SEO copywriting: ultimate guide to strategy writing [2024]

SEO copywriting is a discipline that is positioned at the intersection of creative writing and technical analysis: it is a process that goes beyond simple text production and requires a very broad set of skills, because an SEO content must not only be informative and of quality for readers, but also designed and structured in such a way as to be recognized by search engines as relevant for certain keywords. And while it is true that over time the phrase “SEO writing” has become synonymous with writing of very low quality, it is undeniable, however, that “real” SEO copywriting is still important, and indeed takes on even more centrality after the introduction of Google’s Helpful Content System, which was created to prioritize content written “by people for people” and downgrade those who are only trying to please the search engines and gain visibility positions in SERPs, without utility for users. Our guide will therefore try to analyze what SEO copywriting means today, what are the basics of result-oriented writing, and what tools are useful to support the SEO copywriter’s daily work.

What SEO copywriting is (or what it should be)

SEO copywriting is a set of techniques and skills needed to write optimized text for a website, with the goal of intercepting the right audience at the right time in the right place. If we want to put it another way, it is the practice of writing online content that is optimized for search engines, but at the same time can offer added value to the reader.

An SEO copywriter must therefore have a double vision: on the one hand, he or she must maintain clear and accessible language for the reader, and on the other hand, he or she must understand and apply SEO techniques to improve the online visibility of the content.