If you are reading this article, you are probably already familiar with the concept of search engine optimisation. But do you know why SEO copywriting is so important for the success of your website and how to do it right?
The top 3 positions in organic search results together drive an average of ~68-70% clicks - so it's critical that website copywriting is SEO-aware from the design stage. [SEO Sherpa, 2025]
However, creating the right search engine optimised content can sometimes be a challenge for even the most skilled marketing copywriter.
That's why in this article we've put together some practical tips and tricks to help you better understand what makes SEO text work.
What is SEO copywriting?
The three pillars of search engine optimisation are technical SEO, off-site (or off-page) SEO, and on-site (or on-page) SEO, the latter of which focuses primarily on the content of the website - and this is where the SEO-based approach to marketing copywriting comes in.
You may not have thought about how much textual content you see when you visit a website:
- Main page text
- Service page descriptions
- Product page texts
- Blog articles, news
All the text content on these platforms can - and should - be search engine optimised. Whichever category you look at, the rules are almost the same, but perhaps the most complex task is to create a high-quality SEO blog.
It is true that SEO articles are not PR articles, but they are not just keyword-stuffed, low-quality text content either!
When creating good quality SEO content, both user and search engine considerations come into play.
The average CTR for Google position 1 is ~27.6%, and position 1 gets ~74.5% more clicks compared to position 2 - SEO article quality is a strategic issue. [Source: Backlinko, 2023]
So, in SEO copywriting, it's the job of the copywriter to produce content that is readable and informative for visitors, while also being relevant and credible to Google.
The following is a summary of the aspects to keep in mind when writing search engine optimisation copy.
Here's what you need to know about SEO copywriting:
- An SEO article is not the same as a PR article; the aim is value and relevance.
- The creative writer harmonises readability and search signals.
- SEO principles apply to all types of content.
Keyword research - The basics of SEO copywriting
SEO copywriting starts with the keyword research step. In order for Google's search engine to be able to interpret, rank and compare your content to other similar content, it is important that it can determine exactly what the text is about.
To do this, it is crucial that your site has content that is easily identifiable by the search engine.
And this is where the key words come in:
- Finding and inserting relevant keywords will help you define the topic.
- Keywords give the search engine a crutch to interpret the text.
Tools useful for keyword research:
- Google Keyword Planner
- Ahrefs
- Semrush
- Ubersuggest
These tools will help you to:
- discover relevant keywords,
- search volume estimation,
- competition analysis and keyword difficulty,
- keyword trends,
- new content ideas and PPC design.
The most accurate is Google Keyword Planner because it uses Google's own data, but with paid tools the process is usually faster and more convenient.
Before you start, think about your search intent.
Three main types are distinguished:
- Information keyword: the user wants to find out more about a topic.
- Navigation keyword: you are looking for a specific website.
- Commercial keyword: product or service you want to buy.
If we take these into account when writing website copy and SEO blogs, we can use keywords more effectively.
Quick comparison of keyword research tools
| Tool | Strength | What to use it for | Comment |
| Google Keyword Planner | Accurate advertising data | Volume estimate, PPC | Free, account required |
| Ahrefs | Strong backlink/database | seo articles Theme mapping | Paid at |
| Semrush | Competitive analysis | seo blog topic cluster | Paid at |
| Ubersuggest | Entrance level | Ideation, long-tail | Freemium |
[Source: The Pitch, 2024]
Keyword research summary:
- The marketing copywriter chooses keywords based on intent.
- Good research shortens the time it takes to write website copy.
- Copywriting prices and SEO copywriting prices also depend on the depth of research.
SEO content wireframe creation
If necessary, the step between keyword research and copywriting can be the creation of a SEO content wireframe. Even a creative copywriter who is not familiar with SEO can produce SEO-appropriate content based on a content wireframe that is prepared according to the search engine optimisation criteria.
In our experience, a well-documented skeleton can speed up publication and reduce rework by 20-30%.
Such an SEO wireframe suggests, among other things:
- URL
- Address and H1
- Meta description
- Number, names and alt text of images
- Length of the SEO article
- Internal links
- Benchmarks
- Keywords
- Content structure (H2s, outline)
That's why it's a good idea to create a content wireframe, or SEO content wireframe:
- The wire frame unifies the quality.
- The search engine optimisation copywriting process is more transparent.
- Teamwork and handover is also smoother.
What is Benchmarking?
Benchmarks help you understand how articles on similar topics are structured by competitors. We can see what visual elements, content structure, headlines are used by competitors who are in the top positions.
By analysing the top rankings, it is easier to determine what length and type of article, headline, subheading, image or video to use to get into the top spots for a topic.
The SEO article format
When it comes to SEO copywriting, the structure of the article is just as important as quality content supported by keywords. Let's look at the most important elements!
Address
- The title is the text writing chimera of the website: it's what most people read, and it's the 50-60 characters of text that should „persuade” them to click.
- Make it the main keyword.
- The keyword should preferably be at the beginning of the title.
Meta description
- The meta description is the 140-155 character summary that appears below the title and URL in the results list.
- Briefly present the content.
- Include a clear CTA.
Headingek
- Headings are also important for user experience and search engine optimisation.
- They help you get a quick overview.
- HTML highlighting indicates a separate section for robots.
- If they include a keyword, it helps to process the information.
Paragraphs
- The first paragraph is key:
- Grab the reader's attention.
