SEO Copywriting = A complete guide to writing for organic search

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Given the number of sites of all kinds on the Internet, it's best to have good visibility if you want to be known. A website on the first page of Google is much more likely to be seen by Internet users. The best way to achieve this is to work on your organic referencing. This is known as SEO. SEO copywriting involves a number of different techniques. In order to generate traffic and win over search enginesIt's essential to understand and apply these techniques. However, it's no mean feat to do so. That's why we explain everything there is to know about search engine optimization in this article.

SEO copywriting: what is it?

To begin with, you need to know what SEO copywriting is. It's a practice that aims to create a optimized content by considering precise criteria. You need to write texts that are relevant and attractive to Internet users and satisfy search engines. This last part is the key to a good position on the web.

The use of keywords is also an important criterion. This is a query made by users to obtain an answer on the web. As such, the choice of keywords is not a matter of chance. If you hope to be read by Internet users, there's work to be done, and not just a little. Organic referencing is not a race against time. Patience and constant effort are the key to success in this field. What's more, Google is constantly improving its algorithm. As a result, you need to offer quality web content to stay at the top of its ranking.

What's the difference between traditional copywriting and SEO web copywriting?

Classic copywriting is designed for users only. SEO copywriting, on the other hand, is dedicated to both Internet users and search engines. Both have a few criteria in common:

  • Easy-to-understand vocabulary
  • Relevant phrases
  • Well-structured text

When it comes to SEO, various other parameters come into play. These include keywords, tags, backlinks and other essential elements. These are essential for good search engine positioning. In other words, SEO copywriting ensures that published articles are seen and read. Google algorithms such as Hummingbird and Rankbrain ensure the quality of content to position each site.

What are the phases of SEO web copywriting?

There are two distinct phases in SEO content writing. The first phase is the web content referencing. The second phase concerns the search engine positioning.

Content referencing

This first phase encompasses all the work required to make your site known to Internet users. There are a few steps you can take to get your site in front of the search engines:

  • Searching for the right keywords
  • Writing SEO content using keywords and HTML markup
  • Submit all pages designed to be listed on the search engine

Search engine positioning

This part involves working on your site's search engine positioning. Once your site is positioned, you'll need to redouble your efforts to climb the rankings and stay ahead of the competition. There are many ways of doing this. Implement the best actions for effective organic search engine optimization, at the lowest possible cost.

How to write for search engine optimization?

SEO copywriting isn't just a formality. It's the art of producing quality web content. It's also about achieving excellent positioning on Google's Serp. That's why you need to use a variety of techniques to make your content more visible.

Track your site's ranking on Google

Good SEO requires not only skill, but also the ability to analyze and make improvements. To start with, you need to monitor your Google ranking. It's essential to know whether your keywords have contributed to the site's referencing.

After that, you can think about adding new keywords or better content. Ideally, use a dashboard with KPIs. Work with tools such as Search Console, Google Analytics, Semrush and other search engine optimization tools. In short, position monitoring is a crucial step in effective SEO.

Choosing the best keywords

Keywords must be perfectly aligned with your site's objectives web. To do this, you need to consider several criteria. Take into account search intent and volumecompetition and conversion potential.

Search intent can take many forms. It can be :

  • informative,
  • navigation,
  • commercial
  • or transactional.

With this information, you'll be able to understand where the visitor is in the conversion tunnel. Search volume will tell you which keywords are frequently searched and which are less so.

Don't neglect the Search Engine Result Page or SERP. Test your keywords by observing the first results obtained when you do a search. You should focus on :

  • related searches,
  • Google's input suggestion
  • and other in-depth research options.

In addition, the long-tail keywords are a major asset for generating more traffic and eliminating more competitors.

Careful website structure

Careful structure is important for website SEO. Identify anything that could prevent the proper visibility of your chosen keywords. This means make site navigation as easy as possible. This applies to both Internet users and Google robots. Otherwise, organic referencing won't be optimal and your chances of visibility could be reduced. Don't hesitate to redesign the site's tree structure. But also analyze every detail that could block proper referencing.

Optimizing the user experience

The user experience when browsing your site is a criterion to be taken into account in SEO. Indeed, Google is interested in the quality of the user experience for search engine optimization. Google's Core Web Vitals report is a great help. This method provides information on page load speed of your site. The pages that offer the best experience are those that load faster. Slow-loading pages require improvement. The UX domain is therefore not an element to be neglected.

Offer optimized content to Google and Internet users

Pleasing Google is good, but pleasing both Google and web users is better. These two target objectives have points in common that you can exploit.

Both want clear, relevant information. In this sense, whether for robots or web surfers, you need to highlighting good content. The information you offer must also be true. So think about how you organize page content. Hn tags are a good way of doing this. When used properly, these tags can improve the readability of your content. Search engines and users alike will be delighted.

