What Does an SEO Copywriter Do?

If you’ve ever wondered how websites get to the top of Google — and stay there — you’re not alone. There’s strategy involved. Research. Algorithms. And yep, writing. That’s where an SEO copywriter comes in.

Think of them as the hybrid between a storyteller and a strategist. They don’t just write pretty words. They write to get found. They’re the reason your favorite blog post ranks #1 and actually makes you want to read it.

But what exactly does an SEO copywriter do all day? Let’s dive in.

First things first: What is an SEO copywriter?

An SEO copywriter is someone who writes content that helps web pages rank higher on search engines like Google. But here’s the twist — they don’t just write for algorithms. They write for humans, too.

Their goal? To craft content that is valuable, readable, and optimized to perform. Blog posts, product pages, landing pages, website copy, email sequences — they do it all. All while naturally weaving in keywords and search intent to boost visibility.

They’re the people behind the curtain, making sure when someone Googles “best running shoes for flat feet,” the right brand shows up — and sounds amazing doing it.

SEO copywriter vs. SEO specialist: What’s the difference?

Let’s clear this up, because the terms are often confused.

An SEO specialist is more technical. They’re the ones doing keyword research, analyzing performance, running audits, and handling backend tasks like meta tags, canonical URLs, and site architecture.

An SEO copywriter? They take those keywords and strategies and turn them into compelling content. Their job is to translate SEO data into engaging writing that both ranks and resonates.

In other words: the SEO specialist finds the opportunities. The SEO copywriter brings them to life.

So… what does an SEO copywriter actually do?

Short answer: a lot more than just “write.”

Here’s a breakdown of what an SEO copywriter’s workday might include:

1. Keyword-driven content creation

At the core, SEO copywriters write content based on keyword research. But it’s not about stuffing keywords — it’s about understanding the intent behind them.

They ask:
– What is the searcher really looking for?
– How can we provide the most useful answer?
– Can we do it better than what’s already ranking?

That mindset shows up in blogs, service pages, ecommerce descriptions, and more.

2. On-page optimization

SEO copywriters know their way around H1s, meta descriptions, alt text, and internal linking. They format copy for readability, scannability, and SEO-friendliness. They make sure every piece of content supports the broader content strategy.

3. Brand voice + tone matching

Whether the brand is quirky, formal, technical, or fun, the SEO copywriter nails the tone. They ensure the content doesn’t just sound good — it sounds on brand.

4. Collaboration with SEO strategists and marketers

Most SEO copywriters don’t work in a vacuum. They collaborate with SEO specialists, marketing teams, product managers, and designers to make sure their content fits the brand strategy, targets the right audience, and drives results.

5. Content updates and refreshes

Sometimes the best-performing content is two years old. SEO copywriters routinely go back to refresh, update, and improve existing pages so they keep their ranking edge. They know Google loves fresh, useful content — and they deliver.

What skills make a great SEO copywriter?

It’s not just about having a way with words (although, yes, that helps). A top-tier SEO copywriter brings a blend of soft and hard skills:

• Writing and storytelling: Clear, concise, and compelling writing is non-negotiable.
  
  

• Keyword research know-how: Understanding what people are searching for — and why.
  
  

• SEO basics: H1s, meta descriptions, schema, link structure — they know it.
  
  

• User intent mastery: They can sniff out informational vs. transactional content from a mile away.
  
  

• Content structure and formatting: Because skimmable content = better engagement.
  
  

• Adaptability: From SaaS to eCommerce to finance to food — they can switch industries and voices seamlessly.
  
  

• A growth mindset: SEO is always changing. So are they.
  
  

Who do SEO copywriters typically work with?

The answer: it depends. But here are a few common scenarios:

• In-house: Writing for a single brand with a clear tone, target audience, and strategy.
  
  

• Agencies: Working with multiple clients across various industries — fast-paced, varied, and deadline-driven.
  
  

• Freelance: Running their own SEO copywriting business, building a portfolio, and landing clients independently.
  
  

They might report to a content manager, marketing director, SEO lead, or sometimes even the founder — especially in startups.

How do you become an SEO copywriter?

Good news: you don’t need a degree in digital marketing. What you do need is skill, practice, and a strong portfolio.

Many successful SEO copywriters started with:

• Blogging or content writing gigs

• Copywriting bootcamps or SEO courses

• Writing for their own websites or mock brands

• Creating content samples optimized for specific keywords
  
  

Pro tip? Learn the basics of SEO (free resources like Search Engine Star, Semrush, and Ahrefs are a great start), start writing content with optimization in mind, and build a simple portfolio. Then start applying.

Final thoughts: Why SEO copywriters matter

Search engines are crowded. Content is everywhere. Attention spans? Shorter than ever.

Writing SEO-friendly content is the bridge between “just content” and “strategic content.” They make sure your site not only gets seen — but actually connects, converts, and builds trust.

Whether you’re trying to climb Google rankings, drive more sales, or simply create content people enjoy reading, a good SEO copywriter can make all the difference.

And if you’re thinking of becoming one yourself — welcome. It just might be the coolest job you’ve ever heard of.