Convert Clicks to Customers: The Magic of Persuasive SEO Copywriting

Struggling to get noticed online? It isn’t only frustrating—it’s likely costing your Australian business big time. It’s like having a stall at a busy weekend market but not putting up a sign.

And every day you don’t work on improving your digital presence, the more customers your competitors will snatch up. But it’s a good sign that you’re here—ready to shine the spotlight on your business.

After all, you’ve been looking to leverage digital marketing avenues like search engine optimization (SEO) copywriting to put your brand on the coveted first page of Google.

But here’s the thing: Running a business, especially in the highly competitive Australian business scene, is a full-time gig—and then some.

Between managing daily operations, dealing with clients, and strategising for growth, who has the time to become an SEO expert and write copies that wow search engines and consumers?

Here’s where we step in. We’re here to simplify SEO, turning strategic, SEO-optimised copies that attract your dream customers and turn your website into a sales powerhouse that delivers results.

Unlike those cookie-cutter marketing firms you and many of our clients have worked with before, our approach is:

• Tailored to you: We dive deep into your niche to understand your target audience’s pain points, desires, and search habits. Then, we craft persuasive copy that speaks their language and grab their attention.
• Focused on conversions: Clicks are nice. However, what a business truly needs is paying customers. Our content strategy revolves around nudging site visitors into taking action.
• SEO-supercharged: Our expert team stays on top of Google’s ever-changing algorithms, ensuring your copies climb Google rankings and win over your audience.

Schedule a no-obligation consultation to discover how our SEO copywriting services can allow you to focus on what you do best—leading your business to success.

Call 1300-891-181 or email contact@digitalspotlight.com to talk to one of our SEO professionals. You can also visit our Australian offices at the following addresses:

• Sydney: Suite 1B, Level 16, 56 Pitt Street, Sydney
• Newcastle: Suite 1, 28 Donald Street, Hamilton, New South Wales

Intro to SEO Copywriting

If you’re looking for new avenues to help your business stand out and attract your ideal audience, you’ve likely stumbled across search engine optimisation (SEO) copywriting.

You might have heard how it’s a magic ingredient for ranking high on Google’s search engine results pages (SERPs) and motivating customers to engage—think more inquiries, bookings, and sales.

While that description undoubtedly highlights the benefits of SEO copywriting, it doesn’t explain what it is and how it works. Unfortunately, most digital marketing firms don’t go beyond that.

But not us. We take pride in simplifying complex digital marketing concepts and equipping our clients with the knowledge and tools they need to succeed online.

What Is SEO Copywriting?

To understand SEO copywriting, you must familiarise yourself with the two parts that make it: Search engine optimisation and copywriting. So, let’s break them down, shall we?

First, SEO. As its name implies, it’s a strategy for optimising your website, content, and online business listings for search engines to boost their organic (nonpaid) rankings.

Although the tweaking process can vary significantly depending on the business’ unique challenges and ambitions, it usually involves initiatives such as the following:

• Improving user experience (UX) by raising your website’s loading speed, streamlining navigation between web pages, and adding eye-catching design elements
• Leveraging social proof to help your business establish credibility and trust by acquiring nods of approval from highly authoritative websites and highlighting customer reviews
• Making it easier for search engines to find or “crawl” your website, such as by creating instructions for search engine bots on what to do when they’re on your business site.

Next, copywriting. Its premise is straightforward: Produce copies that spark interest and encourage people to engage with your business.

SEO copywriting blends SEO best practices and copywriting, ensuring your copies and, by extension, your business:

• Ranks high on SERPs 
• Compels users to take action, like subscribing to an email list or buying a product

It’s worth mentioning that although SEO copywriting and SEO content writing both involve SEO-friendly content creation, and many refer to them interchangeably, they follow distinct principles.

SEO copywriting is focused on selling—driving potential customers toward your brand, products, and services. On the other hand, SEO content writing aims to produce content that educates and entertains readers.

How Does Copywriting Help With SEO?

Leveraging an SEO strategy can help get your business offerings in the limelight. However, a first-page position on Google doesn’t always lead to more website visits or sales.

After all, while SEO-optimised copies may appeal to search engine algorithms, they may not resonate with your target audience. That’s where copywriting comes in to supplement SEO efforts.

Imagine two blog posts:

Blog post A is optimised using all the traditional SEO techniques. However, the writing itself is bland, seemingly written by a robot.

