SEO copywriting is a type of freelance writing for products, websites, and other online content but with the behavior of search engines in mind. It’s where well-written copy meets strategic keyword placement to charm your readers and woo search engines like Google.
For freelance writers, doing this well isn’t just a skill—it’s your golden ticket to attracting the best clients, securing projects, and ensuring your content ranks well in search results.
But how do you juggle writing for algorithms and actual humans without dropping the ball? That’s a good question and all part of the craft of content writing. It’s all about proper keyword research, search intent, and content structure. It’s no good just to include a keyword anywhere. It has to be strategically placed to work.
If you want to learn more about writing for SEO, I will cover the basics, how to do the research, and the tools to use, and I will share a few tips on pulling it off like a pro. I’ll teach you how to write for both robots and humans without sacrificing your creative flair. So, let’s get to it before Google changes its algorithm again!
What Are the Basics of SEO?
SEO, or search engine optimization, is about crafting content to be visible and appealing to search engines. The basics of SEO are finding out what users are searching for, pulling the keywords from that, and strategically placing them within your content so that the search engine can read and understand your content and place it accordingly in the search results.
SEO copywriting stands at the crossroads of creating copy for people and algorithms. It aims to produce excellent content that ranks well and resonates with readers. It’s a balancing act between adhering to SEO best practices and maintaining the human touch in your writing because you need both!
If you write a great article about how to train a puppy and you use proper SEO tactics, when people head to Google and type “how to train a puppy,” there’s a good chance your article will appear at the top of the results. That’s what it’s all about: training the search engine to actually understand the information so that it knows where, when, and who to show it to.
How Do You Research and Integrate Keywords?
Researching for the best keywords for your content isn’t a one-way street. There are several effective ways to collect the right keywords and phrases for your content.
Keyword Research Tools
Google’s Keyword Planner and others, like SEMrush, are used by most content creators to find effective and trending keywords. Both free and paid tools can help you optimize your writing before you publish or submit it. These tools are like treasure maps, guiding you to the terms your audience is searching for so that you can build content around them.
Natural Keyword Integration
Don’t rely 100% on digital tools and robots to tell you which words to weave into your content. Most keywords should read as if they were meant to be there. Sometimes, these tools will give you words or phrases that are ungrammatical or don’t make sense, no matter the context of the sentence. As a keen writer, it’s up to you to tweak them to fit and sound natural.
Definitely avoid keyword stuffing—Google’s not a fan, and neither are your readers. Instead, aim for a natural flow that enhances readability.
I once had a client insist that I find a way to work the same two keywords into a thousand-word article over thirty times. That’s just absolutely ridiculous; no one wants to read a short article with the same word repeated over and over in every paragraph. This is a clear example of trusting the digital tools too much.
Targeting Long-Tail Keywords
Long-tail keywords are the golden nuggets of SEO copywriting. They’re more specific and less competitive, which can help you carve out a niche faster and easier and attract a targeted audience looking for exactly what you offer.
To give you an example, let’s stick with the topic of puppy training. A few keywords might be puppy, training, puppies, dogs, etc. But a few long-tail keywords might look like puppy training tips, how to train a puppy, and why won’t my puppy listen.
These are usually questions people are already flocking to Google to find answers to. If your content is helpful and gives them the exact answers they need, then using the right keywords—long-tail and short—will help them find your article.
How Do You Write Compelling SEO Copy?
I always say that if you can strike a balance between including keywords and writing naturally, then you’re golden. But here are a few more tips for writing compelling SEO copy.
Headlines That Hook and Accurately Reflect the Content
Headlines, which can be the titles of articles or headings within them breaking up the written content, serve as your first impressions; they need to be amazing. Make it count by crafting headlines that promise value and deliver on that promise within your content. Never use a misleading title for content just because it hits a certain keyword.
Persuasive Writing Techniques
Yes, you need to always have SEO in mind, but your main goal is to engage and convince your readers. Use persuasive writing techniques that encourage readers to take action, whether it’s subscribing, buying, or simply engaging with more content. You can do this with FOMO (fear of missing out), connecting with them on a personal level, or sharing how X helped Y in real life.
Calls-to-Action (CTAs)
Match up your CTAs with search intent. If your audience is looking to learn, guide them to more information. If they’re ready to buy, make the purchase process straightforward and impossible to resist.
What Is SEO-Friendly Formatting?
That’s right. Great content writing goes beyond the words themselves. You must also know how to place, arrange, and present them visually.
Headings and Hierarchy
No one wants to read a massive, long wall of text. It’s boring, doesn’t engage, and definitely won’t keep readers reading to the end. Organize your content with H2, H3, and H4 headings that help readers and search engines understand the structure of your information.
This creates what we call “scanability” or “scrollability” so that Google can quickly assess what the content includes, and readers can scan or scroll to find quick answers and info.
Lists, Short Paragraphs, and Readability
Continuing on with scanability and scrollability, you should also break up the text with lists, bullet points, bolded words, and short paragraphs to make it quick and easy to digest. This will enhance readability and keep readers engaged to the end, where they’ll find your CTA.
Image Optimization
We can’t forget about the visuals! Use alt text and descriptive file names to ensure images contribute to your SEO efforts. This involves properly naming all images, figures, graphics, and videos with keywords and descriptions. When you add them to your content, search engines can see this hidden SEO and factor it into the value of your content.
Table of Contents
A table of contents can vastly improve the user’s experience and help search engines understand the most important parts of your content upfront.
What Are Some Freelance-Specific Tips?
If you want to break into freelance content and copywriting with a focus on SEO copywriting, here are a few tips to get you started.
Pitching SEO Copywriting as a Valuable Service
When bidding on gigs, highlight the dual benefits of engaging copy that also performs well in search rankings. Experienced clients will be looking for this, and newbies will be impressed by your knowledge and skills in SEO.
Setting Rates and Structuring Projects
Basic copywriting is less involved because the client often provides all the SEO work in the brief. But if you’re pitching yourself as an SEO copywriter, consider the research and expertise that go into SEO copywriting when setting your rates. Be transparent with clients about your service and what they’ll get.
Resources for Continuous Learning
SEO is always evolving; the industry and search engines change almost daily now. So, staying ahead means continuously reading, learning, networking, and growing. Read SEO blogs, participate in webinars, follow professionals on social media, and engage with the SEO community to keep your skills sharp.
Are You Ready to Become an SEO Copywriter?
SEO copywriting is a must-have skill in the freelance world these days. It’s an essential part of the freelance writing landscape that bridges the huge gap between creativity and technicality.
Learning and mastering SEO content writing will level up your writing portfolio, open doors to new opportunities, and help your content make an impact online.
Just always remember you’re writing for search engines and for people. Find the balance, and you’re all set! I hope my guide helped explain what SEO copywriting is and what it entails. For more helpful tips and tools to make it as a freelance writer, check out our other guides here on the site!