SEO copywriting

For a long period these pulled in opposite directions, which is why so much SEO content from that era is unreadable: the same phrase repeated to hit a target density, headings written for crawlers, three hundred words of introduction before the actual answer. Search engines have moved on. They now approximate topical coverage and usefulness well enough that writing badly for the algorithm mostly costs you the reader without buying anything in return.

Before writing we work out what people actually type, at what volume, and what they want when they type it. Someone searching a general term is reading; someone searching a specific product with a qualifier is buying. Those two need different pages, and giving them the same page serves neither.

Then we look at what already ranks. If the first page is occupied by large publishers, marketplaces and sites with far more authority than yours, and the phrase does not lead towards revenue, we will say the target is not worth pursuing. Recommending a page that will settle in the forties is easy money and bad advice.

That means headings that describe the content beneath them, an answer placed near the question that introduces it, sections that hold together when read on their own, and meta titles and descriptions written to earn the click rather than to repeat the H1. It means internal links that connect supporting articles to the pages you actually sell from, so authority accumulates somewhere useful. Where relevant, it means structured data, so a machine can tell what type of thing the page describes without inferring it.

None of that damages the reading experience. Most of it improves it.

The good news is that it demands very little that good writing did not already demand. Language models quote content that states things plainly, defines terms, answers directly and organises itself into sections that survive being extracted from context. Padding, throat-clearing and vague claims are as unhelpful to a model as they are to a person. The practical adjustments are small: put the direct answer immediately under its heading, keep definitions unambiguous, and make sure each section reads sensibly on its own.

It also cannot deliver a guaranteed position. Anyone offering one is either counting on phrases so obscure that ranking is trivial, or hoping you will not check. What content can do is make a page genuinely deserve the position, which is the only durable part of the process, and give you a clear read on which targets are realistic before you spend anything on them.

Because content is only one input, it usually sits alongside other work. If you already have an SEO agency or an internal specialist, we fit into that. Usually they own technical work, links and strategy, and we produce content against their keyword map, or write the briefs if that helps. What we want to avoid is two teams targeting the same phrases from different documents, which happens more often than anyone would like.