The simple answer is “Yes, there is.” But…it’s nowhere as simple as that…
Look around and you’ll find some sources that say copywriting is about selling and SEO copywriting focuses on top-of-funnel content and search engines. Others might say the audiences of both are different.
There are hints of truth in each of these understandings, but ultimately, they miss the mark.
As a copywriter and a BrightEdge SEO-certified copywriter, I write both traditional copy and SEO copy. In my experience, any complexity or confusion that exists comes from a misunderstanding of what copywriting really is.
The problem is a lack of clarity on what copywriting itself is, which has led to several copywriting myths concerning copywriting and SEO copywriting.
Myth #1: Copywriters Sell “Stuff” and SEO Copywriters Create Content
I’ve written copy for customer service emails, product inserts, web pages and other traditional “non-sales” copy in addition to the sales letters, emails, landing pages and more that I’ve written to sell. Every piece of copy (content if you like) you publish, send or post – yes, even your customer service copy – should feed the reader back into a sales funnel of some sort, whether it’s an upsell, cross-sell or repeat buy.
Maybe, in this sense, a copywriter does write to sell. However…
If you’re an SEO copywriter and your copy isn’t driving to the CTA (or worse, doesn’t have one!), how does your copy support marketing goals or serve your reader? Even SEO copy must at a minimum sell the next course of action whether it’s signing up for the newsletter, returning to read the blog next week, engaging on social or doing whatever you’ve decided your CTA should be.
The idea that copywriters write to sell “stuff” while SEO copywriters write content is a myth. Every piece of copy sells something.
Myth #2: Copywriting and SEO Copywriting Audiences Are Different
This is nonsense. Except for maybe some remote corners of the globe, SEO is going to play a role in a copywriter’s success as much as it does an SEO copywriter’s success.
The reason for this is simple. Every copy audience is also an SEO audience.
Think about it. Do you really think a copywriter’s audience isn’t “Googling” the product, investigating an ad’s claims, and or checking on the brand behind the sales letter, infomercial, or ad? You bet they are.
This is why agencies recommend their clients have strong SEO and SEM campaigns in place, especially for TV and radio ads. Direct mail companies should be ready too with at least a sales and brand page beyond the desired landing page noted in the call to action (CTA).
Now, strictly speaking, SEO copywriters do not write emails, ads, case studies, etc.…They write content that must meet SEO best practices. Yet, their audiences almost certainly overlap with copywriters, meaning all copywriters should have this in their minds when writing. But here, finally, we’ve gotten to what differentiates copywriting and SEO copywriting: SEO.
What Makes SEO Copywriting Unique
There are really two elements that make SEO copywriting different from “traditional” copywriting: search engines and user intent.
Search Engines
As an SEO copywriter, you write first for your audience. Yet, as you do, you must always keep in mind what you will need to include to inform the search engines what the page is about.
Keywords get a lot of attention but really, they’re not a big deal. Every copywriter, SEO copywriters included, should always write in the language of their audience. Here, an SEO copywriter has a huge advantage!
The reality of the digital world and digital marketing is the immense volumes of data SEOs, marketers and copywriters have access to. For the SEO copywriter, keywords are a big aspect of this data which makes it easy to know exactly what to write about. Long-tail keywords give even more insight with questions such as, “Is there a difference between copywriting and SEO copywriting?”
Data isn’t limited to just keywords, of course. You can also know what copy’s getting clicks, how long it’s viewed, where people go after reading and so much more. Do some analysis of your web content, and you can gain powerful insights like:
- What your audience values
- What their problems/pain points are
- How they view their world
- What is important to them
- What topics are connected in their world
- What the audience likes to read
In short, it’s instant access into the mind of your audience. Pure copywriting gold. (This goes for copywriters who write SEM too.) In fact, doing a little SEO keyword research is a good practice for any copywriter who wants to gain insight into their audience.
Search Engines Need More Than Keywords
In addition to keyword research, SEO copywriting also needs to include these features to help search engines understand what’s on the page:
- A Formalized Structure. The SEO copywriter must know where to include keywords and how to structure the piece in terms of headers, length of body copy in each section and where to recommend images and graphics. Then there’s also the need to write meta tags, URLs, add in links, and write or at least recommend copy for image alt-tags.
- Links. In a recent Google Webmasters Hangout, John Mueller of Google wouldn’t state that external links help improve page ranking, even though that’s long been the industry understanding. He did say that external links should be used to enhance the user experience. Strategic integration of internal links to other articles, products, offers, and pages provides value and creates a buffet of calls-to-action to keep your reader engaged.
Finally, Editing SEO copy deserves attention as it must appeal to search engines and to the target audience. This demands a two-step editing process, one for the search engine and one for the user. (You may go through more than one draft, so here I’m talking about final editing.) It’s best to edit first for SEO, then finalize edits for the audience.
User Intent Means People Are Looking to Read Your SEO Copy
SEO copywriters have it good, at least in the sense that people are looking for what they write. This doesn’t mean their copy doesn’t need to follow traditional copywriting practices. In fact, if anything, it puts the pressure on to create even better copy because every serious competitor out there is writing on the same subject!
Identifying intent is easy based on keyword insights. If the copywriter has the support of an SEO team, further data can help understand the context of the copy. Often SEO copy is top-of-funnel content, but this is not always the case. An article that adroitly answers a nagging question or tells a great story can lead to an immediate sale.
Fortunately, all the elements required to make a piece search engine friendly also makes the content user-friendly too. It wasn’t always like this but Google’s focus on the user experience (UX) has led to search engines evolving to be better aligned with a solid and practical UX.
Ultimately, Copywriting and SEO Copywriting Are More Alike Than Different
Although SEO copywriting has its own unique demands, it is more a subset of copywriting rather than its own thing. Its unique requirements, then, make it as different from copywriting as crafting ad copy has a different requirement than that of writing copy for an email or a landing page or an ebook. Every piece of copy – ads, SEO content, sales letters, landings, and on… – has its own special form.
Copywriters of every form still must –
- Research
- Create unique, catchy ideas
- Write to the audience
- Inspire action, have a strong Call-to-Action
- Edit fiercely
A professional copywriter provided keywords and copy requirements should be able to create excellent SEO copy. On the other hand, an SEO copywriter might feel a bit at sea if asked to create an email campaign or direct mail package.
In the end, copywriting and SEO copywriting is about communicating valuable information with another human being. Keep that in the front of your mind and you’ll deliver high-quality copy every time whether you need copywriting or SEO copywriting!
Have a question or looking for a little guidance on this topic? Contact me and let’s talk.