Write to stay: updated guide to SEO copywriting

You spent hours writing an article that you thought was perfect… and then you saw it sink into the oblivion of Google. Zero clicks, zero reads, no results. It’s not (only) your fault, and you probably didn’t make any real mistakes: the context has changed. Google’s AI Overview provides answers without clicks, social media occupies space in SERPs and takes away attention, traffic, and trust, and users trust those who communicate with authority, consistency, and identity.

It’s not enough to know how to write, it’s not enough to know SEO: you have to be able to write to get chosen. And SEO copywriting becomes the strategic discipline that brings together data, creativity, branding, and persuasion. It’s what allows you to build trust with words, conquer SERPs without shortcuts, and stay in people’s minds (and hearts).

This guide is our operating method: data, technique, voice, strategy. To write content that people like, works for Google, and survives Artificial Intelligence.

What is SEO copywriting and why is it so important today?

SEO copywriting is the discipline that combines persuasive writing, communication strategy, and search engine optimization.

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It is results-oriented text design, positioned at the intersection between creative writing and technical analysis: every word is chosen to contribute to positioning, engagement, and conversion. The goal is to design texts that rank high on Google, but also to be read, understood, and appreciated by real people.

It is no longer based on the optimized use of keywords: it is based on search intent, clarity of structure, and accuracy of responses. It is writing that interprets the user’s need for information and translates it into useful, fluid, relevant content.

But today, with Google integrating AI responses directly into SERPs and official sources competing with forums, videos, and user-generated content, SEO copywriting takes on an even more central role: it is the hub that holds together search intent, brand storytelling, user trust, and semantic solidity.

Writing with SEO in mind today means thinking about visibility in a radically new way. It is no longer about “ranking on Google,” but about building content that can emerge wherever a search intent is formed: AI Overview, social feeds, chatbots, voice assistants, e-commerce, forums, maps. The new SEO is Search Everywhere Optimization: the ability to be present, recognizable, and relevant at every digital touchpoint.

Today, good writing not only intercepts traffic, but also generates relationships, fuels authority, and supports the business over time. It is the meeting point between strategic writing and optimization that achieves online visibility, one of the most important assets in content marketing strategies because it represents the point where data, content, and relationships meet.

Beyond keywords: content that solves, not chases

The days of writing “for keywords” are over. In reality, the real starting point has long been search intent: understanding why a person is conducting a particular search, what their needs are, and what they expect to find.

Effective SEO copywriting stems from the ability to respond precisely to these informational needs, integrating content that is useful, well-structured, and contextually consistent. Keywords still play a technical role—they indicate the semantic field—and writing continues to start from query analysis, but this does not determine the tone, quality, or effectiveness of the text. Writing for “running shoes” does not mean repeating the string, but helping the user choose between cushioning, drop, brand, sole, and seasonality. The difference between optimized content and decisive content is all here.

Writing means constructing a response: relevant, orderly, comprehensive. Texts that work are those capable of dispelling doubts, offering comparisons, and guiding decisions. They do not chase search volume, but relevance. And in this, the depth and quality of the content become the real competitive factor.

The two clients of the SEO copywriter: the user and the algorithm

Any content that aims for online visibility has two recipients and interlocutors.

On the one hand, the user: a real person looking for answers, guidance, confirmation. They read with a purpose: they want to understand something, find a solution, verify a source.

On the other hand, there is the algorithm: a system that evaluates signals of relevance, logical structure, semantic completeness, and editorial consistency. It reads in a different way: it scans the page, interprets the semantic structure, and evaluates signals of completeness and relevance.

The challenge is not technical, but design-related. The task of the copywriter is to satisfy both without forcing the issue. For the user, this means writing readable, informative, engaging texts that reduce uncertainty and guide the decision-making process. For the algorithm, it means organizing content hierarchically (with consistent paragraphing), using entities and correlations correctly, and offering clear signals of reliability.

It is a double pact of trust: with the reader and with the distributor. This requires balance, and only those who know how to manage both aspects can create texts that rank well, are easy to read, and generate results.

The strategic asset that combines SEO, brand, and conversions

Content is often the first touchpoint between a brand and a user, coming not only from Google, but also from social feeds, AI responses, voice apps, newsletters, and videos.

This is where the first impression is measured, the perception of competence is formed, and the decision to continue reading is made. This is where the brand “decides” how to present itself—with what voice, tone, and promise.

Every word contributes to building an identity that must be recognizable everywhere, consistent across every channel, and credible in every format.

When a text is strategically constructed, it contributes to every stage of the funnel: from initial discovery (visibility in SERPs) to engagement (time spent and read) to conversion (clicks, leads, purchases). Modern SEO copywriting is therefore about designing content experiences that know how to be found, understood, and chosen. The impact goes far beyond organic visibility, because it involves attention span, trust, the ability to generate interactions, and drive action. If a text speaks with a consistent tone, guides the reader, and supports the company’s message, it truly becomes a conversion accelerator, a branding vehicle, and a measurable asset that works over time.

It becomes a marketing tool that supports and directly contributes to the growth of a project in a scalable, lasting, and traceable way, supporting the project’s growth objectives, maintaining attention, and supporting reputation.

Text as a point of contact: voice, positioning, trust

Through writing, a brand finds its voice. On a well-written page, users can easily find their way around, perceive the care that has gone into it, and find signs of reliability.

It is the copy that determines the tone of voice, conveys confidence or superficiality, and makes communication recognizable. A sentence can confirm competence or undermine credibility. A paragraph can push for conversion or generate disinterest.

SEO copywriting is therefore also a form of branding: it is what is said, but above all how it is said, that defines authority, empathy, and recognizability. And in a landscape where automatically generated content and indistinct information saturate every space, a clear and authoritative voice remains what really makes the difference.

Trust is built line by line, and this credibility—visible in the structure, rhythm, and lexical care—transforms content from “text to read” to “resource to remember.”

A historical aside: what SEO copywriting was and what it is no longer

To understand the current value of SEO copywriting, it is useful to look back. In the early 2000s—and for much of the following decade, if not longer—writing for positioning meant above all manipulating the rules of the search engine. Content was built around keywords identified solely by volume, inserted mechanically and often forced. The goal was not to engage the user, but to “convince” Google of the relevance of a page.

The quality of the text was secondary: all that mattered was that the right keywords were there, repeated a certain number of times. The rest was just filler.

For years, this approach produced a large amount of similar, superficial, technically “optimized” content that was difficult to read, useless from an informational point of view, and often annoying to consult. Those were the days of the most dry and opportunistic SEO, which today not only no longer works, but can even penalize a site.

