Demand for SEO Copywriters Driven by Crucial Search Competition
Copywriters focused on search engine optimization (SEO) are essential staff for brands to stay competitive in an environment where search position drives organic traffic and, ultimately, business value. According to a 2023 analysis by Backlinko, the first result on Google search engine results pages (SERP) has an average click-through rate (CTR) of 27.6%, more than 10 times higher than the result in the 10th position. Therefore, brands that are able to position their content among the top search results for high-value keywords will be more successful at reaching and engaging their target audience on search engines. Even after the arrival of dozens of artificial intelligence products promising instant writing à la carte, companies need skilled SEO copywriters to develop compelling web content that is optimized for search performance.
How does hiring an SEO copywriter contribute to the overall content strategy and marketing goals of an organization? SEO copywriters focus on developing content that search engines deem as demonstrating a brand’s experience, expertise, authoritativeness, and trustworthiness (a set of qualities that Google calls E-E-A-T). This high-quality content is designed to attract traffic and keep visitors on the site longer, reducing bounce rates and increasing the chances of conversion. SEO copywriters also ensure that content supports the overall brand message, tone, and objectives. In short, brands hire SEO copywriters due to their unmistakable impact on strategic marketing goals: These individuals produce content that elevates the brand’s search presence over competitors and satisfies the needs and intentions of the search audience, thereby supporting the marketing and sales funnel.
This guide outlines the most essential aspects of professional SEO copywriting to look for when hiring an expert for your brand’s needs. It also offers tips on crafting job descriptions and conducting candidate interviews.
What Attributes Distinguish Quality SEO Copywriters From Others?
So, what exactly is an SEO copywriter? And how does one differ from the vast pool of skilled copywriters? While all professional writers share a series of basic traits (e.g., excellent writing skills, creativity, and the ability to edit text content), quality SEO copywriters are more specialized, and their experience is more nuanced. An SEO copywriter focuses on developing web content that is designed to rank high in SERPs, therefore improving the brand’s online presence and driving organic traffic to a brand’s website. When screening your candidate pool for SEO copywriters, in addition to baseline copywriting skills, look for the following set of specific skills:
Knowledge of on-page SEO — A skilled copywriter for SEO must understand—and know how to execute—optimization methods that allow website content to rank higher in search engine results. Key components of on-page SEO include keywords and tags, backlinks, URL structures, and, of course, the ability to create valuable content.
Keyword research — Effective keyword use is fundamental to developing SEO content. An SEO copywriter must know how to identify strong SEO terms and phrases using tools like Semrush, Ahrefs, or Google Ads Keyword Planner, and then integrate the target keywords naturally into web content. This content development process will help a brand attract targeted traffic and improve search rankings.
SEO content creation — An SEO content copywriter must be able to craft original articles, blog posts, webpages, and landing pages that adhere to E-E-A-T principles. The content should meet user intent, build trust and authority, and rank high on SERPs. In short, a quality SEO copywriter will understand what your target audience is looking for and serve them with high-quality content that fulfills their needs. They should also understand how to conduct content refreshes aimed at improving the search performance of existing content.
Content strategy development — Experts who provide SEO copywriting services must be able to work within your organization’s content marketing strategy, ensuring content aligns with SEO goals and target audience needs. High-level SEO copywriters can also serve as content strategists, helping organizations develop a new content strategy or optimize an existing one to improve its SEO potential.
Command of SEO tools — Tools like Semrush, Ahrefs, Screaming Frog, and Google Search Console are essential for a number of SEO-related tasks, such as keyword research, website analysis, and content and keyword gap analysis. Excellent candidates will have advanced knowledge of at least one of the leading platforms and working knowledge of the others. Beyond identifying high-impact keywords and tracking basic website performance, top candidates should also know how to use the platform’s advanced features, such as setting up automated reports and conducting data-driven SEO analysis.
Command of content management systems (CMS) — Since professional SEO copywriters must publish new web content and update existing materials, mastery of CMS tools like WordPress, Contentful, and Webflow guarantees the efficiency of processes, allowing new hires to hit the ground running and achieve important SEO wins rapidly.
