SEO copywriter – what exactly is that?
SEO copywriter – what exactly is that?
Writing texts is an everyday occurrence – at least for me. For many people, however, the profession of copywriter is completely foreign. That's why I'd like to answer the question today: "Copywriter, what is that?" And I'll do so from my personal perspective as a freelance copywriter in Augsburg.
Writing texts is an everyday occurrence – at least for me. For many people, however, the profession of advertising copywriter, advertising copywriter, or even SEO copywriter is completely foreign. Unlike a sports teacher or a carpenter, my job is a niche profession that almost no one knows about. I notice this because at least once a week someone asks me:
What to expect in this article
What do SEO copywriters actually do?
Those who don't work in the field usually don't even know what SEO is. ( SEO is short for Search Engine Optimization .)
Or what a copywriter does all day long.
Therefore, many people ask me this question – from new and existing customers to acquaintances and even my aunt at the last family celebration.
For this reason, I would like to answer the question today: “(SEO) copywriter, what is that?”
And that is from my personal perspective, with my personal professional experience, from my personal daily work as a freelance SEO copywriter and SEO content marketingconsultant in Augsburg.
Job description of a copywriter – What does one do in this role?
To put it simply: writing texts.
And I could end the article here. But that's not the point of this text. 😉
According to the Duden dictionary, the term "Texter" refers to a person who writes texts professionally, i.e., texts for advertising purposes. This could include advertising copy, SEO texts, UX texts, song lyrics, or user manuals.
This job title is most commonly used in the marketing industry. There, it is usually an abbreviation for the job title copywriter .
That's still the core of most SEO copywriters' work today: writing texts that help companies sell products and help customers make well-informed purchasing decisions. SEO copywriters do exactly that – only exclusively online.
That's my definition of a copywriter.
So what exactly should I write?
In a simple world, my job would be done with the sentence: "You should buy product x because it can do x." In reality, however, people are complex. As a good copywriter, you should therefore understand their needs and address them specifically.
The content of my texts can take many different forms and reach people in many ways: either traditionally or on the internet.
Some text forms are
- Blog article
- Brochures and leaflets
- Flyer
- Landing pages with SEO content for websites
- Contact pages
- Newsletter
- Online advertising (SEA)
- Social media posts
…and I write texts for all these different media.
Daily tasks of an SEO copywriter
However, my work focuses primarily on so-called SEO texts: These are texts that are written according to specific guidelines so that customers can find them particularly quickly in a Google search.
I mostly work as an SEO copywriter for companies, writing blog articles, newsletters and SEO content for their websites – naturally in accordance with their SEO content strategy.
SEO texts – an example
Imagine you have a puny little Ficus benjamina in your office. It's on the verge of dying and you want to save it. However, you know absolutely nothing about plants.
So what do you do?
That's right! You type "save ficus" into Google. And you'll find several search results that tell you how to nurse your puny ficus back to health.
The text you find at the top of Google'swas probably written by an SEO copywriter.
A search engine optimized text is written in such a way that Google can easily find it, declares it to be good based on x criteria, and finally spits it out as a search result to interested parties – much to the delight of your office plant.
SEO copywriters ensure that you can always find exactly the information you are looking for on the internet.
What skills should copywriters possess?
"Write well" would be the quick answer. However, "well" is open to interpretation. For me, as a copywriter, being able to write well consists of several aspects:
- Know your tools of the trade: communication channels, research tools, content management systems, etc.
- Ask the right questions in the briefing
- create a meaningful text structure
- Use correct spelling and punctuation
- conduct extensive and comprehensive research
- Use clear language that is appropriate for the respective target group
- …and the right amount of wit and linguistic flair so that the reader doesn't start yawning after the third sentence.
If you meet all seven criteria, a job as a professional copywriter might be a good choice for you!
Career path to becoming a copywriter and SEO copywriter
How does one become a copywriter?
You become a copywriter by standing up and saying, "I am a copywriter."
But all joking aside: Copywriting is a freelance profession. Therefore, anyone can call themselves a professional copywriter .
To that I would like to add: Whether you can then make a living from writing depends on whether you truly are one.
A love of language is definitely a prerequisite for this job. A good ear for language, as well as solid knowledge of spelling and punctuation, are part of a good foundation.
Ideally, you'd also have a degree related to language. However, that's not a requirement: I know excellent copywriters who have never even set foot inside a university.
So, how does one BECOME a copywriter?
There's no single career path that fits everyone. I can only tell you about myself:
I gradually grew into this profession. As a lifelong bookworm, bookseller, and literary scholar, I have always been surrounded by texts.
No matter what job I've had, when it came to writing, everyone always came to me. Because I enjoy it – unlike so many other people.
And if you do something often and enjoy it, you usually get better at it and improve over time. It's exactly the same with writing.
If you want to become a copywriter, I can of course recommend taking courses in writing and journalism at university – that helped me a lot
Furthermore, starting as a trainee at a PR, marketing, or digital agency is a great opportunity . You'll learn a lot about the fundamentals of copywriting there.
Otherwise, there are excellent institutions where you can further your education in very specific areas of writing. One example is the Bavarian Press Academy in Munich.
Specialization as an SEO copywriter
And how does one become an SEO copywriter?
- Step: Become a copywriter (see above).
- Step 1: Read lots and lots of information about organic SEO, unique content, SEO text length, SEO tools, UX writing , and more.
- Step: Gain experience in writing SEO texts that rank and perform well by participating in various copywriting projects with experienced content SEO professionals
- Step: Think about whether you want to call yourself an SEO copywriter or an SEO text writer. 😉
Job opportunities for copywriters:
Where do copywriters work: as permanent employees or freelancers?
Copywriters typically work in one of three constellations:
- in the marketing department of a company
- in an advertising, PR or digital agency
- self-employed as a freelancer and freelance copywriter
Who is looking for freelance copywriters?
Companies, startups , and larger institutions are the primary users of copywriting services. Marketing agencies and even private individuals sometimes need professional (SEO) texts as well.
Which clients book you depends entirely on what kind of texts you specialize in.
As an SEO copywriter, I'm primarily sought after by companies and agencies that want to be found online. Meanwhile, my services as a travel blogger are more often booked by tourism boards or hotels.
What distinguishes writing from literature and journalism?
A key difference lies in the medium: While copywriters typically create functional and advertising texts, the medium for authors is usually the (electronic) book. Journalists, on the other hand, often write for (online) magazines and journals.
also differences in the factual content of the texts: Writers often produce texts that spring solely from their imagination. Meanwhile, journalists are bound by the so-called press code: It obliges them to report to the public neutrally, independently, and factually.
And what about copywriters? Well, advertising and SEO copywriters are boundary crossers between the beautiful things people want to read, the promotional aspect, and the given facts.
Of course, one person can be a copywriter, writer, and journalist all at once. Nevertheless, these activities should be considered separately.
(For example, besides SEO texts and blog projects, I also gladly accept journalistic assignments. However, I personally do not feel called to be an author.)
Why become a copywriter?
Because it's awesome. Because you can do it. And because you want to. Because otherwise you might burst with words. Because playing with words is the cherry on top of life's ice cream sundae.
Why become a copywriter? You tell me!
Now you know what a copywriter does. Right? Otherwise, feel free to ask me questions in the comments or learn more about how I became a copywriter..
