Six months ago, I entered the marketing world as a slightly terrified graduate who thought engagement was something that happens before a wedding and long-tail was a type of monkey. These days, I like to think Iโm a bit of a copywriting whizz (on a good day). If, like me, youโve entered your first SEO copywriting role with little marketing experience, Iโm here to help. I spend an inordinate proportion of my life putting words onto paper and have picked up some tips along the way.
So, without further ado, letโs get into the SEO copywriting lessons Iโve learnt in my first six months thatโll make your content impress your manager and Google.
- SEO copywriting is unlike anything else youโll have ever written
Something I gathered days, if not hours, into my new role is that SEO copywriting is unlike anything youโll have ever written. Itโs drastically different from academic writing and pretty dissimilar to press releases and journalistic style content. It requires a far more analytical approach and is definitely a skill that has to be developed. But I think, 6 months in, Iโm getting thereโฆ just.
It will all feel like a foreign language at first, and youโll spend many hours removing jargon and complex sentence structures. But practice makes perfect, and itโs crazy how quickly SEO copywriting becomes second nature.
- Itโs all about the prep
Thereโs a lot more to copywriting than just getting the words down. A vast proportion of my time is spent doing the necessary research required for SEO content – scouring search volumes, analysing the SERPs, determining user intent, and deciding on headings and subheadings.
Take your time for keyword research and SERP analysis before you even think about writing. You need to get inside the target usersโ heads โ what are they searching for and what are they clicking on? What do I need to address to make sure Iโm producing genuinely useful content that answers their queries? It can be easy in the content world to lose track of what really matters – the customers and what they need. Remember that blogs arenโt just for brand awareness, and product descriptions are more than just a keyword dump.
- Copywriting is hard and some days it just wonโt happen
SEO copywriting is tricky! Alongside the analytical skills required in the research process, the actual writing requires a lot of creativity – and itโs impossible for us to be creative 24/7. Every day will be different. Some days I can knock up a thousand words in an hour, and on others it will take me all day to get a mere couple of hundred out.
On those days, donโt push it – move over to research tasks and leave the more creatively demanding work for another day. Itโs a good idea to take this into account when structuring your time. Give yourself plenty of time for a big piece of writing, to allow for those writerโs block days where itโs just not flowing.
- Write for humans
When you do get down to the actual writing, write for humans. I know everyone says it but itโs so important if you want to produce content thatโs engaging and SEO-effective.
Ask yourself, would you enjoy reading this piece of content? Would you find it useful? Would your best friend? Itโs easy to get lost in all the technical details of keyword research and search volumes but at the end of the day, what is your average Joe going to want to read? Write for humans and Google will reward you as a side effect.
Something I learnt that really stuck with me is that the average reading age in the UK is 9! And remember that your audience will have different levels of reading ability – ensuring that your content is accessible is crucial. Not everyone is a copywriter like you; in fact, the vast majority wonโt have read a book in the last year. As much as itโs fun to add in niche vocab and fun sentence structures, your content needs to be digestible and readable. Use short words, sentences, and paragraphs and save the rambles for your Instagram captions.
- Make use of AI! (Itโs not out to steal your job)
Iโll admit, I used to be a real ChatGPT hater – rolling my eyes when people raved about what it could do. โThereโs no way writing can be automated, and why should it be?โ But I confess, itโs been growing on me. AI can be super useful as a little personal assistant. Itโs great for giving you alternative words or phrases if you canโt remember exactly what youโre after – and super useful if you need a more concise header.
However, be careful not to rely on it too much! The capabilities of these tools may well be very impressive but do not rely solely on AI to write your copy – as tempting as it might be. Everyone can see through it, and it will kill off your creativity; you got this job for a reason, keep exercising and developing that skill.
My favourite tools for SEO copywriting
There are so many tools and software now for all things SEO and when youโre new to the scene it can be tricky to work out which to choose. Lucky for you, Iโve narrowed down my favourites over the last six months:
๐Ahrefs
A jack of all trades, Ahrefs should really be your go-to as an SEO copywriter. Keyword research, content gap analysis, user intent, it does it all.
๐AlsoAsked
Youโll have seen the โPeople Also Askโ list that appears in Googleโs search results – it shows you the, often amusing, top queries the population are asking. Well, AlsoAsked puts all that data in one place. You enter a topic or question and receive a full mind-map of the most asked queries. This is a goldmine for writing FAQ sections, coming up with headings, or simply to get a better sense of what the target audience is wanting to know.
๐Salient
This tool emulates Google, showing you whatโs being picked up as the most important features of the page. Itโs helpful to show you if your copy is successfully targeting the relevant topics, giving you a clue into how Google will rank it.
๐Grammarly
An absolute classic, and a must for copywriters. Add this extension to your browser and it will make sure every piece of work, every email, and every LinkedIn caption is error-free and perfectly punctuated. Because is there anything more icky than a copywriter with incorrect grammar?
๐Gemini
ChatGPTโs lesser known cousin, Gemini is Googleโs own AI assistant and I find it to be a better alternative. One thing itโs great for is proofing. Simply insert your piece of work and it shows you any errors, places for improvement and even some โwhat went wellsโ. Got to love some validation from a chatbot.
How to upskill in SEO copywriting
If youโre new to marketing and SEO, youโll want to be catching up fast. Thereโs a lot to learn so hereโs how I got up to speed:
> Consume lots of writing, and make it good writing. Follow copywriters on LinkedIn, subscribe to newsletters, rediscover the joy of reading that got sidelined at university. If you want to write great content, you need to read a lot of great content.
> Attend webinars and marketing events. Thereโs so much going on, particularly here in Manchester, and many of these events are free! Thereโs no one better to learn from than the leaders in our industry – and the free pizza never goes amiss.
> Want to feel slightly more productive on your commute? Choose an educational podcast rather than your favourite Made in Chelsea Stars. Here are some of my faves:
- โAlways Take Notesโ = each episode interviews a diverse range of established novelists, journalists and publishers. They have fascinating conversations and itโs a great place to mine writing tips and seek inspiration.
- โMozPodโ = with the tagline โlearn best practices from real SEOsโ this is a podcast focused on sharing lessons from SEO experts.
- โGirls in Marketingโ = a fun one for women new to the industry, offering advice to help you get started.
My top tips for SEO Copywriting
Iโll finish with some quick-fire top tips to send you on your way into the world of SEO copy:
- Want to be a good copywriter? Competitor analysis is essential. I spend so much time on competitor sites Iโm probably responsible for half of their page views โ try to really work out why theyโre ranking and how you can do the same but better.
- Donโt be afraid to ask questions. If you havenโt been given a style guide by a client, ask! This will save you all time in the long-run.
- Study the clientโs work closely, immerse yourself in it and know their tone of voice inside and out. You need to be able to mimic their style exactly, no matter how niche it may be. I like to make a document of โstock phrasesโ and general comments on tone for each client, to refer back to every time I write.
- You will receive criticism, and some of it might hurt, but try to reframe it as a learning opportunity. Itโs easy to take feedback on our writing personally but just see it as a chance to improve and get closer to writing exactly what the client wants.
- Sleep on itโฆ then proof. For every piece of work, Iโll schedule a quick proof the morning after. With a fresh outlook Iโm able to spot errors I completely overlooked the day before, and can often think of additional points to add.
So there we have it, the diary of an amateur copywriter who knows slightly more than she did six months ago. Hopefully these tips can help you to avoid the rookie mistakes and get you creating top-tier content.
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