What Is SEO Copywriting?

SEO copywriting is the practice of using keyword research to create content that is highly relevant and engaging to both users and search engines such as Google and Bing.

Written by Matthew Urwin
Published on Dec. 16, 2021
What Is SEO Copywriting?
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Brynn Holland | Aug 11, 2022

SEO copywriting is essentially audience targeting through the production of high-quality content that speaks specifically to user queries, whether they be informational, consumer-oriented or transactional.  

How do copywriters use SEO?

  • Copywriters leverage SEO techniques like keyword research to find content ideas that are highly relevant to their audience. 

SEO copywriters use a number of techniques to create optimized content that follows proven SEO trends and best practices. Armed with an understanding of their website's target audience, writers will utilize keyword research tools and other methods, such as Google Trends, marketing research and more, to create, enhance and update content. 

SEO copywriters often include and target keywords in content, but must always put the user first. Keyword stuffing, thin pages, misleading titles and other manipulative tactics annoy both users and search engines. SEO copywriters must strike the perfect balance between optimization and relevancy to rank highly. Generally, what's good for users is good for SEO.

What are SEO keywords?

  • SEO keywords are ideas and topics that users query on search engines like Google and Bing. 

Keywords, or "search queries," are the phrases people type into search engines to help them find what they're looking for.  It's important for SEO copywriters to not only research and discover keywords relevant to their target audience, but also understand the intent behind the phrases. Generally, search intent falls into three categories:

  • Informational: The user wants a specific piece of information, usually the answer to a question. 
  • Navigational: The user is looking for a particular entity, like a person, company or website. 
  • Transactional: The user is looking to complete an action. 

Understanding the intent behind a keyword or keyword phrase is critical in helping SEO copywriters determine the right type of content to create.


How do I become an SEO copywriter?

Besides cultivating your writing skills, you’ll need to develop a thorough understanding of SEO best practices as an SEO copywriter.

SEO copywriters are in charge of producing a steady stream of content, but they also need to supplement quantity with effective SEO techniques. Those who want to excel in the role need to be comfortable using tools that provide insight into what users are searching for, consumer preferences and larger industry trends. Search engines reward sites that keep visitors up to date on relevant topics — it is essential that content stays fresh, addressing new trends and developments. 

SEO copywriters should possess excellent writing skills. First and foremost, they must know how to write compelling and readable content. While having a background in SEO is helpful, there are numerous courses and online resources available to help writers become familiar with SEO best practices and research techniques. 

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