Blog post B is also optimised for SEO, but it’s incredibly well-written, engaging, and gives audiences what they seek.

Both blog posts appear prominently on Google Search. However, which one will attract the most organic traffic and improve conversion rates? Blog post B, of course. 

Why Does SEO Copywriting Matter to Ranking?

You might think that integrating copywriting into your marketing strategy is unnecessary, especially if your SEO tactics already give you higher search engine rankings.

But here’s why you should consider developing your SEO writing skills: High-quality content can further boost your rankings.

Google’s algorithm utilises natural language processing (NLP) to understand the meaning of your content and check if it demonstrates E-E-A-T (expertise, experience, authoritativeness, and trustworthiness).

SEO copies that display these qualities are deemed reliable and helpful and are rewarded with higher rankings and, by extension, better search engine visibility.

SEO Copywriting and Holistic SEO

If you’re a beginner writer, developing the necessary skills to produce high-quality SEO copies for your website may take valuable resources away from running your Australian-based business.

But you don’t have to navigate this journey alone. With us, you can be confident that every piece of content we’ll help you produce is made for search engines and online users.

After all, we take a holistic approach to search engine optimisation, handling the technical and creative sides so you can focus on what truly matters—your business.

Elements of SEO Copywriting

Not all SEO-optimised copies are created equal—a sentiment we’re sure you can agree with if you’ve worked with other digital marketing companies providing SEO copywriting services.

While there are no guarantees in SEO, we’re confident we can consistently produce sales copies that rank high and attract the attention of your ideal customers.

Why do we sound so sure? We know what makes high-quality content. Here are some of the critical elements our SEO copywriting experts focus on:

Site Speed

Imagine walking into a store, and the staff is slow to assist you. Frustrating, right? So much so that you might just walk out and never return. That’s how users will feel if your content takes too long to load.

A slow-loading website can drive visitors away. For this reason, apart from creating copies that drive action, we also ensure that your web pages load quickly.

We use Google’s PageSpeed Insights tool to pinpoint and resolve issues causing snail-paced load times. We aim for a PageSpeed score of 90 or higher, which measures how fast your pages open. 

In addition to analysing load time, this tool also measures a web page’s responsiveness and visual stability.

Content

What sense is a fast-loading website if it doesn’t have the content your target audience is looking for? Would you engage with an eCommerce clothing brand, for example, if it had nothing but a list of their shop locations?

Fortunately, we create content around user intent—the reason behind someone’s search. We use a unique audience analysis process to understand your audience’s needs and desires. 

For example, we’ll create content that highlights your unique products and services, helping potential customers familiarise themselves with your brand. 

We’ll use tools like Google Keyword Planner, Semrush, and Ahrefs to identify topics relevant to your desired customers based on their preferred “keywords” or search terms.

This in-depth content planning ensures we identify high-value opportunities and create an SEO-focused content strategy to capitalise on those possibilities.

Headers, Title Tags, and Meta Descriptions

While your content’s body text is critical for turning curious visitors into paying customers, it means nothing—regardless of how well-written it is—if users don’t visit your business website.

So, how do you convince your target audience that your articles, blogs, and other pieces of content are worth their time? You optimise your content headers, title tags, and meta descriptions.

Here’s what they are:

• Title tags: These elements appear as page titles in search engine results pages.
• Meta descriptions: These text snippets give internet users context into what they can find within a webpage.

These components may seem insignificant. However, they play a crucial role in SEO copywriting, especially considering that the title and heading tags affect your rankings more than the body text.

That’s why our content creation strategies include improving your content headers, titles, and meta descriptions, primarily by reinforcing and integrating your target keywords into them.

Optimise Your Content With SEO Copywriting

There was a time when businesses could manipulate their way onto the first page of search rankings by flooding the internet with content. But when Google saw its users drowning in generic articles and blogs, it had to shake things up.

Today, content on top of SERPs no longer gets there by accident. Google’s algorithms have evolved to prioritise quality, relevance, and user intent over sheer volume.

And so should your SEO copywriting strategy. Here’s how we optimise your copies to appease search engines and truly connect with your target audience:

Use SEO Copywriting to Get More Traffic to Product Pages

Sales are the lifeblood of any for-profit business. So, what better use for SEO copies than directing readers toward your products and services? Fortunately, that’s what we do.

