If you’re a business owner or marketing manager, you’ve probably heard a lot about SEO copywriting—but what is it exactly, and is it still relevant in 2025?
SEO copywriting is the art and science of crafting content that not only ranks well in search engines but also connects with real people—driving clicks, engagement, and ultimately, conversions.
And in 2025, with Google’s AI Overview reshaping the Search Engine Results Page (AKA SERPs), your copy needs to do more than just exist. It needs to do inform and engage—it must prioritise user experience and be optimised for AI search engines.
Sounds like a big call, right?
This guide walks you through what SEO copywriting looks like today, why it’s more crucial than ever, and how to create copy that gets noticed and gets results.
Table of contents
What is SEO copywriting?
SEO copywriting is the (slightly nerdy) sweet spot where writing for Google and writing for humans overlap.
It’s all about digging into what people are searching for and why, then writing clear, helpful, and convincing content that not only helps your site show up higher in Google but also encourages visitors to take the next step.
Great SEO copywriting strikes the right balance between the technical stuff—like using keywords the smart way and organising your content—and writing in a way that feels natural, builds trust, and gets results.
SEO copywriting:
Targets specific keywords and user intent
Is structured for clarity, skimmability and AI Overview-friendliness
Builds trust and authority (hello, EEAT)
Nudges readers toward a clear goal (think: booking, buying or getting in touch)
It’s not about stuffing keywords. It’s about writing with purpose—and with personality.
Why is SEO copywriting more important in 2025?
Because the search landscape has changed (again).
With Google’s AI Overview hogging prime real estate at the top of the page, fewer people are clicking through to individual websites. If your content does make it into that AI-generated summary, it needs to:
Clearly answer the query
Be structured for scanning
Have human appeal (emotion, clarity, brand personality)
Show that you know your stuff (topical authority is non-negotiable)
SEO copywriting helps your content get picked up—and clicked on.
It increases your chances of:
Appearing in AI Overviews
Scoring featured snippets
Keeping visitors engaged once they land on your site
How does SEO copywriting differ from traditional copywriting?
Truth bomb: SEO copywriting isn’t just regular copywriting with a few keywords lobbed in.
Traditional copywriting focuses on brand voice, storytelling, and emotional connection.
SEO copywriting adds layers of strategy on top—targeting specific search queries, optimising for algorithms, and structuring content so it’s easy to scan and understand by both humans and search engines.
In an ideal world? Your copy does both. It sounds like you, but it's also working behind the scenes to help you show up in search.
Blending both approaches gives your content the best chance of success. It means you're creating copy that not only climbs the ranks in Google but also builds connection, trust, and action once people land on your site.
SEO copywriting vs. AI-generated content
AI tools can help generate text quickly, but AI content often lacks nuance, brand voice, and strategic intent. AI is a tool to assist human writers, not replace them.
SEO copywriting requires insight into your audience, industry expertise, and the ability to adapt as search engines evolve—things AI can’t fully master…yet.
How to write high-ranking SEO copy in 2025 (that still sounds human)
1. Understand User Intent: Are searchers looking to learn, compare, or buy? Your copy should match that intent precisely.
2. Use Targeted Keywords Naturally: Research keywords with tools like Semrush or Ahrefs, then integrate them without sacrificing flow.
3. Write Clear, Scannable Content: Use headings, bullet points, and short paragraphs for readability.
4. Optimise for EEAT: Demonstrate experience, expertise, authority, and trustworthiness through well-researched, credible content. (Find out more about EEAT)
5. Include Strong Calls to Action: Guide readers on the next step, whether booking a call, downloading a guide, or making a purchase.
Don’t sound like a robot: You can be optimised and on-brand. The best SEO copy sounds natural, not like it was written by an AI stuck in 2016.
Keyword research basics
Effective SEO copywriting starts with solid keyword research. Identify:
Primary keywords with strong search volume and relevance
Related long-tail keywords that capture specific queries
User intent behind keywords (informational, transactional, navigational)
Keyword tools can show volume, difficulty, and related questions—helping you choose the best phrases to target.
On-page SEO essentials
Writing great copy is just one piece of the puzzle. Optimise your page by:
Crafting clear and compelling meta titles and descriptions
Using header tags (H1, H2, H3) to structure content logically
Including keywords in URLs and image alt text
Ensuring fast page load times and look good on mobile
Adding schema markup to help search engines understand the context of your content—like whether it’s a service, FAQ, article, or review
These factors help search engines understand your content and improve your rankings.
Where SEO copywriting fits in your website
SEO copywriting isn't just for blog posts. It should show up wherever your audience does.
Homepage
Your first impression. Needs to hit the right tone and the right terms.
Service pages
This is where conversions live. Your copy should make it crystal clear what you do—and why you’re the best at it.
Location pages
If you’re a local biz, these help you show up for "near me" searches.
Blog posts
Ideal for targeting long-tail keywords and building authority over time.
Landing pages
These work hard in pay per click (PPC) and organic campaigns alike—when they’re written with search and conversions in mind.
How to tell if your SEO copy needs a glow-up
Time for a quick vibe check:
Are your key pages ranking?
Are people visiting—but not taking action?
Does your content clearly answer the right questions?
Are your headings doing any heavy lifting?
If not, your SEO copy might be costing you more than just clicks.
SEO copywriting and conversions: what’s the link?
Ranking is only part of the job. The rest? That’s copywriting.
Once someone lands on your page, your words need to:
Speak to their problem
Offer a solution
Build trust fast
Make the next step obvious
SEO gets them there. Great conversion copywriting gets them to say yes.
What does an SEO copywriter actually do?
Spoiler: it’s not just blogs.
An SEO copywriter:
Digs into keyword research to find what your audience is really searching for
Maps keywords to your buyer journey
Writes website copy that’s friendly to both bots and humans
Plans and creates blog content that boosts your topical authority
Structures content to suit AI Overviews, featured snippets and zero-click results
Think of us as your word nerd-meets-strategist hybrid.
Tips for choosing an SEO copywriter
Not all writers are SEO-savvy. When hiring:
Look for experience combining SEO and copywriting skills
Ask for examples showing improved rankings and conversions
Ensure they understand your industry and audience
Choose someone who stays current with SEO trends and Google updates
The takeaway: Don’t just rank—resonate
SEO copywriting isn’t about ticking boxes or gaming Google. It’s about getting your brand in front of the right people at the right moment—and making them care.
In a noisy, AI-shaped search landscape, strategic, human-first copy is your unfair advantage.
SEO copywriting FAQs
Q: Can AI tools replace SEO copywriters?
A: AI can assist, but human strategy and nuance are irreplaceable.
Q: How long does it take to see results from SEO copywriting?
A: Typically, 3–6 months, depending on competition and site authority.
Q: Should I prioritise keywords or readability?
A: Balance both—optimise for search without sacrificing the user experience.
Need SEO copy that sounds like you and performs like a pro?
I help businesses write search-optimised content that gets seen and gets clicks. Let’s chat.