Local SEO capabilities — Content optimization for local search is crucial for companies that serve target audiences in specific geographic areas. In these instances, an SEO copywriter must be familiar with tactics like conducting local SEO keyword research, developing locally relevant content, and improving the brand’s presence in local business listings.
Content audit and optimization — An SEO copywriter must audit content to assess current performance and identify areas of improvement. Based on this analysis, the copywriter should update existing content to ensure keyword optimization and proper internal and external links, along with improvements to the overall user experience (UX).
Complementary Skills and Experience
Beyond their expertise in implementing SEO techniques, experts who provide SEO content writing services should possess more fundamental skills pertaining to writing and editing. Here are key complementary skills to look for in your hiring pool:
Creativity — SEO copywriters must be able to produce compelling content that captures readers’ attention and stands out in a competitive search landscape. Creative content writing will keep audiences interested, encourage sharing, and enhance the overall UX, therefore contributing to better search engine rankings and increased organic traffic.
Tone of voice — Look for SEO copywriters who can finesse the brand’s voice to suit different platforms and audience segments. An SEO copywriter who can switch from one tone of voice to another will effectively convey the brand’s message in a way that engages and appeals to readers while maintaining SEO integrity.
Copy editing — Content that has been edited for grammar, clarity, and correctness will be more readable, engaging, and credible and is therefore more likely to rank well on SERPs and attract visitors. Look for an SEO copywriter with a strong understanding of copy-editing principles and who understands how to edit content according to the brand’s chosen style guidelines, such as The Associated Press Stylebook.
How Can You Identify the Ideal Type of SEO Copywriter for You?
The first step in identifying an ideal SEO copywriting professional is to clarify your business and project goals and then check how a candidate’s skills align with those needs. By doing so, you’ll be positioned to make an informed hiring decision that addresses your brand’s most pressing SEO needs and pain points.
With this in mind, here are a series of considerations that will structure and guide the hiring process for an SEO content writer and help you shortlist the best candidates:
Challenges — Begin by defining the business problems that require a solution, as this will inform your SEO goals. Does the company need to acquire more overall web traffic? Or do you want to focus on attracting qualified leads or driving conversions? By clearly articulating these needs, you can better identify the skills and experience required in a candidate.
Use cases — Specific skills may be necessary for common use cases. For instance, if your company intends to target local customers, experience with local SEO carries a different weight. If your website requires technical SEO fixes, a copywriter who understands aspects like site speed optimization and has a working knowledge of HTML and CSS will be more successful in the role.
Portfolio — Look for SEO copywriters whose portfolio of previous work includes impactful content that ranks well on search engines and demonstrates effective implementation of SEO principles. Don’t be concerned if the writing style doesn’t match your specific brand’s voice and tone, as professional copywriters can adapt their tone according to the brand. However, it’s a good idea to consider the copywriter’s experience with your industry, as a background working in similar contexts can reduce the learning curve. For instance, a B2B SaaS company may want to look for candidates who can demonstrate strong work as a SaaS SEO copywriter and understand how to collaborate with subject matter experts to produce high-quality, technical content.
Skills and tools — The best SEO copywriters possess strong writing skills and SEO knowledge. They excel at keyword research, understand user intent, and are comfortable with free and paid SEO tools. They also know how to avoid detrimental SEO tactics (e.g., keyword stuffing). Be sure to screen candidates for their adaptability to different formats, such as blog content, product description pages, and landing pages.
Seniority — Different projects and responsibilities call for different experience levels. Junior SEO copywriters should be familiar with basic SEO principles and eager to learn, but it would be risky to assign them projects with little strategic guidance from other marketing professionals. Mid-level SEO copywriters should have a solid understanding of SEO and content marketing, along with a proven track record of results; these individuals can work independently and handle complexity, offering a good balance between cost and expertise. Senior SEO copywriters should offer strategic knowledge and strong professional experience leading SEO content projects and are ideal for high-stakes or urgent projects.
Budget — Choosing a candidate also depends on your resources. For instance, if you have a tight budget and straightforward content requirements, a junior copywriter might suffice. However, for complex projects, investing in a senior copywriter may be worthwhile.
