Think it’s just keywords? Here’s how SEO copywriting really works
You’re finally refreshing that tired old website copy – go you! Somewhere between choosing a tone of voice and checking your competitors’ “about” pages, someone throws out three magic letters: S-E-O. “We’ll just pop in a few keywords,” you say. Thing is, with thousands of websites going live every day, search engines need a way to decide which ones deserve attention. That’s where on-page SEO comes in. It helps your site get seen, ranked and clicked.
Fast-forward to us – your digital marketing agency – sending you a document packed with terms like H1 structure, meta descriptions and internal linking strategy, and suddenly you’re thinking… wait, how does SEO copywriting work exactly? Spoiler: it’s a lot more layered (and fun!) than you expected. From keyword density to alt text and UX, great SEO copywriting isn’t just wordsmithing. It pulls together loads of moving parts to make your content work harder.
So, here’s a peek behind the curtain – what goes into the process, what we look at and how SEO copywriting works when it’s done right.
What really goes into it: How SEO copywriting really works, step by step
- Volume of copy
When it comes to SEO, size does matter – but only when it’s meaningful. One-liner pages won’t cut it with search engines. We assess how much content is needed per page to give Google enough context without overwhelming your audience. That sweet spot varies depending on your industry, competition and target keywords. Sometimes we’ll suggest longer landing pages; other times, sharp, punchy sections with strategic content blocks. We might ask you for extra info, case studies, service detail or FAQs – anything that helps bulk up the copy with purpose.
Worried that all that copy will make your site feel cluttered? We get it – and we’ve got smart design solutions to keep things clean and user-friendly. Think ghost copy that reveals itself as you scroll, expandable “read more” toggles to keep things neat, collapsible FAQ sections for easy browsing and visually broken-up layouts that guide the reader without overwhelm.
Example: For a medical aesthetics clinic, a service page on “dermal fillers” might run between 900-1,000 words, covering treatment types, expected results, FAQs, safety info and patient testimonials. It’s rich, thorough and gives search engines lots to work with. On the other hand, a “contact us” page might only need 300–500 words, focusing on location info, contact details, a short call to action and a Google Maps embed – just enough to be useful, but not overwhelming.
- Keyword density
Keyword stuffing (excessively repeating keywords to manipulate rankings) is so 2011. Today, it’s about placing keywords where they make sense. We focus on content flow while weaving in target keywords at the right frequency – not too little, not too much. We use tools to gauge optimal density, but our real secret? Making it sound human. We’ll ask for your priority keywords or do the research ourselves, then spread them across headings, paragraphs, and CTAs – always staying Google-friendly. Think of it like seasoning a dish: just enough to taste, never overpowering.
Example: For a bakery’s homepage, we might use keywords like “custom cakes Johannesburg” in headlines, product descriptions and image alt text – strategically spaced to reflect how SEO copywriting works without disrupting the tone.
- Meta titles and descriptions
You know that little preview of your site that shows up in Google search results? That’s your meta title and description – and it can make or break a click. We craft these with care: snappy, keyword-rich and designed to tempt the right audience. Titles need to fit a character limit, pack in the primary keyword and still sound engaging. Descriptions support the title, expand on your offering and include a subtle call to action. We’ll often need your input on product highlights, unique selling points or offers so we can write meta content that stops the scroll and gets you noticed.
Example: For a hair salon, a meta title like “hair colour experts in Sandton – book your appointment online” and a description mentioning key services can seriously boost click-throughs while supporting on-page SEO.
- Internal linking
Internal links are the connective tissue of your website. We map out pathways that guide users to related content and keep them engaged longer, all while helping search engines understand your site’s structure. Whether it’s linking service pages to blog posts or your “about” page to your team bios, we plan each link with a clear goal in mind. These connections strengthen authority, improve navigation and give Google a better picture of how your content fits together. We’ll usually ask which pages drive the most value or traffic so we can spotlight them where it counts.
Example: On a site for a law firm, we might link the “divorce services” page to a “family law FAQs” blog post, helping users explore more while showing Google how your content supports each other.
- H1, H2 and H3 headings
Headings aren’t just there to break up text – they’re critical SEO markers. Search engines scan them to understand what each section of your page is about. We structure your headings in a clear hierarchy: H1 for the main topic (used once per page), H2s for key sections and H3s for sub-points. We make sure they include keywords where relevant, but always sound natural. Good headings also help users skim content and stay engaged. To do this well, we’ll usually ask about your key themes, services or content priorities so we can reflect them in your site structure.
Example: A pet grooming website might use:
- H1: “mobile dog grooming services”
- H2: “what we offer”
- H3: “pricing for small breeds”
This structure guides both users and search engines through the content logically.
- Alt text on images
Alt text is the quiet overachiever of SEO. It’s a short description attached to your images, helping Google understand what they show – and it’s essential for accessibility too. We write alt text that’s descriptive, keyword-friendly and helpful (not just “image1.jpg” vibes). This boosts your image search visibility and gives your content another layer of SEO goodness. If you’re providing your own images, we may ask for context – what’s pictured, what it relates to and which keywords it supports – so we can write smarter alt tags that work for both people and algorithms.
Example: For an e-commerce site, instead of labeling an image as “product1”, we might name a photo “leather jacket, black, men’s fashion, London” to make sure both search engines and users know exactly what they’re seeing.
- Location-specific pages
If you’re targeting different cities, provinces or regions, generic copy won’t cut it. We build location pages that speak to each area – with local keywords, relevant services and sometimes even locally-flavoured messaging. This helps you rank in location-based searches (think “Pilates studio in Shoreditch, London” or “reformer classes in Sea Point, Cape Town”). We might ask for details about each branch, service area or local offer to make these pages sing. It’s about showing Google – and your customer – that you’re active, available and ready to serve them right where they are.
Example: For a property management business, we’d create unique pages like “property management in Central London” and “real estate services in East London”, each with localised copy, relevant keywords and property-specific services tailored to those areas. This approach boosts local SEO and ensures Google understands how SEO copywriting works to connect potential clients with services in those exact locations.
- UX and SEO
When content feels seamless to read and easy to navigate, you know UX and SEO are working together. We write copy that balances substance with structure – clear layouts, smart headings, natural flow and CTAs that guide action. This means your page ticks the right boxes for search engines while delivering an intuitive journey for your visitors. We also think about layout, skim-friendly formatting and page length to keep users moving through your site with ease. Sometimes, we’ll recommend changes to structure or flow that help both performance and readability.
Example: For a skincare brand, we might focus on optimising the layout to include easy-to-navigate filters like “skin type” and “concerns” on product pages. By ensuring users can quickly find the right products, while also ensuring that every page is fast-loading and mobile-friendly, we’re creating a smooth journey that delights both users and search engines. This improves bounce rates and keeps visitors engaged longer, ultimately benefiting your SEO.
Wrapping up: How SEO copywriting really works
Whether you’re an e-commerce business or a service provider, how SEO copywriting works plays a pivotal role in your digital success. At RED Marketing, we offer full-service web development, including expertly crafted SEO copywriting and site optimisation. No matter your business size, we create customised strategies that work for you. Reach out to info@redmarketing.biz – we’re here to help your brand get noticed!
