SEO copywriting


Nowadays, there is constant and increasing competition in the online space. Digital marketing managers and business owners cannot limit their presence to offline channels only, since the winners of this competition will be those who manage to get themselves in top positions on online platforms (like Google). 

When analyzing a market, we will eventually come up with the question: How can we get ahead of our competitors? When Google is listing our brand in one of the first positions for a particular search term, that becomes a major asset for us in itself. But again, how could this be achieved? How could we create such valuable marketing assets?

The answer is: excellent SEO-friendly content.

What is good content?

Due to the current social trends and consumer habits, the definition of ‘good content’ may not be what it was a few years ago. Readers have become fast consumers. On one hand, they quickly want to find the information that is useful for them; on the other hand, they want to consume it as fast as possible. 

For this reason, good content cannot simply be professionally relevant, interesting, authentic, and informative, but also it has to be easily consumable. By this, we mean that it should be well-built, properly articulated, and attractive in appearance and design. 

Good content should engage the reader, having its own flow, so that by the end readers get the value which they have clicked for. From the viewpoint of the content creator, the content is good, when the reader recommends further the content, shares it, or performs some action, like making a purchase.

For this ‘good content’ to reach the right consumers and generate organic traffic to your platform, you need SEO, which also means making your content search engine friendly.

Why apply SEO to an online copy?

Most blog posts on the internet drive less than 100 visitors through their total lifetime. Whereas, you can reach much more traffic with the same amount of characters, if supercharged with SEO elements. BP Digital has a proven track record of bringing millions of organic visitors through relevant keywords for it’s high profile clientele.

How does SEO copywriting work in practice?

What is search-engine-friendly content?

Google algorithms rank content based on how useful they are to users. The algorithm models user behavior and monitors keywords, understands synonyms, inflections, and correlation. In short, it sets up ranking through a very complicated algorithm. 

Hence your text must be perfect in all aspects and well optimized. It’s not enough if the search-engine-friendly content conforms either to the search engine robots or relies solely on human factors. It must be appropriate for both algorithms and humans and therefore the process of the optimization needs to be differentiated accordingly. 


It used to be common for marketers to pack their texts with keywords as they wanted to get them in the best place in the rankings. However, this principle is now obsolete, since nowadays keyword accumulation is rather harmful than beneficial. 

Users are reluctant to read text that does not pay attention to keyword ratios, and such writing may even feel meaningless and as a result, the reader will quickly close the page. And such user behavior is being noted by Google, which will not favor a page with a high bounce rate. 

The use of keywords is important, but it matters in what proportion, where, and how they are listed. Keyword optimization makes it easier for the user to search for and find relevant content, meaning that search engines will continue to list the keywords that people are searching for. 


The search engine giant, Google, is always examining and rewarding added value, so it’s important that the text is truly informative, educational, authentic, and relevant to readers. 

It is important that the content stands out from the others, surpassing the rest of the texts in content and even structure. This includes the fact that the copy should be catchy, not accumulating unnecessary words and it should provide value while educating the readers.

Google emphasizes user experience – measuring how much time readers spend on a given article, how many clicks they generate, whether they are happy to browse further on your page, and so on. This all affects at what place you will rank with your content in a particular segment. And this can be influenced by SEO because through its application your texts will truly be relevant in all aspects.


When developing the content for your site, you may start to wonder what search-engine-friendly content is actually made of? 

It’s important to understand that SEO content is not only about SEO copywriting, nor is it about relevant text bodies containing keywords that are professionally appropriate. 

SEO-friendly writing affects the article, the blog page, the product description, but there are also additional sections that are important to pay attention to. SEO copywriting also includes a meta description, which is a 1-2 sentence excerpt of the body text (max. 160 characters) and which appears to the user in the search engine result pages just below the title. Of course, the page title, as well as the text wrapping and headlines, must also comply with the SEO principle.

A search-friendly text also includes links, hyperlinks, and in the best cases, call-to-action panels (“Buy Here,” “Sign Up,” “Learn More,” etc.).   


From what has been described so far, you may have already discovered that SEO copywriting goes beyond sales or marketing-focused content writing. The latter categories are designed to drive conversion, but unlike SEO content, they are not optimized for keywords. 

SEO-friendly text gets a visitor to your site, and sales driven marketing converts a visitor into a buyer. 

What can BP Digital offer to you?

If you choose BP Digital to do your SEO in Hungary, you will have high-quality, authentic content for your readers that is well-optimized for search engines.

You will be ranking higher for your focus keywords, gain more organic visitors, and ultimately more conversions. In detail:

  • The organic traffic of your website will be booming.
  • More people will read your content, therefore more people will buy from you or refer, recommend, share you further. This will make you more popular on the internet.
  • The bounce rate on your website will decrease.
  • SEO is a cost-effective online marketing tool: SEO copywriting usually has excellent ROI in the long run that can continuously generate organic traffic.
  • Your brand will develop and strengthen: brands with good SEO texts appear more and more at the top of the results list; users will increasingly remember the name, and will value being an authentic source.
  • SEO is an evergreen marketing solution: well-optimized content stays in the bloodstream for years, thus resulting in continuous return with a single long term investment.


BP Digital offers 2 kinds of SEO copywriting services:

Supporting your copywriters with SEO wireframes

We provide search engine optimization suggestions for the textual content of your website: we suggest an appropriate keyword and its adequate use, we suggest a title, URL, and subheadings, and we help you fill in the metadata properly. 

By creating SEO wireframes (content drafts), you can also write the text with the help of your own staff.

