It’s 2025 and not every writer can deliver what’s needed anymore. We all know that SEO copywriting is no longer just about ranking on Google. With AI-generated answers, shrinking space on results pages, and changing consumer behaviour, the rules of visibility have shifted (and pretty rapidly at that…).
For marketing and communications leaders, this makes one decision more important than ever: choosing the right copywriter. The strongest writers today blend audience insight, technical know-how, and human storytelling in a way algorithms simply can’t.
Here are six standards you should expect when hiring a professional SEO copywriter.
1. Audience first, not keywords first
The best copywriters start with people, not tools. Before suggesting headlines or keywords, they’ll ask:
- What matters most to your audience?
- Where do they search for answers?
- How do they describe their challenges?
Good writing comes from understanding customers deeply — through surveys, LinkedIn discussions, and even customer service conversations — not from a keyword list alone.
2. Spotting trends and using keywords wisely
Search data is helpful, but it doesn’t tell the whole story. A skilled SEO copywriter will:
- Use long-tail keywords that attract qualified leads
- Focus on business relevance over vanity traffic
- Keep an eye on emerging themes on Google Trends, TikTok or LinkedIn long before they show up in keyword tools.
That way, your brand is ahead of the curve rather than lost in the crowd.
3. Analysing SERPs and finding the gaps
Copywriters who know their craft look beyond what competitors publish. They study Google results, featured snippets, and Reddit questions. Then they identify what’s missing and how your brand can fill the gap, whether that’s through a stronger opinion, a customer case study, or simply a clearer, more engaging approach.
4. Storytelling that builds trust
AI can generate content, but it can’t build credibility. People connect with stories — about your customers, employees, or brand journey. A skilled copywriter weaves those stories into your content, so it feels authentic and memorable, not generic.
5. Optimisation done with care
SEO basics matter — titles, headings, links, metadata, readability. But great writing never forces keywords where they don’t belong. Instead, optimisation works hand in hand with flow, ensuring your content is clear, natural, and genuinely useful.
6. Adaptability in a shifting search world
Search is no longer limited to Google. People are using AI tools, social platforms, and new content channels to find answers. A strong copywriter adapts to these changes, writing content designed to perform wherever your audience is looking.
SEO copywriting is fast-changing in 2025. If you want content that does more than just fill a page — content that positions your brand as credible, visible, and worth listening to, let’s talk.
I’m Elizabeth, owner of WordWorx, and I help marketing and communications leaders get results with copy that connects. Get in touch today to see how the right SEO copywriter can transform your business: info@elizabethjoss.com .