Intro to SEO Copywriting: How To Write Content That Ranks and Converts

SEO and copywriting go hand in hand – content that ignores SEO best practices will struggle to perform in search engine results pages (SERPs) or improve the user experience. SEO copywriting means optimizing your content for search engines and readers.

You need to strike a balance with your content. SEO copywriting needs to sound natural and not just written for robots, but you must also target keywords to gain relevant traffic. Combining the two techniques and producing high-quality, valuable content makes Google more likely to rank your website higher in the SERPs.

Good SEO copywriting is made up of several consistent ingredients:

• Keyword variation
• Keyword frequency
• Metadata
• Engaging copy
• Good page structure
• Page links

I’ll dive into each of these factors – and more – in dedicated sections further below. The important thing to remember is that trends, SEO strategies, and best practices can evolve over time, so make sure you keep an eye out for any changes, especially in the wake of Google’s algorithm updates.

Following SEO best practices is a key part of SEO copywriting, but where do you start when writing content for your website? How can you effectively write for search engines (and their algorithm requirements) while keeping your content engaging for real people? I’ll walk you through my top tips below which you can use as an SEO copywriting checklist:

#1. Start With Keyword Research

One of the most important parts of SEO copywriting is keyword research. Understanding what keywords your audience use to browse online can help your pages outperform competitors and rank higher in the SERPs, resulting in more traffic to your site. It can also shape your content strategy since you’ll know what topics and relevant search terms to prioritize.

Ideally, the keywords you target should align with the terms your target audience use when searching on Google. They also need to make sense for your business – for example, a pet food brand doesn’t need to target high-traffic gardening search terms in its content.

So, how can you carry out keyword research before writing?

• Use keyword tools, such as Semrush and Ahrefs, to find relevant words and phrases for your audience and niche
• Look at search volume and keyword difficulty since this will help you determine what keywords you have a chance of ranking for (focusing on keywords with less competition can be a good starting point but it won’t matter if nobody searches for the keyword)
• Consider search intent, which lets you know why someone is using that keyword to search online
• Assess competitors to see if they have top-ranking pages and learn what works best – this can help you find opportunities for more site traffic
• Speak to your audience – find natural-sounding keywords and phrases so your copy can directly answer questions your audience might have
• Make use of different keywords, such as primary keywords, related keywords, and long-tail keywords to broaden your reach

#2. Have an Optimized, Engaging H1

One way to hook people immediately and encourage them to click on your site is by having an emotive and compelling headline – also known as the H1. The H1 tells readers (and search engines) what to expect from your page, but there are a few best practices to follow.

Beyond explaining the page’s content, your H1 should be optimized for search engines. This means sticking to roughly 20-75 characters, and you should include your primary keyword at the start of the title to target specific queries.

#3. Structure the Page

Good SEO copywriting takes the structure of the page into account as well.

Some formatting is essential, such as headings and paragraphs, but you can also include other optional elements to break up your text and highlight key topics. For example:

• Bullet points
• Numbered lists
• Table of contents
• Bucket brigades (transitional words or phrases between paragraphs to bridge the gap and encourage people to keep reading)
• Inverted pyramid (put the important information first)
• FAQs
• Visuals

By structuring your page well, you’ll improve your content’s readability and improve the user experience. This makes it easier for readers to scan and digest your content, but it’s also essential for SEO, since rankings can be influenced by user engagement.

How Long Should Your Content Be?

Ultimately, Google will reward high-quality and relevant content, meaning length isn’t the only ranking factor to consider. That said, longer content (roughly 1,000-2,000 words) provides you with more opportunity to include valuable keywords and unpack a topic in detail, which can be helpful to readers. I highly recommend keeping your audience in mind above all else, and creating content that aligns with their needs and pain points, no matter the length.

#4. Optimize Metadata

Meta titles and descriptions are the identifying labels that appear in search results to tell readers what the page is about. Consider them the make-or-break factor in SEO copywriting. If you can’t get a reader to click on your page during their initial search, it doesn’t matter how good your content is, so your metadata needs to be relevant and engaging.

• Meta title: It’s best practice to include your page’s primary keyword in your meta title and stick to around 50-60 characters so the title doesn’t get cut off in the SERPs. Your title tag should accurately reflect your page’s content, since the aim is to direct readers to your website.
• Meta description: Hook potential readers or customers to your site with a compelling description of your content. Keep the summary to under 160 characters and include relevant keywords.

#5. Write for Your Audience

One of the primary goals of SEO copywriting is to keep readers on your website for as long as possible and increase engagement. Google’s search algorithm wants to display high-quality and helpful content in its search results, meaning content should be written with your audience in mind.

Your copy should be optimized (with keywords and structural elements), but you must address your customers’ pain points and needs, too. Use your copy to solve their problem and provide solutions, whether that’s advice or recommended products. The more value you can provide with important information, like benefits and pricing, the more likely you are to rank higher in the SERPs.

Author's note

I recommend telling a story with your content. Not only does this make your page unique from others, but it’s a great way to hook readers in since it’s more relatable than a generic blog post, guide, or review. If a reader can see themselves in your story, or feel understood, they might be more likely to purchase a product or take a desired action.

Emma Ryan Lead Writer

#6. Remember EEAT

Google knows that people want real expertise when seeking an answer or solution online, which is why the search engine uses EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) to review the quality of content. This assessment helps Google determine if your website is credible and worth sharing with people.

So, how can you demonstrate EEAT in your copywriting? Show why you’re an authority in your subject matter with data, whether that’s insights into your research process, certifications, or previous experience. I also recommend adding tips and instructions you’ve picked up through first-hand experience, since this can’t be replicated by other writers or AI.

And, if you lack the expertise yourself, consider interviewing someone who does have the knowledge to share.