 We create dedicated landing pages for your content based on specific keywords or topics. We also ensure these pages can redirect users to your other offerings to get more traffic down your sales funnel.

Structure Your Content the Right Way

Your content structure can significantly impact its readability and search engine rankings. That’s why our content creation process includes creating a logical structure.

We accomplish this task by using headings and subheadings, dividing your content into smaller, digestible chunks. We also ensure they follow proper formatting and include your target keywords.

Add Bucket Brigades and the A-P-P Method

Google’s algorithm considers various factors to determine which content to display on its SERPs. Some say these ranking signals number over 200, but no one knows the truth.

However, evidence suggests that dwell time is among these vital factors. Dwell time is how much time users spend on one of your web pages after clicking on it from a SERP.

The gist is that the more extended visitors dwell on a piece of content on your website, the more valuable it is. The question is, “How do we keep users glued to your content?”

For one, we use bucket brigades. These are bridge words and phrases like “It’s true…” or “Here’s how we…” that make your copies more engaging and conversational.

We also leverage the A-P-P (agree, promise, and preview) method, which involves acknowledging your audience’s pain points, offering a solution, and providing a sneak peek into the content.

Do you need proof that these tactics will help your SEO copies hook readers? Think about what you’re doing right now. You don’t realise it but you’re around 2,000 words into this write-up.

Boost Your Organic Click-Through Rate

Click-through rate (CTR) measures the ratio showing how often searchers click on your website after seeing it on a SERP. While Google has yet to confirm that CTR is a ranking factor, various tests indicate it is.

So, if you want your copies to dominate the search rankings and get in front of potential customers, you must improve their CTR. Fortunately, we use tactics that can.

One of these CTR-boosting techniques is ensuring that your content’s title tags are unique and your meta descriptions are written like advertisements—attention-grabbing and persuasive.

Use Emotion in Your Titles

Pretend that you’re searching for a business that sells camping gear. An article titled “The best camping gear for your next trip” may intrigue and arouse your curiosity.

However, what if you also saw an article titled, “Gear up for unforgettable nights under the stars”? Which one are you more inclined to read first? Our bets are on the second, more emotionally charged one.

Emotional titles can be a powerful way to grab your reader’s attention. When you sign up for our SEO copywriting services, your content titles will surely tug at the heartstrings.

After all, one of the reasons you clicked on this write-up is likely the title.

Test Questions in Title Tags

Using emotion wisely is essential, as using it too often can make your copies look overly sensational or clickbait-y. Fortunately, we also utilise question-based title tags to switch things up.

Do understand, however, that regardless of whether we use emotions or questions, we follow a title tag guideline that ensures your SEO copies appear prominently on Google, which includes:

• Starting the title tag with your target keyword
• Keeping word usage to a minimum of two
• Using the plural forms of words whenever possible

Advanced SEO Copywriting Strategies

Our 95.67% client retention rate proves that our SEO copywriting services work. Our efforts have helped over 1,800 businesses secure first-page Google rankings.

Our experienced team of copywriters, proofreaders, and editors undoubtedly contribute significantly to our success. However, we’d be lying if we said we didn’t have a couple of tricks under our sleeves.

We speak the same language as Google. This inside track gives us insight into advanced SEO copywriting strategies that produce results. Here are some of them:

Start with Keyword Research

You could hire a Walkley award-winning writer to create high-quality content. Still, it wouldn’t help if your target audience isn’t interested in the topics you cover.

After all, would you be interested in an article about “How to cook the perfect Texas barbecue” when searching for content focused on “The cheapest apartments in Sydney”?

So, before you start writing, you must know what your desired customers are looking for. You can do just that by researching what search queries your audience uses.

Here’s how we perform keyword research:

Conduct Keyword Research

It would be an understatement to say that your target keywords can significantly influence your content strategy’s success. Fortunately, we take a comprehensive approach to keyword research.

Our process generally involves utilising industry-standard tools like Google Keyword Planner, Semrush, and Ahrefs to pinpoint the search terms and phrases that bring in the most traffic.

However, we also collect the keywords you believe are vital to your business and task our content strategists to conduct independent research on consumer behaviour, preferences, and trends.

Target Ancillary Keywords

Users who type in a keyword like “jet ski” will receive SERPs relevant to that search query. If your copies target that exact keyword, it may appear as one of the results.