Here are some of the now outdated tactics that characterized that era:

• Keyword stuffing. Inserting the main keyword as many times as possible, often without any semantic variation, with the sole purpose of signaling its relevance to the algorithm. Phrases such as “Hotel Rome center cheap with parking Hotel Rome center” were commonplace, even at the expense of grammar and readability.
• Over-optimization with exact match. Using expressions identical to the target query, even when they sounded unnatural. Titles, subtitles, and paragraphs repeated the exact same string, ignoring concordance, synonyms, and textual fluidity. The idea was that repeating exactly what the user was looking for was the best way to climb Google.
• Generic and decontextualized articles. Texts written with a fixed, often impersonal structure, which tried to “cover” any keyword even without real depth. The goal was to fill every possible combination of keywords with content, without a coherent editorial plan or a distinctive tone.
• Article spinning. Automatic (or semi-automatic) creation of dozens of different versions of the same article, rephrasing sentences with synonyms or changing the order of words to fool duplication filters and occupy more space in SERPs. A practice that contributed to the information pollution of the web.
• Keyword density and mathematical formulas. Writing according to strict percentages: the main keyword had to represent at least 2-3% of the text. This was a form of writing engineering, based on the idea that the algorithm evaluated the “relevance” of a page based on the frequency of occurrences.
• Cloaking and invisible content. Some still practiced borderline or openly black hat strategies, inserting white text on a white background or blocks of keywords in the HTML code visible only to crawlers. These tactics were sanctioned by Google but still widespread in some contexts until the more stringent updates such as Panda and Penguin.
• Writing for bots, not for users. In general, SEO writing in the past favored machines over people. Text was a tool to “trick” the algorithm, not an opportunity to communicate with the user. This vision left a long trail of useless content, designed to attract clicks but unable to hold attention. It also led to the debasement of the very concept of SEO copywriting, which became synonymous with very low-quality writing.

This era came to an end with the introduction of increasingly sophisticated algorithmic updates by Google: Panda (2011) targeted low-quality content, Hummingbird (2013) introduced a focus on meaning and context, and BERT (2019) enabled the engine to understand the nuances of natural language. Today, with the advent of generative AI in SERPs, we need writing that is truly useful, comprehensive, authoritative, and positioned in every sense.

Writing to stay in the mind (and heart)

Truly effective content is content that is remembered. Today, SEO copywriting cannot be limited to satisfying a query, but must embody an identity, be recognizable, build trust, and engage.

Writing is the first form of experience we offer to those who land on our site. And that experience must have a voice, a logic, an emotion. Words are not simply carriers of information, but tools that guide, reassure, and persuade. That’s why writing well today also means designing: identity, tone, rhythm, structure. Only in this way does text become relationship and content become memory.

Writing for an identity, not for a robot

Every brand that communicates online should know who it is before deciding what to write. The brand archetype, the value positioning, the tone of voice: all of this goes into the text, even (and especially) when it is not explicitly stated.

Users perceive consistency or inconsistency even before reading in detail. Modern SEO copywriting takes this dimension into account: it does not write “for Google,” but through Google, to express its own voice.

The copy must sound familiar, credible, recognizable. A scientific guide signed by a wise brand cannot use the same expressions as an explorer brand, nor adopt the emotional haste of a hero brand. Writing is a mirror of identity, and the way it is expressed directly affects perceived trust.

Persuasive levers that work in digital

Writing well is not enough, because you also need to know how to guide choices.

Persuasive techniques—from cognitive biases to classical rhetoric—are fundamental tools in the copywriter’s toolbox. The principle of authority, the anchoring effect, social proof, framing: each of these mechanisms works implicitly to reinforce the impact of the message.

Urgency and scarcity — when used in moderation — also help convert attention into action. And then there is storytelling: not the forced and artificial kind, but the ability to structure a narrative, even a minimal one, that gives rhythm, context, and motivation to the text. The content that stays in our memory is not the most complete, but the content that made us feel something.

Microcopy and chunking: attention to detail, effect on UX

Every word counts, not only in paragraphs, but also in the details: in buttons, tooltips, error messages, and calls to action.

Microcopy is a form of invisible writing that improves the experience, reduces frustration, and accompanies the user along the way. This is where tone of voice reveals itself in its most authentic form.

Alongside this, content chunking—the division of content into logical and visually ordered blocks—is now a fundamental rule. It aids reading, reduces cognitive load, and increases retention. Texts that are too compact are discouraging, while those that are too fragmented are disorienting. Balance is needed. And it is in that balance that the copywriter’s care is manifested.

How to structure the opening, subheadings, and CTAs to generate engagement

Online attention is a threshold to be conquered, and everything is decided in the first few seconds. The opening must capture the reader’s attention with a clear promise, a resonant question, or a shared problem.

It is not an introduction: it is narrative bait, a bridge between searching and reading. Subheadings guide the flow: they must inform, but also intrigue. Didactic formulas are not enough: you need rhythm, tension, and openness.

Finally, CTAs: every piece of content must lead somewhere, propose an action, suggest a next step. A good CTA is never generic. It is contextual, credible, consistent with the brand’s voice and with the reader’s cognitive moment. Engagement does not just mean staying on the page, but deciding to do something because of what you have read.

Building the structure of content

But let’s delve even deeper into the practical aspects of SEO copywriting.

Form influences meaning, structure reinforces value. Content works when it guides the user through the text and allows Google to accurately understand its information hierarchy.

Every part—from the title to the closing, from the paragraph to the anchor—is part of a larger design, where order becomes relevance. Today, good text architecture increases the likelihood of clicks, facilitates text scanning by algorithms, and makes the experience more fluid and memorable.

• Titles, meta tags, and the first 100 characters: how to win the click

The title (H1) concentrates the promise of the content: it must attract attention, be clear, and be consistent with the search intent. A good meta description reinforces visual positioning in SERPs, presenting the content as useful, specific, and interesting. The first 100 characters of the text are the space in which to hook the reader and Google: this is where the chance to enter the featured snippets or AI Overview comes into play. At this stage, concreteness, conciseness, and benefit orientation make the difference.

• H2, H3, and semantic hierarchy: guiding the user and Google

The hierarchical structure creates order, both for the user and for the algorithm. Each piece of content must clearly present the macro-themes (H2), articulate the details (H3), and develop sub-points (H4, if any). Headings are not empty labels, but semantic nodes. They play a dual role: they facilitate text scanning and help build the conceptual map that Google uses to evaluate the relevance and completeness of content.

• Paragraphs and chunks: how to make every text readable (and digestible)

Readability is a strategic factor, and text formatting also has concrete value. Dense texts, organized into short, cohesive paragraphs, facilitate comprehension and improve the user experience. Chunking allows content to be divided into logical blocks, each focused on a single concept. The use of targeted bold text, ordered lists, and deliberate visual breaks helps guide reading, increase retention, and improve performance on mobile devices.

• Internal links, consistency, and path: content as navigation

Writing content also means defining a path. Internal links establish connections, expand the discussion, and encourage discovery. When they are consistent in theme, clear in their anchor text, and inserted logically, they increase dwell time and help strengthen the internal structure of the site. Every effective article is also an active node in the information network, helping users to delve deeper and Google to recognize the completeness of the domain.

How to write an SEO article

Persuasion, but not only: SEO copywriting is a complex and delicate activity, and those who have the task of writing articles for the web are therefore called upon to make a substantial and constant commitment. This is also because, despite what often happens, the work does not end when the last full stop is placed at the end of the piece or when it is published online: the optimization of an article can also take place at a later stage, to accurately check the performance and response of users and search engines to the content and try to improve performance using online writing tools, such as the SEOZoom assistant.

Adopting a strategic writing approach means understanding that, regardless of the type of website for which they are produced, content is one of the key aspects for achieving a good ranking, and that it must always try to respond to the specific needs of users in the way most appreciated by search engines.

As we have tried to clarify, creating good content is the result of creativity, research, and analysis: if the texts are persuasive, high-performing, and optimized from an SEO perspective, they will convince the audience and be suitable for achieving the highest positions on search engines. The right approach to results-oriented writing therefore starts with awareness: to put it simply, before creating any text, from an e-commerce product sheet to a newspaper article, it is important to know and understand the real intent behind the specific query that interests our business, or we risk publishing online pages that do not achieve the desired results and writing articles that do not rank.

