Until recently, SEO copywriting was often discussed in the context of finding the right keywords and filling web pages with specific keyword densities. There were many people who feared that well-written, readable and genuinely engaging copy had become a lost art, something that was unnecessary as long as your website featured the right keywords. Fortunately, as Bob Dylan once reminded us, the times they are a-changing.

Although you don’t have to go far on the net to find a website that sacrifices quality for keyword quantity, websites that offer their audience real value and relevant information are rising through the search engine rankings like a triumphant phoenix from the flames. These websites are easy to navigate, clearly signpost information and offer real value to visitors.

Why does SEO copywriting matter?

These days, SEO copywriting is as much about understanding the off-page components that affect search engine rankings as well as the on-page components. One of the biggest factors affecting where your website ranks on Google, Yahoo or Bing is the quality of links back to your website from external sources. Although there are lots of companies out there offering backlink creation and directory submissions, the truth is that organic, high quality links hold much more sway with the search engines (in fact, avoid buying backlinks – it won’t do your website any favours).

Social media has become such a massive arena because it offers so much potential in terms of generating interest and useful links to relevant content. Google and other search engines want you to think about the value you are creating for your customers. Present yourself as an expert in your field with a concise, well-written website; regular, informative blog posts; helpful, personality-driven social media pages; and newsworthy articles and your company will steadily become more visible online.

What makes a good SEO copywriter?

A good SEO copywriter has a knack for creating website content that tunes into the needs and desires of your target audience. They create a tone of voice that resonates with your customers and invites people to connect with your brand. Of course, keywords are still important. Search engines use the keywords and phrases that people are keying in to find relevant websites. The thing is that if you understand your audience and what they are looking for, your keywords should appear naturally in your content, in headings, in body copy, meta data and alt tags without your website feeling contrived and repetitive. A SEO copywriter has an understanding for these key ingredients, often combining on-the-ground experience with a natural instinct for what makes a website appealing to visitors.