SEO Copywriting vs Regular Copywriting — And Which is Better For Your Business?
SEO copywriting includes Search Engine Optimization, which is a comprehensive marketing strategy. Regular copywriting simply involves writing without the comprehensive strategy. The distinction matters because copywriting on its own—no matter how well-written—relies on readers finding the page through other means like paid ads, social media, or direct referrals.
Traditional copywriting targets human audiences only; SEO copywriting balances the needs of both humans and search engines. SEO copywriting removes that dependency. It incorporates keyword research, on-page optimization, and content strategy so that search engines can crawl, index, and rank the page. This means the content itself becomes the mechanism for attracting visitors, not just converting them once they arrive.
What’s The Difference Between Regular Copywriting and SEO Copywriting?
Both involve persuasive writing, but they differ in scope. Regular copywriting focuses on conversion—turning readers into customers once they’re on the page. SEO copywriting handles both discovery and conversion—getting the page found on search engines first, then persuading visitors to take action.
Regular Copywriting
Also known as direct response copywriting or traditional copywriting, content is created to convert readers who are already on the page; however, it doesn’t account for getting them to the page in the first place.
- The job is done once the copy is written
- Assumes readers will arrive through other channels (paid ads, social media, direct referrals)
- Success measured by how well a single page converts
- Little consideration for how search engines interpret the content
- The writing stands alone without supporting optimization
- Writing is handled without discoverability
SEO Copywriting
Persuasive writing with a marketing strategy. SEO copywriting aims to improve search engine rankings and drive targeted traffic, then persuade visitors to take action.
- The writing is one part of a larger marketing process
- Content is built to earn visibility through search engines
- Success measured by how well a network of pages (the website) converts
- On-page SEO helps Google crawl, index, and rank the content
- Keyword research ensures the content matches what people search for
- Discoverability and writing are handled together
Why Use SEO Copywriting Instead of Regular Copywriting?
You should use SEO copywriting because every page on a website consists of writing, and the majority of online experiences begin with a search engine. Think of it this way: a traditional billboard places ads in view of passersby, and SEO copywriting works similarly by using keywords to target specific audiences searching for those terms. Copywriting without SEO is comparable to a billboard on a deserted island: with copywriting alone, you spend time and money on content that people may never see. Copywriting drives immediate action; SEO copywriting drives long-term traffic. Without the SEO component, you’re relying entirely on paid channels to put eyes on your message.
What Should SEO Copywriting Include?
Not all SEO copywriting strategies are created equally. On the high end of the spectrum, SEO copywriting drives traffic, rankings, and conversions together. On the low end, it does little more than regular copywriting on its own can do. This is where understanding the depth of SEO matters. “SEO copywriting” might imply content optimized with keywords, but if that is all you get out of it, then that’s often no different than paying for regular copywriting. Keywords alone don’t rank pages. To get the full benefit of SEO copywriting, the SEO component must remain intact—and that means a comprehensive strategy, not just keyword placement.
The main difference between copywriting and SEO writing is that real SEO copywriting includes things like:
- Keyword research — identifying what your target audience is actually searching for
- On-page optimization — title tags, meta descriptions, header structure, image alt text, and URL structure
- Content strategy — creating helpful, people-first content that meets search intent
- Technical SEO — site speed, mobile-friendliness, crawlability, and indexing
- Internal linking — connecting related pages to distribute authority and help search engines understand site structure
- E-E-A-T alignment — demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness
- Schema markup — structured data that helps search engines understand page content
- Ongoing review — analyzing performance and revising content based on search console data
When these elements work together, pages get crawled, indexed, and ranked—leading to organic traffic. This means that more pages are ranking, people are finding you through search, and content is working as a long-term asset, as opposed to the one-time expense typical of regular copywriting.
SEO Copywriting or Regular Copywriting: Which Do You Have?
Answer 7 questions to evaluate whether your content strategy includes the elements that separate SEO content writing vs copywriting—and drive organic search traffic and conversions.
Question 1 of 7
How often is new content published to your website?
Question 2 of 7
Is keyword research conducted before creating content?
Question 3 of 7
Are your pages optimized with meta titles, meta descriptions, header structure, and internal links?
Question 4 of 7
Do you track which pages are indexed, what keywords you rank for, and how much organic traffic you receive?
Question 5 of 7
Is your copy written to guide visitors toward a specific action (booking, purchasing, signing up)?
Question 6 of 7
Does your content strategy include both blog posts (to attract traffic) and landing pages (to convert visitors)?
Question 7 of 7
Is your website content repurposed across social media and other marketing channels for brand consistency?
Created by InspiringClicks
