10 Pro Tips for Balancing Website Copy Optimisation and SEO

Good website copy is crucial in achieving marketing goals and influencing customers throughout their journey — from awareness to decision-making. 

Yet, writing website content that both resonates with human readers and follows search engine best practices is often neglected due to its challenging nature.

You could produce the most educational, thought-provoking website content, but if it isn't properly optimised for search engines, it likely won't get the visibility and response it deserves. 

In this guide, we'll show you how to write copy for websites that check all the boxes — engaging human visitors with persuasive storytelling while adhering to SEO fundamentals that allow your content to get discovered. 

Here are the top web copy strategies for creating search-friendly yet highly consumable website content:

1. Know what people want.

Understanding what people are searching for on Google is the first step to creating content that gets noticed. Think about whether they're looking for information, a specific website, or something to buy. Tailor your website copy to match their needs and interests.

2. Speak their language.

Understanding your audience's language also helps you connect with them more deeply. Use the same words and phrases your audience uses when they're searching. It'll make your content more relatable and increase your chances of appearing in search results. 

3. Catch their eye with a great title.

Your title is like the cover of a book — it needs to grab attention right away. Use keywords that people are searching for, but make sure it's still interesting and easy to understand. A good title can make all the difference in getting people to click on your website copy.

4. Write a snappy description.

Your meta description is like a movie trailer for your content. Use it to give people a taste of what they'll find if they click, and don't forget to include relevant keywords. A compelling meta description can entice users to click on your link instead of others in the search results.

5. Break it up for easy reading.

Nobody likes reading a big wall of text, so make your copy on website easy to digest. Use subheadings, bullet points, and short paragraphs to break up the text. This not only makes it easier for readers to understand but also helps search engines scan and index your content.

6. Use keywords naturally.

Keywords are important for an SEO optimised copy, but don't overdo it. Sprinkle them naturally throughout your web copy, and avoid stuffing them where they don't belong. Focus on creating valuable content that addresses your audience's needs, and the keywords will naturally fall into place.

7. Be the featured snippet.

Ever seen that little box at the top of Google's search results? That's the featured snippet, and getting in there can boost your visibility. Write clear, concise content that directly answers common questions. Being featured can drive more traffic to your site and establish you as an authority in your field.

8. Link to your own stuff.

Linking to other pages on your website helps search engines understand your copy on website better. It also keeps readers engaged and helps them find more of your other content. Plus, internal linking can improve your site's navigation and user experience.

9. Be voice search friendly.

Voice search is on the rise, so make sure your content is easy for voice assistants to understand. Answer common questions conversationally, and keep your content simple and straightforward. By optimising for voice search, you can reach a wider audience and stay ahead of the curve.

10. Stay in the loop.

SEO is always changing, so stay informed about the latest trends and updates. Keep an eye on your performance, listen to feedback, and be ready to adapt. By staying up-to-date with SEO best practices, you can ensure that your content remains relevant and competitive in the digital landscape.


Creating optimised website copy is about striking the perfect balance between connecting with your human audience and making your content discoverable to search engines. It's an art and a science.

The tips outlined in this guide have been battle-tested by the world's leading copywriting experts and SEO professionals. Implement them properly, and you'll be able to write a web copy that keeps visitors engaged while checking all the technical SEO boxes.

But don't just take my word for it. Try out these web copy optimisation tactics yourself. Analyse your results. Tweak and refine your approach as needed. Writing copy for websites is an iterative process of continuous improvement.

What’s Next?

Want to increase your website sales and conversions through the help of a copywriting professional? Drop Gibson Copy a message today, and let us help you grow your business.

SEO Copywriter at Gibson Copy

People Also Ask

What is web copy optimisation?

Optimisation of copy for websites involves writing copy, text, or content that meets the expectations of search engines in the right places. This process helps increase your website's visibility, improving search rankings, and driving more traffic.

What is SEO-friendly copy?

SEO optimised copy is written content that search engines like Google favour. The aim of SEO (Search Engine Optimisation) is to improve a website's visibility in search engine results pages (SERPs) so that it ranks higher and attracts more organic (non-paid) traffic.

Is duplicate copy bad for SEO?

Duplicate content refers to similar or identical content found on other websites or different pages of the same site. Having large amounts of duplicate content on a website can negatively impact Google rankings.

When should you not use SEO?

You may not need SEO optimised copy if you need quick results and work with limited resources. It's also less suitable if your product or service has low demand or if outranking competitors isn't a priority. Consider alternative strategies if your target audience doesn't rely on search engines.