SEO copywriting
SEO copywriting, for pages that answer the question and then stop.
Copy has to be findable by someone who has not arrived yet and persuasive once they have. Most pages manage neither: written for a crawler, padded to a word count, and saying a great deal without answering what was typed into the box. Everything here is written by a person, which is now a differentiator rather than a given.
Straight answer
Publishing more is usually the wrong move.
The default advice is a content calendar and a monthly quota. On most sites the pages that would earn the most are already published, sitting on page two, and one rewrite is worth a quarter of new posts.
What gets commissioned
- Four blog posts a month against a quota
- Two thousand words because a competitor had two thousand
- The same term repeated until it reads like a machine wrote it
- An introduction explaining what the topic is
- Generated text with a light human edit over the top
- New pages competing with pages you already have
What tends to earn
- Rewriting the page already ranking eleventh
- Answering in the first paragraph, then giving the detail
- Three thin pages merged into one that deserves the spot
- The awkward question your sales team keeps getting
- Price, risk and limitation stated plainly
- Stopping when the question has been answered
On generated content, said plainly
Google does not penalise text for being machine written. It demotes text for being unhelpful, and generated copy is unhelpful at a much higher rate because a model optimises for reading like an answer rather than for being one. The practical result is that the cost of publishing has collapsed, the volume has exploded, and the pages that stand out are the ones with something specific to say. That is good news if you have genuine expertise and bad news if your plan was volume.
Scope
What SEO copywriting covers here.
Weighted towards fixing what exists before adding to it.
Rewrites that move
The pages already ranking on page two, rewritten to actually answer the query. The cheapest traffic available on most sites because the links and history are already there.
Consolidation
Several thin pages competing for one query, merged into a single authoritative one. A content job and a redirect job at the same time, handled as both.
Commercial page copy
Service, category and location pages that answer the search rather than describing the company. Where the money usually is, and where the copy is usually weakest.
Helpful content remediation
Sites carrying years of thin or machine spun pages, assessed page by page for whether it should be improved, merged or removed. Deletion is a legitimate answer.
Query research
What people actually type and what they expected to find, which is frequently not the phrase you would have chosen and often reveals a page you did not know you needed.
Briefs for your own writers
Where you have a content team already, a brief that says what the page must answer and why, so they can write it in your voice without guessing at the search side.
Cost
What it costs.
Copy is the one thing on this site billed below the blended rate, at £50 to £70 an hour. Minimum engagement is 4 hours.
Page rewrite
From £200
One existing page researched and rewritten to answer the query it is already close to winning, with the on-page structure sorted at the same time.
Consolidation project
Scoped
Competing pages merged into single authoritative ones, including the redirect mapping so the history is not thrown away.
Content audit
From £650
Every page assessed for whether it earns its place, with a keep, merge, rewrite or remove decision against each and the reasoning attached.
Not the right fit for volume. Forty product descriptions is a content team's job and they will do it better and cheaper.
FAQ
Questions clients actually ask
Do you use AI to write the copy?
Not to write it. A model is genuinely useful for finding the questions people ask, sorting a large set of queries into intents, and pointing out what a draft has left out. It is poor at knowing which of two true things actually matters to your customer, and that is most of the job.
What we will not do is ship generated text with a human pass over it and call it written. That is the thing currently filling the results with pages that say a great deal and answer nothing, and it is the reason the bar for real writing has gone up rather than down.
How is SEO copywriting different from ordinary copywriting?
It has to do two jobs at once. Ordinary copy persuades whoever is already reading. SEO copy has to be findable by someone who has not arrived yet, which means it starts from what they actually typed and what they expected to find, then persuades once they are there.
The failure mode is doing one at the expense of the other: elegant copy nobody finds, or a page stuffed with terms that reads like it was written for a crawler and converts nobody.
Can you rewrite pages we already have?
Usually the highest return work available. Most sites are carrying pages that already rank on page two, already have links pointing at them, and simply do not answer the question well enough to move up. Rewriting one of those beats publishing three new ones.
It also frequently involves merging: three thin pages competing for one query, folded into a single page that deserves the position, with the redirects handled properly.
How much copy do we actually need?
Almost always less than you have been told. Word count is not a ranking factor, and a long page that pads is worse than a short one that answers. The right length is however long it takes to answer the question completely and then stop.
Where a page genuinely needs to be long, it is because the query is genuinely complicated, not because a competitor's page was two thousand words.
Will you write in our voice?
Yes, and it works better when there is something to work from: existing pages you like, recordings of how your team explains things to customers, or the emails you actually send. Voice is mostly vocabulary and rhythm, and both are easier to match than to invent.
If you have no established voice, we will propose one and write a page in it before committing to a set.
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Pages that rank but do not convert?
Send a URL and the query you want it to win. You get a straight answer on whether it needs rewriting, merging with something else, or leaving alone.