• Laurine Croes

Great! Your copywriter is good at SEO, but what about writing?

Are they just in it for the money and the clicks?

Fail! Ice cream cone on the floor

When did the writing disappear from copywriting? I guess I didn't get the memo. More and more self-proclaimed experts are selling course after course teaching others how to become copywriters. Their number one best-seller? The over-priced beginner's guide titled: "you don't even need to be a good writer!"


There might be some small business owners in e-commerce or dropshipping who literally just need a keyword expert to write their category labels and meta description. They are fully focused on what the client is searching for online. Sole reason: to generate sales quickly. There is nothing wrong with that, but the type of copywriter who solely focuses on SEO often struggles to write longer content people actually put their glasses on to read.

In contrast, a trained writer who knows nothing of SEO will be able to hit those keywords naturally by understanding storytelling, audiences and writer's intention. Give that writer the basic know-how of SEO and you have yourself a golden combination. Long gone are the days when Google indexed based on just keywords. AI has become much more AI - tricking the system is old news. Not only that, but don't you want your website to be found and clients to buy your goods or service because they genuinely like what you offer? Maybe my mum was right; I'll never get rich.


Speaking of rich, a good writer will be able to work wonders with only a limited word count. Rather than trying to reach an optimised word count with keywords and search terms in order to get indexed, a trained writer can punch out thousands of words that actually have meaning. I often see websites, mainly in e-commerce, which use a hell of a lot of links, repetitive phrases and even fake comments to boost their search ranking. A lot of text, not a lot of writing skill. That's fine if that's what you're going for, but wouldn't you rather have a website saturated with useful, genuine information or a blog that reads like a page in your client's favourite book?


Any copywriter can string together a grammatically correct sequence of words, but when it comes to trained writers the charm is in the extra detail. Subtle nuances, creative wordplay, uncommon expressions and humour are just some of the tools a good writer will use to make your text come alive. Not only longer types of content but also product descriptions, e-mails, social media ads and yes, even SEO descriptions will benefit from these details. A good writer has a rich vocabulary of 'keywords' naturally to their disposal. Especially if your service is very competitive, a creative writer could give your texts that extra push to set it apart from the crowd. Wouldn't you prefer original, surprising copy rather than sales copy based on overused marketing templates?


First and foremost, trained writers are language experts. Not everyone will agree with me, but copywriters should be both masters and lovers of language. It doesn't matter if you call yourself content writer, copywriter, text writer, SEO writer or writer of stuff, the core of your business is language. Whatever internet marketing did to copywriting, let me be clear about this: in my opinion, the skill level of a copywriter depends on their linguistic talent. They must be writers first. Whatever route their copywriting career takes them is a specialisation. A professional orchestra wouldn't hire a musician who can read the sheet music but can't play his instrument, so why would your business hire a copywriter who understands SEO but can't write?