Looking specifically at a single editorial page, we can try to define a potential standard process for writing, which follows this path:

• Strategic and modern keyword research.
• Identification of the focus to be given to the article.
• Analysis of competitors.
• Search for sources.
• Writing of the article.
• Division of the piece into paragraphs and sub-paragraphs.
• Insertion of internal links to useful pages on your site.
• Insertion of any external links to authoritative and reliable sources.
• Optimization of the title and other headings.
• Optimization of the URL.
• Optimization of the meta description.
• Insertion of the correct category within the site.
• Correct and consistent selection of tags.
• Choice and care of images.
• Publish.
• Promote the article on social media or other channels.
• Check performance and optimize content after a certain period of time.

Tips for writing a strategic article

In a nutshell, according to the “classic” rules for SEO writing, it is essential to carry out keyword research, a reasoned list of keywords on which to “act” in order to position the content, which in practice represents the basis of the online strategy because it allows you to discover the intentions of online users, the questions they ask, and the relevant topics, and thus to have practical guidelines for producing an interesting article. From a modern perspective, for keyword research, you need to learn to evaluate seasonality, potential, competition for the topic, favor long tail keywords over vanity keywords, which are ephemeral, and so on.

Once this has been done, you can begin your journey into web copywriting, because only after identifying the search intent of your audience can you try to ‘translate’ it into written form in the best possible way, touching on the points and topics that are essential for people and without ‘betraying’ the Italian language and the rules we all learned in school.

A sign of the authority and usefulness of the text can also come from the use of synonyms, linguistic variations, plurals, and words that belong to the same semantic field as the main keyword and other keywords in the article, to offer the reader a more complex article and demonstrate a broad vocabulary that is relevant to the topic. This activity also includes keyword optimization, secondary and related keywords, which help to extend the semantic range of the content.

As in traditional journalism, the central phase of an SEO copywriter’s work is source research: finding a topic for an article and overcoming writer’s block can be quite a daunting task, but experienced professionals know how to find online references to identify studies, statistics, news, trends, and research that can serve as a starting point for general or industry-specific texts.

It is equally useful to study online competitors, monitor their work in general and on certain trending topics, and find out which results Google rewards for the keyword you are working on. This not only allows you to get to know the competition, but also to start seeing how the search engine treats the topic, what content it rewards, what type of angle it prefers, and what information it considers essential for users.

In other words, we need to find the focus to give to the content, remembering that Google analyzes and evaluates all competitors with similar topics in order to rank content. It is therefore important to know what we are dealing with, both to understand our potential and to be able to hit the right notes and not lose focus.

Ultimately, SEO and journalism are not so far apart, and writing an article for a website is not too different from writing one for a print newspaper: the medium changes and, in some cases, the tone must be adapted to the speed required by the web, but in general the goals are the same.

That is, to produce content that offers added value for the website, that provides information to the reader, that is interesting, original, useful, with well-contextualized keywords that are not used inappropriately, that is easy to read, and that encourages people to come back later to discover new contributions.

On-page optimization: the invisible part that makes the difference

A page can be well written, interesting, and useful, but if it is not read correctly by Google, it risks being left out of the relevant results.

As we have said, all content exists on two levels: what it communicates to the user and what it transmits to the algorithm. On-page optimization brings these two worlds together: structure, coding, and semantic distribution.

It is the first level of dialogue between the site and the engine, and today that dialogue no longer concerns only Google: every platform has its own “index” and every feed is a micro-SERP, and optimizing means increasing the chances that content will be selected, interpreted, and proposed correctly—everywhere.

That’s why the historical rules of technical SEO need to be understood, updated, and applied with strategic awareness. We’re talking about syntax, entities, structure, and semantic relevance signals: elements that today also influence visibility in AI feeds and automatic response systems such as AI Overview.

• HTML tags, URLs, images, anchor text: technical checklist

A page’s code tells search engines more than you might think.

The title tag still guides the initial interpretation of the content; the meta description can be reused in dynamic results; the URL should be readable and consistent; images—named and accompanied by alt attributes—reinforce thematic relevance. Anchor texts are not just links: if well structured, they guide semantic navigation and help consolidate the main topic. Every technical detail also has a function in the logic of AI systems: a well-structured tag can influence the citation in an AI Overview paragraph, where each element must have a “readable” origin.

According to the classic rules, each page should have only one H1, followed by H2 and H3 ordered according to logic. Title tags must be unique, descriptive, and relevant to the content. URLs, if possible, should be short, static, and contain the main keyword. Images, often overlooked, should be optimized in (at least) three elements: file name (descriptive), weight (reduced without losing quality), and alt attribute (useful and consistent description). The anchor text of internal links should be clear, informative, and contain words relevant to the destination content.

• Where (and how) to use keywords: relevance, semantic variety, entities

The main keyword should not be repeated mechanically, but should be integrated naturally into key points on the page (title, meta description, H2, first paragraph, image alt text). What counts is consistency between structure and content, the ability to articulate a topic with lexical variety and semantic precision.

Google is able to interpret content contextually: it uses NLP techniques to recognize synonyms, variants, and co-occurrences. Therefore, semantic variety is needed, with a conscious use of related terms and entities relevant to the topic (people, brands, concepts).

We no longer work on individual terms, but on the overall semantic field: the more a text manages to develop relevant connections, relationships, and references, the more it will be interpreted as complete and authoritative. These are the signals that help algorithms—even those of AI engines—to better understand content and associate it with queries, even when they do not perfectly match.

Once we have chosen the keywords to use in our content through the preliminary keyword research phase, we have several places to exploit in order to use keywords effectively.

• Title tag: the page title is a fundamental element to be included in the head section of the document. The length of the title must be between 40 and 70 characters, which is the maximum size for display in Google’s SERPs.
• Meta tag description: the page description is a factor that Google does not directly consider for ranking purposes, but a concise and persuasive description (containing the keyword) can entice the user to click on the result when it appears in the SERPs of organic search results. Again, there is a maximum length of approximately 156 characters.
• ALT tags: this is the alternative text for images. The visual aspect is increasingly important, and every page or blog post should contain at least one image.
• URL: the keyword we have chosen should always be present in the page address. For this reason, it is useful to manage and set up permalinks correctly so that they are readable.
• Heading tags: these are tags for formatting text into paragraphs and sub-paragraphs. It is advisable to use only one h1, but the management and insertion of paragraphs depends greatly on the structure of the layout.
• Keyword: classic best practices suggest inserting the main keyword in the first paragraph and repeating it several times throughout the text, with various semantic variations, but without exaggerating and resorting to keyword stuffing.

SEOZoom as an on-page verification assistant

Technical verification requires tools capable of reading each element with algorithmic eyes. In this, SEOZoom is an operational ally for those who write, optimize, and publish.

The Editorial Assistant guides you through the writing process with targeted suggestions on structure, headings, density, and recurrence. It is a concrete support for content quality, designed for those who want to optimize without losing naturalness. And the analysis of H tags, URLs, internal links, and images allows for quick and accurate verification of all technical components.

Through AI Engine, it is possible to compare content with sources rewarded by Google or AI Overview to understand if any information or strategic keywords are missing.

The Suggest Keywords module helps identify related terms to integrate into the text, expanding the semantic field in a consistent manner.

