What is SEO Copywriting?

SEO copywriting is more than just placing the keywords into content; search engines want to see a content that’s authoritative – one that addresses your user’s problems and stands out from the rest.

If you want to build your blog audience, you should get smarter with your content. One great way to do so is by understanding the basics of SEO copywriting. Working with the best SEO copywriting expert is another.

One of the biggest challenges that inexperienced content marketers and bloggers face is coming up with content that’s search engine optimised, yet still appeals to people.

Good news is that SEO isn’t rocket science; it isn’t as complicated as you thought. Once you understand that people come first, then search algorithms, you’ve solved the million-dollar puzzle. That’s why your aim should always be to write content that appeals to the end-user (readers, clients, customers, prospects, etc.), and is geared to address a particular problem.

But how do you create content that accomplishes those goals; one that persuades people and also ranks well in search engine pages like Google, Yahoo and Bing? Well, that my friend, is what SEO copywriting is all about, and I’m here to help you demystify the otherwise very misunderstood topic.

This article will cover:

  • Understanding SEO
  • Understanding copywriting
  • The Meaning of SEO Copywriting
  • Elements of SEO Copywriting

Are you ready? Let’s jump right in.

Understanding SEO

What is SEO?

SEO, (Search Engine Optimization) is the practice of increasing the quality and quantity of people visiting your website through organic search engine results.

Think of it this way;

When you type a question or a phrase into a search engine and hit enter, what comes on display is a list of search results that relate to your search term. You’ll also realise that there are subsequent pages. What makes a page stand out from the rest, or list ahead of others that target similar keyword is SEO.

How does that work?

Search engines have crawlers, which go out and collect information about all content on the Internet. The crawler relays back the data to the search engine to build an index. Then, the index goes through an algorithm that works to match all the information with the phrase or query that you keyed in.

Some aspects influence the search engine’s algorithm. Have a look at how a group of SEO professionals ranked their importance:

According to Redevolution, search engines rank pages based on how authoritative or relevant they are in an attempt to enhance the experience of users. In case you’re wondering how they gauge the relevance and authority:

Authority is a measure of quality and quantity of inbound links to a site as well as its structure and technical performance. You’ll earn a higher authority by having a website that’s better-functioning, like one that loads quickly, has an optimised internal navigation structure and that’s responsive (can be used on any device).

The relevance of a page is established through content analysis – which goes beyond finding a page with the keyword you’re searching for. It’s about how and where you use given words in the entire content piece.

The O part of SEO means optimisation. It takes numerous forms and can be anything from ensuring both the meta descriptions and title tags are informative and of the right length to direct internal links to relevant pages within your website.

All said and done; quality is the #1 ranking factor in SEO copywriting and search engine optimisation.

Note: If you are entirely new to the Search Engine Optimization topic, but still want to your site rank, you may consider working with an SEO content expert in Nairobi to help get things going. It’s also a great way to free up your time so that you can focus on other things.

What is Copywriting?

Copywriting features top on the list of the most crucial components of effective online marketing. It’s the art of strategically presenting words (verbal or written), which calls people to some action that benefits you. This includes downloading a free eBook, purchase something, follow up on service and more.

You know the radio advertisement you just listened to before the lunchtime news? A copywriter wrote the commercial script.

How about the valuable information you just read on the website you visited? A freelance SEO copywriter did that too.

Copywriting is done with intent to promote a business, a product, an idea, or a person. The copywriter leverages their industry knowledge and understanding of the audience to keenly select, customise, construct, and edit words in a way that nudges the reader to take specific and measurable action.

Copywriters are well versed with the phrases, terms, and wordings that are Google, Bing and Yahoo friendly, and will incorporate those throughout their work to optimise the page.

What is SEO Copywriting and why is it Important?

Search engine optimisation copywriting is an online writing form that

  • Features keyphrases and keywords that your target audience types into a search box while trying to find information
  • Drives qualified traffic
  • Helps content rank higher on Google, Yahoo, Bing

To cut to the chase, SEO copywriting is superior writing. When handled by a freelance writer in Nairobi who understands what she is doing, the content will be worded correctly to drive the intended purpose.

Unlike traditional copywriting, SEO writing contains keyphrases. For example, [Freelance Writing Services] is a keyphrase and one that people are likely to search.

When trying to get answers to our questions, what do we do? We type keyphrases into Google’s search box.

SEO copywriting is more than just placing in the keywords into content; search engines want to see a content that’s authoritative, one that addresses your user’s problems and stands out from the rest.

Elements of SEO Copywriting

Although SEO keeps changing, being adaptable enables you to stay in control and continue to produce content even in the steepest SEO landscape.

When you create unique content and make it possible to find, then it’s highly likely that you’ll command traffic to your site.

Here are the 5 essential elements of SEO Copywriting


How exciting or catchy your headline determines whether a person will read the entire content.

