SEO Copywriting: how to create optimized content in 10 steps

SEO Copywriting refers to the ability to create web content appreciated by users, but especially also appreciated by search engines. Specifically, the term SEO is an acronym for Search Engine Optimization, which is the discipline that deals with the optimization of text for search engines.

Another way to define what SEO Copywriting is refers to the writing technique for the web that allows for the best detection, analysis, and reading of the website by Google, making the content visible on the first pages of search results.

seo copywriting training

The SEO copywriting profession is very important and sought after in the job market. The goal of the SEO copywriter is to understand useful keywords for users and create engaging web content that can climb the SERPs, which are the search engine result pages you get when you query Google, to give relevance to your keywords and visibility to the content.

Certainly, the possibility of publishing articles or pages online in relevant national or international magazines, and websites with a large audience, and significant reach could facilitate the task, but by following some simple and precise SEO writing rules, you can aim high even when starting at a disadvantage and increase traffic to your websites!

Would you like to better understand how to write for SEO for the web by acquiring the best techniques on how to become an SEO copywriter? Then it would certainly be very useful to participate in SEO Courses specifically designed by Digital Coach that could make you a certified and complete professional.

Here are some of the available courses:

SEO Copywriting: what it is and how to become a Copywriter

SEO copywriting is a set of rules and techniques used by those who are responsible for creating not only a good website, developing suitable and usable texts for web readers, but also composing useful and functional content for Google and alternative search engines, identifying which keywords to use for the goal to be achieved.

By knowing the rules and best SEO writing techniques, you have a good chance of becoming a successful web writer.

How is SEO Copywriting done? The answer to this question can be summarized in a few points:

  • Copywriting, that is, writing texts that stimulate the curiosity and attention of the reader;
  • Keywords, through Keyword Research, select the keywords aimed at appearing in Google’s top results;
  • Content marketing involves conceiving and writing good, smooth, and readable text for the user that is original and does not forcibly repeat keywords. In this way, you can receive more shares and be rewarded by search engines, for example, by giving you the opportunity to access the Google Knowledge Graph.

So, don’t forget that a thorough analysis of the context in which you will operate is essential for doing search engine optimization copywriting and can also be a valuable opportunity to work as a freelance SEO copywriter.

Advantages of SEO-focused content writing

SEO copywriting is essential for businesses in the digital age as a large number of consumers now shop online. Failing to appear in their search results can result in losing potential customers to competitors.

Effective SEO copywriting helps improve the following:

  • Enhance your website traffic using high-traffic keywords.
  • Filter out irrelevant visitors and expand qualified traffic through content focused on user intent.
  • Increase visitor conversion rates by employing compelling copy and effective calls to action (CTAs).
  • Elevate your Google ranking by improving metrics such as increased time spent on pages and reduced bounce rates.
  • Establish credibility and authority within your industry or niche, earning trust from potential customers.

Effective SEO copywriting is crucial for both ranking on Google and converting website visitors. Excelling in one area alone is insufficient. For instance, strong SEO skills can drive traffic, but without a compelling copy, visitor engagement and conversions will be lacking.

Conversely, exceptional copywriting without SEO optimization results in poor rankings and low page views. Therefore, it’s essential for a copywriter to possess SEO knowledge.

How to do SEO Copywriting in 10 steps

There are numerous books and SEO copywriting courses that allow you to acquire adequate SEO writing skills. In this article, you will discover how to do SEO copywriting in 10 simple steps, so you can have a brief guide to understand its main rules.

Below, I will explain step by step what to do according to the most comprehensive SEO copywriting guide.

1. Identify the target audience

The first step in SEO copywriting is to identify the target audience for your content:

  • Interest groups;
  • professional categories;
  • readers and potential buyers.

In this perspective, your target audience can evolve, even during the reading of your article, in order to convert casual readers into regular readers with the aim of turning them into registered users and, possibly, buyers, loyalists, and “evangelists” – individuals capable of spreading your message and giving further visibility to your content.

identify target audience

Upon closer inspection, this should be your true goal of copywriting for SEO.

2. Analyze search intent

The second step to reconcile SEO and copywriting is to understand and focus on the needs, problems, and interests of the target audience, in order to provide clear and useful answers to your audience. At this point, you can identify the topic to be covered in your article or online resource.

You can also use direct response copywriting techniques to encourage the reader to take immediate action.

3. Find the best keywords

The third step is to choose the right keyword to base your SEO optimization of the article: the SEO copywriter must use only one keyword per content!

Keywords are those terms capable of “centering” the topic at hand and becoming valuable references for online user searches seeking an answer. The keyword should appear naturally within the text, which should nonetheless provide useful, comprehensive, and high-quality content.

For this purpose, SEO copywriting tools like Keywordtool Io can be helpful. On the other hand, it’s important not to overload the article with keywords to avoid being considered “spam” by search engines (i.e., keyword stuffing).