It’s not just technical SEO, but also verification of readability and positioning in a multi-channel context.

On-page also applies outside of Google: AI feeds, social media, and video platforms

We are in the era of content everywhere, of content that lives everywhere. A well-optimized paragraph can be reused by a chatbot, mentioned in a generative response, or shown in a social preview.

The same rules that help you climb Google—syntactic clarity, semantic richness, clean markup—can also affect visibility on LinkedIn, YouTube, TikTok, newsletters, and apps. New search environments (Search Everywhere Optimization) reward what can be understood, fragmented, and repurposed. That’s why optimizing today no longer means “fixing” a page according to a rigid checklist, but enhancing every part of the content so that it is easily readable, interpretable, and understandable.

On-page is a design: it is no longer a technical detail, but a strategic hub for those who want to be found — wherever they are searched.

Post-publication interventions: content review and optimization

As we said before, the modern SEO copywriter also intervenes in the post-publication phase, and it is precisely here that their work becomes crucial, because they can effectively verify whether the strategy applied to content creation has borne fruit or whether, on the contrary, Google has not rewarded the page in the desired manner. Assuming that no mistakes were made in the previous stages—i.e., adequate keyword research, optimal choice of title and heading, correctly inserted meta description, and so on, which represent the basics of copywriting and SEO copywriting – there are three aspects that are generally overlooked or that are more problematic: satisfying the search intent, page links, and gaps with competitors who perform better.

Sometimes, however, we believe we have found good keywords (used appropriately), chosen solid titles, meta descriptions, and headings, and therefore written quality content, but despite everything, we miss the ranking target: in these cases, the problem may be the low weight of our domain compared to the strength of our competitors, and therefore the solution may be to strengthen the page through links, maximizing the reach of users from social media, and aiming to achieve natural link building, i.e., obtaining links and mentions from other sites that consider the proposed content to be authoritative (here comes that adjective again), promoting it on their pages as interesting and useful in-depth information.

Finally, content review also involves comparison with competitors, analyzing the lack of focus that our web page shows compared to those that are performing better on Google, achieving the highest positions in SERPs. In this, SEOZoom accompanies us in optimization through various tools, and in particular with the original algorithm that allows us to discover and highlight content gaps, i.e., the “gaps” in our articles compared to the pages that rank higher on Google: relevant topics and priority keywords that our competitors in Google’s Top 10 have chosen and that work, and that we may not have considered, so that we can correct our aim and try to improve our work. Simply by integrating these keywords, inserted in a well-studied and reasoned context, we could better target the search intent of the user (and the search engine) and, ultimately, make the page more useful and improve its performance.

The copywriter’s work does not end with publication

In short, today the work of a copywriter does not end when the article is published, but continues with revision, updating, and analysis of the content’s reception, especially after making changes.

This is true for (at least) two reasons: on the one hand, relevance itself is evolving, because Google is constantly updating its algorithms to try to improve the user experience and show content that best meets the needs of those who have performed the search in an increasingly accurate way.

But it’s not just about keeping up with core algorithm updates: it’s very important to offer up-to-date information in order to stay ahead of the competition. Today, thanks to the ability to edit our content at any time, we have a huge opportunity to provide users with adequate and timely information regarding inevitable changes.

For example, if we have set out to optimize an article for a specific keyword, but a different variant is receiving more traffic, we can go back and optimize the content in this new direction. Or we can find out what our content is missing in order to be “on point” for that topic by analyzing our competitors.

With SEOZoom, we have a complete picture of the performance of each individual page, with indications of where to intervene to reach the true potential of the content: we can explore certain topics in greater depth, correct minor inaccuracies, or even go back to certain points and make them more understandable.

Let’s say it right away: even when revising content, we must never forget to act with criterion and balance. Tools accompany us or, in some cases, guide us, simplifying our work, but we need to think carefully to apply the recommendations in the best way possible.

Therefore, even when we analyze potential keywords not present in a text, but used by competitors who are already positioned or considered relevant to the topic in question, the assessment of “if, how, and where” to insert these keywords must be the result of careful consideration, because we need to evaluate how relevant they are to our content or whether they are terms that cause us to lose focus.

Monitoring the pages on which we have made more or less significant corrections is essential for several reasons: first of all, it helps us understand whether we have done the right thing, whether our strategy has proved adequate, or whether there are still gaps to be filled in order to finally satisfy readers and Google.

Exploring these aspects allows us to replicate successful strategies and increase the likelihood that subsequent articles will also be appreciated by users and search engines, or, conversely, to understand how to adjust our approach when returns are lower than expected.

There is always a BUT: the web context and the problem of underperforming content

One last aside. All this remains theoretical if we do not understand an important point—one that partly explains why our content sometimes does not perform well, or not as well as we would like.

Even if we apply all the advice and follow all the guidelines, achieving the desired results and reaching the first page is not “automatic.” We must never forget that:

• The final judgeis always Google, which sometimes follows mysterious paths and criteria.
• We are not alone on the web and we operate within a context.

In other words, we must have the ability, clarity, and humility to evaluate our website and our work as objectively as possible, and remember that there are competitors who may have histories, experiences, skills, sizes, and budgets far superior to ours, who “inevitably” may achieve better results.

Writing for AI Overview and the new SERPs

Organic visibility has changed, and SEO copywriting in 2025 is not just about climbing the traditional SERPs.

Today, content must be designed to stand out in results generated by artificial intelligence—such as Google’s AI Overview—and to live in every context where a search takes place: social feeds, chatbots, voice assistants, video platforms.

It’s a paradigm shift: you no longer write for a search engine, but for a network of distributed presences, an ecosystem of algorithms that select, synthesize, and repurpose information. Google, TikTok, LinkedIn, newsletters, chatbots: every channel is a search engine, just as every paragraph is a potential answer and every detail can determine visibility or exclusion.

Copywriting today means writing to be everywhere, in a clear, segmentable, authoritative way. And SEOZoom accompanies this evolution with tools designed to analyze real flows and measure the impact of each piece of content, even beyond the SERP.

Featured snippets and direct answers: the inverted pyramid technique

To get direct answers (in generative boxes, but also in Google’s classic featured snippets), you need a clear and immediate presentation logic—content that gets straight to the point.

The main information must come first, as in the so-called “inverted pyramid,” i.e., the journalistic technique that starts with the answer and then expands with details, examples, and context. This is the preferred style of automatic systems that seek easily extractable and semantically complete text. A well-formulated answer, set between an initial summary and a progressive explanation, is much more likely to be selected and displayed. A clear and descriptive introductory paragraph of 40-50 words greatly increases the likelihood of “extraction.”

Examples, tabular formats, definitions, mini-glossaries, and explicit comparisons are all tools that make a text more functional for snippets. There is no need to simplify: there is a need to clarify.

How to make content extractable (lists, definitions, summary paragraphs)

AI does not read, it interprets. And to do so, it relies on precise textual patterns. Numbered or bulleted lists, explicit definitions (“X is…”, “It is defined as…”), tables, subheadings with questions, FAQ lists: all these elements facilitate the extraction and presentation of information.

All content should include blocks designed to be isolated, extracted, and quoted, precisely because it is in these fragments that the game of distributed visibility is played today. Even a single well-constructed paragraph can end up in an overview, a voice box, or an AI fragment shared by a user.

