There’s a myth that SEO copywriting means cramming as many keywords as possible into your content until it reads like it was written by a malfunctioning chatbot. That’s not SEO — that’s sabotage.
Good SEO copywriting is about creating content that serves real people first and search engines second. Here’s how to do it right.
Understand Search Intent
Before you write anything, ask: “What is someone actually looking for when they type this into Google?”
There are four types of search intent:
- Informational: “How to write a blog post” — they want to learn
- Navigational: “Mailchimp login” — they want a specific page
- Commercial: “Best copywriting services for small business” — they’re comparing options
- Transactional: “Hire a copywriter” — they’re ready to buy
Match your content to the intent. If someone’s looking for information, give them a thorough, helpful article — not a sales page.
Use Keywords Naturally
Yes, keywords still matter. But the days of repeating “best copywriter London” seventeen times in a 500-word article are long gone.
Here’s the modern approach:
- Choose one primary keyword per page
- Include it in your title, first paragraph, and one or two subheadings
- Use related terms and synonyms throughout (Google understands context)
- Write naturally — if a keyword feels forced, rephrase it
Google’s algorithms are sophisticated enough to understand what your page is about without you beating them over the head with it.
Write Headlines That Earn Clicks
Your title tag is the first thing people see in search results. It needs to be compelling enough to click on — not just keyword-optimized.
A good SEO headline:
- Includes your primary keyword (ideally near the beginning)
- Promises a clear benefit or answers a question
- Stays under 60 characters so it doesn’t get cut off
- Stands out from the other results on the page
Structure Your Content for Humans and Bots
Search engines love well-structured content. So do readers. Use:
- H2 and H3 tags for clear section breaks
- Short paragraphs (2-3 sentences)
- Bullet points and numbered lists for scannable information
- Internal links to other relevant pages on your site
- A clear introduction that tells readers what they’ll learn
This structure helps Google understand your content hierarchy and helps readers find what they need fast.
Write Meta Descriptions That Sell
Your meta description is the short blurb under your title in search results. Google doesn’t use it as a ranking factor, but it directly affects whether people click through to your site.
Keep it under 155 characters, include your keyword, and write it like a mini ad. What will the reader get from clicking? Tell them.
Focus on Quality and Depth
Thin, surface-level content doesn’t rank anymore. Google rewards pages that thoroughly cover a topic and genuinely help the reader.
That doesn’t mean every post needs to be 3,000 words. It means every post should fully answer the question it promises to answer. No fluff, no filler — just useful, well-organized information.
The Real Secret
The best SEO strategy is simple: write content that people actually want to read and share. If your content is genuinely helpful, the rankings will follow.
Want SEO-optimized content that doesn’t sound like it was written by a keyword-stuffing machine? That’s literally what we do.