However, it can also rank for other related search terms and phrases or ancillary keywords like “water sports”, “personal watercraft”, or “aquatic adventure”.

While we usually prioritise primary keywords, we can target others if we believe they’re essential for building your brand or relevant to your business, offerings, and industry.

Make a List of Relevant Keywords

Some keywords are more relevant to your Australian business than others. We trim down the fat to ensure we produce SEO content that your target audience will want to read.

This process involves filtering our initial list of keywords or topics using the following criteria:

• Quality or the keyword’s ability to encourage users to convert into paying customers
• Quantity or the number of users who use the search query to make a Google search
• Competition or how quickly you can rank when targeting a specific keyword

We then further optimise our list of search terms relevant to your products and services by sorting them based on traffic volumes, your target audience’s stage in the buying cycle, and profitability.

Analyse Top-Ranking Content

Are you stuck for inspiration? We never are. After all, we also analyse the top-ranking pieces of content for your target keywords, letting us know what it takes to rank on Google’s first page.

We even conduct competitor analysis to reverse-engineer your industry rivals’ SEO copywriting strategies and overtake them for their ranked keywords.

Use Short URLs With Keywords

The URL (uniform resource locator) is your content’s link or address on the web. Although it may seem unimportant, this tiny detail can affect your search engine rankings.

That’s why our SEO copywriting process also involves optimising your content URLs, which includes keeping them as short as possible to make it easier for your audience to remember and share.

Add “Snippet Bait” Sections

Featured snippets show a content’s description before its link—a reverse from how search results typically appear on SERPs. These text blocks help Google answer user questions more quickly.

If you want your articles, blogs, and other pieces of content to be marked as featured snippets and appear more prominently, you should add “snippet baits.”

How do we accomplish this objective? We dedicate sections of your content to answer your ideal customers’ questions, such as the “What is SEO Copywriting?” portion of this write-up.

Try “Click to Tweet” Buttons

Allow us to correct a common misconception: Social media interactions don’t directly influence your content’s chances of getting on Google’s front page. However, it can drive traffic toward it.

Here’s where the “Click to Tweet” buttons come in. These interactive elements allow your readers to share your content on X (formerly known as Twitter), giving it more visibility.

Look at Search Intent

“Great” marketing is all about giving users what they want. Unfortunately, different segments of your audience will have varying search intents, making choosing your primary content topic challenging.

You could write generalised content to appeal to some of your target customers or create content tailored to all levels of your sales funnel.

We do the latter, creating content that hits the search intent for the following audience segments:

• Out of the market (OTM): Consumers who are just browsing and searching but have no intention to purchase
• Entering the market (ETM): People interested and actively searching for products or services like yours
• In the market (ITM): Individuals deep in the funnel and ready to engage with your business 

Have Clarity of Purpose

Creating content for content’s sake is no longer a viable strategy for reaching the first page of Google. Today, it’s reliable and helpful content that gets search visibility.

So, it’s essential to write with a purpose—which is what we do. Our content creation efforts follow a mission statement around meeting your target audience where they are.

We don’t produce articles and blogs to trick customers into buying something they don’t want. Instead, we create content tailored to address their needs and satisfy their desires.

Three Phases of Writing an Article

In our over 20 years in digital marketing, we’ve written countless SEO copies for diverse businesses and industries, each with unique challenges and goals.

Despite this variety, we can deliver consistent results thanks to a structured approach that ensures every copy we produce resonates with people and performs exceptionally well on Google.

Here’s a step-by-step look into our content creation process:

Phase 1: Preparing Your Text

Before our copywriters work magic, we create content briefs (CBs). These documents outline the details that will guide our team’s content creation efforts, including:

• The target audience and market
• The content’s tone and language
• Topics that must be covered
• Keywords to incorporate into the content
• Special instructions from the client

Next, our copywriters will craft the 4Ps (problem, promise, proof, and proposition). This process ensures our team:

• Understand who the content is for—our target audience—and empathise with them
• Align with what the client is trying to achieve with the content

Phase 2: Writing Your Text

Once phase one is complete, the challenging aspect of producing copies that meet Google’s ranking criteria and nudge people to take action begins: writing the text.

Here’s what this stage looks like for our copywriters:

Just Write!

Writing is a challenging endeavour. It’s easy to lose perspective and get stuck—our copywriters do, too. But here’s a principle that allows us to produce high-quality content: Write drunk, edit sober.

