Writing text to rank high in search engines is still a must for quality SEO, but some tactics are no longer successful. For example, pushing as many keywords as possible is a method that has gone by the wayside. This is because modern copywriting is all about the quality of articles, and it’s not about winning over the search engine algorithm, it’s about building a strategy. This will not only make our content more visible, but also provide people with answers to their search queries. And what other practices should we forget about?
Goals of modern copywriting
It is already evident from the introduction that nowadays a person or an agency is not engaged in copywriting simply to prepare some texts. The goal is to provide users with content that is at a level that is informative, readable and has a chance of ensuring that people will return to our website for more information.
So the modern copywriter’s job today is to do much more than check out keywords, build text around them, and then try to cram as many keywords into the text as possible. Now it is necessary to study the topic he writes about properly, provide the reader with answers to frequently asked questions and ideally differentiate the text from other articles on a similar topic. Keywords are still needed for SEO articles, but it is important to be able to connect the technical aspects with the creative text.
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What is the modern copywriter no longer succeeding with?
Writing for the algorithm, not for humans
When writing text, you need to make sure it’s readable.
💡If we’re just focusing on producing text quickly, cramming in keywords, we’re already making a big mistake according to the modern view of copywriting. Such articles are only for bots (algorithms), not for humans.
Thus, they can discourage readers once they find out that every single standard page was only meant to ensure the most clicks, but they offer nothing interesting to the reader.
This makes people feel that they have been cheated by both the website and the search engine, and this does not really help the success of our website.
He writes long and generally
Offering quality SEO articles is related to the length of the text, but of course, we should write in proportion to the topic. It’s pointless to beat around the bush just to make our text longer so that it has a chance to rank higher in the search engine. On the contrary, natural length without artificial adjustment is the key to people searching for content.
However, generality must also be taken into account. If we provide people with an article that is reasonably long, but full of general information, it is also useless. It is true that the deeper we go into the topic, the more questions we answer and the more we convince the reader that they will spend quality time on our website. At that point, he won’t even mind that the article is longer.
It relies too much on artificial intelligence
Although artificial intelligence is making work in many fields much easier, the copywriter in his human form is not completely replaceable by this technology. While AI can generate fluent text, include keywords and essentially answer search queries, it lacks the originality and creativity that humans bring to an article.
💡It is also true that such generated texts can be recognized by the reader himself, who may be irritated by the ubiquitous artificial intelligence. It’s better to use your own creativity instead of generating it and impress people with your tone and distinctive style.
Does not address technical SEO
In this case, it is a problem that does not lie entirely on the shoulders of the copywriter (who may be the webmaster himself), but it makes his job more difficult. If a person writes a great article, but the optimization of the site is lousy, or the interface for mobile devices is lousy, he can write like Arthur Conan Doyle, but his art will remain unappreciated. No search engine will recommend such a text.
It’s not just keywords he’s cramming into the text.
A separate tip to avoid is the already mentioned several times about the power of keyword pushing. Web copywriting requires the text to flow freely without the keywords hitting the reader in the eyes, however, the article does not lend itself to excessive use of links either. Previously, it was considered a good idea for texts to contain several links to other sites, which would place our text higher in the search engine. However, here too:
Less is more, and if we focus on just a few links that are of good quality and can enrich the reader further on the topic, we are on the right track.
Moreover, text that contains a lot of links looks unsightly, can be distracting to read, and maybe even act as a spam page.
Some people dismiss the work of a copywriter with a wave of the hand, thinking that it’s just writing custom texts based on keywords. But the reality is that a modern copywriter needs to educate themselves in the areas they write about because they need to engage and ideally excite people with their articles. A good copywriter can create advertising, marketing, and most importantly, content-quality copy. He can also put himself in the position of the reader, which helps him to create texts for people, not for algorithms. And it’s this approach that is valued today and will be in 2025, when a copywriter can earn up to CZK 1,000 per hour.
Sources:
[1] Gervais, G. (2024, August 26). Seo copywriting trends for 2025: What you need to know. Falia. https://falia.co/en/ressources/seo-copywriting-trends-for-2025-what-you-need-to-know/.
[2] McCoy, J. (2021, October 12). Seo Copywriting: The Complete Guide. Search Engine Journal. https://www.searchenginejournal.com/seo-copywriting-guide/414761/
