Copywriting isn’t just about writing ads these days. When we are writing copy for websites and blogs, it goes beyond selling stuff, although, I must admit that selling stuff is one of the most important functions of copywriting.
As a copywriter writing for websites and blogs, you need to pay close attention to the SEO aspect of writing. Of late I have been repeatedly stressing that you shouldn’t allow your SEO to dominate your writing, but it doesn’t mean you completely ignore it. There is a complete branch called SEO copywriting.
Is there even a separate field called SEO copywriting? It depends. There are many writers on the web who call themselves SEO copywriters but mostly it’s about striking a balance between writing compelling copy and writing in a manner that improves the website’s search engine rankings.
On day-to-day basis, there are very few clients who understand the difference between a content writer and copywriter. When you are writing for a business website, for example for a homepage or for services page, you’re not writing content, you are writing copy, copy that is intended to “sell”. Clients want that from you. Whenever you are writing to sell and not just to inform and educate, you’re being a copywriter and not a content writer.
At the same time they also give you a list of keywords you need to optimize the content for. Therefore, you’re not merely selling through your writing, you are also incorporating keywords to improve search engine rankings. Whether it actually improves your rankings or not is another issue, but this is what you call SEO copywriting.
Why do I say there is an inalienable relationship between copywriting & SEO?
Because the line is blurred. The content writer is also a copywriter when writing for the main website and since as a content writer one of your primary jobs is to improve search engine rankings, even as a copywriter you are trying to achieve the same.
Of course, this is difficult to explain to the clients and personally I feel even if they can make a difference, they won’t accept it because a copywriter charges more than a content writer. A different topic for a different day.