Why do you need SEO copywriting?

Three simple reasons why you need SEO copywriting for your business:

• To attract more qualified traffic at minimal cost
• Also to create trust by providing the content your audience is searching for
• To convince readers to take action (download your app, subscribe to your podcast, make a purchase, etc.) and/or convert them into customers

Why is SEO important?

Whether you’re an ecommerce site or an online magazine, SEO is a pretty important piece of digital marketing you should be conducting.

Here’s why: “most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed in those first two pages. If your business is selling products or services over the internet, you want your website to be listed before your competitor’s websites.” (The Balance).

One benefit of SEO is that in and of itself it’s free. Unfortunately, it’s also time consuming. You’ll either need to have a member of your team looking after your SEO, which includes optimising your web and blog content, or you’ll need to hire a freelancer content marketer or outsource your content marketing to an agency. That means there will be an unavoidable cost to you in the long run. It also doesn’t work overnight and can take months to be effective.

Where should I include SEO?

There are a few places you should aim to use SEO. Here are some:

• Header title/page title
• Subheadings
• URL address for that specific page
• Meta description
• Alt text on images
• Content body of your landing pages, product descriptions & blog posts

If you publish content through a platform like WordPress, you will find there are plenty of tools to help you optimise your content. Yoast is one such plugin which operates like a traffic-light system from red to green, telling you when you’ve included your focus keyword in enough places.

How is SEO writing different from traditional copywriting?

The main difference is: SEO writing contains keyphrases. For instance [blue cashmere sweaters] is a keyphrase.Typing key phrases into Google is what we do every day, right? We type words into Google’s search box to get answers to our questions.

But the thing is, SEO copywriting is much more than just inserting keyphrases into content: Google also wants to see authoritative content that fully answers your readers’ questions and stands out from competing content. Some people believe you can shove a bunch of keyphrases into the content and still get a high ranking (commonly known as “keyphrase stuffing.”)

Steps to SEO copywriting success

1. Find the right keywords

An SEO copywriter needs to identify the keywords for the content piece that they’re writing. Some of these factors will be important when planning out the strategy for a piece of content:

• Text type (blog post, landing page, eBlast)
• The purpose of the text (informative, subscribe, transaction, etc.)
• Audience
• Style and/or tone of voice
• Right keywords to target

Keywords are terms that people search for on the internet to find information. Successfully targeting the right keywords while keeping search intent in mind will help you get there. You shouldn’t guess at the right keywords to make use of online software to assist with your keyword research.

There are a variety of factors that go into choosing which keywords are the right keywords to target. Some businesses or writers may need to focus on high-volume, competitive keywords. However, most writers and businesses should look for mid-to-high volume keywords with low difficulty for targeting, i.e., relatively easy to target, yet have solid search volumes. 

Short-tail vs long-tail keywords?

SEO Pressor defines short-tail keywords as comprising three words and under (e.g. ‘content creation’). By contrast, long-tail keywords are over three words (e.g. ‘SEO content creation agency). The difference? “As keywords get longer, search volume becomes lower. However, all other metrics such as conversion rates go in favor of long tail keywords.”

That’s because long-tail keywords are more specific, so you’re more likely to strike gold in the form of being matched with a customer who is looking for exactly what you have to sell. They’re particularly useful as you narrow down the focus of your website.

While a short-tail keyword is great for driving lots of traffic, it can also see a higher bounce rate, lower conversion rate, and make it less likely you’ll score a place on the first page since you’ll face stiffer competition. However, these ‘head terms’ are good for category pages. On the other hand, long-tail keywords would be better used for individual product pages to better describe what you stock/offer.

Long-tail keywords are increasingly being recommended for use by the likes of Yoast and WordStream since they’re more focused and because they’re more likely to be successful when using voice search – a popular method in the age of voice assist devices.

2. Find questions that people ask

Search engines are now, essentially, answer engines. Resources like People Also Ask on Google, AlsoAsked.com, and forums like Quora or Reddit can be great starting points for uncovering what questions arise around your topic.

Also, you can use some tool, which provides headlines, related questions, and more based on the keywords you enter. Once you have identified which questions pop up most frequently, you can develop a superior answer to what other SERP competitors are writing. See what they’re doing, make improvements, and be sure to answer the question thoroughly.

3. Identify and map search intent

Each webpage and the content that is placed on it should be focused on user intent. Your content will vary depending on different stages of the customer journey. With that in mind, your keywords should also vary based on the different intents.

By identifying the reason behind a user typing in your target keyword in search engines, you will uncover the “keyword intent.”  There are four types of intent searches:

• Informational intent: Users want to find more information on a specific topic, product, or industry. Example: “best coffee machines”
• Navigational intent: Users intend to visit a specific site or page. Example: “Nespresso coffee machine types”
• Commercial intent: Users consider a purchase and want to investigate their options. Example: “coffee machines comparison”
• Transactional intent: Users aim to purchase a product/service. Example: “buy a new Nespresso coffee machine”

Your copy should target keywords that closely match the search intent of the user.

