SEO copywriting DOES exist (sort of)

SEO copywriting

At the end of 2014, I wrote a post called “SEO copywriting doesn’t exist”.

I felt compelled to write that piece because I was sick of people asking me to write web copy with a certain keyword density. 

Keyword stuffing is dead and it will stay that way.

I also still maintain that the reader should come first and that your Google page ranking should be secondary in all web copywriting and content.

Like I say in that post, it’s now the topic that counts.

You should always focus on creating great content that is useful to your readers in some way. Never shoehorn keyword phrases into your copy or content to appeal to the search engines – because it won’t!

Paraphrasing fellow copywriter, Andy Maslen, I said that the best copywriting has always been full of rich, relevant detail – which is true.

And with the likes Matt Cutts at Google stressing the importance of high quality content as a means of ranking in the SERPs, there is every reason to focus on quality over quantity.

This is why the quality of content we see on the web is getting better and better.

As a freelance copywriter who loves what he does, I think this is great. But I don’t think what I said in my last post was entirely clear…

Because those who think they don’t need keywords are WRONG.

Here’s why you need keywords in your copywriting…

Keywords give you an insight into user intent. They let you know what your audience is looking for.

You can then create content that gives them what they want. This, of course, is exactly what Google wants you to do!

Some sweeping, non-specific headlines might sound catchy, but they can be a backward step for SEO. For example, let’s say I called last week’s post “The awesome power of great copywriting”. 

Now this content includes a description of the differences between copy and content and the merits of hiring a copywriter over a content writer.

So those pondering these differences are more likely to find the post if it’s called “Content vs. copywriting services”.

You could create the best content in the world, but without the right keywords, your content “won’t rank for crap”, as SEO expert Rand Fishkin says in a post on the Moz website.

Rand Fishkin of Moz
Great content without the right keywords “won’t rank for crap”
– SEO guru, Rand Fishkin

It is the topic that is important, not keywords. Yet using keywords can help define the nature of your topic.

This is true both in terms of what you choose to write about and how you deliver the message to your readers.

Doing your research and using keywords wisely within a post shows your reader why they should care.

As a result, your website is likely to rank higher, gain more traffic and bring in more sales.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *