SEO copywriting services: what the heck are they?


So, you’re thinking of investing in SEO copywriting services? Or maybe you’re just curious about what they are or what on earth I do?

Well, whatever brought you here, I’m glad it did as SEO and copywriting are my two favourite things to talk about, from 9-5 at least. When I’m not in work mode, it’s probably dogs and true crime.

What exactly do SEO copywriting services involve? Grab a cup of coffee, tea or something stronger—I won’t judge, and let’s get into it. By the end of this post, you’ll be wondering how you ever lived without it.

Quick clicks:

SEO website audits

Keyword research reports

SEO blog topic generation

Write quality copy

Optimise copy for search

Monitor your SEO results

Let’s start with ‘What is SEO?’

If you’re in business, or even if you’re not, you might have heard the word SEO thrown around. But what is it?

SEO, or search engine optimisation, is the art and science of getting your website to show up on Google’s radar.

This involves optimising your digital content and website backend so that search engines can find you, understand what you’re about, and rank you higher in search results. The big goal is to hit the first page in the top 1-3 spots.

What is this magical optimisation that helps Google notice you? There’s no one straightforward answer to this, and the parameters shift with every update of the search engine algorithms.

Most people just think about keywords when they think about SEO, but there’s much more to it than that. You need to be working on three key elements.

Colouful Google logo

The three SEO amigos

What are these three main aspects of SEO? Here’s a quick overview:

  •  Technical SEO – This involves optimisation of your website and server to help search engine spiders crawl and index your site more effectively. It focuses on things like crawlability, site structure, mobile friendliness, page speeds, secure HTTPS, structured data markup and more.
  • Off-page SEO – Off-page is about taking actions outside of your site to help boost your ranking on the search engine results pages (SERPs). It’s focused on improving the perception of your website’s authority, relevance, trustworthiness, and popularity across the internet. It includes link building, social media marketing, outreach and PR.
  • On-page SEO – On-page is about optimising your web pages and content for both search engines and users. It involves creating quality content, optimising with the right keywords, content structuring, adding links (internal and external), and creating optimised titles and meta descriptions.

 The sweet spot lies in the middle of the three. So you gotta make sure you’re giving them all some love.

A copywriter’s role in SEO

As an SEO copywriter, my services are largely focused on the on-page stuff.

But like any good SEO copywriter, I have a sound understanding of the other two aspects, even the technical ones. Knowing them all and how they interact makes me better able to advise clients and makes dealing with web developers and other digital marketing people easier.

What exactly do my SEO copywriting services include? Here’s a quick breakdown of the main services I offer:

Illustration of blue laptop and smart with SEO written on them

SEO website audits

Do you have an existing website that looks great but isn’t getting many visitors or attracting the right target audience?

I can look at your existing website content and tell you how SEO-friendly it currently is and how Google currently ranks you, and make recommendations on how you can improve things and turn your red SEO light to green. I can also advise on other elements like page speed.

Keyword research reports

Not sure what keywords to use on your new or existing website?

Using specialist paid SEO tools, I can provide you with a juicy report based on detailed research.

The report includes helpful SEO advice, tells you what keywords your website is currently search engine ranking for and identifies keyword phrases (long tail keywords) for each page with the best traffic potential that you (or your copywriter) can use to optimise your content.

SEO blog topic generation

 If you’ve ever struggled with coming up with great blog topics, struggle no more!

Another of my SEO copywriting services is to identify the questions and queries people are typing into Google related to your business and industry.

Using what I find, I can then give you a list of suggested blog topics that focus on the questions and queries with the highest search volume for which you have a decent chance of ranking well.

Write quality copy

Now comes the copywriting bit…

Search engines like Google love high-quality copy and content. And if you have it, you’ve got a better chance of ranking higher.

Good quality copy means copy that’s in-depth, well-researched, uses authoritative sources, is highly relevant to the topic searched, and is also clear, engaging and original. That’s where I come in!

Worried I won’t know enough about your business or a specific subject? That’s why we talk, and I spend time diving into the topic or industry to make sure I’m all over it.

If you’re using AI to write your content, beware. While Google doesn’t penalise AI content as such, it does penalise low-quality content, and that’s often what AI spits out. It’s just regurgitating what already exists.

I know, I know, it’s a handy tool (I actually used it to create the main image for this blog), but it’s not quite a replacement for humans yet…

Related: Copywriting versus content writing: what’s the difference?

Hands copywriting on a laptop with yellow mug in the background

Optimise copy for search

Writing the copy is one thing-an important thing. But part of an SEO copywriter’s role is also to further optimise with other little tricks and techniques.

This includes:

  • Content formatting—Google loves engaging content that’s easy to scan and read. My SEO copywriting services include adding headings and subheads, breaking text up with bullet points, and including appropriate images and visuals.
  • Incorporating identified keywords—An SEO writer will know the right spots to put your identified keywords, from H1s and H2s to your image alt text. Stuffing random keywords is a big no-no and can hurt your ranking.
  • Adding links – This includes helpful internal links that click to other pages on your site or blog, and reputable and authoritative external links that make your site more credible.
  • Considering the user experience (UX) – I’ll always be thinking about how to organise your content logically and intuitively to help users easily find the information they need, improve their overall experience and keep people engaged.
  • Writing optimised titles and metas – Titles (or title tags) and meta descriptions (or metas) are the little bits of copy that appear in the SERPs when someone searches for a specific keyword or phrase. I’ll make sure they contain your keywords and also encourage clicks.
  • Using clever CTAs – When people read your copy and content, you don’t just want them to say, ‘That was good,’ and move on. You want them to take action. Part of SEO copywriting services is writing a snippet that will invite someone to do just that, such as visiting another page or signing up for your newsletter.
  • Providing social snippets – If we’re writing a blog or article, I can supply different social captions that you can use when you share it on your pages.

 Related: How to write great website copy (9 expert tips)

Hand holding a smartphone with analytics data, surrounded by notepads and a blue background

Monitor your SEO results

I love to see how my SEO content and copy are performing after they’re written—and so do my clients. You paid, so you want results. That’s why I’m always happy to help them so what difference it’s made. What were your goals in the beginning?

  • Increase traffic?
  • Increase revenue?
  • Increase leads?
  • Increase conversions?

With access to your Google Analytics and Search Console accounts and tools like Semrush, I can see if my SEO copy is making waves.

Be realistic and holistic  

When engaging SEO copywriting services,  it’s important to keep things real in terms of expectations.

While quality SEO copywriter services can significantly boost your website’s content, improve keyword targeting and increase organic traffic, it’s important to remember that SEO is a long-term strategy, not an instant fix.

Achieving top search engine rankings and substantial traffic growth takes time, consistent effort, and ongoing adjustments based on performance analytics.

You also need to ensure all the other bits of your SEO are being done, from getting good quality backlinks (a big one) to ensuring your site is fast enough. I can offer you tips and advice on how to do that and who to ask for help.

There are plenty of so-called SEO ‘experts’ or SEO ‘specialists’ out there who use dodgy tactics and charge a fortune, so just be careful who you trust.

Keen to talk SEO copywriting with me?

I hope that’s made the dark art of SEO copywriting a bit clearer. FYI: not all SEO copywriters offer exactly the same services. If you’re interested in chatting about some of these SEO copywriting services, get in touch with me, your friendly and experienced SEO copywriter!