SEO Copywriting: A Definitive Guide

SEO copywriting is the creation of high-quality content that appeals to both search engine algorithms and users. While the content should rank highly in Google, it should also be something that people want to consume, reference, and share on social engines. 


Why Is SEO copywriting important?

Content that ranks and receives a lot of search traffic but does not contribute to achieving business goals is pointless. The same applies to appealing content that does not get traffic.

If you can successfully combine all the nuances of SEO and good copywriting practices, you can create valuable content that ranks high in search engines, appeals to users, and truly sells your product. So, let’s go through the main steps to produce a properly optimized copy.

Step 1. Conduct Keyword Research

Keyword research is the process of finding the keywords that users type into the search bar to find your product. The right approach is to identify all such keywords and select those you want and can compete for in the top 10. Use Ahrefs or Semrush for this.

How do you determine your competitiveness? Simply study the websites in the top results. How authoritative are they, what is their backlink profile, and does your site match the competitors’ sites? Here are a few things to consider:

  • DR (Domain Rating) of sites in the search results: DR is a metric indicating the authority of a site. If most of the sites in the search results have very high DR (70+) and your site currently lacks a strong backlink profile, it’s worth selecting keywords with lower competition.
  • Search volume: Here, it’s straightforward — the higher the volume, the more popular the query, and the more users it can bring to your site.
  • KD (Keyword Difficulty): This metric shows how difficult it will be to compete in the search results.
  • Number of backlinks to pages in the top results: The domain authority, as mentioned earlier, is based on the quantity and quality of backlinks to the site. Backlinks are links to a site placed on other sites. The more backlinks on a site, the stronger its authority. The more backlinks on an individual page, the harder it will be to compete for top positions in the results, and this number determines the KD of the keyword. If most competitors have a lot of backlinks to their pages, it will likely be challenging to surpass them. It’s best to choose the “start small” strategy and find more suitable keywords where you can appear in the top results with minimal effort.
  • Intent: Pay attention to the content in the top results. What is more common — service pages, e-commerce pages, or articles? Align with the intent, and you’ll have a much better chance of appearing among competitors.

Note: For young sites that have recently started development, the losing strategy is to try to rank for the most popular queries with high competition. Choose queries with lower volume and easy KD. This way, you can quickly gain useful traffic to your site.

Step 2. Include Keywords in H1-H3 Headings

Header tags H1, H2, and H3 play a crucial role in search engine optimization (SEO). Not only do they help organize content on the page, but they also help increase its visibility for search engines and users.

  • H1 is used for the main page heading and contains key phrases reflecting its primary content. Search engines pay attention to H1 as a crucial element of the page, so it’s extremely important to use informative and unique text in it.
  • H2 is used to break down content into smaller sections or subsections. Keywords and phrases showing the page’s theme should also be included in H2 headings. However, it’s important to ensure they are used correctly and naturally. You don’t have to add key phrases to every H2 heading. Do it when it’s really necessary and helpful for readers.
  • H3 is typically used for further division within H2. These headings help create a deeper hierarchy within sections, improving the page’s structure for search engines and readability for users.

Step 3. Optimize Meta Tags

Meta tags are not visible on the page, but they can be viewed using special extensions or by inspecting site pages in search engine results.

Meta Titles

Meta titles are HTML elements defining the title of a web page. They appear as clickable headlines in search engine results. Creating concise and descriptive titles is crucial for attracting users and improving visibility in search engines.

Meta Descriptions

Meta descriptions are brief summaries providing context for the content of a web page. Although they do not directly affect rankings, compelling descriptions can encourage users to click through to your site from search results.

Here’s what will make your meta tags truly effective:

  • Relevance: They accurately reflect the content of the page.
  • Engagement: Attractive titles and descriptions stimulate clicks.
  • Keyword optimization: Strategically include target keywords, but ensure they are used naturally.

Step 4. Make Your Text Clear and Concise

Users want to get information quickly without having to decipher vague wording or wade through too much text.

Good Structure

A good structure guides readers (and search engines) through your content as smoothly as possible.

  • Each new section on your page should start with H2, H3, and/or H4 headings.
  • Headings should accurately reflect what will be described in the sections.

Clear and Informative Paragraphs

As with headings, readers prefer to skim through paragraphs to find the information they need. Big walls of text can discourage users, and your main goal is to keep their attention. So it’s best to adhere to the following rules:

  • Write short paragraphs and start with the main idea.
  • Begin with the most important point or recommendation. Then add context, examples, arguments, etc.
  • Write short sentences.
  • Unless you’re writing about a highly technical topic, avoid jargon.
  • Include keywords in your text naturally and appropriately.

Step 5. Add Useful Content

If you have something to complement your text with, do it! Videos, graphics, diagrams, screenshots, and other helpful images positively impact the ease of information perception and complement texts well.

And follow best practices for image SEO:

  • Use descriptive file names for your images.
  • Compress images to reduce the size of their files.
  • Add structured image data.
  • Optimize image alt text.

Step 6. Include CTAs (Calls to Action)

One of the main goals of SEO copywriting is to guide users toward conversion (for example, making a purchase or filling out a form).

Use calls to action to show users what they can do next. You can use simple links, buttons, images, and more.

From a copywriting perspective, this can increase the conversion rate of your text.

From an SEO standpoint, this can improve the views of your pages, reduce bounce rates, and enhance the overall user experience, which positively impacts search engine rankings.

Or Perhaps, Trust the Professionals?

Considering the nuances of SEO when writing copy is indeed challenging — only an experienced professional can be confident in doing everything right. By turning to SEO copywriting services, you’re sure to get excellent results and copy that not only accurately reflects the features of your brand and products but also ranks well in search engine results.

If you have a complex business theme and doubt whether an external copywriter can help, rest assured that some copywriters specialize in certain areas and do so at a high level. The agency can select such a copywriter — they know which professional can write excellent content for your industry. All you need to do is provide information about your product and describe what you want to mention in the copy.t.

Another advantage of turning to a company that provides copywriting services is that the copywriters here already possess knowledge in the field of SEO. They can also consult with an in-house SEO specialist to ensure that your copy is well-optimized for search engines.


Photo credits: Coworking London