The most essential thing is to start writing. We focus on first getting all the ideas laid out on our content briefs in a blank document. We don’t worry about polishing at this stage—that will come later.

Use Action Words and Keywords in Headings

SEO copies aim to motivate people to engage with your business. However, that won’t happen if they don’t stay long enough to learn the benefits of buying your products or services.

That’s why we also ensure that your heading tags grab readers’ attention by incorporating your target keyword and using “power words” that stimulate emotion and action.

A Few Ways to Improve Your Writing Style

Our copywriting team follows a comprehensive blueprint that ensures their writing style produces original, high-quality content, which includes:

• Using a pyramid structure to answer the reader’s most pressing questions
• Avoiding comma splices, run-offs, sentence fragments, and slang
• Keeping paragraph length to four lines max and being mindful of formatting 
• Making seamless transitions from one topic to the next

Phase 3: Editing Your Text

We can’t deny our writers’ valuable contributions to creating SEO copies that produce results. However, our SEO copywriting services wouldn’t exist without our proofreaders and editors.

After all, they’re the ones who polish the writing, correct errors, and ensure your content meets the reliability and helpfulness requirements of Google’s ranking algorithm.

This phase also includes:

• Proper referencing and citations: We don’t include claims in our copies unless we have the evidence to back them up.

Our proofreaders validate the accuracy of the assertions made in the text and the source’s authority.

• Grammarly checking: We only produce content with a plagiarism score under 3% and at least 98% Grammarly performance, which checks word count, readability, and vocabulary.

Readability is a metric that shows how easily your readers will understand your sentences.

Our editorial team is responsible for making the necessary revisions and meeting these standards.

• AI verification: AI-powered tools like ChatGPT can create copies in seconds. While Google doesn’t automatically penalize websites using AI-generated content, it rewards original, high-quality content that is helpful to searchers.

Our editors and content strategists validate our written content against AI verification tools to ensure we produce SEO copies that meet those criteria, including:

• Originality.AI
• Copyleaks
• BrandWell
• Crossplag
• GPTZero

SEO Copywriting Tips and Best Practices

Not every business needs SEO copywriting services. Sure, SEO can work wonders, driving traffic and boosting visibility. However, we must be honest: It’s not a one-size-fits-all solution.

If your audience already knows where to find you or if your brand thrives on word-of-mouth referrals, investing in professional SEO copywriting may not yield the returns you’re looking for.

But if you’re here, chances are you’re curious to try it for yourself and wondering how SEO-driven content could amplify your reach. Fortunately, we can give your businesses the tools to succeed.

So, here are some useful tricks to help you craft copies that perform well in search engine rankings and compel users to act—just like how we do:

Write for Your Audience

Put yourself in your reader’s shoes. What questions do they have? What problems are they trying to solve? By understanding your audience, you’ll know what will resonate with them and drive them to action.

Our unique audience analysis and segmentation processes allow us to do just that—get in the reader’s state of mind to craft tailored copies that speak directly to their needs and desires.

Find and Answer Common Questions

One of the best ways to convince Google that your content is worthy of a spot on its first page is to answer people’s questions. After all, the Google algorithm determines results based on reliability and helpfulness.

Unfortunately, the challenge lies in identifying the queries people want answered. That’s why we perform keyword research, which gives us insight into the terms and phrases users use in the search box.

Use a Content Optimisation Tool

Content optimisation tools can help you improve your articles and blog’s SEO standing and readability. They can also analyse your content and suggest ways to improve it.

Some of the tools that can do these—and that our experienced content department personally uses—include Grammarly, ClearScope, and AI-checkers like Originality.AI.

Create Organised, Easy-to-Read Content

People are busy, so you must ensure your content is easily digestible. We accomplish this feat through efforts such as the following:

• Breaking up text into short paragraphs
• Utilising heading tags to separate topics
• Making navigation between your content easier through internal links (links that redirect users to another web page within a website)

Include Visuals

Visuals, such as images, infographics, and videos, can add flavour to your sales copies and make them more engaging. That’s why more than half of marketers use them in nearly every content they produce.

We do, too. Part of our SEO copywriting services involves curating permissible visual materials, such as graphics, photographs, designs, trademarks, and other artwork.