#7. Use Simple Language

When it comes to SEO copywriting, you don’t have to overcomplicate things. You want readers to stay on your website, show interest in a CTA, and possibly convert into a customer. If you use complex, or jargon-heavy language, you risk pushing people away and alienating your target audience.

My top tip? Stick to simple copy. Trim down wordy sentences, be concise, and deliver exactly what the reader needs to know. If in doubt, get colleagues, friends, or family members to read your work and see if they can digest the language easily.

#8. Produce Evergreen Content

Some content can quickly become outdated and irrelevant, meaning it provides little value to readers or search engines. The solution? Start creating evergreen content. These topics are timeless and continue to remain useful long after the content is published, which can result in a limitless supply of traffic and a boost to site visibility.

When carrying out your keyword research, mark any terms or questions that pop up that remain a relevant topic in your niche. Avoid anything trendy since its popularity will pass. For example, our SEO glossary article is an evergreen guide for our readers, but our US SEO conferences for 2025 article has a shorter lifespan.

#9. Use Your Branding

If you’re trying to build brand awareness, incorporate your branding into your SEO copywriting. For most businesses, it’s important to use your brand name across your content in order to rank highly for the keyword. This makes it easier for customers to find you when searching on Google, and you’ll likely build up backlinks to your business from other sources.

In addition to keywords, I recommend labeling any unique research, techniques, or advice in case people want to mention it and spread the word.

#10. Feature Content Snippets

As part of structuring your page well (which I touched on earlier), you can use certain elements or design choices to highlight key information that Google can pull into a featured snippet. These are usually brief, summarized paragraphs that appear in response to a search query, saving the reader the need to click through multiple links to find an answer.

If your content is answering a direct question, make sure to include a quick summary within your page to give yourself the best shot of appearing in this element. It’s a great factor to consider when writing since securing the snippet can boost your brand’s visibility.

#11. Consider Mobile Readers

Make sure your content is accessible and readable for your site’s mobile traffic. This means:

• Checking your content’s formatting across devices
• Breaking up text with digestible elements, such as bullet points and headings
• Reviewing non-text elements, such as images, to make sure they display correctly on phones
• Regularly testing pages to ensure they’re responsive and easy to navigate for mobile users

With more than 60% of all website traffic coming from mobiles in 2025, it’s important your content accommodates these on-the-go readers.

#12. Add CTAs

One of the biggest things that separates SEO copywriting from general content writing is the inclusion of call-to-actions (CTAs). You want to encourage readers to convert, whether that’s buying a product or signing up for your newsletter.

You can add CTAs throughout your copy via links, buttons, images, or forms. However, I recommend you pick a relevant and natural place on the page to avoid it coming across as spammy. For example, if you’re discussing a new product in a blog post, you could add a CTA below this paragraph since a reader might be looking for more information at that point.

A CTA is a great way to capture the attention of readers quickly, boost conversions, and send a signal to Google that users are engaging with your content.

#13. Optimize Your Visuals

Effective SEO copywriting doesn’t just rely on words. Visual elements, such as images, videos, and graphics, should be woven throughout your content to boost engagement and time spent on the page.

To optimize your visuals for search engines, make sure you label your files appropriately, compress images to reduce their size, and add alt text – this keeps your images accessible and helps Google understand their relevance.

Author's note

I highly recommend keeping social media in mind even if you’re creating visuals to add to your website content. Visually pleasing images, videos, or infographics have a higher chance of being shared by users across social platforms, like Instagram. This can encourage traffic back to your site and build brand awareness.

Emma Ryan Lead Writer

#14. Build a Link Network

Internal links across your pages and a solid backlink profile tell Google that your content can be trusted and is worth ranking highly. There are two important link types to gather:

• Internal links help users navigate your site and view related content, which keeps readers on your site for longer and improves the overall user experience. They also provide Google with information about your site’s structure so the search engine can display the right pages for relevant queries.
• Backlinks are links from external websites pointing back to your website. If authoritative and expert sources are sending traffic to your site, this builds trust and lets Google know that your site is credible.

#15. Share Your Work

The work doesn’t stop once you’ve written your content. To improve your site’s visibility and reach, you should share your work across other channels.

For example, social sharing on platforms like TikTok and Instagram is a great way to spread a message quickly or showcase new content and products. You can also add links or snippets of your content in newsletters to connect with an engaged audience and foster a community online, helping you grow your business.

While it doesn’t directly impact SEO, promoting your content beyond your website can result in improved traffic and more backlinks.

#16. Update Your Content

My final SEO copywriting tip is to update your content regularly. Not only does fresh content provide readers with accurate and up-to-date information, but it also sends a signal to Google that your website is active and working to maintain relevant content.

For example, I update Website Builder Expert’s “Best Website Builders” page each month to highlight new features, pricing changes, and important benefits for businesses. Updating your content is also a key opportunity to review any statistics, links, images, and CTAs to ensure your page is fully optimized.

I’ve shared 16 SEO copywriting tips above and gone into detail about best practices and benefits. But, if you’re short on time, here’s a quick overview of the key do’s and don’ts:

➡️ For more top tips, read our guide on SEO mistakes to avoid if you want your website to perform well in the SERPs.

I’ve shared my top 16 SEO copywriting tips with you, from carrying out keyword research and writing for your audience to optimizing for mobile readers and including links. But what comes next?

SEO copywriting is an ever-evolving practice. You want to cater to both search engines and readers to boost rankings, engagement, and shares. However, I must emphasize the importance of adapting to the latest algorithm changes and updating your content regularly to ensure your readers have the most up-to-date information to help with their research or purchasing decision. With this in mind, your content should be in the best position it can be to rank and convert.