SEO copywriting is a relatively new discipline, consisting of two key elements:

• SEO (Search Engine Optimization) – optimizing content to appear in organic search results on Google, Bing, and other search engines.

• Copywriting – crafting texts designed to sell a product or service.

Thus, SEO copywriting refers to the type of content created to ensure that businesses gain visibility in search engine results.

SEO Copywriting and Keywords

The core element of SEO copywriting is the keyword. Internet users input specific words or phrases into search engines, and these queries define the keywords and key phrases incorporated into SEO copywriting.

• Keywords can be short or long-tail (longer, more complex search queries).

• They have varying levels of search volume and difficulty based on competition.

SEO Copywriting and Keywords

All SEO texts contain keywords and are designed for online audiences. Their goal is to rank well in search engines while also persuading users to take action (buy a product, subscribe, etc.).

A classic copywriter creates content for various mediums, including offline marketing, while an SEO copywriter must balance search engine algorithms and human engagement.

Key Differences:

• SEO copywriters optimize for search engines while maintaining compelling, user-friendly content.

• SEO texts must follow specific technical guidelines (e.g., keyword placement, meta tags).

• The content must address both user intent and search engine requirements.

Types of SEO Copywriting

SEO texts fall into two broad categories:

1. On-Page SEO Copywriting – Content directly on the website, such as blog posts, category descriptions, product descriptions, and technical elements like meta tags.

2. Off-Page SEO Copywriting – Content published externally to boost visibility, such as press releases, guest articles, classified ads, and directory descriptions.

Although both types aim for visibility and conversions, they require different approaches.

On-Page SEO Copywriting

Focus: Optimizing website content for relevance, readability, and search engine ranking.

Best Practices:

• Content Length: 500-2000 words (detailed content is better for SEO).

• Keyword Usage:

  • Keywords should belong to a semantic family (related words and variations).

  • Place primary keywords in titles, the first paragraph, and throughout the content.

  • Bold or italicize keywords where relevant.

• Structure:

  • Use H1, H2, and H3 headings with relevant keywords.

  • Example: H1: "What is a Search Engine and How Does It Work?"

  • Keep paragraphs short and scannable.

• Keyword Density: 1-2% is ideal (max 6-7% to avoid keyword stuffing).

• Internal Links:

  • Link relevant pages using anchor text based on keywords.

  • Avoid repeating links multiple times on the same page.

Technical Elements:

• Meta Titles: 60-70 characters, including a primary keyword.

• Meta Descriptions: 155-160 characters with a call to action.

• ALT Text for Images: Include descriptive keywords while accurately describing the image.

Off-Page SEO Copywriting

Focus: Boosting brand awareness and authority through external content.

Best Practices:

• Content should be engaging, informative, and brand-relevant.

• Balance informative value with promotional intent.

• Mid-length or concise texts work best (ads, press releases, and directory descriptions should be short and to the point).

• Links: Each piece should contain a single link to the target website, preferably near the beginning.

Types of Off-Page SEO Content:

1. Advertorials (500-600 words)

   • Use curiosities, stats, humor, and engaging storytelling to capture interest.

   • The title should be concise (90-120 characters), keyword-rich, and emotionally compelling.

   • Example: "10 Facts About [Topic] That Will Change How You Think".

2. Ads (150-200 words)

   • Short, benefit-driven content with bullet points for readability.

   • Includes a strong call to action and contact details.

3. Directory Listings

   • Concise descriptions following platform guidelines.

   • Typically, one or two links to the website.

Key Takeaways for SEO Copywriting

• Uniqueness: Avoid duplicate content (both internally and externally).

• Keyword Strategy: Use related keywords (not just one repeatedly).

• User Experience: Create scannable content with lists, headings, and short paragraphs.

Off-Page SEO is as important as On-Page SEO.

SEO Copywriting is teamwork:

• • SEO experts select and structure keywords.

  • Copywriters create engaging, optimized content.

Bottom Line: SEO copywriting requires a mix of creativity, technical know-how, and marketing strategy. It takes effort, but the long-term benefits in ranking, traffic, and conversions make it worth it!