What is SEO copywriting?

SEO stands for Search-Engine-Optimised.

It’s a specific style of writing copywriters do for projects that will be published online — like websites and blogs.

Optimising the copy for search engines means it will be searchable, so people can find it online.

How does SEO copywriting work?

In simple terms, SEO copywriting involves matching key words and phrases on your website with what people are typing into Google’s search box.

Here are 10 more things your copywriter would like you to know

1. Make sure you have the budget before you commission a new website

Things you will need to budget for include:

  • An experienced SEO copywriter
  • A web designer who understands what you need
  • Promotion/advertising (I’ll explain why later).

2. It takes time

Your copywriter needs to spend time researching your industry and your competition.

Essentially, their goal is to find relevant words and phrases that offer high performance and low competition.

  • Relevant words and phrases will attract the right kind of traffic
  • High performance means a lot of people are searching for them
  • Low competition means fewer of your competitors are using them.

However, the performance of your keywords will also depend on the size and capacity of your business. A keyword that gets tens of thousands of monthly searches could overwhelm a small business.

3. It won’t be cheap

If you want your SEO copy to be effective, expect that it’s going to cost you.

The research alone can take a significant amount of time. Plus, an experienced SEO copywriter will have spent a long time learning their craft and keeping up to date with all the latest techniques. Their rate will reflect this.

If you can, get an upfront quote for the work so you know how much it will cost in advance.

4. The more information you can provide, the better

Give us your industry terms, the website addresses of your competitors and anything else you think we might need.

5. Your site should be written before it’s designed

Your SEO copy has an important job to do.

It will be less effective if your copywriter has to compromise it by squeezing it into a ready-made template.

6. It can’t guarantee you a top spot on Google

SEO copywriting is a legitimate and proven technique for making your content searchable online. Experienced copywriters who follow best practice usually get good results, but there are no guarantees.

The truth is, no one can guarantee you a top spot on Google.

If someone tells you otherwise, be very wary. They are most likely using techniques that could harm your ranking in the long term.

7. The results are not always what you might expect

There is often a difference between what you think people are searching for online and what they are actually searching for.

There are a number of possible reasons for this.

  • They know the industry term, but don’t know how to spell it
  • They work outside your industry and don’t know the correct terminology
  • They choose a search term that is quicker and easier to type — especially if they’re using a mobile phone

Unless there is a compelling reason not to, it’s best to go with whatever your copywriter recommends.

8. SEO copywriting only accounts for about 15% of your total SEO campaign

As important as it is, SEO copywriting is just a small part of a successful SEO strategy.

Your SEO campaign should also include:

  • Responsive design for different devices
  • Fast page load speed
  • Https encryption 
  • Updatable site content
  • Link building
  • Blogging
  • Social media posts
  • Online promotion/advertising.

9. You won’t see results immediately

New websites are currently taking 6–12 months to be picked up by the search engines.

For the first six months, at least, you will need to find alternative methods of promoting your site.

Make sure you include this in your budget (see point 1).

10. It’s wise to have your keywords checked every so often

New terminology, new trends and new buzzwords mean your SEO keywords can change over time. So, it’s important to make sure they’re still up to date.

Do you need an SEO copywriter?

I am an SEO copywriter with more than ten years’ experience of writing websites and blogs for clients in a variety of industries.

If you are planning a new website or blog and would like to find out more about how I could help, please get in touch.

Photo by Carlos Muza on Unsplash