Write for entities, not for words

Modern SERPs are based on semantic relationships, and Google and AI engines today do not just recognize keywords, but build semantic relationships between entities.

Effective content is content that manages to map a context, demonstrate mastery of an entire topic, and build bridges with related themes. To do this, you need linguistic variety, co-occurrences, synonyms, and explicit references to related concepts.

The richer and more coherent the content, the easier it is for generative AI systems to select it. Today, writing well means inhabiting a context: building connections, citing references, and anchoring your text to a shared thematic ecosystem rather than isolating it.

E-E-A-T in text: how to demonstrate expertise and authoritativeness

Trust is the new digital currency, and to earn it, you need to demonstrate competence, experience, authoritativeness, and trustworthiness: the four pillars of E-E-A-T.

In copy, this translates into complete and verifiable author biographies; clearly cited sources; original data; references to research or case studies; precise, technical but accessible language; and a recognizable style consistent with the brand’s tone of voice.

In short, it’s not just about signatures and logos, but the way the text is written. Content that shows an informed and useful point of view is much more valued by AI engines, which aim to offer answers that are not only relevant but also credible.

Collaborating with AI (without losing control)

The integration of Artificial Intelligence for writing texts is now stable and widespread—practically inevitable. Of course, the starting point is that it is not—and should not be—a substitute for the copywriter but a function of support, stimulation, and acceleration.

A good professional knows when to activate it, how to guide it, and where to correct it.

Today, over 80% of marketers use AI tools for various operational purposes, and many say that using these tools improves content quality and speeds up work. Yet, true effectiveness only emerges when AI is used judiciously: with precise prompts, human supervision, and adaptation that preserves the brand’s style.

It’s not about delegating writing, but about building an intelligent collaboration in which AI enhances human thinking, not replaces it.

AI doesn’t write for you, it helps you write better

Entrusting writing entirely to AI means accepting generic content, devoid of nuance, incapable of truly capturing tone, context, and objectives. But using it well means gaining inspiration, suggestions, and organizational ideas.

Artificial intelligence is not a shortcut. It is a tool for enhancement. It does not write in place of the professional: it offers stimuli, alternatives, angles. It allows you to see connections that might otherwise be missed, to simulate reading behaviors, to identify information gaps.

AI can check a SERP, suggest alternative titles, summarize a block that is too long, propose new narrative angles or effective comparisons. It is in the brainstorming and review phase that it performs best, when guided with precision.

On average, those who use AI tools report a 59% reduction in production time and a 77% increase in the volume of content created, allowing them to focus their energy on strategy and creativity. Collaboration between copywriters and AI is now standard: over 62% of high-performing marketing teams adopt a hybrid (human-in-the-loop) model that combines automation and human supervision.

How to use SEOZoom’s AI Writer effectively

In the new SEOZoom, AI does not generate random texts and does not just write words: it follows a strategy, starts from a goal, and integrates into the operational flow. Write better, in less time, with more control. This is true collaboration.

SEOZoom’s AI Writer is designed to integrate into the actual editorial flow: its strength lies in preventive analysis, based on real data processed by the internal algorithm, in order to identify search engine requests and suggest a logical content framework.

Starting from a title or keyword, it generates sections consistent with the dominant informational intent, proposing paragraphs aimed at satisfying users’ questions. This is not text ready for publication, but an intelligent working basis to be refined, deepened, and customized.

Prompt writing, briefing, and supervision: the SEOZoom method

The way you query AI makes all the difference. The SEOZoom approach to collaborating with AI involves a three-step process:

• Clear and contextualized briefing: topic, content objective, target audience, tone of voice.
• Specific prompts ready to go, to avoid general output.
• Active supervision and critical review: every AI text must be checked word by word, rewritten where necessary, adapted to brand guidelines, and checked for its SEO impact.

Effective writing is the result of collaboration between copywriters and AI, where humans dictate the rhythm, priorities, and style.

Humanizing the output: what to touch, what to leave, what to improve

AI-generated content may seem fluid, but it is often impersonal, redundant, and unfocused. Human intervention is essential to:

• Eliminate automatisms and repetitions
• Strengthen the brand’s voice
• Insert real data, sources, and references
• Choose the right words to engage the target audience
• Verify the accuracy of information and remove any (and likely) hallucinations

The real difference lies in meaningful writing, which takes into account context, strategy, and the reader. AI can sketch, suggest, and stimulate, but the direction remains in the hands of the writer.

Practical applications: how writing changes in different formats

How do these guidelines translate into practice? Even though AI now helps us overcome writer’s block and allows us to always find words (whether they are the right words is another matter), there are still important issues to consider.

SEO Copywriting does not mean applying a rigid model to all content: each text format requires a different approach, has distinct objectives and its own language, but today all content must also be able to live beyond its original container.

A text for a product sheet cannot follow the same logic as a technical blog post, just as a landing page cannot speak with the voice of a tutorial.

But, as we said, a product sheet can appear in a social feed or be read by a voice assistant; a blog post can be quoted in an AI Overview or transformed into a sequence of stories for Instagram.

In 2025, writing well also means writing for portability. It is not enough to follow the rules of the format, but to design texts that can be understood, used, and adapted—anywhere.

• Product sheets (e-commerce): clarity, conciseness, entity

Product sheets are the perfect cross between information and persuasion. A good SEO copywriter works to create concise but semantically rich content: every word counts. The goal is to respond precisely to the user’s intentions — “what is it,” “how much does it cost,” “how is it used,” “why choose it” — and provide clear signals to search engines. It is essential to include relevant entities (brand, category, materials, uses), avoiding generic formulas. The ideal structure includes a needs-oriented introduction, a well-segmented technical section, and microcopy to support calls to action. The content must be modular so that it can also appear in Google Shopping, AI Overview, or rich snippets.

In short: effective e-commerce text must inform, reassure, and facilitate decision-making. Clarity is a priority: simple sentences, structured to anticipate user questions. Synthesis is not a shortcut, but a strategic choice to make the value of the product immediately visible. And for AI engines, entities are fundamental: technical specifications, product categories, synonyms, and variants help classification and increase the chances of extraction in automated contexts.

• Blog posts: long content, guides, updates

The blog is the space where writing can express its full strategic depth. An SEO post must start from a clear intention: to inform, explain, guide. Length is an ally, but only if managed methodically. It is the ideal format for building topic clusters, covering long-tail queries, and generating content that lends itself to extraction in AI results. But it is also the space where you can cultivate your relationship with the user: a human tone, examples, storytelling, and authoritative quotes reinforce the memorable effect and credibility.

Here, length is not an end, but a means to develop authority, cover a topic in depth, and generate organic visibility over time. Each blog post is a conceptual map: it should be designed to help the user, but also to position itself in relation to other thematic entities. The use of headings, chunking, semantic co-occurrences, and internal links creates a solid, scalable structure that is also readable by algorithms. The goal is to become a source for AI Overviews, newsletter links, social media snippets, or the basis for a video or white paper, as the principle of content repurposing tells us.

• Landing pages and institutional pages: trust and authority

When content has a direct institutional or commercial function, the goal is not only to inform: it is to convince. This is where branding comes into play. Institutional pages must convey solidity, personality, and consistency. Every sentence contributes to defining the brand identity.

