SEO copywriting: The art, science and future

In this post you'll learn why SEO copywriting matters for your business and how to do it well!

A vital link between your brand and your audience, SEO copywriting remains an essential part of digital marketing.

Understanding SEO copywriting

SEO copywriting is about two things:

1. Using the keywords that rank well for your brand on search engines—Search Engine Optimisation (SEO).

2. Crafting sentences that encourage your audience to action—copywriting.
   

The challenge is to satisfy what search engine algorithms need, in a way that your customers find easy to read and engaging.

Bringing SEO and copywriting together

Now that you understand what SEO copywriting means, let's explore how to do it well.

SEO Basics

To optimise your content for Google and other search engines, your content needs to be easy to crawl (find), index (sort), and rank (prioritise). This requires:

• Keyword research using tools like Google Word Planner, to identify the relevant words and phrases that your target audience is searching for.

• Managing On-page SEO: Adding keywords to page headings and paragraphs; as well as meta descriptions, image descriptions (alt text), and image 'tags'.

• Managing Technical SEO: Ensuring the technical aspects of page load speeds and mobile-responsiveness are managed.
  

Think of SEO as work in progress, requiring periodic checks and changes.

How to craft compelling copy

Great copy is readable, engaging, and encourages action. Key points to consider:

• Know your audience’s needs, preferences, and pain points.

• Write a clear, compelling message that communicates value.

• Guide your readers to take specific actions, like signing up for a newsletter, or to make a purchase (Calls To Action or CTAs).

Combining SEO with effective copy requires a nuanced approach to incorporate keywords in a way that is both natural, and adapted for search engines. Even if your content ranks well, it should also keep your audience interested. Use your keywords purposefully and conversationally, and avoid overuse.

Best practice in SEO copywriting

Best practice in SEO copywriting follows a structure that considers the audience first, guarantees content readability and freshness, and adapts for continuous improvement.

1. Consider your audience first

While SEO is important, the focus should be on your readers. Create content that answers their questions, solves their problems, or provides value.

2. Make your content readable

Content that is easy to read is more likely to be shared and linked to (which helps SEO). Use short paragraphs, clear headings, and simple language. Pay attention to grammar and spelling, which are important for credibility and brand reputation.

3. Update and refresh content regularly

To improve your search engine rankings, it's important to keep your content up to date and optimised for the latest SEO strategies. Refreshing pages and old blog posts not only signals to search engines that your website is current, it demonstrates to your audience that you are informed about the latest trends and advancements in your field of work.

4. Analyse results and adapt your approach

Monitor how well your content is doing using digital tools and customer feedback. Analysing metrics like bounce rate, time on page, and conversion rates can give you valuable information on the effectiveness of your content and areas for enhancement. Feedback from surveys, emails, and verbal comments serve the same purpose. By adapting your communications to these insights, you will continually improve your reach and engagement outcomes.

The future of SEO Copywriting

Artificial Intelligence (AI) writing tools will increasingly integrate with programs like Microsoft Word, Google Docs and Apple Pages—normalising the use of AI by copywriters and anyone with words to craft.

AI helps writers by reducing the time spent on drafting and proofreading, but its use is subject to guidelines in some institutions and businesses. Concerns over data privacy, programming bias, plagiarism, and fact-checking lead some editors to avoid working with AI-assisted writers. Training in AI to understand the issues and best practices is advisable. In Australia, some small business owners can find heavily subsidised short courses available through their state or territory's small business support agency.

As AI technology becomes more integrated with websites, newsletters, and social media platforms, SEO copywriters might increasingly assume a supervisory role to correct, evaluate, and train AI. Currently, SEO copywriting skills remain crucial for every online business.

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Gemma Nardone is an Editor and the Founder of My Tiny HQ, a communications service that specialises in non-fiction editing, newsletter communications, blogs and workflow improvements.