What is SEO Copywriting? And How Can It Grow Your Business?

If you’re a service-based business owner wondering how to attract more clients online, you’ve likely come across terms like SEO (search engine optimisation), copywriting, and content marketing. But what is SEO copywriting, and how can it help your business grow? Read on to find out.

What is SEO Copywriting?

SEO copywriting is a form of written online content that speaks to your ideal audience AND search engines like Google. From the main pages of your website like ‘home’ and ‘services’ to blog posts, this form of copywriting is not just about compelling copy on a page; it’s infused with keywords that are designed to help your website rank higher in search engine results pages (SERPs).

For example, by incorporating keyword phrases relevant to your business and service—like “What is SEO Copywriting?”—an SEO copywriter like me can make your website more findable by your potential customers on Google.

When done well, SEO copywriting can grow your business by:

• Driving more organic traffic: Higher rankings (like being on page 1 of Google) mean more people find your website when searching for your services.
• Building authority: Quality content answers your audience’s questions, positioning you as a go-to expert in your field.
• Growing the know, like and trust factor: Not everyone who finds your website is ready to buy your services or products immediately. So, informative, educational and authentic copy (like what you can find on an About page or in blog posts) nurtures potential clients until they are ready to take action.
• Increasing conversions: Some website visitors may be ready to buy now. SEO copywriting can help increase conversions by encouraging enquiries, bookings and purchases by having the right keywords on your website that support this action.

SEO copywriting makes your website work harder for your business 24/7, so you can get enquiries or make sales while you sleep.

What are the SEO Copywriting Basics?

Before diving into strategies, let’s cover the basics of SEO copywriting. Here’s what you need to know:

1. Keywords

Keywords are the terms and phrases your audience types into search engines like Google to find services like yours. For example, if you’re a personal trainer, your audience might search for phrases like “personal trainer Sydney” or “best personal trainer North Sydney.”

There are short-tail keywords and long-tail keywords. Short-tail keywords are broad search terms, just a couple of words long, like “real estate” or “interior designer.” Because they are commonly searched and have a high search volume, they can be very competitive and challenging for a business to rank highly for. Their broadness can also make search intent unclear. For example, do you want to be an interior designer, or are you looking for an interior designer?

Long-tail keywords tend to be more specific and contain three or more words. Such as “affordable plumber in Sydney” and “Buyer’s Agent in Brisbane.” Fewer people search for these terms than short-tail keywords. Long-tail keywords have a more precise action in mind and are easier to rank higher for because they serve a smaller audience. (A person searching for an “affordable plumber in Sydney” will likely be in the comparison stage and close to booking a plumbing service.)

As an SEO copywriter, I weave the relevant keyword phrases into my client’s website pages in a way that’s natural and helpful to both people and search engines.

2. User intent

Successful SEO copywriting focuses on what your audience wants. Are they looking for information, comparing services, or ready to buy? You can tailor your content to suit the different user needs. For example, someone searching for information is likely well served by keyword phrases based on frequently asked questions or educational content like what you would find on a FAQ page or in a blog post.

3. Quality over quality

Gone are the days of stuffing keywords into low-value content. Search engines prioritise user experience, so your copy needs to be helpful, clear, and relevant.

4. On-page optimisation

On-page optimisation in SEO copywriting includes elements like headings, meta descriptions, internal and external links, URLs and image alt text—all opportunities to integrate keywords and improve your website’s visibility to search engines.

How do you do SEO Copywriting?

SEO copywriting might sound complex, but with the right approach, it’s achievable. Here’s a step-by-step guide of how I tackle an SEO content project:

1. Start with keyword research: Tools like Google Keyword Planner or Ubersuggest can help you identify keywords your audience is searching for. Focus on terms with a balance of good search volume and low competition.
2. Understand your audience: Who are your ideal clients? What problems are they facing? The more you know about them, the better your copy will resonate.
3. Create content that adds value: Write blog posts, service pages, or FAQs that answer questions, solve problems, or provide insights your audience will find useful.
4. Optimise your content: Incorporate your primary keywords naturally throughout your on-page copy. Use them in your title tags, meta descriptions, headings, subheadings, images and the first 100 words of your copy.
5. Add calls to action (CTAs): End your copy with clear instructions on what the reader should do next, such as “Contact us for a free quote” or “Subscribe to our email list for more tips.”
6. Review and refine: SEO is an ongoing process. Regularly update your content and monitor its performance using tools like Google Analytics and Google Search Console.

What are the SEO copywriting best practices?

To ensure your SEO copywriting delivers the best results, keep these best practices in mind:

• Write for humans first, search engines second: Always prioritise readability and value for your audience. Keywords should fit naturally into your copy and not sound jarring.
• Keep it simple: Avoid industry jargon that might confuse your readers. Write in a conversational tone that’s easy to understand.
• Use short sentences and paragraphs: This improves readability, especially for mobile users.
• Structure your content for scannability: Use headings, bullet points, and numbered lists to break up text and make it scannable.
• Include internal and external links: Link to other relevant pages on your website and credible external sources to enhance your content’s authority.
• Don’t forget accessibility: Not everyone reads online content in the same way. Make your website copy easy for people with disabilities to understand by using contextualised links and image alt text so screen readers can easily read your content.