Persuasive levers and neuromarketing take center stage: the principle of authority, social proof, reassurance. The architecture of the text is also central: semantically dense headlines, functional subheadings, response-oriented sections. A tone that is too aggressive can undermine trust; one that is too impersonal can compromise authenticity. Keywords do not disappear, but are integrated into a more natural language, designed for the user. In this context, SEO is at the service of trust: it serves to make content visible, of course, but above all credible. Structure, microcopy, and calls to action become tools to guide the user towards a decision, balancing push and reassurance, nurturing the relationship.

From core content to ubiquitous presence: writing for transformation

Well-written content is not static: it is a transformable resource. A guide can generate a series of carousels on LinkedIn, a sequence for newsletters, a script for TikTok, a template for chatbots.

To do this, you need to design modular texts with autonomous, clear, and consistent blocks of information. Multi-channel writing requires narrative consistency and adaptability: a recognizable tone, an adaptable style, and a message that withstands format changes. Modern SEO copywriting is therefore design writing: designed to multiply visibility, maintain recognizability, and support each channel with native but aligned content. This is where true content scalability comes from. It is a job that requires versatility, but also a unified vision.

How to evaluate the success of SEO content

Good content is judged by the results it produces and, above all, by its impact over time.

To evaluate it correctly, you need reliable data, accurate metrics, and above all, a clear understanding of the objectives. And today, we go beyond simple ranking on Google: effective content is visible, clicked on, read, shared, remembered; it generates attention, builds trust, strengthens brand identity, contributes to concrete objectives, and is useful for growing the business.

An analytical approach is needed that relates numbers and meanings, performance and objectives, visibility and return on the brand. We need to observe what happens after the click and where the content appears, even outside the classic SERP. This is the heart of the new approach: a sum of distributed micro-events that connect words, data, and business results.

1. Visibility KPIs: positioning, CTR, AI Rank

Even in the new SEO – Search Everywhere Optimization – the fundamentals remain: it is useful to monitor where a page ranks for its main keywords, how often it appears (impressions), and what its click-through rate (CTR) is.

The first level of analysis is therefore the most visible: how much content is present in the SERP.

This is where metrics such as average ranking, number of active keywords, semantic coverage, but also the frequency with which content appears within the new AI Overviews come into play. But today, new indicators are also needed: SEOZoom’s AI Rank, for example, shows how much content is present and cited in the responses of generative AIs such as Google’s, a key signal for understanding whether the text is considered useful, relevant, and authoritative by AI engines.

2. Behavior KPIs: scroll, time, bounce

The second level concerns the actual interaction of users with the content. Once they land on the page, what do they actually do? Do they scroll to the bottom? Do they stay long enough to read? Or do they immediately go back? Here, behavior metrics — average time on page, scroll depth, bounce rate — become fundamental. More than just numbers, they are indicators of engagement and quality. Content can be “optimized” according to the basic rules, but if no one actually reads it, or if the user gets lost in the first two paragraphs, it is not doing its job and becomes just noise.

3. Business KPIs: conversions, leads, branded search

The third level is the one that matters most: the impact on the business. All SEO content is a marketing asset and must contribute to a concrete business objective—a form submission, a sale, a contact request, or even just an increase in branded searches.

Direct conversions (leads generated, sign-ups, purchases), assisted conversions (navigation leading to the funnel), but also an increase in branded searches are all signs that something is really working. When content starts to generate specific searches by brand name, it is the strongest sign of acquired authority: it shows that the content has left an impression, stimulated curiosity, and strengthened recognition. It is the transition from content that informs to content that influences—when words activate actions, they have done their job.

How to use SEOZoom to monitor, measure, and decide

SEOZoom integrates all these levels into a platform of tools designed specifically to read these signals, compare them, draw strategic insights, and ultimately guide decisions.

URL allows you to monitor the SEO performance of individual content; the AI Overview module shows the presence of text among the sources cited by AI responses; project dashboards provide a comprehensive overview of visibility, traffic, and results. This is where you can see if content needs to be updated, expanded, rewritten, or relaunched on other channels.

However, the most valuable part comes with the aggregated data: SEOZoom not only captures a snapshot of a single page, but also provides a complete map of the strategy. Which content is really driving traffic? Which is visited but does not convert? Which is perfectly optimized but invisible in the new AI SERP?

In the projects section, you can monitor visibility, CTR, keywords, AI Rank, and performance for specific URLs. The system also highlights content that is growing or declining, suggests updates, and shows changes related to algorithmic updates.

These are answers that make the difference between “writing” and “producing value.” Because writing is a cycle, and improvement always starts with data.

The SEOZoom method for creating effective content

Good content comes from a good method. It is a strategic process that brings together branding, discoverability, conversion, and recognizability across all channels where a user may encounter content.

Every word we use must be designed to be found, understood, and remembered.

Modern SEO copywriting is therefore a mix of analysis, on-page SEO skills, keyword research, and creativity. The focus must always be on visitors, seeking to understand and meet their needs first and foremost, without ever forgetting the need to intercept search engine preferences.

Until a few years ago, a clear distinction was made between pure copywriting and SEO, considering these two fields to be somewhat similar but not complementary. Nothing could be further from the truth, because content writing is a fundamental (and often underestimated) aspect of a website’s success, regardless of its type. For example, writing a text that is “artistic” or “poetic” may be fine from a grammatical point of view, but it is unlikely to be useful to users. On the other hand, focusing solely on best practices for optimizing a web page (and therefore compiling content for titles, meta descriptions, URLs, heading tags, and so on in an almost schematic way) risks offering no added value compared to other sites.

To use a provocative formula, we can say that, in an absolute sense, “SEO copywriting does not exist,” because we cannot think of writing solely by following a list of more or less canonized SEO rules without really paying attention to the way we offer information to readers, who expect and demand quality content (which they will otherwise seek on other sites). This is also why other terms are being used to define this activity, such as strategic writing or results-oriented copywriting, which do not change the substance: writing content for a website must produce texts that are perfect for search engines and that adequately respond to the needs of our readers at every stage of their search journey.

SEOZoom has developed a comprehensive workflow that accompanies the copywriter—or strategic content writer—from the analysis phase to publication and monitoring, with tools designed to write better, with more data and more results, with the constant support of Artificial Intelligence and SEO data.

From this perspective, SEO copywriting is never improvisation: it is a flow guided by real insights, planning, and control. This is our method.

From idea to content: 3 operational phases

Writing good SEO content means following three distinct and interconnected phases.

Write strategically, write better

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The first is strategic immersion: query analysis, competitor research, search intent evaluation. This is when you understand what the user really needs and how Google is interpreting it, when you need to gather real insights into intent, questions, and competition in the SERP.

The second is architecture: structuring content into logical blocks, identifying secondary topics, defining hierarchies (H2/H3) and reading paths, based on the use of semantic clusters, chunking, optimized layouts, and hierarchical architecture.

Finally, the third is the actual writing: tone, rhythm, CTA, semantic consistency, technical optimization. And then, revision, supported by AI and intelligent suggestions to ensure relevance, effectiveness, and communicative impact.

At every stage, SEOZoom provides precise support: tools that suggest, measure, and refine. Because it’s not enough to have an idea: you need to know how to develop it in the right way.

Intent > keyword: write what is needed, not what is convenient

SEOZoom helps you go beyond traditional keyword research. The starting point is no longer the keyword with the highest volume, but the user’s real need, whether expressed or implied. Writing for an informational query with transactional content—or vice versa—means missing the mark.

