by The Computing Australia Group | SEO Copywriting
Guide
Great SEO isn’t just about technical tweaks and backlinks-it’s powered by clear, useful copy that answers searchers’ questions better than anyone else. This upgraded guide turns your original article into a comprehensive playbook you can hand to writers, marketers, or founders. You’ll learn how to research intent, outline content, write and optimise on-page elements, use structured data, and measure impact-without slipping into keyword stuffing or bland corporate-speak.
Bottom line: SEO copywriting = help humans first, signal relevance to search engines, and earn conversions. Do that consistently, and rankings tend to follow.
What Is SEO Copywriting (Really)?
SEO copywriting is the craft of planning and writing web content that:
1. satisfies search intent (what the user wanted when they typed the query),
2. signals topical relevance to search engines (through entities, headings, internal links and metadata), and
3. drives a business outcome (lead, sale, signup, demo, call).
Why It Matters to Your Website
- Visibility: Content that maps to actual queries and intent is far more likely to rank and earn clicks.
- Qualified traffic: Matching copy to the stage of the buyer journey (problem aware → solution aware → product aware) reduces bounce and increases conversion.
- Moat: Consistent, helpful content builds topical authority, making it easier to rank for future pieces.
- Compounding ROI: Great pages attract links, citations, and brand mentions-improving your whole domain.
Core Principles of High-Performing SEO Copy
1. Search intent first. Is the query informational, commercial, transactional, or local? Write to that intent.
2. Clarity > cleverness. Plain language, strong structure, zero fluff.
3. Evidence wins. Use data, examples, screenshots, quotes, and original insights.
4. Entity-rich, not keyword-stuffed. Cover the concepts and related entities users expect, not just narrow terms.
5. UX is SEO. Scannable headings, short paragraphs, and accessible media keep readers engaged.
6. Consistent internal linking. Show search engines (and readers) where to go next.
7. Conversion is the point. Every page should have a next step: CTA, form, comparison, calculator, demo, etc.
The SEO Copywriting Workflow (End-to-End)
1) Discover: Topics, Queries & Intent
Inputs
- Google Search Console: queries you already appear for (low CTR or positions 5–20 = opportunities).
- Keyword tools (e.g., Google Keyword Planner), People Also Ask, Autocomplete, Related searches.
- Competitor gap analysis: what they rank for that you don’t.
- Audience research: sales calls, support tickets, community threads.
Intent buckets
- Informational: “how to start a podcast”
- Commercial research: “best podcast microphones 2025”
- Transactional: “buy Shure MV7 Australia”
- Local: “IT helpdesk Perth”
- Navigational: “Canva pricing”
Deliverable: A prioritised topic list with primary intent, primary keyword, supporting subtopics/entities, target persona, and success metric.
2) Plan: Outline for Coverage & UX
Create an outline that ensures complete topical coverage and easy scanning.
Template
- H1: Clear promise using the target phrase naturally.
- Intro: A 2–4 sentence hook that mirrors the problem, states the outcome, and sets expectations.
- H2/H3 blocks: One subtopic per heading. Add FAQs inline (these can be marked up with schema).
- Comparison/Alternatives: If commercial intent, compare options honestly.
- Proof: Stats, case studies, screenshots, original data.
- CTA: Contextual next step (download checklist, book consult, start trial).
- References/footnotes (optional).
Coverage check (entities & expectations)
For a page on “SEO copywriting,” likely entities include: keyword research, search intent, title tag, meta description, headers, internal links, schema, E-E-A-T, CTAs, readability, Core Web Vitals, image optimisation, etc. If your outline omits many of these, revise.
3) Draft: Write for Humans, Signal for Search
Use proven copy frameworks (sparingly):
- PAS: Problem → Agitation → Solution (great for intros and product pages).
- AIDA: Attention → Interest → Desire → Action (good for landing pages).
- FAB: Features → Advantages → Benefits (translate features into outcomes).
- OBQA: Objective → Barrier → Question → Answer (excellent for FAQs).
Style rules
- Short sentences.
- One idea per paragraph.
- Break walls of text with lists, tables, and images.
- Write like you talk-professionally.
- Avoid jargon unless your audience expects it, and define it once.
