Our definitive guide to SEO copywriting (in 2025 and beyond)

If we’ve learned anything over the years, it’s that quality content still reigns supreme when it comes to SEO. However, it’s not just about keyword stuffing or creating long pages of text. Instead, the key lies in creating content that is engaging, informative, and most importantly, answers user queries. In fact, HubSpot’s 2024 State of Marketing Report confirms that content creation remains the top inbound marketing strategy for 60% of marketers, and we’ve seen first-hand how this focus on content quality often leads to better SEO performance.

We’ve watched SEO evolve from simple keyword placement to a more sophisticated system that values user experience and content quality. With updates like Google’s BERT and RankBrain, it’s become evident how algorithms now focus on the intent behind a search query rather than just the exact match of keywords. This shift has forced us to rethink how we write content. 

While not an easy task, there is one foolproof way. The trick is to write for humans first—after all, they’re the ones consuming the content—but to do so in a way that also satisfies the algorithms. By blending creativity with keyword optimisation, we’ve found that we can produce content that not only ranks well but also keeps readers engaged. And if you ever run into a scenario where you have to choose between creativity and SEO best practices, just ask yourself,  “does it read naturally or not?”. 

In our experience, these are the three pillars of great SEO copywriting:

1. Keywords: Always start with keyword research to understand what our audience is searching for. While it’s nice to be able to write about anything, we still need to ensure that we check which keywords we can target for a topic before going ahead.
2. Structure: Make sure that content is well-organised, with clear headings, subheadings, and bullet points to break up the text and make it as friendly as possible for search engines to crawl and understand.
3. Quality: Above all, the content has to be valuable. Search engines like Google are looking for content that provides thorough answers to user queries, so we ensure that our writing is not only optimised but also rich in information.

Keyword research has always been a central part of Dux’s SEO strategy, but with the rise of more advanced tools and algorithms, we’ve had to refine how we do it.

Modern keyword research techniques: Tools and strategies

Gone are the days of simply targeting high-volume keywords. Today, the team employs a number of potential strategies in selecting the right keyword/s. 

In many cases, we look at long-tail keywords and phrases that reflect real user intent. We rely on tools like SEMrush, Ahrefs, and Google’s Keyword Planner to help us find the right keywords, and we pay particular attention to search volume, competition (a metric of how hard it is to rank for certain keywords), and user intent. The goal is to target phrases that not only get traffic but also align closely with what users are truly looking for.

And don’t forget about latent semantic indexing (LSI) and search intent

While not new, a lot of copywriters still neglect the importance of including Latent Semantic Indexing (LSI) keywords. These are terms related to the main keyword that help search engines understand the context of the content better. For example, if the topic is “SEO copywriting,” we might also include terms like “content optimisation” or “SEO writing tips.” LSI keywords not only improve relevance but also ensure that we’re covering the topic comprehensively, which is something search engines reward.

It’s important to always remind yourself that at the end of the day, we’re writing for people. The goal is to keep the content clear, concise, and engaging. Avoid jargon and aim for a conversational tone that feels natural to the reader. The more our audience feels like we’re speaking directly to them, the more likely they are to stick around and engage with our content.

Structure is key to readability. We break up long paragraphs and use subheadings and bullet points to make content easy to scan. This way, readers can quickly find the information they’re looking for, and it also helps search engines better understand the context of my page.

When it comes to content length, we’ve learned that there’s no one-size-fits-all approach. Longer content often ranks better, but it has to be well-researched, informative, and engaging. Quality always trumps quantity. If a topic requires a 2,000-word guide, we go for it, but if it can be covered in 800 words, that’s just as valid. What matters most is the value the content provides.

In the past, marketers have made the mistake of trying to stuff keywords into every nook and cranny of the content (and everyone did it as well, let’s not forget), but we have learned that over-optimising does more harm than good. While it’s still essential to use keywords, the key is to integrate them naturally into the content. We make sure to place the target keyword in the title, a few subheadings, and throughout the body, but we always prioritise readability even if it means not ticking all the SEO boxes. 

With mobile-first indexing becoming the norm, we’ve had to take into consideration mobile optimisation of the site where we publish content. Ensuring fast load times and a seamless user experience is just as important as keyword optimisation. A slow or poorly optimised site can quickly drive users away, which in turn can hurt rankings.

We all know that SEO is always changing, and it’s vital to stay on top of algorithm updates. Whether it’s a new focus on user intent or changes to how Google ranks content, we make sure to adjust our content strategy regularly to stay ahead.