4. Check competitors’ articles for your target keywords

Enter your primary keyword in Google’s search bar and look at the top 10 search results to determine what these pages have in common. This is what a good writer should do in the first place to collect optimization and copywriting ideas from your main competitors.

Some tools makes it easy to quickly get SEO recommendations for your future content using the SEO Content Template. You will see how your top-10 competitors use your target keywords in the article, which semantically related words they are likely to include, the sites that link to them, their readability score, and their text length. You can export all this data to help you prepare your content outline to ensure you hit target keywords and monitor what domains may be relevant to start planning your backlink outreach.

5. Gather original data

The most effective way to engage readers is to share unique and original data. This can help you generate backlinks to your page, which will positively affect your rankings.

An external writer definitely won’t have all the insights into your company (although they can ask the right questions before starting work). An internal writer may not have enough information, either. So, gathering data is essential. But what if you don’t have enough data to share?

• You can set up surveys and ask customers about their preferences, lifestyle, etc. And then share the results of your poll. Chances are, bloggers and news sites writing on your industry can refer to your survey results or just share them across social media.
• Look through your sales data to uncover patterns. This is especially interesting to look at during times of crisis when many industries are under severe stress (negative or positive). Industry writers will appreciate some inside data to look at.
• You can also use customer-generated content. Ask your customers to share success stories with some stats on how your product or service has helped them increase their sales. Examples: “Save up to 80% more time on keyword research.”

Accurate data, original visuals, and catchy sentences encourage readers to share your message with their followers on Twitter, Facebook, LinkedIn, etc. Brainstorm and come up with data sources your company has on hand, and start collecting data for content.

6. Optimize your header, meta title, & meta description

The first thing readers see when looking at Google’s search engine results pages is the page’s title (it may correspond to the headline of your copy, but not necessarily). You want the title to be enticing and offer the reader information that they need this can boost your organic click-through rate (CTR) and increase pageviews.

The title should help both people and search engines determine what your content is about and what information they will find on your page. How you describe your content to users and search engines is significant. Here are the recommendations for meta titles, meta descriptions, and your H1.

Meta Title:

Recommendations for your meta titles:

• It is unique and includes your target keyword.
• It is 55-60 characters long. Google truncates title tags that are longer than 55-60 characters, and they have a 600-pixel width limit (but this can sometimes vary depending on the device being used). 
• Sends a message that accurately matches the content and search intent. If the content doesn’t live up to users’ expectations after clicking the title, they will just bounce off the page. This will indicate to Google that you are not providing relevant content to your users, which might, in turn, affects your rankings. 
• Includes a Call-to-Action. A CTA is a crucial addition to your title or meta-description. CTAs should motivate users to go to the website.

Meta Description:

Recommendations for your meta descriptions:

• Contains target keywords
• Calls-to-action and/or targets an emotion
• It consists of 140-160 characters (1-2 sentences). If it is too long, it won’t fit, Google will truncate it, and people will not understand what your site can provide
• It should be unique and describe a webpage. Make it meaningful — offer a compelling reason to visit the specific page. Google encourages including certain information like price, manufacturer, etc., scattered throughout a page

H1 Tag:

Recommendations for your H1 tags:

• It fits within the 600-pixel width. Within this width, readers can see the full title. Otherwise, Google truncates it
• May include numbers, for example, “10 Quick Ways to Create the Perfect Title”. Articles with list headlines get up to 2x more traffic and up to 2x more shares than other types
• May include bracketed clarifications like [interview],, [2021]. Articles with bracketed clarifications perform 38% better than those without clarifications, suggesting that readers like to have a full picture of what they will get when they click
• Includes actionable words like “learn,” “take,” “boost,” “enhance,” etc. This may help readers understand what they will gain from the page
• Motivates users to go to the website — emotional triggers may help get users’ attention and create interest.

7. Create organized, easy-to-read content

Flow and readability are essential for search engine rankings. So, make sure your text is readable. If the text’s vocabulary is over their head or the reading level is too advanced, you will lose your visitor. Here are the keys to what makes readable copy: 

1. Good structure

Good structure guides both users and search engines through your content as smoothly as possible. Each new point should be reflected in H2, H3, and H4 headings. According to our research, 36% of articles with H2 and H3 tags have better performance in traffic, shares, and backlinks.

2. Skimmable headlines that inform without reading

Readers often skim before they read. According to the study by Nielsen Norman Group, only 16% of people will read your copy word by word. Make sure your headlines inform a reader of what they will gain by reading individual paragraphs or the page as a whole. When you think about search intent and what answers people need, you can give those answers in your headlines and elaborate in the following paragraphs.

3. Clear and informative paragraphs

Just like headlines, readers like to skim through paragraphs to find the information they need quickly. Vast walls of text are daunting and challenging to scan. Make sure the copy’s paragraphs are short and start with the key message. Clarity and concision are the keys to excellent readability and user experience, the more the white space, the better the user experience.