How to Write an SEO Copywriting Job Description for Your Project
Wordsmiths tend to value clear job descriptions that don’t have superfluous language, and SEO copywriters are no exception. You can apply this principle at the outset by writing a simple headline. If you require candidates with knowledge of certain SEO methods, for instance, try to place the requirement into the headline without forcing it: “Senior SEO Copywriter With On-page Optimization Expertise.”
Then, offer an enticing overview of the role and your company, making sure to highlight the company’s culture, values, and ways of working. Describe the main responsibilities of the position, such as conducting content audits, performing keyword research, and creating and updating content in multiple formats. Close this section by telling candidates what results you expect from them (e.g., increasing organic traffic for selected keywords).
Next, outline skills and qualifications for the role, such as proficiency with keyword research tools (e.g., Google Ads Keyword Planner, Semrush), writing and editing expertise, and familiarity with CMS platforms and basic HTML. It can be a good idea to mention the primary tools that your company uses for SEO and digital publishing so that the candidates understand your tech stack, but do not name proficiency with particular tools as a requirement, as experience with parallel tools is often sufficient.
What Are the Most Important SEO Copywriter Interview Questions?
During interviews with SEO copywriter candidates, ask questions that focus on the candidates’ content development processes and priorities; encourage them to speak about success stories and challenges. Here are four important questions you may want to ask, as well as desirable answers for each:
Can you provide an example that illustrates the successful impact your work as an SEO copywriter has had on improving a website’s search engine ranking and visibility?
An SEO copywriter has one of the most impactful roles when it comes to improving search engine rankings and visibility. By answering this question, the candidate should describe a real-world project and detail the outcomes achieved, mentioning challenges, strategies, and tactics. Their answer should showcase their expertise in keyword research, SEO strategies, and content creation, which is instrumental to better search engine performance. They should also demonstrate their attention to effective communication practices, such as focusing on the key aspects of a story to make messages concise, well structured, and informative.
Can you describe your process for creating SEO-optimized content?
A strong candidate will outline a clear and methodical process that demonstrates their understanding of both SEO principles and effective content creation. They should mention their approach to keyword research and its nuances, the SEO tools they’re proficient with (e.g., Ahrefs, Semrush), how they plan their content optimization strategies, their writing and editing process, and how they measure the success of their work (e.g., metrics for organic traffic, CTR, keyword ranking).
How do you balance writing for SEO with creating engaging content for readers?
The candidate should talk about the importance of both SEO and user engagement and explain when to prioritize one over the other. For example, when writing about a technical topic, it’s important to prioritize readability and incorporate SEO elements in a natural manner without forcing the use of keywords that may compromise the flow of the content. Strong candidates should also mention the importance of matching user intent and improving user engagement with catchy headlines, text structures, and calls to action (CTAs).
How has your experience as an SEO copywriter influenced conversion rates and user engagement on websites that you’ve worked on previously?
The expert SEO copywriters that you interview should provide examples of how their content boosted engagement through the strategic use of keywords, internal and external links, and optimization techniques. They should describe how they deploy accurate, well-placed CTAs to drive conversions. Evidence of improved search visibility through search engine rankings and effective sample landing pages aligned with E-E-A-T principles will distinguish top candidates from the rest.
The candidate may also describe their knowledge of other website-related issues that can impact engagement and conversion. For example, if a website has technical issues or a poorly designed UX, it’s likely that conversions and engagement will suffer. While these factors are outside the scope of an SEO copywriter’s responsibilities, it’s important for these professionals to understand how these issues can impact SEO performance.
Why Do Companies Hire SEO Copywriters?
Companies hire SEO copywriters to enhance their online presence and drive organic traffic. These professionals combine content creation and SEO expertise to produce authoritative, engaging content that outranks competitors in search engine results. SEO-friendly copy is designed to attract and retain website visitors for high-value search terms, thereby enhancing the brand’s reputation and, ultimately, increasing sales and leads.
SEO copywriters support multiple stages of the sales funnel by ensuring the brand provides information that addresses the search intent of their target audience. For example, copywriters develop website content for highly competitive keywords to raise brand awareness early in the customer journey. They should also create content that offers targeted solutions by addressing customer pain points at the conversion stage. Whether your brand needs top-of-funnel blog articles or complex SEO content strategies, the right SEO copywriter can play a pivotal role in achieving your digital marketing goals.
