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jsem@patrikpilous.cz
Balancing message and findability
SEO copywriting: key text optimisation
SEO copywriting is a term I am not very fond of, but it is still widely requested and used on the market. Clients often imagine that magical SEO texts and SEO articles will guarantee them traffic and sales. Rather than focusing on SEO copywriting, I recommend that the copywriter writing your website or articles knows the basics of SEO and works with a website architecture correctly set up by an SEO consultant. They should certainly respect the brand and the communication strategy. What I offer:
- I work with several excellent copywriters who know SEO
- I provide these copywriters with all the materials and information
- I manage their process and the expert side so that the result is excellent
References
What is behind SEO copywriting?
In 2024, the definition of this term is changing significantly. Search engines have come very close to the behaviour of users themselves, so there is no need to create pages specifically for Google or Seznam (Czech search engine). AI is increasingly permeating search results, and the engine itself is changing. Market needs are very different from a few years ago. On the other hand, search engines themselves recognise and reward content that is valuable, authentic, original and created for people.
It is important that you as clients have a logically and correctly broken down website structure. This is mainly the work of the SEO consultant and the client. The copywriter then simply fills this structure, but good SEO copywriters come up with insights along the way that can change the structure further. The basic rule is that each page should target exactly one topic and have one goal. Or it should be a hub page. And then the copywriter comes on stage.
Copywriting sells!
What is the essence of commercial copywriting? To sell! Copywriting is the art and science of creating content with words that persuade the reader or end user to buy a product, sign up to a list, try a product or take some other action. And it does not even have to be an action. The goal can simply be to lodge yourself in the user’s memory structure, ideally linked to the relevant category. Coca-Cola has spent years using advertising to build an association with Christmas.
A copywriter is someone who understands people, knows what their audience likes and chooses words that will appeal to them. A great copywriter is also a great marketer. The headline, words, phrases, sentences and paragraphs used in the content must persuade the reader and prompt them to take a certain action. And now the added value of an SEO copywriter. An SEO copywriter also understands how Google treats certain words and phrases, especially long-tail phrases. And they understand full-text search. Personally, I prefer creative copywriters who understand SEO logic to SEO people with no feel for text.
SEO copywriting
So why do SEO copywriting and SEO-friendly content still have their place? You still need to define the main topics of your pages and the areas the content will revolve around. It is more about executing the website architecture and creating quality content. I still often come across landing pages for various services where it is not stated explicitly even once what the service is. Or there are 8 services and a single landing page for all of them. An SEO copywriter should spot this too and point it out.
In the name of creativity, texts are written that do not use the vocabulary of the topic. On the other hand, it is even worse when someone thinks SEO copywriting means filling in the fields of various SEO plugins in content management systems such as WordPress and writing meta descriptions.
Synergy
Synergy. Website copywriting should be more of a synergy than a compromise between a sales or brand message and plainly naming things. I have seen beautiful brand landing pages that customers could only reach through campaigns. And I have also seen horribly long, non-converting SEO copy landing pages that relevant users did reach, but the page did not convert them into customers. You need to take only the good from both approaches and combine them.
SEO copywriting also has two branches. The first focuses on creating content for the client’s website, and the second focuses on external outputs, most often connected with link building. I do link building for most of my clients, and as a link builder I save costs by passing work on to the copywriters I work with, while I keep an eye on the necessary requirements.
SEO copywriting is a skill that will help your copywriter (or your whole marketing team) understand the subject better and more comprehensively and cover another channel. On the other hand, it is not a leading skill that should shape the creation of landing pages or articles. These things should be determined by a marketing strategist, and the SEO copywriter should know the client’s strategy, message and USP. They should not just mindlessly put keywords wherever their focus tells them to. If you are interested in connecting strategy, website architecture and effective copy, get in touch using the form below.
If you are not sure whether you are creating good content and have quality copywriting, you can try writing to me, or try an SEO audit or SEO analysis, where I also cover this.
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