Our approach focuses on intent: why are people searching for what they are searching for? And what do they expect to find? SEOZoom, with Question Explorer, allows you to explore real questions, divided by informational, comparative, and transactional intent, and to build a content map consistent with multi-channel searches and user expectations. The goal is not just to rank: it is to be chosen, avoiding useless content.

Buyer persona and search intent: how to identify real needs

All effective content stems from knowledge of who will read it. Defining the buyer persona—or at least intuiting their motivations—is crucial for deciding the tone, structure, and depth of the text, and creating buyer personas with SEOZoom is super easy!

A digital marketing manager looks for operational answers, a student wants concrete examples, an entrepreneur quickly seeks value.

But that’s not enough: you need to link profiles to the intentions expressed in searches. Our method proposes a continuous cross-referencing of search data and audience profiling. The result? Content that not only responds to the query, but really speaks to those who formulate it. And when content “resonates,” it also starts to work for Google and the AI engines that select sources.

Opportunity Finder: when not writing is the right choice

Content can be well written, useful, optimized… but useless. This happens when there is no real opportunity: writing just to fill a slot in an editorial calendar is a waste from every point of view.

With Opportunity Finder, SEOZoom analyzes pages that are already ranked and indicates when it is worth writing (or updating), and when it is more strategic to invest elsewhere. In this view, SEO copywriting is also a discipline of efficiency: it is better not to write at all or to work on content pruning than to produce redundant, cannibalizing texts or those destined for algorithmic ignorance. Every piece of content must have a strategic reason for existing. And every editorial choice should be supported by data.

SEO copywriting is not just about positioning an article

Only if the texts are persuasive, high-performing, and optimized from an SEO perspective can they succeed in convincing the audience and are suitable for conquering the highest positions on Google: therefore, those who write online must learn to think from an SEO perspective and, at the same time, those who work to improve website performance cannot neglect the importance of content.

A strategic approach to text creation is therefore needed, understanding that strategy also means being aware of your industry, users, and website content, because only in this way can we manage every aspect in a timely manner and, indeed, anticipate what might happen and when (i.e., intercept seasonal trends to be ready when traffic peaks).

As content authors, we must therefore ask ourselves how our web page can provide a useful answer to users, considering the beneficial purpose we can offer and which also sets us apart from our competitors. Ideally, before typing words into the text editor, we should already have a clear idea of the goals to be achieved and the answers to questions such as:

Who am I writing this content for?
• How would I search for what I am writing if I were a Google user?
• Will Google understand that I am answering a specific user question?
• Which keywords are really necessary in the text? Which keywords, on the other hand, could take my article off topic and thus have the opposite effect in SERP?
• What topics have my competitors discussed on similar pages? And why has Google rewarded their content?
• When will this topic be searched for? And how soon do I need to work on it?

Passion and reckless writing alone are not enough to guarantee the success of an article and a page, because what is needed is a change of perspective: knowing exactly what our content needs to become competitive and have a better chance of ranking on a wide range of keywords.

FAQs on SEO copywriting: doubts, turning points, and answers

SEO copywriting is much more than a writing technique. It is a complete, constantly evolving discipline that combines strategy, structure, empathy, and data.

It is the space where words meet the algorithm, but also where a brand builds trust, authority, and recognition.

In this guide, we have outlined the method, the rules, and the choices, but often each answer generates at least two more questions, because today, writing effective content means combining analysis and creativity, data and voice, technical SEO, and branding. And for this very reason, those who write (or commission) content often find themselves grappling with strategic, technical, and stylistic doubts.

Here we have collected the most useful questions for those who really want to understand how SEO copywriting works, how to use it to create valuable content, and how to make it an active lever for visibility, trust, and business results.

1. What is SEO copywriting?

It is the practice of writing content that is optimized for search engines and, at the same time, interesting and useful for people, with the aim of generating visibility, trust, and conversions. It combines data analysis, semantic strategy, and persuasive techniques to create texts that rank well, generate clicks, retain attention, and bring measurable results. Today, it means knowing how to respond to user needs, respecting semantic logic and leveraging data, without sacrificing clarity and style.

2. What no longer is SEO copywriting?

For too long, SEO copywriting has been the victim of a fundamental misunderstanding, reduced to a mechanical practice of inserting keywords. Today, this view is not only outdated: it is harmful. For us, modern SEO copywriting is the art and science of creating content that so completely and authoritatively satisfies a user’s search intent that it becomes the preferred answer for both people and Google’s algorithms and artificial intelligence.

3. What is the difference between copywriting and SEO copywriting?

Classic copywriting aims to persuade, sell, and engage. SEO copywriting maintains this goal but integrates it with optimization for organic search. It means thinking about visibility in search engines, respecting structure, keyword strategy, intent, and SEO metrics. It means writing with the intent to climb the SERP, interpreting the user’s intent, and structuring the text according to logic that Google likes (and now also AI Overview and AI Engines).

4. Will SEO copywriting still work in 2025?

It works, but it has changed. It is no longer enough to rank for a keyword. You need to generate content that makes sense to the user, that responds to a real need and that has an identity. It is an increasingly strategic job, linked to branding, authority, and perceived value. In practice, today’s copywriter must think like an SEO strategist, write like a persuasive copywriter, and analyze like a data analyst.

5. How do you write SEO text?

You start with the search intent, study the most effective topics and formats, build a solid structure (with titles, paragraphs, subsections), and write in a clear, consistent, and scannable way. It’s not about randomly inserting keywords, but about building useful, understandable, and consistent content. It should also be suitable for different formats and channels.

6. How do I know if my text is SEO-friendly?

Check that it clearly responds to the user’s intent, that it is readable, that it has a hierarchical structure, that it uses keywords correctly, and that it does not contain any penalizing technical elements. SEOZoom’s tools help you evaluate every single aspect: semantics, readability, consistency, and value for AI.

7. What does it mean to write with SEO in mind?

It means taking into account how users search for information, how Google (and today’s artificial intelligence) interprets content, and what makes a text competitive in SERPs. The goal is not only to “be found,” but also to retain, convince, and lead to action.

8. What does it mean to write for entities?

It means building texts around key concepts (people, places, brands, products, themes) that are recognized by search engines as central elements of a topic. Google and AI reward content that develops these entities in a thorough and consistent manner. It is semantics applied to writing. An effective text must clearly convey who we are, what we offer, with what links and in what context.

9. What is Search Everywhere Optimization?

It is the evolution of SEO: no longer focused solely on Google, but on the brand’s presence in every digital place where people search, discover or ask questions. It includes AI Overview, social media, feeds, voice apps, chatbots and every information touchpoint.

10. How can content be made visible in AI Overviews?

You need to write clear, comprehensive, well-structured texts with direct answers, lists, and extractable formats. It is essential to use reliable sources, an expert but accessible tone, and work on semantic consistency.

11. What is the inverted pyramid technique and what is it used for?

It is a writing method derived from journalism, which involves starting the text with the most important information and then going into more detail as you go along. Today, it can be useful for capturing attention immediately, increasing immediate understanding, and also facilitating extraction by AI, which needs clear, comprehensive, and concise texts for its responses.

12. What tools are needed for SEO copywriting?

The main tools are keyword research tools (such as SEOZoom, which also analyzes intent and topic clusters), performance monitoring tools (GSC, Analytics), and, optionally, AI assistants for writing prompts, outlines, or generating drafts. But the most important tool remains expertise.

