The importance of copywriting for SEO

Last updated October 2025.

SEO isn’t just about sprinkling keywords throughout a page or chasing backlinks. The words on your website – how they read, flow, and connect with your audience – are just as important. Well-written copy improves user experience, builds trust, and helps search engines understand your content. When done right, well written commercial copy and a defined user focused content strategy has the power to boost a brand’s visibility, keep people engaged, and nudge them towards the actions you want.

In this guide, we’ll explain why copywriting matters for SEO and how to create content that works for both users and search engines.

How does content improve SEO performance

Content is the backbone of any successful website. It’s what tells visitors – and search engines – what your brand stands for and why your site matters. But content isn’t just about filling pages with keywords; it’s about giving people answers, guiding them through your site, and showing authority in your niche.

Google rewards pages that satisfy users, so high-quality, relevant copy can directly influence rankings. At the end of the day, copywriting is about producing relevant and engaging content that informs, converts, and builds brand visibility.

Let’s take a closer look at our key strategies for writing copy that not only engages your audience but also supports your SEO goals.

Improve UX with better copy

User experience (UX) and SEO go hand-in-hand. Even the most optimised page won’t perform if visitors find it hard to read or navigate. Clear, scannable writing – with short paragraphs, descriptive headings, and natural calls-to-action – helps people move smoothly through your site.

Good UX also means guiding users toward the right next step. Internal linking is a simple but powerful tactic here. A product page can link to a buyer guide, FAQ, or related item, making it easier for users to get the answers they need without leaving your site. This not only improves engagement but also signals to Google how your content connects together.

At Click, our UX design and testing service takes this a step further. We combine copywriting best practices with user-centred design to test how real people interact with your site. From navigation tweaks to content layout, we help ensure that your copy isn’t just optimised for search engines, but genuinely supports a seamless, conversion-focused user journey.

Satisfy user intent

Every search tells a story. People search with a reason: to learn something, find a site, or buy a product. Your content should meet that intent.

For instance, a blog post targeting an informational query should teach, explain, or guide. A product page targeting transactional intent should highlight features, benefits, and make it easy to buy. When content aligns with intent, visitors stay longer, engage more, and are more likely to convert.

Target longtail queries

Longtail keywords are the hidden gems of SEO. They’re specific phrases like ‘what are the best running shoes under £100?’ instead of just ‘shoes.’ While fewer people search for them, these queries often show clear intent and attract higher-quality traffic.

Use longtail keywords naturally in your headings and body copy. Doing so makes your content easier to find and ensures it reaches people who are closer to taking action.

At Click, our user focused content service is built around this principle. We specialise in creating blog content that targets query-based, longtail keywords, helping businesses capture valuable traffic while also aligning with Google’s EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) guidelines. By answering real user questions in detail, we help brands build topical relevance, establish credibility, and connect with audiences at every stage of the journey.

Build topical relevance

Again focusing on EEAT guidelines, Google likes websites that cover topics thoroughly. You can build topical authority by creating clusters of content that link together and cover related subjects.

For example, an eCommerce site selling running gear could have a main page about running shoes, with supporting pages on socks, training plans, and shoe care. Linking these pages shows Google that your site is an expert in the area.

Write for users and search engines

Good copywriting strikes a balance: it should read well for humans but also make it clear to Google what your pages are about. Keywords are still important, but they should feel natural. Overstuffing them can make your content hard to read and hurt performance.

Other tips include:

• Use primary keywords in headings and meta descriptions
• Include related terms to show breadth of knowledge
• Write in short sentences and active voice
• If you are using AI to help generate copy, ensure it is always reviewed and checked by a human
• Include images, videos, or infographics to support the text.

Avoid content for content’s sake

Every page should serve a purpose. Posting content just to have more pages or hit a word count rarely helps your audience – or your SEO. Thin or outdated pages can dilute your authority and make it harder for Google to understand your site.

Regular content audits are essential. Update pages with new information, merge low-value pages, or remove content that doesn’t add value. Focus on creating content that answers questions, solves problems, and helps your audience.

Build trust with helpful content

Good copy doesn’t just rank – it builds relationships. Answering questions, addressing pain points, and providing practical advice shows readers that you understand their challenges. This creates trust, encourages repeat visits, and increases the likelihood that people will share or link to your content.

For example, product guides, detailed FAQs, and lifestyle content can all help users feel confident in your brand. When people trust your site, Google notices too.

Avoid common content pitfalls

By providing users with useful content consistently over time, your website becomes known as a trusted source of information. But while there’s a lot of advice about writing good content, there are also some common mistakes to avoid:

Don’t make assumptions

Never assume your audience knows exactly what you’re talking about. Avoid using niche jargon that only industry insiders would understand. For example, if your marketing is aimed at a broad audience, some readers may lack specialist knowledge. Too much jargon can make your copy inaccessible and reduce trust in your brand.

Avoid absolutes

Phrases like ‘everyone believes’ or ‘no one likes’ can alienate readers. Sweeping generalisations are easy to challenge and can hurt credibility. That said, a little healthy debate in comments can actually be good for engagement – but always aim for a balanced discussion to maintain trust.

Proofread and know your audience

Professional content should always be proofread and written with the reader in mind. Understand your audience’s real challenges and questions, and make sure your content addresses them clearly. High-quality, considered writing is key to building authority and trust over time.

The final word…

Copywriting is at the heart of modern SEO. Writing clear, relevant, and engaging content improves user experience, builds authority, and helps your site rank for the right queries. When you focus on longtail keywords, topical relevance, and satisfying user intent, your content attracts higher-quality traffic, keeps readers engaged, and drives results.

To take your website’s content to the next level, get in touch with Click Consult to see how our copywriting and SEO expertise can help your business grow.