SEO Copywriting VS. SEO Content Writing

As a person who works in the content production field, I often find people take the wrong definition of SEO copywriting and SEO content writing. Sometimes, they refer to one kind of content. Well, the truth is they are not.

SEO copywriting and SEO content writing are distinct but closely related aspects of content creation that serve the overarching goal of improving a website's visibility on search engines. 

To get a better understanding of both terms, I have written this post that includes an explanation of both terms, key differences, the best practices for each, and tool recommendations for creating those different types of content.

This material was presented in the twelfth of the cmlabs class, which was lived on the 27th of October 2023.

Misconception Between SEO Content Writing and SEO Copywriting

To begin with, let me explain why there is a misconception between these two content creations. The misconception between SEO content writing and SEO copywriting often stems from a lack of clarity regarding their distinct roles and purposes in the realm of digital marketing. 

The confusion between SEO content writing and SEO copywriting often arises from a commonality they share, which is the strategic use of keywords. While both practices involve incorporating keywords into the content, the purpose and approach behind keyword usage differ significantly.

In SEO content writing, the primary goal of using keywords is to enhance the visibility of the content on search engines. Keywords are integrated naturally within the context of informative and valuable content to make it more discoverable by search engine algorithms.

While in SEO copywriting, keywords are used strategically with a dual purpose: to improve search engine rankings and to encourage specific actions from the audience. The focus is not just on visibility but also on persuading the reader to take a desired action, such as making a purchase or filling out a form.
 

What Is SEO Content Writing?

So, what is SEO content writing? Basically, this is a practice of producing content with the aim of fulfilling readers’ need for information. Not only for readers, this type of content is optimized for search engines so that it can rank better on the search result page.

SEO content is often more in-depth and comprehensive, covering a broader range of topics. It aims to thoroughly address user queries and provide a well-rounded understanding of the subject matter.

Content writing encompasses various types, each serving specific purposes and catering to different audience preferences. Here are some common types of content writing:

• Blog post.
• How-to articles.
• Guide article.
• White papers.
• Informative web pages.

What Is SEO Copywriting?

SEO copywriting is a specialized form of writing that combines the principles of traditional copywriting with SEO techniques. The goal of SEO copywriting is to create content that not only appeals to human readers but is also optimized for search engines.

SEO copywriters focus on crafting compelling and persuasive content that encourages the reader to take a specific action, such as making a purchase, filling out a form, registering, or subscribing to a service.

Both content writing and copywriting use keywords in their production. However, the keyword used in the copywriting aims to elevate the copy visibility for the targeted buyer persona. 

While SEO is crucial, SEO copywriting places a strong emphasis on meeting the needs and interests of the target audience. Understanding the audience's pain points, desires, and preferences is essential for creating content that resonates.

Copywriting is usually created following certain formulas to increase the readers' engagement. Here are some of them:

• AIDA (Attention, Interest, Desire, and Action)
• PAS (Problem, Agitate, Solve)
• 4Cs (Clear, Concise, Compelling, Credible)
• and many others.

The use of SEO copywriting is mainly in these forms of writing:

• Advertising copy.
• Product description.
• Landing page copy.
• Email campaign.
• Social media copy.
• and others.

Key Differences of Copywriting and Content Writing

While both SEO copywriting and SEO content writing share the common goal of improving a website's visibility on search engines, they have key differences. Here are the key differences between SEO copywriting and SEO content writing:

• Goals: Copywriting primarily focuses on persuading the audience to take a specific action, such as making a purchase or signing up. While, content writing focuses on providing information, education, or entertainment without an immediate call to action.
• Audience Focus: Copywriting targets a specific audience with the intent to convert them into customers or clients. While content writing aims to engage a broader audience, providing value and building trust over time.
• Writing Tone: In copywriting, we employ a persuasive and compelling tone to drive action. While informative or entertaining tone, aiming to educate is used in content writing.
• Emotion: Copywriting frequently uses emotional triggers to connect with the audience and prompt immediate responses. On the other hand, content writing focuses on providing information rather than evoking strong emotional reactions.
• Long-term Value: Copywriting often produces immediate results but may have a shorter life of usage. Meanwhile, content writing builds long-term value by establishing a brand's authority and credibility over time.
• Success Metrics: Copywriting success is often measured by conversion rates, sales, or specific actions taken by the audience. While in content writing, the success metrics may include engagement, audience growth, and brand authority.

Below is a table that summarizes the key differences between copywriting and content writing.

Table 1: The key differences between SEO Copywriting and SEO Content Writing
 

Use Case

To get a deeper understanding of both terms, I have two topics that either need copywriting or content writing. From here, you will know which one needs what.
 

Topic 1:

Essential Camping Gear for a Safe and Enjoyable Outdoor Adventure
 

Topic 2:

UltraLight Pro Camping Tent Product

So, which one needs a copy, and which one needs content? Here is the answer.

Topic 1

For topic one, I believe that it needs content writing rather than copywriting. That keyword contains informational intent which means that the searchers want to get information and education. Thus, it will be perfect to create content that could explain clearly about the topic. Below is the possible content title for this topic:

• Stay Safe and Enjoy: Your Comprehensive Camping Gear Checklist
• Outdoor Safety Guide: Must-Have Camping Gear for Your Trip
• Ultimate Camping Checklist: What to Pack, Prepare, and Keep
   

Topic 2

Then, the second topic will need copywriting because the keywords contain a transactional intent. This kind of keyword is usually used by searchers who are ready to make a purchase. So, you must target it with powerful copywriting. 