4. Bullet points and numbered lists

Long paragraphs can be broken up with bullets or numbered lists and graphics that inform the user. These techniques help you guide your reader through the copy without making them work too hard to find the information they need, they are also skimmable, which is a bonus. 

5. Short sentences

With shorter sentences, you are once again making the reader’s job easier and your message more digestible.

6. Subtopics are covered within the copy

Keep in mind a few points from your previous research: target keywords, structure of the top-ranking pages, users’ queries, and questions. They can be separated into paragraphs or bundled together but should be included in the article and placed in a logical order.

7. Simple vocabulary

Make sure to limit the use of words that are too difficult to read. At the same time, you can educate your readers on your industry or brand terms, but you must explain what they mean and make the explanation as easy as possible. If you want to check the readability score, you can use tools. It automatically analyzes your target keywords and suggests the optimal readability level for your copy based on your top rivals.

8. Include visuals

A picture is worth more than the words. Hence, Use visuals throughout your page videos, images, charts, infographics, etc. Videos and informative images, charts, and infographics can increase readers’ time on page and trigger them to share the visual across social media accounts. This strategy could potentially increase the reach of your content, and the media, when appropriately optimized, could be used in Google SERPs.

And don’t forget about adding image alt tags (descriptions for images you use throughout your copy). With Google’s image search on the rise, you should tap into this trend by adding short yet clear descriptions for your visuals.

9. Include CTAs (Calls-to-Action)

The purpose of SEO copywriting is to drive users. Remember us mentioning “search intent?” If users land on a copy that was produced for informational intent, include a CTA that will direct them to another page that targets keywords with navigational intent, and so forth.

From a copywriting perspective, this will improve your copy’s conversion rate and the ROI of your content. From an SEO perspective, this may improve your page views, decrease bounce rate, and send positive engagement signals to Google.

Pro tip: Include a few CTAs throughout your copy as readers might not read the entire page. Add one CTA after a few opening paragraphs, another one somewhere in the middle of your page, and one more at the very end.

10. Good internal & external linking structure

When you include a link from your copy to an internal or external page, you’re simply following Google’s philosophy that “there’s always more information out there.” But why would you drive people off your page with internal and external links?

• By linking to external content, you can build trust around your copy. Any time you include some stats or want to support a claim you are making, linking to an authoritative source can support your point.
• By linking to internal content, you can guide users through their customer journey and point them towards pages that convert. You can also link to some other content that expands on the idea you are covering. This will show that you are a valuable source of quality content, resulting in the reader spending more time on your site.

Pro tip: Ensure the external link opens up in a new window to avoid distractions from your copy.

Top SEO Copywriting Tools

The content marketplace is a place where you can order your content written by an experienced copywriter. Whereas, if you’re keen on doing your SEO copywriting yourself, here are some tools.

Top Semrush Tools for SEO Copywriting:

• Keyword Magic Tool is used to narrow down your keyword research and finding the best keywords to target with your copy.
• Topic Research is used to discover new content ideas and uncover what people search for around your topic (subtopics and questions).
• Organic Research is used to find the best-performing rivals for your topic to learn from.
• SEO Writing Assistant will help you optimize your content based on your top 10 rivals in Google rankings. Download its add-on to check your content’s SEO friendliness and originality and to adjust your copy’s readability and consistency of your tone of voice as you write.
• On-Page SEO Checker can help you set up monitoring after your copy is published to get SEO recommendations for improving your rankings.
• SEO Content Template to get SEO recommendations for your future content based on top-10 competitors.

Other Helpful Writing and Editing Tools for Writers:

• Google Search Console and Google Analytics for analyzing your pages’ performance. See what has been working so far, what you might need to work on, and what can be improved based on user behavior on your pages.
• Google Trends to find out what topics are trending and for keyword research (it shows the search query’s volume and related keywords to look at).
• Grammarly will help you find all the issues wrong in your copy’s grammar and improve the clarity and engagement of your content.
• Hemingway App will help you improve your readability as it checks your copy for over-complicated sentences.
• AlsoAsked.com will show you questions that arise around your chosen topic.
• Typeform/ Google Forms can be used to create and run surveys to gather data.
• Short URL/ Bitly can be utilized to shorten your page’s URL, track link clicks, and the performance of social media sharing.
• Canva will help you create custom images, social shares, animations, and infographics for your website, articles, and social accounts. 
• Unsplash/ Flickr/ Pixabay will help you find high-quality, royalty-free images.
• Google Docs and Google Sheets for enhancing team collaboration on the copy and helping with content calendar tracking.

Now that you have the tips and tools at your disposal, it’s time to get started. Good luck creating your SEO-optimized content.

Conclusion

The good news is that SEO copywriting could represent a huge opportunity for you. SEO copywriting fits into the larger field of search engine optimisation which utilises a range of tactics, including link building, mobile optimisation, load speeds, and content strategy techniques to ensure your site is device and user-friendly, promotes unique and insightful content and provides essential details