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Copywriting is often referred to as salesmanship in print. It's the craft of attracting attention, engaging an audience and persuading them to buy or act. SEO copywriting is different in only one respect - it's a service that's informed by the criteria that the search engines use for ranking websites in their search results.
Search engine optimisation (SEO) is a relatively new service but in the last five years it has evolved into a complex combination of research, content development, technical expertise and linking knowledge. To get your site well ranked in the bad old days, it used to be enough to put a few keywords in a meta keywords tag and submit your site. Unfortunately, such a simple system was always going to be abused and it didn't take long for the search engines to realise that many sites were cramming their tags with irrelevant search terms defeating the object of the search engines - to deliver relevant search results.

These days SEO services are more sophisticated, copywriting being just one element. The areas of SEO in which copywriting can make a serious difference are:

content development
calls to action
meta title, description and header tags
internal and external linking.

Possibly the hardest aspect of running a successful website is adding fresh, regular content. Unlike a static medium such as print advertising or brochures, websites are never finished. They evolve and if you want your pages to rank well in the search engines, your pages need to be seen to be evolving by the engines.

Businesses or organisations who rely on search engine traffic are therefore becoming online publishers. Whether they write the content themselves or use an SEO copywriting service, they're acknowledging that search engines reward sites that offer dynamic content.

A good SEO copywriter will know how to weave your target keywords seamlessly into your content so that the search engines can detect the right level of 'keyword density', while readers are not put off by 'spamming' the text with keywords.

You can use SEO copywriters for content that's going to appear on your site or for your off-site optimisation activities such as article writing and press releases. Well optimised articles can be very effective in building both traffic and those precious inbound links from relevant web pages.


SEO is a means to an end. The benefit is not the ranking in the search engines per se but the sales that should ensue by attracting people to your site who are looking for what you offer. In the same way that a good salesman knows how to close, a good SEO copywriter will ensure that the reader is directed to take your primary and secondary desired actions - to buy or subscribe perhaps.


Every page on your site should have specially written tags to achieve two things. Firstly, they help the search engines to understand the nature of the content on a page which helps them deliver relevance in their search results.

Secondly, the text that appears in the search results is often derived from the meta title and description tags. The messages that you put in those tags are therefore influential in persuading the searcher to click on your link rather than the other nine on the results page. A title tag that reads 'Welcome to ACME widgets' is an example of a wasted tag. It doesn't attract attention or compel action.


Another significant difference of writing for websites is that you have the opportunity to send readers to pages within your site and to other sites. Websites are not linear and the way that we use sites is less predictable than the way we use offline media.

A good SEO copywriting service will therefore include thoughtful text linking within pages so that you keep the visitor on the right track towards the sale.

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