SEO Copywriting | What It Is and Agency Services Available

September 19, 2022

Google recently announced a significant search algorithm update called the “helpful content update” that will target websites with a high amount of, well, unhelpful content. As it rolls out, this update is forecasted to cause a major shift in SEO copywriting.

If you’re a copywriter or looking to hire an agency copywriter, it’s important to understand what successful SEO copy looks like so that when Google makes algorithm changes, your content won’t be left in the dust.

What is SEO copywriting?

Writing SEO copy is just one part of a copywriter’s job. Using a combination of keyword research and enticing brand copy is what SEO copywriting is all about. Ultimately as a writer you want your content to encourage some sort of action. Typically that desired action is to click on an ad to get more information or to make a purchase.

Google ranks web pages according to what they consider most relevant to users. Because a company cannot directly pay to be at the top of the search rankings, it must use other strategies to improve the company’s search ranking. Various pieces of digital content, like blogs and ads, essentially “talk” to the Google algorithm. Keywords used within the content signal that a company is related to a certain topic.

Writing for SEO involves thinking like someone who is using the search engine. People don’t always search using your company’s exact brand verbiage. Grammar? Nonexistent when you need to know something fast. This means that keywords might often sound a little wonky to a copywriter, but it’s their job to use a keyword in an effective way.

Types of SEO copy

You might first think of blogs as the main type of SEO copy, but as digital marketing has advanced just even in the past two years, so too have digital ads. SEO copy is typically written by a copywriter, while blogs are written by a content writer. While the two roles have different skill sets, there is some crossover in some agencies.

Some types of SEO copywriting include:

  • PPC ad copy
  • GMB profile copy
  • Sales landing page
  • CTA buttons
  • Website copy

While it might seem like a small task to write a few words for a call to action or ad headline, copywriters are trained to write with the end goal in mind. 

SEO copy format

Google’s recent algorithm announcement is yet another indication that it does not want companies attempting to trick or outsmart the algorithm by writing content that is weighed down with a bunch of semi-relevant keywords. When someone searches for a term, Google wants to be able to serve the highest quality content. Therefore, SEO copywriters should aim to produce helpful, high-quality content. 

When writing for SEO, a copywriter works closely with a digital marketer to determine top keywords. In almost all scenarios, those keywords are determined to be the most important piece of the content puzzle. As a general rule of thumb for SEO copy, the most important information must always be placed at the top or at the beginning of the copy. However, this is done with finesse and expertise.

The same rules that apply to brand copy projects also apply to SEO copy. A copywriter should rely on their experience to weigh certain keyword scenarios. It is sometimes a challenge to write to appease digital experts while also preserving a brand’s standards.

One thing’s for sure, It is not advised to use a string of keywords in an ad just for rankings. It wouldn’t be ethical and it wouldn’t make sense for the reader. And, now, it probably wouldn’t be considered helpful by Google.

Copywriting for SEO best practices

With the sharpening of digital marketing strategies, agency copywriters have broadened their scope to write with SEO in mind. In addition to keywords, an agency copywriter is well-versed in brand values, industry trends, company history, competitive analysis and brand differentiators. With this kind of holistic approach, copywriters produce content that adds value to the reader.

Define your top goal for SEO before you write

An SEO plan is not a goal on its own, but rather a strategy that can support almost any type of clearly defined business goal. What is your top business goal? You might want to send people to a specific page on your website. For some, it’s to drive foot traffic to a brick-and-mortar store. Another goal might be to drive sales. Defining this goal will inform the CTA (call to action) of your SEO copy.

Use data reporting to inform writing and rewriting

Consistent reporting is important for SEO. Because digital marketing is so fast-paced, a campaign can quickly run its course. A copywriter should work hand in hand with the digital analytics team to understand the results of a campaign. Which headline worked best? Was the CTA effective? Copywriters absorb this knowledge to inform future campaigns and can even rewrite copy mid-campaign to generate more meaningful results.

What are the benefits of hiring an SEO copywriter?

There is an intense learning curve to understanding all there is to effective SEO. You shouldn’t have to learn an entirely new digital language to get better results for your business. The good news is that you don’t have to. Hiring an SEO copywriting expert can sharpen your digital efforts.

Unless you landed on this blog from the Commit Agency website, you probably landed on this article from a Google search—our digital team made that happen! We can make that happen for you too. Just drop us a line!