SEO as Copy Writing

The purpose of SEO is in three parts.

1. To be found.

2. To be useful.

3. To get the customer to buy, click, or subscribe.

What does copywriting do?

It inspires or triggers the audience to buy, click or subscribe.

Make no mistake about it, SEO as a form of digital marketing is to get people who are in need of your product or service to find you at the click of the search button. The most important elements of optimizing your page or website, however, has similarities with the best copywriting practices.

Great content is what makes SEO work. But not just great content that meets your Yoast SEO Score or ticks off boxes in a chart from your SEO 101 class but content that meets the consumer at the point of their need.

The goal of every great copy is to convert. Immediate goals might include brand awareness, brand memory retention, information dissemination, among a host of others, but at the core of it all is to convert customers to repeat customers and non-customers to customers.

SEO is like life imitating art in this regard.

While the approach and channels employed may differ, your SEO specialist after years of keyword research, writing meta descriptions, title tags, H1 — H6 headers, writing content for blog posts, is pretty much as good as any copywriter in the industry.

SEO and Copy Writing are in no way one and the same, however. They are both strategies in marketing. And what I’m really trying to point out is that a great SEO Specialist can be a great Copy Writer, given the intersection of skills that they both need and possess to be great at the job. When writing for SEO you are writing for man and machine. But when copywriting, you are writing only for man.

With less and less spend going into traditional advertising, when shopping for the ideal copywriter for digital marketing needs, more agencies and companies are no doubt going to be in need for the copywriter with SEO experience and skills.