You can create a product description for an ultralight camping tent and make sure you mention why it is the perfect product for them. This way, you will increase the CTR of your product page and the possibility of conversion.

Best Practices for Each

First of all, I would like to disclaim that the below best practices are not all you have. There is still more to be done to improve content creation. However, I think this checklist is quite important and can't be missed.

1. SEO Copywriting Best Practices

To make your copywriting achieve the desired goal, here are some best practices you need to implement.

• Use Keywords and Powerful Words: Incorporate relevant keywords naturally into the copy. Then, use impactful and persuasive language to grab the reader's attention. Strong and descriptive words can enhance the overall tone and message of the content.
• Crafting Compelling Headlines and CTAs: Create attention-grabbing headlines that accurately represent the content. A compelling headline encourages users to click and read further.
• Understanding Buyer Personas: Know your buyer persona to pick up their pain point and provide it with a solution (your product or service). Understanding buyer personas ensures that the content resonates with the intended readership.
• A/B Testing for Optimization: Implement A/B testing to experiment with different versions of copy elements such as headlines, CTAs, or layouts. Analyze the performance to optimize for better results. 
• Evoke Readers' Emotions: Use storytelling and emotional triggers to connect with the audience on a personal level. Content that evokes emotion is more likely to be memorable and impactful. Align emotional elements with the topic and goals of the content to ensure a genuine and authentic connection with the audience.

2. SEO Content Writing Best Practices

After knowing the best practices in creating engaging copywriting, you need to learn how to create content that readers can’t resist reading. Below are some of the important practices you need to implement.

• Conduct Keyword Research: Identify relevant keywords that align with the content's topic and the user's search intent. Then, Integrate selected keywords naturally into the content to enhance search engine visibility. 
• Prioritize Quality and Informative Content: Focus on providing valuable, relevant, and informative content to the audience. Address user queries, solve problems, and offer insights. Quality content not only attracts readers but also contributes to higher search engine rankings.
• Optimize for Readability: Ensure that the content is easy to read and understand for both human readers and search engines. Do it by using clear headings, subheadings, short paragraphs, and bullet points. Consider the overall structure and formatting for a user-friendly experience.
• Internal and External Linking: Enhance the content's credibility, provide additional context, and guide users to related information with linking. Include internal links to relevant pages within the same website. Additionally, incorporate external links to authoritative sources to support your content.
• Mobile Optimization: Adapt content to be easily accessible and readable on various mobile devices. You need to ensure responsive design, legible fonts, and appropriately sized images for mobile users. Google prioritizes mobile-friendly content in search rankings.
• Regular Update: Demonstrate the relevance and freshness of the content to both users and search engines. You should regularly update and refresh content to reflect changes in information, industry trends, or user needs. Google often favors recently updated content in search results.
   

SEO Tools Recommendation

To assist you with the writing, I recommend you try these tools and get the benefits from them. These tools help the automation and activity that can’t be done by humans. So, here are they:

1. SEO Copywriting Tool

First of all, you need a tool that can help you proofread and produce a better copy. You can try the below tools for free and have a plan if you need:

• Hemingway Editor: This tool is able to score your writing readability and anything you should improve. A good tool to check your early writing. You just need to copy and paste your draft and see the result immediately.
• WebFX readability test: Almost the same as the Hemmingway editor with various features to check writing readability.

2. SEO Content Writing Tools

In terms of content writing, you might need more tools since it produces longer and more complex drafts. Here are some tools you’d love to use while writing your SEO content.

• Keyword research tool: before creating content, you need to research your target keywords. Then, you can decide what topics you should write based on the demands.
• Title and Meta Length Checker: SEO-friendly titles and meta descriptions are needed to improve SERP performance. This tool enables you to check whether your title and meta description length are okay for the search engines.
• Word Counter: Article length is somehow important for SEO. So, use a word counter that not only counts your word but also the keyword density.
• CMS Plugin: To asses your on-page SEO, you might need a CMS plugin. You can try Yoast SEO that have quite varied features to improve the SEO-friendliness of your draft.
• Grammar Checker: If you are writing in English, which is not your first language, you need to check the grammar before publishing it. Try Grammarly or Quilbot to check it.
• Plagiarism Checker: Since Google demands originality of the content, you need to make sure that it does not plagiarize other sources. This tool can help you to spot the plagiarized part of the content.
   

Those are all the tools I recommend to enhance your writing whether it is copywriting or content writing. With these tools, you can save more time doing it manually and alter your time to be more productive.

Conclusion

In conclusion, SEO copywriting and SEO content writing a quite distinct types of writing. SEO copywriting places a strong emphasis on persuading the audience to take specific actions, while SEO content writing prioritizes the delivery of valuable information to the audience and it aims to answer questions.

The two types of content have different goals to achieve. However, in some cases, you can use both approaches to achieve more complex goals such as conversion through content writing. In creating that content, get yourself a helping tool and enjoy the benefits.

If you are a business that needs SEO content writing written by experts, you can use an SEO Content Writing Service from cmlabs. We will make sure that your site experiences the surge in organic traffic through content.