SEO is always about complex work, using different tools to achieve the best results in the promotion of web resources. Today we will talk about one of the most important such tools, namely SEO copywriting, and determine how exactly it affects the successful ranking of sites in search engines.

SEO copywriting

What is SEO copywriting?

SEO copywriting is a technique of writing texts adapted to the algorithms of search engines. First of all, we are talking about the organic addition of key queries by which users are looking for this or that information on the Internet. SEO copywriting can vary in style, subject matter, and scope, but it must be competent, informative, and compliant with the requirements of Google or other search engines.

Thus, an SEO copywriter is a specialist who not only knows how to write high-quality texts, but also to supplement them with keywords and LSI words so as to interest both the user and the algorithms.

Read also: How to find out competitors’ keywords: a selection of services and their work algorithms

The purpose of SEO copywriting

The main purpose of SEO-writing is to create texts that will help the site get to the top of the results for certain search queries and attract a stream of organic traffic. For this, the title and description tags are used, which should be tied to semantics and attract the attention of users. If the tags are written correctly, a person will see the page with your site one of the first, will be interested in its content and will follow the link.

Next, the body text comes into play, which also contains key queries for better search rankings. Its task is either to inform or to sell a product or service. Ideally, it performs both functions at the same time.

Advantages and disadvantages of SEO copywriting

The advantages of this writing technique include:

Improving positions in search engines, which leads to increased traffic. Increased conversions if the text is commercial in nature. Increasing the level of audience engagement.

Disadvantages include:

The risk of losing content quality if the focus is solely on keywords and SEO requirements. Ability to receive sanctions from search engines. This is possible if the text contains too many keys or is not unique enough, due to which the algorithms perceive it as spam. Competition: It is extremely difficult to break into the top results using only high-frequency key queries. All because of the large number of active resources that create competition. Therefore, it is important to work on semantics and to use medium- and low-frequency queries to create content.

SEO copywriting: features


Features of SEO copywriting

Over the years of its existence, SEO-writing has undergone significant changes. Previously, the algorithms of Google and other search engines were imperfect, which is why they could not effectively assess the quality of published content. Then, to successfully get to the top of the page, it was enough to post a list of keywords separated by commas. There was no question of full-fledged useful texts.

But those times are long gone. Now, Google’s main goal is to show users only content that is relevant and relevant to their queries. Only those resources that can satisfy the visitor’s needs as much as possible get to the top positions in the output.

In this way, a whole series of requirements and parameters were formed, to which the text for SEO should be adjusted. Let’s consider them further:


1. Keywords

Keywords are words or phrases that users are most likely to type into the search bar when looking for information on a specific topic. SEO copywriters use them in their texts to improve the visibility of web pages in search engines.

However, it is not enough to write the keys in a random place. There are a number of requirements for the correct implementation of search queries in text content:

Naturalness: keywords should organically fit into the context of the text, without violating its logic and readability. Don’t insert a word or phrase just for the sake of page ranking. Relevance: Keys should reflect the topic of the text and accurately respond to user queries. Using unrelated keywords can negatively affect your page’s ranking in search engines. Placement: Key queries should be placed in headings, subheadings, the first paragraph, and evenly throughout the text. They can also be used in meta tags, page URLs, and image alt texts.

2. Usefulness and informativeness

SEO text isn’t about cramming water and spam into sentences. First of all, it should be filled with meaning for the user. There are several reasons for that:

To improve the user experience: If the content provides useful information, users will be satisfied with their visit and more likely to stay on the site to learn more. This can have a positive impact on user engagement metrics that impact SEO. To increase your search engine rankings: Search engines like Google will rank better for content that they believe is useful to users. If your content provides answers to people’s questions and solves their problems, the chances of your site ranking high increase. To increase conversions: Informative and useful content will help convince visitors to take certain actions, such as buying a product or subscribing to a newsletter. A user is more likely to convert if the content validates your offer.

3. Uniqueness

Search engines react negatively to duplicate, unoriginal content and perceive it as spam. At best, they ignore it, and at worst, they impose sanctions on the site.

Instead, unique content helps a website stand out from the competition and rank higher in search results.

4. Registration

SEO copywriting should be designed in such a way that it is both attractive to users and optimized for search engines. Here are the key aspects of text design:

The first heading (H1) should clearly reflect the topic of the text and contain a keyword. Additional headings (H2, H3, etc.) help structure the text and make it more understandable for readers. Keys should be distributed evenly throughout the text, including headings, subheadings, paragraphs, and meta tags. However, it is important not to overuse them. Meta tags, such as title and description, should be attractive to users and include keywords. The text should be structured and easy to understand. Use short paragraphs, bullets, and numbers to emphasize main ideas. It is also important to use visual elements such as images and videos to make the text more engaging for users. Using internal links that lead to other pages on your site helps search engines understand its structure and also improves SEO.

5. Literacy

Competent text attracts attention and is better perceived due to its clarity and accessibility. It also creates an impression of professionalism and expertise, which influences the audience’s trust and willingness to share the content.

As a result, you will get the favor of visitors, and therefore, effective ranking.



SEO copywriting is a strategy for creating texts aimed at optimizing pages for search engines. This technique combines the quality of the content and the use of keywords to achieve high positions in the search.

With SEO copywriting, web pages can get more traffic, attract targeted audiences, and increase conversions. Given the importance of content quality and its optimization for search engines, SEO copywriting becomes an integral part of a successful web strategy for any business or web project.

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Digital Marketing,

Last Update: March 29, 2024

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