SEO CONTENT WRITING MEANING

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

Write for the end user, not a magic number of keywords.

SEO dictates that every piece of content has the chance to outperform another at any given time. While you’re writing an article, someone else could be writing the same article – just better.

So how do you do it right? How do you please readers, search engines and your boss all in one go?

Strategic, not stuffy: How to use keywords.

So content writing isn’t just pleasing your readers; it’s about pleasing Google too. That’s why it’s important to know the specific ranking factors Google looks at. There are more than 200, but 10 of the most prominent are:

One of the easiest ways to drive more traffic and improve search engine rankings is to start with existing content that already performs reasonably well. Then make minor tweaks, such as adding a few more paragraphs of in-depth copy or restructuring header tags to be more clear.

One of the most important elements of SEO copywriting is nailing metadata.

Re-optimizing content takes less time to reap greater rewards than from-scratch pages. Create a re-optimization schedule (say, every three to six months) and adjust your pages accordingly to maintain and enhance SERP share.

Here are the featured snippets you’re most likely to encounter:

SEO writing is part prose, part process. There are defined steps writers should take to ensure they’re thinking about each piece of content holistically, both on and off the page.

What this means in practice is that each page should be built around a single keyword. Writers should cover every angle and aspect of that topic and its associated subtopics. Think ahead: What followup questions might a reader have after reading your piece? Include the answers to those questions in your writing right from the start.

Optimize alt text.

One of the most important elements of SEO copywriting is nailing metadata.

Even if two companies write an article about the same topic, if one of those pages ranks highly in SERPs, it could earn a featured snippet. So while company A is presented as a generic blue link, company B is presented with additional images, bolded text and more.

Metadata is a cue to search engines: It helps tell the story of what your content is about and how it should be presented in SERPs.

Often referred to as the skyscraper technique, look for ways to continually optimize your existing pages over time. If an article is ranking in position 3, how can you leapfrog to position 1?

There are a growing number of ways search engines present your webpages to the public, known as featured snippets. This means not every piece of content is presented to the searchers in the same way.

What is SEO writing?

Based on various industry studies and several of our own experiments, it takes about 100 days at minimum for content to mature. “Mature” in this instance refers to how long it will take Google to definitively rank your page in SERPs. Prior to those 100 days, your ranking will fluctuate a lot, sometimes appearing on Page 1, other days dropping to Page 2.

In the eyes of search engines, though, headers are also key elements of code that signal what the article is about. Proper header tags allow search crawlers to quickly analyze your page and correctly index it in SERPs.

Including keywords in your headers is a key SEO tactic as well, so frame your article structure around which keywords and topics are most relevant and useful to the reader.

Search engine optimization is an $80 billion industry. Are you getting your money’s worth?

SEO writing requires analytics proficiency and high-quality copy skills. It’s the convergence of data science and art.

The intent is to be the single best resource for a topic, providing maximum value to readers. Don’t worry about using keywords every other sentence. If you’re doing your job correctly, the keywords will naturally flow in the article.

The primary goal for SEO is to improve a user’s overall experience, as this is predominantly what search engine bots are looking for when they scan and rank the most relevant web pages.

“SEO copywriting” is a bit of a misnomer. My belief is that the term is a result of many SEO experts confusing the two types of writing.

However, they aren’t always effective when it comes to writing content intended to drive conversions.

What is SEO Copywriting?

Some SEO pros said the two types of writing are one and the same.

For instance, as an SEO content writer myself, I often get SEO agencies inquiring about copywriting, Facebook ad copy, social media copy, sales pages, etc.

Types of projects that copywriters often handle include:

Others said there was an overlap.

SEO content serves a variety of purposes, including:

Consider all the different platforms out there that require copy; Google ads, website landing pages, social media posts, print ads, brochures, product descriptions, Facebook ads, billboard ads, sales pages, product collection pages – the list goes on and on.

Choosing the Right Writer for SEO Content.

However, there’s no doubt that the term does exist and that users are actively searching for it online.

Confusing the two – or ineffectively combining the two – will likely lead to subpar results. It’s worth considering the difference in order to choose the right method (and writer) for your project.

Overall, there was no consensus on what “SEO copywriting” is or whether it even exists.

The research, targeting, writing, formatting, and final execution process can be completely different for each type of copy project.

1. Up-to-Date SEO Writing Practices.

Typically, you’ll be able to find a skilled copywriter by doing a Google search of the specific type of copy you are looking for.

Once you’ve determined your SEO writing needs and decided to move forward with either an SEO content writer or SEO copywriter, you’ll want to make sure you choose the right partner with the right skillset.

Some of the most common KPIs used to measure campaign success include:

This is supported by the variety of answers I received when I casually surveyed a Facebook group of SEO experts on what SEO copywriting is:

Don’t be afraid to ask a writer about their average conversion rates and past experience to make sure they have a proven track record.

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