SEO copywriting: the ultimate guide

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SEO copywriting is a crucial component of any successful SEO strategy. Still, it can also present a significant challenge for anyone wanting to create high-quality content that ranks well in search engines. As search engines crawl web pages, the content of your website should be fine-tuned to the — ever-changing — algorithms of search engines. In addition to that, write clearly so that your audience both enjoys and understands your website. After all, we know that readability ranks.
This complete guide to SEO copywriting takes you through the process of keyword research and the different stages of the writing process. It will also help you write the readable and SEO-friendly articles your website needs! And last but not least, we'll give you some insights into creating SEO content for international sites and the challenges that come with that.
This guide to writing SEO content covers the following:
Table of contents
SEO copywriting and holistic SEOHolistic SEOWrite the best copy!SEO copywriting in the age of generative AIBefore writing: always start with keyword research1. Formulate a mission statement2. Make a list of relevant keywords3. Look at search intent4. Create landing pages for searchersThree phases of writing an articlePhase 1 of the writing process: Preparing your textThe purpose of your text and search intentText structurePhase 2 of the writing process: Writing your textJust write!Stick to the structure of your textMake sure your text is readableA few ways to improve your writing styleTake a break now and thenPhase 3 of the SEO copywriting process: Editing your textStep 1: Read slowly (and out loud)Step 2: Focus on sentencesStep 3: Focus on paragraphsStep 4: Check the text structureStep 5: Ask for feedbackUse Yoast SEOSEO copywriting for international sitesConclusion: SEO copywriting is a process
SEO copywriting and holistic SEO

At Yoast, we practice what we call ‘holistic SEO’. Our primary goal should be to build and maintain THE BEST possible website. Ranking in Google will come easier if your website is exceptionally high quality and your content is unique and helpful. The reason for that: Google wants to serve its customers what they want. Their mission is: to index all the world’s information and make it universally accessible.
In addition to this, Google, of course, wants to make money, but they'll have to show people the results they are looking for – otherwise, people will stop using Google. We can agree that Google wants to show people the best results. If your website is the best in your niche market, Google wants to rank it high in the results.
What is SEO copywriting?

SEO copywriting is one of the most powerful tools people use to get ahead of their competition. By creating high-quality content that's carefully optimized for search engines and tailored to the needs and interests of their target audience, people can increase their visibility, drive more organic traffic to their website, and ultimately grow their revenue.
It's like the perfect blend of art and science, where a little creative flair and strategic optimization techniques can work wonders for your online presence. Whether you're a small business just starting or a larger enterprise looking to dominate your industry, SEO copywriting can help you succeed in the search result pages.
Holistic SEO

Holistic SEO is an interdisciplinary marketing strategy to make the best website in a niche market. To do so, the technical design of your website should be excellent, the UX of your website flawless, and all security aspects covered. Most important, however, is that the content of your website should be well-written, appropriately marketed, and targeted at the audience your website serves. This approach requires relatively advanced SEO writing skills.
Do you want to learn all about SEO copywriting? In our SEO copywriting training, which is part of Yoast SEO academy Premium, we'll teach you how to write copy that ranks!
Write the best copy!

To ensure your website is the best in your sector, the text on your website should be easy to read. Without making any concessions to the quality of your SEO content, you should tweak and fine-tune your text to the specific demands of search engines. SEO copywriting is very much like the process of writing anything else, so it's hard work, and inevitably, some of us have more writing talent than others. Unfortunately, we can’t all be Ernest Hemingway, but anyone can write better SEO copy with some training.