SEO Copywriting Basics: A Guide to Getting Started with SEO

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I just wrapped up a keyword research project for the loveliest client, and it reminded me that I’ve been meaning to share a little about SEO with you in the form of a blog post.

As a business owner, having at least a basic understanding of SEO (Search Engine Optimization) is really helpful. You certainly don’t need expert-level knowledge (you can leave that to the pros!), but understanding the fundamentals will help you make smarter decisions about your website and marketing.

So today, I’m giving you a foundational SEO lesson. To keep this from feeling overwhelming, I’m starting with the most important piece: your keywords.

But First, What is SEO?

Before we dive into keywords, let’s define SEO itself.

SEO, or Search Engine Optimization, refers to how you ensure your business gets found online in search results. There are also newer acronyms like AEO (Answer Engine Optimization) and AIO (AI Optimization) that refer to getting found in AI search results, but for the purpose of this guide, when I say SEO, I’m referring to how you show up across all search results, whether that’s on Google or AI tools like ChatGPT or Claude. 

Keywords Are the Foundation of Your SEO Copywriting Strategy

The reason keywords matter so much for your SEO is that Google and AI tools find websites by crawling the text on your site (including landing pages, blog posts, social media accounts, Google Business profiles, social media posts–basically anything of yours that’s online).

And what they’re looking for are keywords and phrases that help them understand what your website or page is all about.

So while the words you write on your website are important from a copywriting and sales psychology perspective, they’re also important for search engines. When you’re strategic about the keywords you choose, you’re helping Google understand exactly what your site is about.

How to Select Your Keywords Strategically

When choosing keywords, you want to do two things: 

• Pick a variety of them for your site, 
• And target one unique keyword per page.

The reason for this is that if your Home page and your About page are both trying to rank for the same keyword, they compete with each other in search results. Instead, give each page its own keyword target so they both have an equal chance to rank well. Google crawls each URL on your website individually, not your website as a whole. 

For example, here’s how my website breaks down:

• Home page: Website Copywriter
• About page: Copywriter for Creatives
• Services page: Website Copywriting Packages

Each page has its own target, so they’re not fighting for the same search real estate.

Where to Put Your Keywords

Once you’ve identified your keywords, you need to use them strategically throughout each page:

• In your H1 headers
• Naturally in your body copy and a few H2 headers
• In your page titles
• In your meta descriptions
• In your image file names and alt text

On my Home page, for example, “Website Copywriter” appears in my H1 header, naturally throughout the body copy, in an H2 header, and in image file names and alt text. The page title for my Home page reads “Website Copywriter – Rise Copy Co.” and the meta description is: “Rise Copy Co. is a website copywriter for creative entrepreneurs and small businesses, offering website copywriting and email copywriting services.”

How to Find the Right Keywords

To find the right keywords to use on your website, you’ll use a keyword research tool.

Here are some I’ve used and recommend:

Ubersuggest – Has a free version for a select number of searches per day

Keywords Everywhere – Not free but affordable; this was my go-to for years

Semrush – More expensive, but the most robust and accurate tool available; my current favorite

Each tool presents differently, but they all provide the same essential information:

1. Search volume: How many people are searching for that keyword or phrase per month (referred to typically as Google volume)
2. Search intent: Whether searches are informational, transactional, navigational, or commercial
3. Difficulty: How hard it is to rank for that keyword (aka– how saturated or competitive it is)

When selecting keywords, look for ones with decent search volume, reasonable difficulty, appropriate search intent, and clear relevance to your business.

To Wrap This Up…

SEO has a reputation for being super technical and confusing, but the reality is it’s simpler than most people think. Yes, there are nuances and advanced strategies beyond what I’ve covered here, but understanding the basics, especially keywords, puts you miles ahead and ensures your website is optimized to work harder for you from the start. 

The goal is to help Google (and your potential clients) understand exactly what your site is about. When you’re strategic about keywords, you’re doing exactly that!

Website & SEO Copywriting Services 

If we haven’t met yet, hi! I’m Dianna, website copywriter for service providers, and I help you make more money with your website words. Here are some of the ways I can help you: 

Subscribe to the Rise Newsletter – it’s your weekly dose of vitamin D for your business in the form of copywriting and marketing tips that help you attract more dream clients and build a business that you love. Click here to subscribe!

Check out my services – I offer a range of website copywriting options for all investment levels. From Web Copy Audits for the DIYers to Full-Service Copywriting for the folks who just want it DONE.

Read more on the Blog – For more tips on website copywriting, email marketing, blogging & SEO – it’s all there. Check it out here.