Use CTAs (Calls-to-Action)

A call-to-action (CTA) is a text prompt like “Call us…” or “Schedule a consultation…” that encourages your readers to take a specific action, such as:

• Making a purchase
• Downloading a brochure
• Contacting your business

Placing CTAs throughout your content reinforces conversions. For this reason, our content creation process also involves crafting CTAs using robust, action-oriented language.

Create Linkable Assets

Linkable assets are pieces of content that are valuable enough to attract backlinks, which are links that redirect online users from other websites to yours.

By creating high-quality copies that rank, which is what we do, you can earn backlinks and improve your business website’s domain authority (DA), which measures the likelihood of your domain appearing on SERPs.

Be Concise and Straightforward

Imagine you want to visit a store but need help finding it. How would you feel if the person you asked launched into a long-winded history of the location before actually giving you directions?

Frustrating, right? SEO copywriting is the same—you don’t want to waste your reader’s time. For this reason, our content creation process uses a pyramid structure—getting straight to the point immediately and then elaborating in the following sentences or paragraphs.

Continuous Testing

Finding the proper elements of well-performing copies requires trial and error. Here’s why we use A/B or split testing and why you should, too.

After all, split testing allows us to test the performance of different combinations of title tags, meta descriptions, and heading tags to determine which performs more effectively.

Prioritise Quality Over Everything Else

When Google began ranking websites and content in 1998, getting yours on top of the list didn’t take much. In fact, for years, digital marketing “gurus” would recommend businesses to spam content.

 But things have changed. Google’s current algorithm values quality content that demonstrates expertise, experience, authoritativeness, and trustworthiness—that’s what our copywriters always aim to create.

Refrain From Keyword Stuffing

Keyword stuffing is the outdated practice of shoving a bunch of keywords into your content. Not only is it ineffective for SEO, but it also creates a poor reading experience for your audience.

With natural language processing, Google’s now smart enough to understand the context of your content, so focus on writing for humans and using keywords strategically like we do.

Speak Your Audience’s Language

If your primary target audience comprises Australian Gen Zs (born between 1997 and 2012), do you think copies that use overly technical jargon and a corporate tone will appeal to them?

Probably not. In other words, using the same language as your desired customers is essential. That’s why our CBs outline keywords, topics, the target market, and, most importantly, the content’s overall tone.

Don’t Forget About Voice Search

Voice search is becoming increasingly popular, with around 40% of monthly online users saying “Alexa”, “Siri”, or “Hey, Google!” aloud to begin their searches.

We take advantage of this growing trend by writing in a conversational tone. After all, people don’t ask search engines such as “Barber Australia”. Instead, they’d say, “Where’s the nearest barber in Australia?”

Use Humour

Humour can make your copies more interesting and memorable. However, you shouldn’t overuse it either. Think about it. Would humour elevate content about medical services like chemotherapy?

That’s why we take the time to outline our content approach through our content briefs and 4Ps, ensuring we craft content that aligns with your business and target audience.

Use Case Studies

Pretend you’re a plastic surgeon. How would you instil confidence and demonstrate the value of your procedures? One way is to use case studies in your content just like we do.

For example, our SEO services, which include content creation, helped PropertyMe, a real estate software provider in New South Wales, get the following results:

• 882% more monthly website visitors
• 471% and 406% more appearances on Google’s Top 3 and Top 10 rankings
• 45% more monthly leads

“We have been working with the team at Digital Spotlight for over five years now. Their expertise, timeliness, and attention to detail have been instrumental to the success of our digital marketing. Most recently, they worked closely with us on a complete website relaunch. With a project like this, you would generally expect to see a short-term drop in SEO due to the sheer number of changes.  However, not only did we not see a drop in our rankings, but they actually increased substantially!  We cannot thank Digital Spotlight enough for their support and the care they took to ensure this project was a resounding success. It has been an absolute pleasure to work with the Digital Spotlight team over the years, and I would highly recommend their digital services!” Iris Lever | PropertyMe

Use a Table of Contents

A table of contents can help readers quickly find the information they want. That’s why our copywriting process involves optimising heading tags to create a logical structure for our content.

Make Sure Google Understands Your Content

If Google doesn’t understand your content, it can’t rank it. We use various tools, including Google Analytics and Google Search Console, to ensure our articles and blogs can appear on SERPs.

We also use Google’s URL Inspection tool to confirm whether our content is indexable or can be saved into the search engine giant’s database—an essential process that Google’s ranking algorithm performs.