13. Do you need to be a good writer to do SEO copywriting?

Absolutely, but it’s not enough. SEO techniques cannot compensate for poor writing. Writing well means knowing the language, understanding your audience, choosing the right words, and constructing a fluid, credible, and interesting discourse. SEO enhances quality, but it does not replace it.

14. Is it true that SEO texts must be long?

No, they must be complete. Length is a consequence, not a goal. If a clear and useful answer requires 300 words, that’s fine. If it requires 2,000, that’s fine too. The important thing is that the text covers the intent without digressions, avoiding filler and favoring information density.

15. How many words should an SEO article have?

There is no such thing as a word count. Length is not a ranking factor. There is no magic number. An article can be as effective with 500 words as with 3000, if it answers the user’s question well. It is more useful to think in terms of “perceived completeness” than count.

16. What is word count?

Counting the words in a text is one of the “false myths” of SEO, according to which the length of the text can usually have an impact on ranking, because Google likes long, information-rich texts and favors them in SERPs. In reality, as mentioned, there is no such thing as a word count because the only goal is to write what the user needs to know in 50, 100, or 2,000 words, all of which are perfectly acceptable depending on people’s actual needs. Above all, we must not try to reach a specific quota by force, repeating the same concepts over and over again without any benefit to the reader.

At most, checking the length of the content positioned by Google in SERPs can help us understand whether it is necessary to guarantee a certain level of information for the user’s query. In some cases, the word count could therefore be a good indicator that users (and Google) expect longer content. But if a person is looking for a question that can be answered quickly, shorter content should be the best match, and in any case, there is no point in extending the length of the content to reach a certain number of words.

17. What is keyword density?

It is a value that calculates the percentage of the target keyword’s presence in relation to the total number of words in the text. Until a few years ago, some people worked scientifically and mathematically on the “dosage” of keywords in texts—a common trend identified the “perfect” range of optimization between 1 and 3 percent of occurrences of the main keyword compared to the total number of words. But even in this case, there is no factual evidence of SEO impact.

18. Are word count and keyword density useless?

Generally speaking, no. On a practical level, however, these aspects can still make sense in content production: it is a matter of understanding that we should not think in terms of causality, but of correlation. In other words, if we notice clear patterns in content and pages that are better positioned on Google, we should not conclude that this is directly due to the use of certain techniques or compliance with certain criteria and best practices (causality). On the contrary, they have certain elements in common that the search engine clearly considers to be important characteristics (correlation).

The most correct approach is therefore not to have a minimum or maximum word count in terms of a pre-set standard, nor an optimal keyword density, but to dynamically observe what competitors are writing on the topic, identify the main points of the topic, and, based on this analysis, identify a possible “right” length for the content.

19. How should keywords be used in SEO text?

They should be distributed naturally in strategic places (title, H2, first paragraphs, alt text, URL), but without forced repetition. The goal is to build a rich semantic context: synonyms, co-occurrences, related entities. The conscious use of keywords serves to reinforce relevance, not to manipulate the algorithm.

20. How important is structure (H2, H3, etc.) in SEO copywriting?

It is extremely important. Heading tags are not only for readability, but also help Google and AI understand the content. Good structure improves scanning, indexing, paragraph extraction, and even user experience. It is both a technical and semantic signal.

21. What are chunks and why do they improve readability?

Chunks are short blocks of information, structured to make reading on screen easier. They improve UX, reduce cognitive fatigue, and help both the user and the algorithm to better understand the content.

22. How do you write an effective meta description?

It must summarize the content clearly, use a consistent tone, and encourage clicks. It should not only be descriptive, but also communicative. A good meta description can make all the difference in CTR.

23. How can you avoid overwriting or redundant writing?

By planning your content before writing, using a consistent structure, reviewing your text to cut out the superfluous, and relying on data to understand what really needs to be said (and what doesn’t).

24. Is SEO copywriting also useful for social media?

Yes, although with different rules. Well-written social media content can be optimized for internal search (TikTok, Instagram, YouTube) and reflect semantic consistency, branding, and tone of voice. The key concept is: even on social media, writing must be strategic.

25. How do you write multi-channel content?

By writing modular, consistent texts that can be adapted to different contexts: a blog can become a carousel, an email, or a video script. You need to design content with reuse and transformation in mind.

26. How do you adapt your tone of voice to suit the format?

Each format has its own language. An informative guide requires clarity and depth, a product sheet requires precision and conciseness, a landing page requires persuasion and reassurance. But the brand’s tone must remain recognizable everywhere.

27. What is E-E-A-T and how do you demonstrate it in a text?

It stands for Experience, Expertise, Authoritativeness, Trustworthiness. It is a criterion used by Google to evaluate content quality. It is demonstrated through an expert but readable style, the inclusion of data, quotes, sources, clear biographies, and a voice consistent with the brand identity.

28. What is the role of E-E-A-T in SEO copywriting?

The E-E-A-T framework guides the perception of reliability. In editorial practice, EEAT manifests itself in clear biographies, source citations, verifiable data, competent language, and presence in relevant contexts. All of this applies to every type of website, including sales: EEAT for e-commerce means working to make Google understand that you really matter in the market.

29. How do you write an effective SEO product description?

You need clarity, conciseness, and semantic precision. The information must be useful and structured (features, benefits, how to use). Avoid “standard text” for all variants. Optimize the title, description, and image alt text, and leverage the product’s entity to position it better.

30. How can you get started with SEO copywriting?

You need a foundation in writing, training in SEO logic, the ability to analyze data, and a strong strategic orientation. The rest is built through practice, feedback, and constant updating.

31. What does an SEO copywriter do today?

They study users and their intentions, analyze SERPs, design content structure, write persuasively and strategically, technically optimize texts, and measure results. They are cross-functional professionals, capable of combining data, creativity, branding, and performance.

32. Is SEO copywriting still necessary in the age of AI?

Yes, more than ever. Today, the difference is made by quality, strategic intelligence, and the ability to write texts that work for both humans and algorithms. AI can help, but critical thinking and conscious writing remain central.

33. How can artificial intelligence be used to write better?

AI can assist with brainstorming, draft generation, and stylistic or semantic suggestions. However, it must be guided with effective prompts and supervised to maintain tone, accuracy, and consistency with the brand.

34. How does SEOZoom’s AI Writer work?

It is an integrated tool that helps generate optimized texts based on intent, keywords, and sources. It does not replace the copywriter, but it speeds up the work and assists in building relevant and well-structured content.

35. How do you write a text that AI Overview will also like?

AI Overview tends to “extract” paragraphs that respond in a direct, simple, and informative way. Use the inverted pyramid technique, bulleted lists when necessary, explicit definitions, and short paragraphs. But don’t oversimplify: AI also evaluates context and depth.

36. How do you measure the success of SEO content?

Ranking is not enough. You need data on CTR, reading time, scrolling, conversions, and presence in AI Overviews. The real impact is measured in terms of effectiveness in generating actions, recognition, and trust.

37. What are the most useful KPIs for SEO copywriting?

• Visibility: position, impressions, AI Rank
• Engagement: time spent on site, bounce rate, scrolling
• Business: leads, sales, branded search

Measuring all of this allows you to understand what to improve and what to replicate.

38. Can SEO copywriting increase conversions?

Yes, if written methodically. Good text guides, reassures, and convinces. If well structured and optimized, it intercepts the right traffic, answers questions, builds trust, and facilitates action. SEO copywriting is a performance accelerator, not just a visibility accelerator.