In-copy optimisation (natural, not forced):
- Use the primary term in H1, early in the intro, and sparingly in H2/H3.
- Include synonyms and related entities throughout.
- Add descriptive anchor text for internal links (avoid “click here”).
4) On-Page SEO: Make Your Relevance Obvious
Title tag
- 50–60 characters is a safe target.
- Put the primary idea first; brand last.
- Example: SEO Copywriting Guide: Rank Higher With Helpful, Conversion-Ready Content | Brand
Meta description
- ~150–160 characters. Summarise value + light CTA.
- Example: Learn SEO copywriting that ranks and converts-research, intent, on-page, schema, and templates you can use today.
Headings (H1–H3)
- One H1 per page.
- Descriptive H2/H3 to reflect subtopics and match scan patterns.
URL
- Short, descriptive, hyphenated. Avoid dates unless necessary.
Images & media
- Compress (WebP/optimised PNG/JPEG).
- ALT text: concise, literal description; include keywords only if natural.
- Captions when helpful; cite sources.
Internal linking
- Link up (category/guide pages), across (related content), and down (supporting posts).
- Use descriptive anchors: SEO title tag best practices, not read more.
External links
- Cite reputable sources (original research, official docs).
- Outbound links increase trust when used appropriately.
Schema markup
- Add relevant JSON-LD (more below) to improve eligibility for rich results.
5) UX & Accessibility: Keep People Reading
- Scannability: H2s every 200–300 words, bullets, and tables.
- Contrast & size: Body text 16px+; strong colour contrast.
- Link spacing: Easy to tap on mobile.
- Skip repetitive animations; provide transcripts for videos.
- Page speed & stability: Optimise images, set width/height to avoid CLS, lazy-load below fold.
6) Publish, Measure, Improve
Track
- Primary metric: conversions (leads, demos, sales).
- Secondary: rankings, impressions, CTR, time on page, scroll depth.
- Diagnostics: queries in Search Console (new opportunities), cannibalisation (multiple pages targeting the same term).
Iterate
- Fix underperforming titles/meta to lift CTR.
- Expand thin sections; add missing entities/FAQs.
- Strengthen internal links from relevant, authoritative pages.
- Update with fresh data and examples every 3–6 months.
Keyword Research (Practical, No Hype)
1. Start with problems, not words. What jobs are users trying to get done?
2. Map keywords to intent. Don’t force transactional CTAs on informational queries.
3. Build clusters. One core “hub” (guide) + several “spokes” (niche posts) that interlink.
4. Prioritise by difficulty vs. value. A lower-volume, high-intent term may beat a vanity keyword.
5. SERP study:
- What formats rank (guides, lists, videos, tools)?
- What subtopics recur across the top results?
- Which FAQs show in People Also Ask?
Output example (mini brief)
- Primary keyword: SEO copywriting
- Intent: Informational/Commercial (learn + hire)
- Audience: SME owners, content marketers
- Must-cover: intent types, titles/meta, headers, internal linking, schema, CTAs, examples/templates
- Target next step: Download checklist / enquire for copy audit
Writing That Ranks and Converts: Practical Techniques
- Mirror the user’s language in the intro and H2s (use query phrasing naturally).
- Front-load value: summary bullets or a TL;DR near the top.
- Use real examples (before/after titles, meta descriptions, CTAs).
- Pattern breaks: boxes, callouts, code snippets, templates.
- Transitional prompts: “Next, validate intent by checking the SERP types…”
- Micro-CTAs inside sections: “Download the title formula cheatsheet.”
Title & Meta Formulas (Steal These)
Title formulas
- [Primary Topic]: [Outcome or Use Case] (+ Templates)
- How to [Achieve Outcome] with [Primary Topic] (Step-by-Step)
- [Year] Guide to [Primary Topic]: From Basics to Advanced
Meta formulas (~155 chars)
- Learn [primary topic] with step-by-step methods, examples, and templates. Write content that ranks and converts. Free checklist inside.
- A practical [primary topic] guide: research, intent, on-page, schema, and optimisation tips to boost rankings and conversions.
On-Page Examples (Copy & Adapt)
Internal link (descriptive anchor):
“Once your outline is ready, review these title tag best practices”.