Hungarian SEO Copywriting

If you want us to fully manage the content writing process, you can choose our marketing agency so our professional content writers will provide you with perfectly optimized articles ready for publication.

At BP Digital we focus only on SEO based in Budapest, Hungary. Our services cover all areas of seo optimization, thus we can provide aid from technical SEO, keyword research, search-engine-friendly copywriting to link building.

Many of our references and case studies demonstrate how high-quality results can be achieved with reasonable investments.

The best thing about having a professional team to handle your SEO is that you don’t have to worry about the details and any setbacks. As such a professional service provider, we are here to give the best service and make it understandable and accessible for you, so that you will rank well in search engines. Keep in mind that this is likely the best way for your potential customers to find you faster and also have the incentive to click on your website.

Ujhelyi Georgina

Ujhelyi Georgina

account director

Interested in how you can do SEO copywriting yourself? Read more ↓

Writing or optimizing texts should be entrusted to professionals who have been writing high-performing content for years, as it is not only safer but also more efficient. 

Here are a few tips – and also a few mistakes, which you should definitely avoid – to give you a taste of SEO copywriting:

0. Keyword research and keyword definition. 

Let’s clarify which keyword we want to build our search-friendly text on and keep that in mind throughout. The keyword narrows and specifies the topic as well as additional keywords.


We call it wireframe or brief, which is the framework that will help a lot in writing. Once you are aware of your topic, there will be a structure in your mind about what is worth discussing with more or less emphasis, what should follow what, and whether there is an authentic source for these. You can incorporate all these into your sketch, while also defining your target audience and your writing style, so what they read won’t sound strange to them!


The essential part, which along with a well-made wireframe isn’t going to be that hard either. You will need excellent written expression skills, immaculate spelling, and skillful, creative solutions. In the meantime, keep in mind the following principles:

  • Guidelines: The text is not being written for a search bot only – the authentic, quality content of the text is equally important. 
  • The amount of text, as the number of words and characters, should be precisely defined; it is important to know how much text a given topic requires in order to provide authentic information.  For a category page, 300 words may be enough, while for a blog article the minimum is 1,000 words or higher for a single topic.
  • A search-engine-friendly and authentic article does not plagiarise, it references the sources, it contains images, videos, infographics in addition to the text. It is also forbidden to “steal” visual elements – use images without breaking any copyrights!
  • Using keywords is important but avoid accumulating them. You need to know exactly what main keywords and additional keywords you will need to build on in a given segment, topic, and article type, which will be provided by the keyword research result. Feel free to use synonyms as well – Google recognizes these and loves when the text is varied.
  • You may want to use highlights, as most people are “quick readers,” skimming the text, flipping through the content.
  • There should be the option to convert. Call-to-action (CTA) is important, as it is one of our goals with our ‘good’ content. Be available in physical form as well, don’t forget to include your phone number, email, postal address!


When your text is ready, you also need to fix the appearance, write the metadata, ensure that the layout and pagination are visually appealing and that there are no stylistic or spelling errors. Headings must be set (titles, subheadings: H1, H2, H3 – maximum 60 characters), links should be placed and the text should be colored with pictures, videos, infographics. The latter must also be described in its metadata (image alt text). Don’t forget to optimize the URL and place your keyword in it!


Remember to read the finished content again and make all necessary checks and corrections. Pay attention to these: Did you build and optimize your article for the right keyword? Is the keyword in the right places (title, URL, metadata, headlines)? Did you give it an interesting, eye-catching title? Are the formatting and spelling okay? Are the links and the anchor texts ready? Did you indicate the source where it’s necessary? Did you place images, graphs, and you also indicated their source?


Don’t let the content become obsolete. After some time it is worth reviewing, extending, and making it the best again.


If you are unsure about some of the steps, or you found yourself in a situation where you discovered a huge workload that needs to be done, make sure to consult with an SEO professional in order to ease the confusion or avoid mistakes.


What is a cornerstone article?

Cornerstone content is the article that is built around your keyword that attracts the most visitors. A skyscraper article is the most relevant content on your page and the backbone of your profile, therefore it’s not only the most important element among your own content but throughout the whole market segment. 

If you manage to write this text in a most complete, interesting, and best-optimized way, it will also be rewarded by Google in search results.

In addition to the writing guidelines described above, the essential criteria for a cornerstone article is a minimum extent of 2500-3000 words. But it’s not all about length. It should provide an excellent reader experience all the way through; it needs to keep the reader’s attention so that there is a ‘flow’ experience! For this reason, the application of tags, the presence of images and figures, and the unique, creative wording style are especially important here.

Remember, on-page SEO is only one sub-area of success. It is important that both preventive processes (technical SEO) and complementary processes (off-page SEO) are given due weight in the final mix.

What types of SEO copywriting are there?

You may also ask yourself: can any kind of text get search engine friendly? Well, the answer is yes! Any text or content published online can be SEO optimized with the necessary knowledge. 

The main types of these texts are the body texts of the websites, such as the texts of the landing page, the texts of the sub-pages, category pages , and individual product descriptions and blog articles

The SEO copywriting toolkit offers an excellent opportunity to optimize existing content and make them search engine friendly. So besides providing the best user experience – since they are valuable and informative – Google will also give them a good ranking. 

We also specialize in making blogs or professional sites more effective, be it the site of a doctor, a lawyer, a private teacher, a cleaning contractor, a restaurant owner, a pharmacy chain, or a huge multinational company – in short: nevertheless your profession, we can help you gain visibility and to achieve one of the top rankings!

Ujhelyi Georgina

Ujhelyi Georgina

account director