The Science of SEO Copywriting: How to Write for Both People and Search Engines

Use these six tips to write copy that works for both people and search engines.

A wise man once said that the best place to hide a dead body is the second page of Google.

In digital marketing, SEO is essential for driving traffic to your website and ensuring it ranks higher than a dead body—ideally on Google’s first page. But many copywriters encounter an ongoing challenge: how do you write content that ranks well on Google and still resonates with your audience? This is where SEO copywriting comes in.

SEO copywriting blends the art of persuasive writing with the science of SEO to craft content that’s informative, engaging, and likely to appear at the top of search engine results.

Here are six copywriting tips to do just that.

1. Keyword Research: The Foundation of SEO Copywriting

The first step in writing SEO-friendly copy is understanding what your audience is searching for. Keywords are people's search terms for information, products, or services. Identifying the right ones can guide your content creation.

Use tools like Google Keyword Planner or Semrush to discover relevant keywords for your niche. Look for keywords with a high search volume but moderate competition. These are your sweet spot for creating content that has the potential to rank well.

Pro Tip: Focus on long-tail keywords (phrases containing three or more words). These keywords are more specific and generally less competitive, giving you a better chance to rank for them.

2. Incorporate Keywords Naturally

Once you’ve identified your target keywords, you can start weaving them into your content. The key here is to incorporate them naturally. Keyword stuffing can make your copy sound forced and awkward. Worse yet, it can result in a Google penalty.

Here’s how to use keywords effectively:

• Title: Include your primary keyword in the headline to signal to readers and search engines what the page is about.

• Meta description: This summary appears below your title in search results. Including your keyword here can boost your chances of ranking while encouraging users to click.

• Introduction: Mention your primary keyword within the first 100 words to reinforce the content’s focus.

• Body text: Include variations of your keyword throughout the text, but make sure it flows naturally. Don’t sacrifice readability just for the sake of keyword density.

• Headings and subheadings: Use your keywords in H1, H2, and H3 tags to break up the text and improve readability. This helps both Google and readers understand the structure and relevance of your content.

3. Create High-Quality, Engaging Content

While keywords are important for SEO, content quality is paramount. Google’s algorithms are designed to prioritize content that provides value to readers. If your content answers people's questions, solves their problems, or offers personalized insights, you’ll improve your chances of ranking.

Here are a few tips for writing high-quality content:

• Understand your audience: Know who you’re writing for and their pain points. Address these directly in your content.

• Write for clarity: Keep your writing clear and concise. Use short paragraphs and bullet points to make your content easy to skim.

• Offer depth: Long-form content (1,000+ words) performs better in search rankings because it provides more in-depth information. However, don't add fluff just for the sake of length. Stay focused and provide valuable insights.

4. Optimize Readability and User Experience

Google increasingly prioritizes user experience (UX) factors like page load speed, mobile responsiveness, and content readability. Even if your content is optimized for search engines, it won’t perform well if users can’t easily read and interact with it.

Here’s how to optimize for UX:

• Mobile-friendly design: Ensure your website is responsive and easily viewable on smartphones and tablets.

• Clear formatting: Break up large chunks of text with subheadings, bullet points, and images to make it easier for readers to digest.

• Internal linking: Link to other relevant pages on your site to help users navigate and stay engaged. This also allows Google understand the structure of your website.

• Fast loading speed: Compress images and use caching to improve your site’s loading times. Slow websites are penalized in search rankings.

5. Engage Your Audience with a Strong Call to Action (CTA)

An often-overlooked part of SEO copywriting is the CTA. After all, creating content that drives traffic is only half the battle. You must convert that traffic into leads, sales, or other desired actions. A well-crafted CTA can differentiate between a user bouncing from your site and engaging with your brand.

To create powerful CTAs:

• Make them clear: Use action verbs like “Download,” “Sign Up,” or “Learn More.”

• Be relevant: Your CTA should relate to the content and offer something valuable.

• Use urgency: Phrases like “Limited Time Offer” or “Register Today” can prompt quicker action.

6. Monitor and Adjust Your Strategy

SEO is dynamic, and what works today might not work tomorrow. Monitoring your content’s performance and adjusting as needed is essential. Use Google Analytics, Google Search Console, and other tools to track your rankings, click-through rates, and user behavior.

Write for Humans First, Search Engines Second

SEO copywriting is a blend of strategy, creativity, and technical know-how. By conducting thorough keyword research, writing high-quality content, and optimizing for search engines and readers, you can create content that performs well in search rankings while providing value to your audience. But remember, always write for your audience first, not search crawlers.