What do SEO copywriters do?

As an SEO Copywriter, I wear many hats. Writing website content is not just about writing persuasive and purposeful words to attract, nurture and convert an audience. I also need to factor in best SEO practices so my client’s content can have a high chance of ranking well for specific keywords and converting. This will help drive more of their ideal customers to their website, improve their visibility and bring their business increased leads and revenue. Read my blog post on 5 key copywriting elements of a high-converting website.

Here’s what I do as an SEO Copywriter:

• Client briefing session: Before starting any website or blog project, I have an in-depth briefing session with my client. This helps me find out their business goals, the results they want their website pages or blog content to achieve, the current state of their website, who their competitors are, their industry, USP, services, challenges etc. This comprehensive briefing helps me get all the information I need to understand a client’s business and determine what I need to do to make them stand out from their competition.
• Competitor analysis: I take a deep dive into your competitor’s online presence to identify what’s working (or not working) in your industry so your website copy can be the best it can be.
• Keyword research: I dedicate hours to thorough keyword research, pinpointing the phrases that offer the greatest chance of boosting your website’s rankings in search engine results. I also determine the best places to incorporate these keywords into your content to maximise their effectiveness.
• Writing your content: I write your web content to appeal to your ideal clients by addressing their problems, questions or challenges and offering a solution – your services. This is the part where I craft copy that’s all about people rather than search engines.
• On-page optimisation: While writing your copy for your ideal client, I am looking for ways to naturally incorporate my selected keywords into your content. This includes writing title tags and meta descriptions, weaving keywords into headers and copy on the page, and writing image titles and alt text that you can pass to your web developer to implement. See here for my Ultimate Guide to Writing Website Content.
• Giving my clients the tools they need to succeed: I believe in educating my clients so they understand the basics of SEO. This includes giving them a supporting document that outlines all the on-page SEO factors I weaved into their copy. I provide lots of technical information that they can pass on to their web designer/developer so they can successfully carry out the technical SEO aspects of the website. Plus, I include information on local SEO (local keywords and how to use Google Business Profile) and off-page SEO, like building backlinks to increase your domain authority.

As an SEO copywriter, I’m just one piece of the SEO pie, so I arm you with the information you need to keep improving your website’s SEO in the future.

How to choose the best SEO copywriter for your business?

Choosing the right SEO copywriter can save you time and ensure your content delivers results. Keep in mind that not all website copywriters specialise in SEO, so it’s important to ask about their experience with SEO before making your decision.

Unfortunately, I’ve had situations where clients come to me thinking their website has been optimised for SEO by their website developer or previous copywriter, but they aren’t getting any traffic. And I see they don’t have critical on-page SEO elements like keywords, title tags, meta descriptions or image optimisation, for starters.

That’s why it’s important to work with an SEO copywriter when outsourcing your website content so your website has a better chance of ranking higher on Google and attracting your ideal clients.

Here are some other considerations:

• Choose someone with testimonials and examples of websites they have worked on if experience and proven expertise are vital to you.
• A good SEO copywriter will take the time to understand your business and tailor their strategy to your goals. So, choose an SEO copywriter who asks many questions and takes the time to understand all the intricacies of your business.
• A great SEO copywriter will educate you as they work with you. SEO shouldn’t be a secret science only the “experts” can decipher. I truly believe that every business owner should learn the fundamentals of SEO – even if it’s just enough to know what you need to look for in an SEO provider.
• SEO is a marathon, not a sprint. It can take months to see results and it requires a long-term strategy. So, work with someone who can give you the tools you need to understand the next steps.

Why work with an SEO Copywriter like me?

While learning SEO copywriting as a business owner is possible, you might not have the time or inclination to do so. As an experienced SEO copywriter in Sydney, I help service-based business owners like you attract more website traffic, nurture potential clients, and convert them into loyal customers—all while saving you time and stress.

I’ve seen business owners spend thousands of dollars monthly on paid Google ads and confusing reports from SEO agencies. But as soon as they stop working with the agency, their website traffic disappears. Why? Because their website wasn’t set up with on-page SEO to attract organic traffic. On-page SEO is crucial for generating consistent, ongoing traffic to your website—without relying on ads or agencies.

I love using my SEO copywriting skills to help my clients rank higher on Google and get more enquiries and bookings without them needing to pay for expensive ads. I’m passionate about using my skills to help clients attract organic traffic by setting their website up with a solid on-page SEO foundation. I also love educating my clients on the best SEO copywriting practices so they can feel empowered and confident using SEO as a marketing strategy in their business.

Final thoughts

Now that you know what SEO copywriting is and how it can grow your business, it’s time to put this knowledge into action. Whether you’re ready to dive into SEO yourself or prefer to hire an expert, the right SEO strategy can transform your online presence.

Need help with SEO copywriting for a brand new website or refreshing your current website so it pleases your ideal audience and Google? Let’s chat!

I’ll work with you to create content that brings in more traffic, nurtures your audience, and gets you more enquiries. Check out my website SEO copywriting services, or contact me today to get started.