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Writing is a difficult task for many people. Writing text that is easy to read for both visitors and search engines is even trickier. Yet texts (content) on your website are necessary to generate traffic and welcome potential customers. How do you write such text that is attractive to both visitors and search engines? And how do you make sure a search engine knows what your text is about? On this page, we tell you all about SEO copywriting.

The basics of SEO copywriting

Copywriting is the writing of recruiting and persuasive texts, usually with a commercial purpose. SEO copywriting goes a step further than just good commercial copy. This is because the SEO piece in SEO copywriting ensures that your web text is also easily findable in the search engines. So you write attractive text and are working on search engine optimization at the same time.

SEO is short for Search Engine Optimization. During SEO, you do thorough preliminary research on relevant and related keywords for the target audience beforehand. So good SEO copywriting is mainly about finding the right keywords and incorporating them into the text. So there is no point in just throwing some random words into your texts. Despite the many keywords, always make sure your text flows well. After all, the reader is not bothered by the number of keywords you have to incorporate within a text. The best SEO-optimized texts are those that do not show that they are SEO-based.

No more keyword stuffing

Times are changing. Also in the world of SEO copywriting. Whereas keyword stuffing was common before, it is now being avoided. But what exactly is that? By translating the term, you are probably already on the right track. After all, it is nothing more than making the focus keyword recur countless times for a good SEO score. You may score a little higher in Google’s rankings, but your text will be anything but readable. And as mentioned above, that combination does matter.

SEO copywriting
Copywriting agency

Today's copywriting

So copywriting has changed significantly over the years. Modern techniques have allowed SEO copywriting to be done with increasing accuracy. The days of keyword spamming are over. With the right tools, SEO-friendly texts can be created that are easy for visitors to read.

Some of our tools

Our approach

2manydots has years of experience in SEO copywriting. We have since developed our own method that is very results-oriented. Our proven Resultsmatter® approach has resulted in countless satisfied clients, all of whom are more findable. Here you can read about our approach so that you have a good idea of how we work.

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Keyword research

Before the first letter is put on paper, 2manydots conducts keyword research. During keyword research, specific keywords are searched for that match the organic search results of the target audience. By conducting keyword research accurately, you will know exactly which relevant keywords to use to drive more traffic to your website.

Unique content

After the keyword research, you will have a selection of relevant keywords that you will write about. While writing, it is very important that you produce unique content. In fact, duplicate content, or duplicate content, is disastrous for SEO copywriting. Notice. The header and footer are also counted as duplicate content. On many websites, these are always the same which increases duplicate content. You can only avoid this by writing enough unique content on the landing pages, relegating the duplicate content of the header and footer to the background.

Your tone-of-voice

Perhaps the most important but at the same time most difficult task of a copywriter, is to convey the tone-of-voice of an organization in the texts. After all, each organization has its own tone-of-voice. Yours too. That has crept in consciously or unconsciously. The tone-of-voice is so important because it reflects an organization’s recognition and identity. By always using the same tone-of-voice in all communicative utterances, readers are more likely to feel a connection to the brand.

Returning the tone-of-voice is essential for good SEO copy. So first determine what the tone-of-voice will be. For example, do you prefer formal or informal. Only then start working on your SEO texts. That way, you can still address your potential clients in your own writing style, but at the same time capitalize on texts that score well.

On page optimizations

On page optimization is an all-encompassing concept of which SEO copywriting is a small part. Whereas SEO copywriting is mainly about the content, on page optimization tackles everything that can affect search engine optimization in a positive way. Consider the images or videos, the loading speed of the page or the use of “clean” HTML code.

Some tips: make sure you always reflect the focus keyword in the title tag. However, your title tag should never be longer than 55 characters. A good heading structure is also invaluable. Therefore, always start with an “H1 heading. You use this one only once, which is at the very top. Next, you start working with “H2 headings. Want to create a subheading under an “H2 heading”? Then use an “H3 heading. Always work with a numerical order. Thus, an “H1 heading” can never be followed by an “H3 heading.


Prefer to work as an SEO copywriter yourself?

Still prefer to put your own pen to work creating engaging content? Even then, 2manydots has a handy tool for you! Download our SEO Content Checklist prepared by our content specialists. This comprehensive checklist consists of 30 points of interest. Some of the topics in the checklist; images, text, link structure, heading structure, meta data, URL and keywords. Download our comprehensive checklist here. Still have questions about SEO copy? If so, please feel free to contact us. We would love to help you!

The work of an internet marketing agency

The writing should also be a bit in the fingers. When this form of content creation does not lie, it can be tricky business. In that case, it is interesting to join hands with an Internet marketing agency. Among others, Omroep Brabant Reclame, Opcharge, Teleperformance and SMC Tilburg preceded you. They joined 2manydots and use its SEO copywriting services.

SMC Tilburg

SMC Tilburg can count on expert advice from us every month. We support this truly Tilburg-based company with their content and the journey toward higher search engine rankings. Curious about all the work we do for SMC Tilburg? Then check out the case study here.

Omroep Brabant Advertising

For Omroep Brabant Reclame, we write a blog, landing page and various Linked In texts every month. Thanks in part to our SEO copywriting texts, Omroep Brabant Reclame has made significant progress on the search engine rankings. Curious about all the work we do for Omroep Brabant Reclame? Then check out the case study here.


The group of EV drivers is growing in the Netherlands. Competition between charging station suppliers is therefore growing. For our client Opcharge, we write several landing pages every month. With the help of these pages, Opcharge is becoming better found through search engines and can compete.


We write recruiting copy for Teleperformance every month. From job postings to landing pages about the cities where Teleperformance offices are located. This global company that is a leader in customer service has expressed confidence in us, and we pay it back every month. Are you curious to read the full case about the work we accomplish for Teleperformance? Then check out the case study here.

Gijs Copywriter Anouk RM Project Manager Eline SEO specialist Anthony Design boss

Our SEO copywriter

We employ an in-house copywriter who is fully responsible for writing all SEO copy. Working with our SEO specialist and the Resultsmatter team, these professionals get to work. Thus, they have already helped many clients by providing easy-to-read texts. Want to spar about the possibilities on your website? Where are the areas for improvement in the content/SEO area? Contact 2manydots with no obligation.

Our Resultsmatter team is here for you

You have now gotten a first impression of the importance of SEO copywriting. Do you find it difficult to write easy-to-read content and are you not easily findable through search engines? Want help with content writing? Engage 2manydots and receive SEO copywriting texts that are fully optimized for search engines every month. We first conduct a keyword research and then start working on the specific keyword(s). The results will be there!

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