Respect the right length

There are several types of web content. There are blog articles, web pages, product sheets and white papers. If you want this content to improve your ranking, you need to take word count into account. In general, search engines appreciate long content.

Moreover, writing a long text allows you to add several keywords. To be positioned on the first page of Google, the number of words should be around 2,000. For an optimized white paper, for example, you need between 3,000 and 5,000 words.

Opt for catchy titles

No matter what type of text you're writing, the Internet user will see the title first. For this reason, it's imperative that it holds the reader's attention. It's also a good strategy for search engine optimization.

Choose the right words to include in your title tags. They should generally contain no more than 65 characters, and include keywords if you can. Your titles need to arouse curiosity. That's why they need to be original. Give free rein to your imagination, while taking into account page referencing. The aim is to seduce the user and, at the same time, offer SEO content.

Write regularly

Don't expect to achieve good results in record time. Copywriting for organic referencing is a long-term process. So, one of the criteria to be respected is regularity. You need to write regularly to improve site traffic.

So you can add new texts to the site or update old ones. Writing new articles isn't easy. You may run out of ideas, or the new articles may resemble the old ones. In this case, reviewing the lexical field of keywords can help you find the ideal topic. SEO experts are able to unearth new topics from a wide range of keywords. SEO semantic audit of the site.

Keep an eye on Google's algorithm improvements

If you want to stay at the top of the Google rankings, you need to be aware of every change in the algorithm. Your site may be affected by updates to the algorithm. This can lead to fluctuations in keywords and traffic. By analyzing the updates, it is possible to determine the cause of these fluctuations. Note that the consequences of changes to the algorithm may or may not be beneficial to the site. Either way, it's essential to work on this aspect of SEO.

Optimizing internal links

When it comes to search engine optimization, internal linking plays an important role. As a reminder, internal linking is the set of links that link pages on the same website together. This makes the site much easier to navigate. That's why Google includes it as an aspect of SEO. The question remains, however, how to optimize it.

  • Insert coherent links

Even if internal linking improves your ranking on Google, links must be consistent to be effective. Therefore, you should only link to pages dealing with the same theme.

  • Integrate well-placed links

There's no reason why links shouldn't be placed anywhere on the page. However, it is preferable to place them at waterline level. At this level, they gain visibility for search engines.

  • Using the right anchor

The anchor of a link is defined as the word on which the link is applied. You can easily recognize it by browsing the web, since it's highlighted in one way or another. It's always important to maintain consistency by choosing a word or words that match the content of the landing page. If you can, add a keyword while ensuring that the anchor is relevant.

- A quality network

It's not by adding a multitude of links to each page that you'll succeed with your internal linking. You need to focus on quality. Visit consistency between contents of linked pages is essential. A few well-placed links that redirect to useful and relevant information are a good solution. What's more, Google penalizes overoptimization. So there's no point in having an overload of links on every page.

Creating quality backlinks

In contrast to internal links, backlinks are external links. These links lead to other sites. It's important that your backlinks are of high quality. Indeed, with good backlinks on your site, the odds are in your favor for a better ranking. Backlinks from other sites can also be beneficial to your SEO.

Review URL structure

Just like the content of your website, the URL of each web page must also be optimized. It's a plus that will improve site traffic and search engine optimization. Your page URL is generated automatically. So you need to rewrite it. Ideally, this should be done in such a way as to describe page content. L'keyword insertion in the URL is also a good practice. Finally, keep your URL simple and effective. Don't go beyond 60 characters, and avoid special characters.

Ensure site availability at all times

Your site needs to be available at all times. User satisfaction depends on it. But also, Google's robots don't like pages that are unavailable, whatever the reason. If this is the case, your ranking could be seriously affected. It's therefore essential to ensure that your site is available at all times, to preserve your SEO work.

Take care of your Google profile

It's important not to neglect local search, as it can have an impact on your Google ranking. The best way to get involved is to create and optimize your Google profile. It's a free service that helps you gain visibility on the web. You can manage how your company is displayed on the web. You can include maps, reviews, a telephone number and other information.

The big advantage is that Internet users will get information about you without having to make several more clicks. This increases your credibility with users. It also improves your site's organic ranking. What's more, the Google profile gives you information about your audience that can lead you to new opportunities.

In short, these tips we've given you are the best practices for SEO. It's possible to go into more technical detail to optimize your site's SEO. You should also be aware that your competitors are constantly optimizing their sites. So it's best for you to do the same. We can't stress enough that this is a job that requires patience. By persevering and doing the right things, you'll be able to climb to the top of Google's rankings.

What to avoid in SEO copywriting?

