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What Is SEO Copywriting?
SEO copywriting is the practice of producing keyword-optimized content that’s designed to appeal to human users and search engine algorithms.
SEO copywriting fits into the larger field of search engine optimization which utilises a range of tactics, including link building, mobile optimization, load speeds, and content strategy techniques to ensure your site is device and user-friendly.
SEO copywriting is both a key element and a big challenge in every SEO strategy. As search engines crawl web pages, the content of your website should be fine-tuned to the ever-changing algorithms of search engines. In addition to that, you should write clearly so that your audience both enjoys and understands your website.

Why is SEO Copywriting Important?

When done right, SEO copywriting provides value in two core areas:
1) Boost rankings for the right terms :
2) Get readers to take action :
To be clear, you're using the terms your buyer is searching for (SEO), hooking them with the perfect content (copywriting), and getting results.
Compared to things like link building, SEO audits and content promotion (which require a lot of resources to execute) SEO copywriting is a high-leverage strategy.

What’s the Difference Between Content Writing vs. Copywriting?

With SEO content writing, the primary goal is to generate organic traffic via search engines.
With copywriting, the primary goal is to convert traffic into leads and sales.

Are both content writing and copywriting capable of doing both? 

Absolutely. But the difference really comes down to what you are trying to do and which method does it better.
Therefore, it’s best to consider the immediate and end goal of your project, and then find a writer who is able to achieve those goals the best.