In SEO copywriting, your title should attract the attention of the traffic, and prompt them to click and read the content.

If you feature among the top 10 in Google and have an attractive and clickable heading, it doesn’t matter whether you rank #1 or #6, you’ll still get organic visitors to your site.

An excellent way to attain this is by use of numbers; sites like Upworthy, Mashable, BusinessWeek, and Inc all incorporate numbers into their headlines, and the results are overwhelming.

Other headline preferences include Reader addressing, how-tos, and questions.

Have a look at some examples of user-friendly and optimised headlines in the:

Fitness industry

  • 6 Workout Tips for Losing Baby Fat
  • Best Way to Keep Fit on a Tight Working Schedule

Small Business

  • 10 Small Business Trends That Will Boost Your Profits Margins
  • 5 Ways Freelance Writing Services can Help you Stand out


  • 5 Proven Ways To Get Your Ex-Girlfriend Back
  • What Does It Take to Win a Man’s Heart?
Keyword Frequency

Keyword frequency is how often you use your targeted keywords on a given webpage and serves as an essential aspect when trying to rank for a keyword organically. If your keyword frequency is too high, search engines get a negative signal, and this may bring harm to your website, but if it’s too low, you’ll also have troubles ranking against other sites using the similar keyword, unless the competition is meagre.

So, what’s a suitable keyword frequency?

Many SEO experts consent to the fact that a keyword shouldn’t pop up more than once per 200 words of copy. This is also inclusive of close variations of the keyword, like “men’s clothes” is a variant of the keyword “men’s attire.” Even though they appear different, they mean the same thing, so try spacing them the way you would with multiple occurrences of the similar keyword.

Meta Content

Meta descriptions and titles help searchers and search engines to understand what your topic is and why targeted keyphrases and keywords keep popping into the content. Missing out on this is enormous.

It’s unclear whether the keywords and phrases in your meta description impact rank, but this isn’t the point. Including the keywords and precisely summarising the page reassures searchers that your content has the answer to whatever it is they’re looking for.

To get most out of it, max out your character limit, don’t overdo it – don’t go past the max. Recently, Google made some changes to the meta content; it increased the length allowances for both its meta description and meta title to 100 characters and 70-71 characters per line.

What this means is you now have some additional space to include more descriptors, an extra keyword and even your address or phone number if you’re catering to local customers.

The meta content should intelligently flow naturally, not spammy. Incorporate keyphrases and words that your page is targeting, but also ensure it’s a compelling description that someone would want to click. Above all, it should match the content on that page, but different from the description of other pages.

Write for Readers, not Search Engines

I couldn’t emphasise this more. One of the essential SEO copywriting tips is to create content that people want to read. Failure to do so means you’ll never realise full ROI out of your content –regardless of how well it ranks. If it’s unintelligible, people are going to bounce off to your competitors.

Writing for readers is the way to go, but keep in mind that readers might not even discover you if our content is not written in a language that search engines understand.

Google’s AI system is designed to cater to millions of searches every day, so writing a naturally flowing content with keywords, and phrases that traffic uses when looking for information will go a long way in bringing you to the front.


Content in itself is an important aspect of SEO copywriting. Of the many reasons people search the internet, one is they’re trying to find useful content. Search engines, on the other hand, feed on fresh SEO content. This is why you have to update unique and quality content on your site frequently.

For reader-friendliness and search optimisation purposes, what you write should consistently be superior and around the subject matter of the intended keywords and phrases. However, be keen to avoid over-optimisation or stuffing keywords.

Brief or shallow content finds it very hard to rank higher than one that’s more substantial. Although it’s debatable what the content body length should be, a typical article or blog post should have a minimum of 500 words.

You may also find it beneficial to include the keyword phrase in a bulleted list, or bold its first occurrence.

Internal Links

Page linking is a dominant SEO strategy for websites. It refers to any links from a specified page on a domain that directs a user to another page in the same domain. This can be anything from the navigation that appears on top of pages to links within blogs to related content.

Why is internal linking important anyway?

Well, internal linking is one of the ways that you can use to tell visitors and Google that a given page of content is important. It helps you fill the ‘authority gap’ between your most valuable content and most link-worthy content.

Other reasons include

Helping Google crawl to the site – Internal links in the category and tag pages, as well as internal links in articles, helps search engines to index your page more efficiently.

Helping you enhance your ranking for specific keywords- if you want a page to rank for ‘freelance writing services’ and you have a page containing that, then you can point traffic to the page using the relevant anchor text. This way, Google gets the signal that the page is related to searchers typing in that phrase.

Offering your audience with more reading options – If you’re writing about a product or services, and have written other great posts that are more detailed around a given solution, you can link back to it. This way, your reader gets contexts while you promote your older content.

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