- Indicate the main keyword in the first 1-2 sentences.
- Use internal links for navigation and to indicate relevance.
Tips for formatting your content:
- Use lists.
- Use highlights (bold, italic, underline).
- Include pictures and videos.
- For mobile, break into 2-4 line paragraphs.
How long should the text be?
The length depends on the topic. Benchmarking helps to determine the optimal length:
- Look at the top ranked materials.
- Get closer to their length and structure.
A quick cheat sheet of formal recommendations
| Element | Recommended range | Comment |
| Title (title) | 50-60 characters | Main keyword at the beginning |
| Meta description | 140-155 characters | 1 CTA, promise + benefit |
| Number of H2s | 3-6 / Article | Logical structuring |
| Internal links | 3-5 / Article | Related SEO articles |
| Paragraph length | 2-4 rows | Mobile-friendly fracturing |
[Source: HubSpot, 2025 - best practice summaries]
In short, the formatting of an SEO article is good if:
- The on-page format has a direct impact on CTR and readability.
- The structure is as important as the style.
- A marketing copywriter strikes a balance between keywords and natural language.
Website copywriting: quality of content is also key
In addition to meeting SEO criteria, it is important that the content is valuable, informative and unique. Strive to provide all the information you can about the topic!
Benchmarking will be a big help here.
- Benchmarking is the process of reviewing texts from competitors.
- Get the gist and then incorporate your own unique approach into the lines of the SEO article.
Updating and updating content is also essential:
- Regularly review existing materials.
- Correct, add or rewrite to keep it up to date.
Well-covered, quality content + strong backlink profile correlates with better rankings - marketing copywriting and SEO copywriting go hand in hand here. [Source: Semrush Ranking Factors, 2024; SEO Sherpa, 2025]
Topic Cluster approach - The next level of SEO copywriting
When writing the copy for a search engine optimised website, we need to define the structure of the content. It helps if you dream up the content structure in one go.
The Topic Cluster approach favours this complex thinking: it creates a well-constructed structure around a given topic and helps cover most relevant searches.
Benefits:
- Better visibility for Google and users.
- Stronger topic coverage, easier internal linking.
Clusters and an internal link network increase average page/session value and topic authority - critical for SEO blog scaling. [Source: The Pitch, 2024]
What is the result of the Topic Cluster approach?
- Pillar page + related seo articles = better coverage.
- Boosts relevance and the impact of search engine optimisation copywriting.
- It's easier to add new content.
Common mistakes in SEO copywriting - Avoid them!
SEO copywriting is an exciting, complex field - and one that is full of potential for error. Here are some examples!
Keyword Stacking
„Keyword stuffing” means unnatural repetition. Over-optimization (keyword stuffing) reduces organic CTR; whereas natural, value-added SEO copywriting brings better ROI. [Source: The Pitch, 2024]
So the key word is cumulation
- It spoils the reading experience.
- It undermines credibility and has a negative impact on rankings.
HiData tip: Fewer, but thoughtful keyword occurrences - in a natural context!
Duplicate content
If the same content appears in two different places on a website, Google will typically ignore the duplicate version, but it can still cause problems:
- Inbound links are distributed, weakening SEO.
- Keyword cannibalisation can occur.
- A frustrating user experience.
- Waste the crawl budget.
Poor quality text
Jerky, incorrect writing detracts from the experience and increases the exit.
HiData tip: Repeated rereading, spell-check; especially for AI content!
So what should you look out for?
- Avoid over-optimization; SEO optimization of copywriting is also about naturalness.
- Watch out for duplication and internal competition.
- Be patient! - Quality marketing copywriting pays off in the long run.
How to choose an SEO writer?
SEO copywriting is more than just marketing copywriting: the copywriter takes into account user needs and Google's criteria.
The process: keyword research → SEO content wireframe (optional) → copywriting and formatting → check for common errors.
Why hire a copywriter?
- Expertise from daily routine, faster, fewer laps.
- It relieves you when you lack resources.
- Quality also means that SEO copywriting prices pay for themselves.
How do we price?
Every project is different - the price depends a lot:
- the quantity and length of texts,
- the difficulty of the subject,
- the need for research, editing and consultation.
Settlement: unit price or project fund, as agreed.
The HiData SEO copywriting team is your partner throughout the entire process - from the first step to the last.
Do you need SEO texts? Ask us for a quote!
Common SEO copywriting questions
1) What is the difference between SEO copywriting and marketing copywriting?
Marketing copywriting aims to persuade and convert; SEO copywriting achieves the same with SEO targeting (keywords, structure, internal links).
2) How long does it take to get results from a new SEO article?
Usually 3-6 months, stable results after ~12 months (Source: Backlinko, 2023)
3) How much can website copywriting or seo copywriting cost?
Copywriting rates and SEO copywriting rates depend on the research, scope and industry; agency practice is to offer individual pricing.
4) How many characters should the title and meta description be?
Title: 50-60; meta: 140-155 characters, with a main message and CTA.
5) Do you need to publish PR articles to get a better ranking?
PR articles can build your brand and bring in links, but they are no substitute for the ongoing development of quality SEO articles and SEO blogs.
6) How often should I update the content?
It is worth reviewing your key figures every quarter; updating them will help you maintain your position.
7) Do you need to write differently because of mobile phone use?
Yes: short paragraphs, subheadings, lists. Mobile rate is majority worldwide; easy to „scan” website copywriting performs better.
