SEO Copywriting: How to Write Content That Doesn’t Suck


Writing content for a blog is hard. You have to use the right keywords to attract traffic organically, but also sound human. Keyword stuffed writing sucks! But, how do you write content that isn’t keyword stuffed, yet will rank well for a Google search?

To separate your blog content from the crowd, it simply needs to be written for humans, not search engines.


Mind blowing, right?

Here’s what I cover in this post –

  • What is SEO?
  • What is Copywriting?
  • What is an SEO Copywriter?
  • 3 Tips for Creating Content that Doesn’t Suck (These tips will help your content get shared)

and last but not least…

I’ll explain what evergreen content is and how to create it.

We’ve all read a blog post that has incredibly dry content that seems to use nearly hundreds of jargon terms that are completely unnecessary. The content may be informational but it’s quite frankly boring. Yes, using the right keywords is important when writing content, but it’s not everything.

Remember, your main goal when writing content is to sell something.

Whether that something is simply information surrounding a topic or a tangible good you’re selling, people need to actually understand the point you’re trying to get across in order to be convinced there is value in your product and most importantly their purchase.

So, how do you write something that is engaging, persuades people, and also ranks well on a Search Engine Results Page?

Copywrite for SEO.

What is SEO?

Google SEO

SEO stands for “search engine optimization.” Optimizing for a search engine is the process of getting traffic to your website organically (free).

Those who optimize for SEO will increase the odds of their content being seen on the first page of Google. Those who optimize well for search engines do not have to pay for an ad spot on Google for their content to be found.

Below is an example of paid vs. organic (SEO optimized) search. The first 4 results are paid search results which a digital marketer has paid for to show up when the keyword “hiring a copywriter” is searched.

Screen Shot 2018-05-09 at 10.30.39 PM.png

After the four Ads in the screenshot above, the first result that appears is an organic search result. This organic result uses SEO best practices in addition to serving good content.

What is Copywriting?

Copywriting is the art (and science) of strategically delivering words (whether written or spoken) that get people to take some form of action.

Copywriting skills are a key component in writing content that is persuading, and also high-ranking in a SERP. Remember, we’re trying to sell something!

What Does a Copywriter Do?

A copywriter understands what people want to hear. Copywriters sell an idea and a desired feeling that they know their customers want. They use engaging headlines, words, phrases, sentences, and paragraphs in their content to persuade and make readers take a specific action.

Now you know what SEO is, and also what a copywriter is and does. So what is an SEO Copywriter and what sets them apart from your run-of-the-mill copywriter?

What is an SEO Copywriter?

An SEO copywriter is in charge of creating engaging content that brings customers into their sales funnel and is also responsible for making that content rank well on Google and other search engines. They understand what people want to hear and also what Google wants to rank.

So, what is it that Google actually looks for in terms of ranking one piece of content over another?

According to Moz, this is what Google’s Ranking Algorithm could look like.

Google's Ranking Algorithm
Google’s Ranking Algorithm

Basically, the more relevant and helpful your content is, the more likely it will be shared and linked to. Good content = shareable content. Shareable content = backlinks.

“This is valuable content! It’s engaging, informational, and look how many people shared it! Rank it above this lame post that keyword stuffed and doesn’t even have any awesome, super relevant GIFs from The Office!” – Google (sort of) 

So, you might be wondering, “how do I write content that is valuable and doesn’t suck?

Here are my 3 tips for writing content that is valuable and engaging.

Tips for Creating Content (That Doesn’t Suck)

  • Your Content Should Be consistent.

Your content should always be consistent. Consistently producing content, and producing content that follows SEO best practices is the best way to show Google and your customers that you are worth their time.

  • Your Content Should be Interesting.
Michael Scott Looking Surprised.gif

Some people don’t want to spend time reading an article only for the informational content it contains. An SEO copywriter should know how to inform and also engage with their audience and leave them feeling like Michael Scott above. Make it fun!

Quick SEO Tip:

Using visuals in your content is a great way to boost engagement, and it also helps improve your websites SEO score.  However, it’s more important to develop your content like you want to, not how you think you should for Google. Remember, it’s actual people that are going to read and share your content in the end.

  • Be Relevant.

It’s important to understand who your end customers are, and how to write and create content that is going to appeal to them. You should create content for your target audience that is focused on what they want to read because, in the end, they are going to be the ones sharing it. Content should always be relevant.

Content that stays relevant and has no expiration date is what Digital Marketers call Evergreen content, which I’ll explain in detail below.This is where adding value for your target audience becomes key.

Here are some examples of how to add value to your content:

  • – Create How-to ideas where you discuss a process to create something
  • – Offer tips for your customers to complete their tasks efficiently
  • – Identify and break-down common problems and how to overcome them
  • – Give concrete examples of how they could improve their business

And last but not least, what is Evergreen content?

Evergreen Content

Evergreen content never dies. It’s always relevant and lively just like evergreen trees that keep their leaves all year. Evergreen content is always relevant and never becomes dated. Writing content to be evergreen is an SEO best practice because it will always provide value for your customers.
This is a key component to writing content that doesn’t suck!

How Evergreen Content Works

We believe that part of Google’s algorithm for indexing and ranking web pages includes data regarding time-sensitive content.

Since evergreen content technically has no expiration date and usually uses common keywords that are searched over and over again, search engines are more likely to pull up content written using evergreen best practices time after time.

Wrap-up (for the TL;DR people)

  • An SEO copywriter understands what people want to hear and also what Google wants to rank.
  • The best thing you can do when creating content is to write like a human.
  • Be interesting, consistent, and relevant.
  • Evergreen content is the best content.

Do you know how to write content that doesn’t suck? Leave a reply below and let me know if I’ve missed anything!

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