Now you know what SEO best practices are. In carrying out these steps, it is possible to make mistakes. Here are a few you should avoid at all costs:

Keyword overload

Keyword stuffing or keyword stuffing was once used as a search engine optimization technique. Today, this technique no longer serves any purpose and can even penalize your SEO. Search engine algorithms have improved considerably over the years. Google could equate this practice with spam. For this reason, keyword overload should be avoided wherever possible.

An over-optimized or non-optimized structure

If you want your content to rank well on Google, the structure must be properly optimized. Take care to write headings with the right keywords to avoid overoptimization.

Similarly, a non-optimized structure should be avoided. Design your page layout to include several h2's. These headings have a considerable impact on SEO. In short, it's important to assess the structure of each of your pages.

Neglecting the Title

The title plays an important role in SEO copywriting. If you're not careful, it's possible to have competition in your title's key query. There may be two keywords or a long-tail keyword in the phrase. In such cases, the search engine may no longer know where to position your page.


Plagiarism is heavily penalized by search engines. This may be unintentional, but in any case, only one of the two similar contents is valued. That's why you need to monitor your content before and after it goes online. To do this, you have a range of tools at your disposal. With Screaming Frog, you can detect duplicate content on your pages. Tools such as Kill Duplicate or Duplichecker will scan the web to identify content similar to your own.

Forget the readers

If you're too eager to please the search engines, you run the risk of forgetting Internet users. And yet, you produce your content first and foremost to be read by them. These few criteria must be respected every time you write:

  • Clear, flowing text
  • Interesting content without filler
  • A pleasant text to read
  • Flawless text

Other criteria may also come into play. If you meet these conditions, it will be easier for you to seduce Google and company.

How to become a good SEO web copywriter?

Are you interested in becoming an SEO copywriter? You have two options. You can self-train, or opt for training provided by professionals.


It's perfectly possible to teach yourself web copywriting. If you choose this route, be prepared to invest a lot of time. All the information you need will have to be found by yourself. After that, you'll have to practice on your own and see how good you are at SEO copywriting. Fortunately, the web has everything you need to get started. However, it's not easy to become an expert on your own. Here's how, patience and discipline will be your allies in achieving this.

Opt for SEO copywriting training

With this method, you'll work on your skills with a well-defined method. You'll be supported throughout your training. On the Internet, you can find a multitude of training offers. However, it's important to choose the right course for you. To do this, do some research and see which option suits your criteria. These may include the method used, the different modules on the program, the training fees and other criteria. With SEO professionals who support youyou have a better chance of mastering the field.

SEO copywriting: the tools to use

SEO content optimization obviously requires the use of appropriate tools. For textual content, you can rely on programs to help you with your search engine optimization.

Google Trends

It's a tool for track keyword trends on Google. This tool is very precise. It informs you about the trend of queries in the field in which you operate. Google Trends is the perfect tool for those just starting out in SEO. The trends history allows you to follow the evolution of searches for your business. You can then adjust your actions accordingly.


Semrush is a popular tool for SEOs. It has a large volume of useful information for SEO. It's a little complex to use at first, but you'll get the hang of it over time. You'll have access to a large keyword library to perfect your optimization. However, Semrush is not free. The basic package starts at $119.95 per month.


SEOQuantum offers three tools for content optimization:

  • Semantic analysis
  • The crawler and semantic audit
  • The thematic cluster strategy

These 3 SEO tools will be of great help to you. SEOQuantum offers start at €89 per month.


This tool is used by many copywriters and SEOs for keyword research. It's easy to use and perfect for SEO novices. To get the best results, you need to specify your language and position. geographic area. You can also use it for free. However, searches are limited to 3 per day. By opting for a monthly subscription, you'll be able to do more. Ubersuggest subscriptions start at €29 a month.


Antidote is not really a tool for SEO optimization. Nevertheless, it is a formidable ally for excellent writing quality. You can use it in either French or English, as you wish. In other words, it's a spell check to enhance your texts. It can be integrated into tools such as Word and Excel, but also into the browsers you use. Antidote's services start at €59 per year. If you want a lifetime subscription, the cost is €119.

There are other powerful tools you can use. All you have to do is choose the ones that will help you best.

Why hire an SEO copywriter?

If you look at the statistics, you'll see that the numbers favor SEO. On the Google results page, the first link is 10 times more likely to be clicked. This was shown by a study carried out just a few years ago. According to this study, less than 1 % of Internet users will go to the second page of results. If you take this data into account, good organic SEO is essential for your visibility. That's why you need the skills of a professional.

The web is teeming with prospects just waiting for you to seduce them. The SEO copywriter's job will be to build relationships between potential buyers and your site. The copywriter will also maintain the site's professionalism and reputation. This will then open the door to commercial transactions and boost your sales.

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