SEO Copywriters
An SEO copywriter creates web content that ranks in search engines and persuades readers to take action.
What I’d do first
- Start with search intent, not keywords — understand what the searcher wants first.
- Write for humans, then optimize — get the draft right before adding SEO.
- Structure every page for scannability with clear headings and short paragraphs.
- Don't limit SEO copywriting to blogs — optimize landing pages, product pages, and more.
- Avoid keyword stuffing and always write a compelling meta description.
Here's what I've learned about working with (or becoming) an SEO copywriter.
What I'd do first
- Start with search intent, not keywords. Before you write a word, ask: what does the searcher actually want? A tutorial? A product comparison? A quick answer? That shapes everything.
- Do keyword research, but keep it tight. Use a tool like Ahrefs or Google Trends to find 3–5 primary terms and a handful of related ones. Don't try to rank for everything at once.
- Write the page for a human, then optimize. Get the draft down naturally. Then go back and weave in keywords where they fit — in the title, headings, and body — without forcing it.
- Structure for scannability. Use clear headings, short paragraphs, and bullet points. Search engines love structure, and readers love not having to hunt for what they need.
The path I'd take
- Clarify the page goal. Is this a landing page to capture leads, a product page to sell, or a blog post to educate? The goal determines the tone, structure, and call to action.
- Research the topic and keywords. Look at what's already ranking. What questions are people asking? Use the "People also ask" box in Google for real queries.
- Outline the page. Map out the main sections: problem, solution, benefits, proof, next step. Each section should serve both the reader and the search intent.
- Write the first draft without SEO goggles. Just get the message right. You can always add keywords later.
- Optimize after writing. Add the primary keyword to the title tag, H1, and first paragraph. Sprinkle secondary terms naturally. Write a compelling meta description that includes the keyword but sounds human.
- Review for readability and flow. Read it out loud. If it sounds awkward, it probably is. Cut fluff, tighten sentences, and make sure the call to action is clear.
Watch-outs
- Writing for keywords only. I've seen pages that rank but convert at 0%. That's because they ignored what the reader actually wanted. Always prioritize intent.
- Keyword stuffing. It's 2024 — Google is smart enough to know when you're forcing a phrase. It hurts readability and rankings.
- Only optimizing blog posts. SEO copywriting applies to every page: product descriptions, landing pages, about pages, even error pages. Don't leave money on the table.
- Forgetting metadata. The title tag and meta description are your first impression in search results. If they're generic or missing, you're losing clicks before anyone reads a word.
What I got wrong
Early on, I thought SEO copywriting was just about sprinkling keywords into blog posts. I'd write a 2,000-word article, stuff the keyword in the first paragraph, and wonder why it didn't rank. The turning point was when I started treating every page like a landing page — asking what the searcher wanted and building the content around that. I also underestimated how much structure matters. A wall of text, even with perfect keywords, will lose readers fast. Now I spend as much time on headings and formatting as I do on the words themselves.
Next step
Quick answers
What is an SEO copywriter?
An SEO copywriter writes web content that is optimized for search engines while also persuading readers to take a desired action, such as making a purchase or signing up.
How is an SEO copywriter different from a content writer?
An SEO copywriter focuses on ranking and conversion, while a content writer may prioritize general information or brand storytelling without deep SEO integration.
If you liked this
Sources
- Google Search Central — Best source for Google's guidance on helpful content, SEO basics, and page quality signals.
- Ahrefs Blog — Clear practical overview of SEO copywriting and common workflow, widely used in SEO education.
- Google Search Central: Creating helpful, reliable, people-first content — Useful for framing SEO copywriting around people-first content and quality.
- HubSpot SEO Copywriting — Accessible overview of the discipline and its marketing use cases.
Notes from Callum Bennett.