Revise and Update Accordingly

Google’s algorithm continually evolves. As a result, content that dominates the top of the rankings can suddenly vanish into obscurity—into the second SERP and beyond. 

So, it’s essential to stay up-to-date. For this reason, we revise and refresh our content to ensure it doesn’t become outdated or irrelevant due to algorithm updates.

On-Page SEO Copywriting

On-site or on-page SEO is all about optimising the elements within your website to improve its chances of appearing prominently on Google Search. Our on-page tweaks generally include:

• Ensuring your title tags and meta descriptions give potential customers context about your content
• Making your content URLs concise yet functional for recognition and sharing
• Preventing your content pages from becoming “orphans” by adding internal links

Off-Page Optimisation

If on-page SEO refers to optimisations you can perform on your content, off-site or off-page SEO are the adjustments you can do outside to help improve its authority and visibility.

Here are some of our off-page SEO strategies:

• Obtaining high-quality backlinks that direct users from other websites to your content
• Sharing your content on social media sites to boost brand awareness and drive traffic
• Optimising your content for local search to attract potential clients in your area

SEO Copywriting for International Sites

You may need to create SEO content in multiple languages if you’re running a global business. Unfortunately, accomplishing this task can be painstaking and challenging.

Apart from the language barrier, audiences outside of Australia will have different behaviours, preferences, and cultures. Fortunately, we can help you reach an international audience with your copies.

We have staff members stationed globally at our offices in Australia, the United States (US), and Asia, giving us in-depth insight into international markets and audiences.

Schedule a free, no-obligation consultation with our digital marketing experts to discover how we can help give your SEO copies a global reach. Call 1300-891-181 or email contact@digitalspotlight.com.

SEO Copywriting Tools

Utilising third-party tools to assist your SEO copywriting efforts may feel like cheating. But even our seasoned writers utilise some to ensure they deliver copies that rank high and contribute to your bottom line.

Here are some of these game-changing copywriting tools:

Semrush and Other Writing Tools

Semrush is one of our go-to copywriting instruments. Why? It offers a robust content marketing tool that helps us:

• Pinpoint topics that your target audience is interested in
• Create original, SEO-optimised copies through actionable tips
• Modify your existing content to drive engagement and organic traffic

However, to supplement our copywriting efforts, we also leverage other tools, such as:

• Ahrefs, which provides high-value content opportunities and topics that generate backlinks
• Grammarly, which gives us real-time writing feedback on structure, tone, plagiarism, and AI text check
• Clearscope, which helps us ensure your copies have the ranking signals that search engines like Google look for

FAQs

• How do I start SEO copywriting?

If you want to focus your attention on running your Australian business, the best way to leverage SEO (search engine optimisation) copywriting is to partner with a digital marketing firm like ours.

If you want to try your hand at SEO copywriting, you can find countless resources online, many of which likely use SEO copywriting techniques to get on the front page.

• Is SEO the same as copywriting?

While related, SEO and copywriting are distinct strategies. The former focuses on tweaking your business website, content, and online listings to appear prominently on search engine results pages (SERPs).

The latter is a discipline for producing copies that grab people’s attention and drive them to perform a desired action, such as making a purchase, signing up for a subscription, or inquiring for more information.

• Is SEO required for copywriting?

The short answer is yes. SEO and copywriting are a package deal now and for the foreseeable future. 

Ensuring your copies rank for competitive keywords today isn’t solely about what you say; it’s how you say it and how well your content matches what people are searching for.

Gone are the days when you can stuff keywords into your content and expect good SERP positions. Google’s algorithm has evolved to understand context, intent, and quality. So, your copy has to do the same.

• Can you learn SEO copywriting?

Yes. You can learn and develop the skills required for effective SEO copywriting. The question is, “Are you willing to invest the time, effort, and resources needed to learn?”

If not, leave your SEO copywriting needs to us—digital marketing experts who have helped over 1,800 businesses earn more than $130 million in additional yearly revenue.

• Do you need to be tech-savvy?

Although a basic understanding of SEO concepts like keyword research and familiarity with tools like Semrush can be helpful, you don’t need to be a technical expert to write compelling SEO copies.

• What experience level is required?

We say, “write drunk, edit sober.” Just start writing. After all, you’ll develop a better understanding of SEO best practices and be able to create more effective copies as you gain experience.