Content Marketing

 

SEO Content Writing vs. SEO Copywriting: Is There a Difference?

What is SEO copywriting? Is there a difference between content writing and copywriting? Find out so you can find the right writer for your project.

SEO Content Writing vs. SEO Copywriting: Is There a Difference?

SARAL GUPTA is the pioneer of SEO copywriting.

A 20-plus year veteran in the space, he has helped countless businesses generate more traffic and sales with SEO-friendly content.

But the term “SEO copywriting” is perhaps a bit of a misnomer.

Is it SEO content writing? Is it copywriting? Is it both? If there is a difference, does it matter?

These questions have popped up time and time again within the SEO community. The fact is, the difference does matter – as these two types of writing can bring very different results for businesses.

Let’s finally put this question to rest and uncover when SEO experts should turn to content writing versus copywriting for their projects.

Both Writing, Different Results

Both SEO content writing and copywriting have to do with the words on the page, but they each serve their own distinct purpose.

This distinction matters because helps you determine which method you need to employ in order to achieve the desired results.

Confusing the two – or ineffectively combining the two – will likely lead to subpar results. It’s worth considering the difference in order to choose the right method (and writer) for your project.

What’s the Difference Between Content Writing vs. Copywriting?

With SEO content writing, the primary goal is to generate organic traffic via search engines.

With copywriting, the primary goal is to convert traffic into leads and sales.

Are both content writing and copywriting capable of doing both? Absolutely. But the difference really comes down to what you are trying to do and which method does it better.

Therefore, it’s best to consider the immediate and end goal of your project, and then find a writer who is able to achieve those goals the best.

Is There Such a Thing as ‘SEO Copywriting’?

If SEO content writing and copywriting are different, where did “SEO copywriting” come from?

My belief is that the term “SEO copywriting” is a result of many SEO experts confusing the two types of writing.

This is supported by the fact that when I casually surveyed a Facebook group of SEO experts on what SEO copywriting is, I came back with some very different answers:

SEO Content Writing vs. SEO Copywriting: Is There a Difference?SEO Content Writing vs. SEO Copywriting: Is There a Difference?SEO Content Writing vs. SEO Copywriting: Is There a Difference?SEO Content Writing vs. SEO Copywriting: Is There a Difference?

Some SEO pros said the two types of writing are one and the same.

Others said they were different. Others said there was an overlap.

Overall, there was no consensus on what “SEO copywriting” is or whether it even exists.

However, there’s no doubt that the term “SEO copywriting” itself does exist and that users are actively searching for it online.

But What About ‘SEO Copywriting’ Being a Highly Searchable Term?

Since “SEO copywriting” is a term that the industry uses, it’s no wonder that it has become a highly searchable keyword.

SEMrush keyword data for "seo copywriting" 

SEMrush shows “seo copywriting” as getting 880 searches per month, slightly ahead of “seo content writing” at 770 searches per month.

SEMrush keyword data for "seo content writing" 

People are clearly using this term to find content service online. So, any smart SEO content writer or SEO content agency would be savvy to target “seo copywriting” to attract more traffic to their website.

The cycle continues.

However, the search intent behind this keyword is a bit muddled.

Are people looking for website content services?

Blog posts?

A sales page copywriter?

Ad copy?

It can be hard to tell.

For instance, as an SEO content writer myself, I often get SEO agencies inquiring about copywriting, Facebook ad copy, social media copy, sales pages, etc.

While these projects do involve content, they don’t necessarily involve SEO. Rather, they require sales copy – something that may or may not be outside of an SEO content writer’s wheelhouse.

While “SEO copywriting” is a term in the SEO industry’s vocabulary, it’s still important to make a distinction between SEO content writing and copywriting. This is because the method you choose should be the best fit for what you are trying to accomplish with your content.

And once you know that, you can hire the right type of writer to get the job done.

When to Hire an SEO Content Writer

You hire an SEO content writer when you want to attract more organic traffic to your website through high-quality, keyword-optimized content.

This is a writer that both understands SEO and knows how to write content that’s informative and compelling. However, they don’t necessarily know how to write for conversions.

SEO content serves a variety of purposes, including:

Increasing a website’s keyword rankings.

Driving clicks from the SERPs.

Attracting high-authority backlinks.

Directing users to other pages on the site.

Converting website visitors into buyers, subscribers, or leads.

Therefore, you should hire an SEO content writer to write your website content – mainly, webpages and blog posts – if you want to increase organic traffic.

There are other residual benefits of hiring a great SEO content writer.

Great content can drive social shares, keep users on your website for longer, and improve conversions. It can also help you establish authority in your niche and drive awareness of your brand.

Types of SEO Content Projects

SEO content writers tackle specific types of content projects – projects that typically have an end goal of increasing organic traffic. Sometimes, the goal may also be to attract links to your site.

SEO content writers typically handle content like:

SEO-friendly blog posts.

SEO-friendly service pages.

Local SEO content for businesses.

Service pages.

PPC landing pages.

Link building content.

Guest posts for SEO.

Every SEO content writer or agency is a bit different. They may choose to take on additional content writing projects like general blog post writing (not for SEO), social media post writing, ebooks, or even video script writing.

The important thing to note is that if your immediate goal is to increase organic traffic, you’ll want to hire an SEO content writer.

If your main concern isn’t traffic, but how to convert that traffic into sales and leads quickly, then you’ll want to hire a sales copywriter.

When to Hire a Copywriter

Surprise! There are actually many, many different types of copywriters, just as there are many, many different types of copy projects.

Think about all the different platforms out there that require copy; Google ads, Facebook ads, landing pages, social media posts, print ads, billboard ads, sales pages, product pages – the list goes on and on.

You’ll want to hire a copywriter when your primary goal is to convert traffic into sales or leads. This traffic may be organic, but it may also be social media traffic, paid ad traffic, direct traffic, and so on.

Therefore, you’ll want to hire a copywriter who specializes in the exact type of copy you need and knows how to convert that specific type of traffic.

For example, a Facebook ad copywriter may not be a pro in writing print ad copy, or vice versa.

The research, targeting, writing, formatting, and launch process can be completely different for each type of copy project.

Types of Projects Copywriters Take On

When your focus isn’t SEO – but sales – you’ll want to hire a copywriter that’s an absolute pro at the specific type of copy you need.

This will be entirely based on the project at hand.

Some copy projects that copywriters typically handle include:

Facebook ads

Instagram ads

Social media posts

Email campaigns

Print marketing materials

Video scripts

Sales pages

Newspaper ads

Product descriptions

Non-SEO landing pages

Business names and taglines

Website copy (brand messaging)

Whitepapers or product demos

Call-to-action buttons

On-site navigation copy

Typically, you’ll be able to find a skilled copywriter by doing a Google search of the specific type of copy you are looking for.

However, some projects can be so niche that it can be hard to find a copywriter that fits the bill. In that case, you can search for a general copywriter and ask in the are experienced in that type of project.

Remember, the success of any marketing campaign depends on a copywriter’s ability to write converting sales copy. Their process should involve conducting market research, writing copy that resonates with that audience, and including calls-to-action that entice users to buy.

Words from a Sales Copywriter

Expert sales copywriter Tori Reid chimes in to offer her take on what is the primary difference between SEO content and sales copy – and why SEO professionals need to hire a writer who is skilled in one or the other:

“In a nutshell, SEO content is built to drive traffic. SEO writers use Google’s keywords which are built on viewership data. Or, “who clicked to view/read articles that used this word”.

Sales copywriters, on the other hand, tend to get their