SEO Copywriter in 2025: What It Is & How to Do It Right

There are several digital professions focused on writing texts, and one of them is that of SEO copywriter. The most well-known professions of people who write texts online are:

• Copywriter : This is the profession of people who write texts to convince the user to do something (click, subscribe to something, buy something, etc.). This is known as persuasive writing .
• Digital Copywriter : A digital copywriter usually does not have to take SEO into account in his text . His main mission is not to position a page. Some examples of the work that a digital copywriter can do would be articles, manuals, training, ebooks, etc. They can also write general content for a page, but when they write they only take into account the interest of the content for the user.
• SEO Copywriter : SEO copywriters typically write texts on topics that interest users, and structure the text in such a way that search engine algorithms know what they are writing about and rank them well in the results .

So what are the differences between them? Keep reading and I’ll tell you.

What is SEO

To begin with, we need to define what SEO is. The word comes from “ Search Engine Optimization . ”

Search engines such as Google or Bing use so-called web spiders, which are dedicated to inspecting web pages, analyzing their structure and indexing the pages that are not blocked. The robot spends a certain amount of time on the web, and the faster the pages load, the more content it will analyze from our website.

And how do search engines decide to rank a website higher or lower? They use different algorithms to do so, but the most important thing is to understand that algorithms ultimately seek to offer quality and relevant content to the user . So all the tricks that are attempted with SEO do not usually work.

Search Engine Algorithms

Search engines change and improve their algorithms regularly , and you never know exactly what they value to rank a page higher or lower. This would be a summary of what we know ranks well:

• Visiting time that the user spends on the website
• Internal links that make us navigate within the web and offer us related content
• Site speed and light use even on mobile
• Keywords in the meta description (metadata is the data we give about the content)
• Constant publication on the web

What we know about Google’s algorithm

Google does not make all updates public, and in fact it is estimated that it includes two or three updates to its algorithms per day , but these are the most relevant and well-known:

• Panda – is an algorithm that openly penalizes sites that copy content from other sites and duplicate content in general.
• Penguin : This algorithm aims to eliminate link building strategies (link strategies that point to your website) that were of poor quality. Before Google took it into account, any spam link served to give more authority to a website, but with this algorithm the links that lead to a website have to make sense .
• Hummingbird: This is an update that allows Google to better understand the questions users are searching for in order to give them more precise answers. To do this, it not only uses keywords and their synonyms to find out what questions they are asking, but it also adds geolocation, related questions, quick answers as the first result…
• Fred: as a curiosity, it is named after Fred Flintstone, and penalizes web pages that include advertising within their links but little valuable content.
• Pigeon: This is a help to local businesses, since through geolocation it positions local businesses that have worked on their website well. To do this, it is essential to be very careful with Google My Business .
• RankBrain: This algorithm uses artificial intelligence to improve Hummingbird. The difference is that this intelligence learns and understands user behavior in order to offer more accurate information.
• Mobile First Index: the fact that mobile Internet use has grown exponentially has changed the mentality of all websites, putting mobile use at the center. Google also uses this algorithm to value fast loading, whether the website is responsive or not… in short, the mobile experience.

Here we can read some extra information from Google itself.

What does an SEO copywriter do?

The SEO copywriter writes texts that facilitate the website’s organic visits , that is, those visits to the website that do not come through a paid link. And to do so, he takes into account all the requirements of the algorithms that we have discussed in the previous point.

Read Also: 7 Ways to Write SEO Friendly Content for Bloggers

An SEO copywriter knows that he has to write quality, original and interesting content, and he knows how to structure it so that search engines index it correctly. The mix between pleasing the user and pleasing the algorithms is the perfect mix for a good SEO copywriter.

Who selects keywords before writing?

Within SEO copywriters, there are two types depending on whether they decide the keywords or not. It should be remembered that you should only try to position a keyword in a URL , and therefore trying to position the same keyword in all the URLs of a website rarely works.

• There are SEO writers who do not select keywords . In this case, they receive a keyword from the owner of the website or from the SEO consultant who is positioning it, and they limit themselves to writing the topic using positioning techniques. Normally this service is cheaper, since they do not invest time in doing a keyword study.
• And then there are SEO writers who do research and select the keywords they are going to write about . To do this, they normally use tools like Semrush or Sistrix, through which they can view the keywords already positioned on a website, study the competition and see different metrics that help them. That, together with other SEO tools and even the search engine itself, will help them decide which keywords they want to position.

The difference between an SEO copywriter and a digital copywriter

The big difference is that the digital editor does not have positioning in mind when writing , since his objective with that text is not to appear in the first results of the search engines, but a different one.

So what does a copywriter do?

A copywriter generally writes texts whose mission is to sell something, to convince whoever reads it to take a certain action.

Copywriters often have an SEO mentality when writing these texts, but positioning is not their main mission. Their job is based on achieving a result.

Are the texts of a copywriter compatible with those of a writer?

The answer is yes, definitely! Not only that, but the combination of both texts will make a website attract traffic and, in addition, convert more . Therefore, it is more than advisable to take into account both disciplines to fine-tune a website.

In addition, many writers are specialized in both disciplines, and thus can offer a complete work.