Google loves content. That much most of us agree on. But I find many people and businesses still baulk at the idea of SEO copy.

Why is that? Rejecting it is almost certainly costing them money – and, if you’re in that group, it’s a prejudice that almost certainly affecting your bottom line, too.

Do you understand what SEO copy is?

There is a lingering vision of SEO content being unreadable and riddled with keywords. Even back in the day, good SEO copywriting wasn’t like that.

The art was – and is – to slip in the keywords naturally in the flow of the copy, and to use them in headings.

Think about it. If the key phrase is important within the article, it should be displayed in a heading. That’s what headings are for – if they don’t support the content of the piece, something is amiss with the writing.

What’s more, the most important part of SEO copy isn’t actually the writing itself, it’s deciding what to write about, researching key phrases.

I know my market. Why should I do key phrase research?

Because you’re inside, looking out. You think you know what your market is searching for, but it’s unlikely you know as much as Google does. Google can tell you so much about the key phrases people are actually using.

Big companies spend huge budgets on market or consumer research to get to understand their customers. You can learn so much about how your customers see you, your brand or your products through key phrase research. These are the words that come to your customers’ minds when they think about you.

I don’t see the point. What will an SEO writer do that I can’t?

Google may well be able to read your site, but it’s not like a human reader, and it doesn’t process the content like we do, either. You have to lay it out to Google – say ‘SEO copy’ if that’s what your page or site is about and you want to rank for that search. Google may struggle to associate a search for ‘seo copy’ with a page about ‘content developed to perform well on organic search’.

And what a good SEO copywriter does today isn’t vastly different from what he or she would have done a decade ago.

What’s your view?

Thanks to jakob fenger for letting me use his image.