Even semantically relevant words, in other words, related words, are a valuable contribution to SEO copywriting.

I recommend analyzing related searches to the text’s topics and thoroughly delving into why they genuinely pique your audience’s interest. You can undoubtedly discover new and crucial information about your preferred interlocutors’ needs, problems to address, and habits.

Do you possess the skills to find the right keywords and become a professional SEO web copywriter? Take the test!

seo specialist test

4. Create a good SEO title

A good SEO title should be interesting and always contain the keyword you intend to focus on for the content you are writing.

One of the foremost experts in marketing and SEO copywriting, British advertising guru David Ogilvy, once said, “When you have written your headline, you have spent eighty cents out of your dollar!”

“When you have written your headline,

you have spent eighty cents out of your dollar!” – David Ogilvy

5. Write the meta description

The meta description is the brief description that appears in the snippet just below the title tag in search results. In SEO copywriting, the meta description must be consistent with the article’s content and, above all, captivating to reinforce the title’s message and encourage the reader to delve into the written content.

On Google’s search results, the meta description, given equal positioning, plays the essential role of attracting more clicks and, thus, increasing organic traffic.

6. Make your content original and useful

Content is fundamental in SEO copywriting. The rule is to write with a well-identified primary objective, simultaneously addressing user needs, and using writing techniques to make the content original and useful, as well as well-written, fluid, and engaging.

It’s important to accompany the text with images and videos to engage the reader more and make the content more explanatory. It’s well-known that images are effective in attracting qualified traffic from search engines.

Always remember to name the images with identifying and specific terms related to the image itself.


Read the Free Guide and learn how to create original texts and utilize SEO copywriting examples and trade tricks

seo copywriting ebook guide

7. Use subheadings (or headings)

Subheadings make the content clearer and more interesting by dividing the text into thematic paragraphs with specific titles and subheadings.

Remember that a clear text presentation, divided by topics, and organized with proper spacing, bullet points, and lists, eases and facilitates reading, making it more fluid and visually readable, as well as more enjoyable.

Therefore, when writing optimized texts for your blog or website, give proper importance to subheadings, as Google does too!

8. Insert useful links for further reading

Internal and external links are a valuable contribution to guide the reader to further insights, either within or outside your website, regarding the topic you are discussing. They are an excellent SEO optimization tool due to the value that Google assigns to them.

In SEO copywriting, links allow the user to expand and deepen their knowledge on topics closely related to the one being discussed, thus improving their User Experience.

9. Include your biography

The penultimate step is the biography: make your author profile known and preferably link it to your social profiles. This technique greatly enhances the perception that there is a person behind web content, and you’ll be one step closer to defining yourself as an SEO specialist copywriter.

It’s a tactic that stimulates users to perceive a higher level of engagement justified by a relationship between individuals, rather than between a company and a customer, or worse, a machine and a person.

10. Social Sharing and Networking

The final step is Social Sharing. Practice digital SEO copywriting by encouraging and promoting the sharing of your article in the digital world and on social media. Besides giving visibility to your articles, sharing enables a natural dissemination of the message on the internet as well as the personal or corporate brand.

Social media are among the most powerful channels and should never be underestimated, especially in the realm of digital marketing and Search Engine Optimization.

Career opportunities in SEO Copywriting

Speaking of SEO copywriting and work, the role and work of the SEO Specialist professional should not be underestimated. They are responsible for analyzing the context to insert optimized texts.

Most of the time, the two professional roles of SEO Copywriter and SEO Specialist coincide, but if we want to distinguish them, we can say that the Specialist contributes to creating the strengths of the context, and then the SEO Copywriter’s activity comes into play for the implementation of a complete Search Engine Optimization campaign.

seo copywriter activity

The SEO Specialist analyzes the entire context in which the optimization practice will be placed, including:

  • link building;
  • researching target interests;
  • content selection;
  • competitor analysis;
  • social networking;
  • analysis of the online scenario and social media.

And many other activities are useful for getting your content to the top of Google search results.

In the world of work, and specifically in digital marketing, both professional roles are in high demand, and being specialized in SEO writing and SEO consultancy offers many job opportunities, both as a freelancer and within structured companies.

Now that I’ve explained the difference, you may be wondering: How much does an SEO copywriter earn?

I can tell you that, according to some web research, it depends on various criteria such as language, experience, text length, and content quality. On average, an SEO copywriter’s salary can range from €20,000 to €45,000 gross per year.


Read the Free Ebook dedicated and learn the secrets to becoming a professional SEO web copywriter

SEO-SEM Specialist ebook guide

Conclusion and Free Consultation

If you still have unanswered questions and want to delve deeper into the topic because you’re interested in becoming an SEO copywriter, Digital Coach offers a wide range of online and on-demand courses, as well as Free Career Coaching with our experts who will guide you towards the best path based on your abilities and needs.

Contact us for more information on how to carry out effective SEO Copywriting for your websites



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