SEO copywriter – what exactly is that?
SEO copywriter – what exactly is that?
Writing content is an everyday occurrence – at least for me. For many people, however, the profession of advertising copywriter, 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 the following question:Writing content 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 you can expect in this post
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 Optimisation .)
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 content.
And I could end the article here. But that's not the point of this content. 😉
According to the Duden dictionary, the term "Contenter" refers to a person who writes content professionally, i.e., content for advertising purposes. This could include advertising copy, SEO content, UX content, 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 content 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 y." In reality, however, people are complex. As a good copywriter, you should therefore understand their needs and address them specifically.
The content of my content can take many different forms and reach people in many ways: either classically, on the internet, or via AI systems.
Some content forms are
- Blog article
- Brochures and leaflets
- Flyer
- Landing pages with SEO content or GEO content on websites
- Contact pages
- Newsletter
- Online advertising (SEA)
- Social media posts
…and I write content for all these different media.
Daily tasks of an SEO copywriter
However, my work focuses primarily on so-called SEO content: These are content 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, often with the help of AI – naturally in accordance with their SEO content strategy.
SEO content – 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 content you find at the top of Google'swas probably written by an SEO copywriter.
A search engine optimized content 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 content structure
- Use correct spelling and punctuation
- conduct extensive and comprehensive research
- Use clear language that is appropriate for the respective target group
- Knowing where to use AI – and where it's better to leave it alone
- …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 eight criteria, a job as a professional copywriter might be a good choice for you!
Career path to becoming a copywriter, SEO copywriter or GEO 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 content.
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 content length, SEO tools, UX writing , and more.
- Step: Gain experience in writing SEO content 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 content writer. 😉
… or GEO copywriter?
Since AI search entered our lives in 2024, the job profile has evolved: SEO now also includes GEO ( Generative Engine Optimisation ). This makes sense, because companies don't just want to be found on Google, but also recommended by AI systems .
And this is where it gets interesting. Because in addition to high-quality SEO content, we copywriters now face further challenges: On -page – that is, on our own website – we need to write even more helpful content. Teasers are becoming even more important, as are FAQ sections, "About" pages, case studies, and testimonials.
Off-page – that is, on third-party platforms like ProvenExpert, Google Business Profiles, or in trade publications – we now face the challenge of advertorials, guest articles, and product comparisons. Furthermore, SEO copywriters are increasingly writing content for company profiles.
A word about content creation with AI
Let's be realistic: everyone has used AI for writing at some point. Back in 2024, I actually thought: Wow, AI will soon be writing content for me. I was completely convinced that AI could take over the writing for us, as long as the prompts were good enough.
I know better now.
Content recommended by Google and AI search engines as sources don't appear at the push of a button: they lack genuine experience and real added value. And no AI in the world can generate that.
And: AI can make content writing faster, by about 30%. However, not without a loss of quality. And that hurts.
But what can AI do? Save you a massive amount of time in your writing: brainstorming, concluding, compiling metadata, checking search intent or uniqueness, spell checking – and thus significantly improving your own written content.
Since 2024, I've been continuously developing an AI prompt sequence for SEO copywriters specifically for this purpose. You can find it for free on my SEO/GEO blog.
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 SEO/GEO 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) content as well.
Which clients book you depends entirely on what kind of content 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 content, 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 content: Writers often produce content 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 GEO and SEO content and blogging, I also gladly accept travel journalism 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 an SEO copywriter..