ALT text (good):
alt=”Example of an H1 and H2 structure for an SEO guide”
ALT text (weak/over-optimised):
alt=”best seo copywriting seo copywriting seo copywriting”
Content Quality, E-E-A-T & Trust Signals
- Experience: Share firsthand steps, screenshots, and lessons learned.
- Expertise: Attribute byline with role/credentials; link to author profile.
- Authoritativeness: Cite primary sources; earn mentions/links from reputable sites.
- Trust: Clear contact details, policies, pricing pages, and testimonials.
Mobile & Performance Considerations
- Readable on small screens: 16–18px body text, generous line height, 80–100 character line length.
- Tap targets: Buttons/links ≥ 44px high.
- Lazy-load images below the fold; preload key font files; minimise CLS with width/height attributes.
- Use semantic HTML: <main>, <article>, <nav>, <aside>, <footer>-this helps accessibility and SEO.
Governance: Keep Your Library Healthy
- Content calendar: Publish consistently across clusters (hub + spokes).
- Refresh cadence: Every 3–6 months for high-value posts; annually for evergreen.
- Pruning: Merge thin or overlapping content; redirect to the strongest page to avoid cannibalisation.
- Version notes: Log what changed and the date; it helps explain ranking shifts.
Common Pitfalls (and Fixes)
- Keyword stuffing: Fix by rewriting sentences to read naturally; add related entities instead.
- Misaligned intent: If traffic bounces, your page might not match the query’s intent; adjust the angle or create a new page.
- Over-long intros: Move the value up; add a TL;DR.
- No next step: Add contextual CTAs and internal links.
- Walls of text: Use subheads, bullets, imagery, and white space.
- Unsubstantiated claims: Add sources, screenshots, and examples.
Jargon Buster (Concise)
- Search intent: The user’s goal behind a query (informational, commercial, transactional, local).
- Entities: People, places, things, and concepts associated with a topic.
- Title tag: The clickable SERP headline (HTML <title>).
- Meta description: Short SERP summary (not a ranking factor, but influences CTR).
- H1/H2/H3: Heading levels that structure your content.
- Internal linking: Links to your own pages to guide users and pass context.
- Schema/Structured data: Code that helps search engines understand your content for rich results.
- E-E-A-T: Experience, Expertise, Authoritativeness, Trust.
- Cannibalisation: Multiple pages targeting the same keyword, competing with each other.
- Core Web Vitals: Page experience metrics (loading, interactivity, visual stability).
Copy-Ready Checklist (Print This)
Before writing
- Define intent, audience, primary keyword, and outcome.
- Outline with complete subtopics/entities.
- Choose a clear CTA.
While writing
- Plain language, short paragraphs, strong headings.
- Evidence and examples in each key section.
- Natural use of primary term and related entities.
On-page optimisation
- Title (≤60 chars), meta (≤160 chars).
- One H1; descriptive H2/H3.
- Optimised images (ALT, compression).
- Internal links (up/across/down).
- Relevant external citations.
- Schema (Article/FAQ as needed).
- Mobile readability & speed.
After publishing
- Track rankings, CTR, conversions.
- Iterate titles/meta if CTR is low.
- Refresh content every 3–6 months.
- Consolidate overlapping pages.
Jargon Buster
Search engine algorithm: A set of rules used by search engines to retrieve data from the search index and return the most relevant results for a search query.
Website structure: Refers to the way a website’s content is organised into pages.
Meta description: It is an HTML tag that shows a brief summary of the page. The meta description is displayed below the page title in a search result.
Call-to-action: A prompt in the form of text or button to encourage a website visitor to take immediate action. E.g.: Call now, Buy now, Download now etc.
FAQ
How many keywords per page?
One primary topic per page. Use natural variations and related entities; avoid stuffing.
How long should the page be?
“As long as needed to comprehensively answer the intent.” Many successful guides are 1,500–3,000 words, but short pages can win if they fully solve the task.
Do I need to include the exact keyword in every heading?
No. Use it where natural. Prioritise clarity and coverage of subtopics.
Will schema guarantee rich results?
No guarantees, but valid schema increases eligibility and can improve CTR.
What if my competitors have higher domain authority?
Win with intent alignment, depth, original insights, and topic clusters. Authority grows over time.
