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Copywriting is the art of writing texts that aim to persuade readers, capture their interest and motivate them to take a specific action, for example buying a product or using a service. SEO copywriting is a specialisation within copywriting that focuses on the use of keywords and phrases so that website content is more visible and easier to index for search engines such as Google. The goal is to achieve higher positions in search results.

Copywriting and SEO copywriting are distinct but interconnected disciplines concerned with writing text for different purposes.

Copywriting is the art of writing texts that aim to persuade and motivate the reader to take a particular action. That action may include buying a product, filling in a form, downloading an e-book, subscribing to a newsletter or other interactions with the content. Copywriting is often used in advertising, marketing campaigns, on websites, in e-mails, leaflets and other communication materials. The main aim of copywriting is to reach the reader, capture their interest and convince them of the value and benefits of the product or service on offer. Copywriters strive to write persuasive and emotionally engaging texts that lead to conversion, i.e. to readers taking the desired action.

SEO copywriting, by contrast, is a specialised form of copywriting that focuses on writing texts so that they are optimised for search engines (Search Engine Optimization – SEO). This involves the correct use of keywords and phrases that are relevant to the topic of the content and that potential users search for in search engines. The aim of SEO copywriting is to improve the visibility of a website in search results and to attract organic traffic.

SEO copywriting is the key to getting your website higher up in search results. When people search for products or services online, they tend to click on the first result. The goal is therefore to place your pages among those first results. High-quality content written by a good SEO copywriter can attract more visitors and potential customers to your site, which can increase sales and the success of your online business.

SEO copywriting involves optimising content for keywords and phrases that are relevant to your field or product. This allows you to gain better positions in search results and to increase the visibility of your website to potential customers. Better search engine placement means higher organic traffic. Organic traffic is often valuable because it comes from people who are genuinely looking for the products or information you offer.

SEO copywriting can persuade visitors to take the desired actions, such as making a purchase, filling in a form or registering. Good copywriting is able to create compelling key messages and calls to action (CTAs).

High-quality content created through SEO copywriting builds trust between your brand and your customers. Information, reviews, blog posts and other content can demonstrate your expertise and the value you can offer. SEO copywriting can help you stand out from the competition. Quality content and well-optimised pages can attract more visitors and customers than your competitors.

Investing in copywriting can have a long-term positive impact on your business. Once you have quality content on your site and achieve good positions in search engines, you can maintain a steady flow of relevant organic traffic.

High-quality SEO copywriting involves the correct use of keywords and phrases that are relevant to the topic of your pages. However, it must not feel forced or unreadable. The text should be readable, informative and interesting for the reader, with keywords integrated into the content in a way that is not distracting. A good copywriter aims to write for people and for search engines alike.

Keywords must be relevant to the topic of the page and to the content. Nonsensical or excessive use of keywords can damage how your pages are rated by search engines. They should be integrated into the text in a natural way. The text should read smoothly, without unnatural repetition of keywords.

Instead of concentrating on a single keyword, a copywriter should consider using variants and similar phrases related to the topic. This helps to cover a broader range of relevant search queries. Optimised text content should have a clear structure with headings, paragraphs and lists, which makes navigation easier for readers and indexing easier for search engines.

Content quality comes first. Keywords should form part of the content in such a way that they add to its value and usefulness for the reader.

Indexing pages for search engines is a fundamental part of the process that enables search engines to crawl effectively and display relevant results to users. Indexing allows search engines to crawl and analyse the content of many websites quickly and efficiently. Without indexing, searching would take much longer, which would lead to a worse user experience.

Indexing enables search engines to determine which pages contain relevant information for a specific user query. This means that users receive results that are as close as possible to the content they are looking for. New pages and changes to existing pages can be included in search results, which is particularly important when users are looking for up-to-date information. Thanks to indexing, search engines can optimise their algorithms for the fast and accurate display of results. Users searching receive better search results and search engines are able to process the enormous volume of web content more efficiently.

Making effective use of SEO (search engine optimisation) is essential for increasing the organic traffic to your e-shop, which can significantly increase your profitability without having to raise your advertising spend. This involves optimising the titles, descriptions and content of your product pages with keywords that are relevant to your products and that your target group is likely to use when searching in internet search engines. It is also important to build quality backlinks from trustworthy sources and to create quality, relevant content that attracts visitors and encourages sharing.

Link building is an SEO strategy that consists of obtaining backlinks from external websites. This practice is key to improving the position of your pages in search results and to gaining authority in your sector. Backlinks are seen by search engines as evidence of the trustworthiness and relevance of your pages, which can lead to better placement in search results and higher traffic.

The link building process involves identifying suitable link sources, creating content that is attractive for links, communicating with the owners of relevant websites and monitoring results. Investing in link building can help your site rise above the competition and gain users’ attention.

It is important to bear in mind that the quality of links is crucial. Obtaining backlinks from relevant, authoritative sources is important, whereas links from low-quality sites can damage your SEO efforts.

Links have been important from the very beginning of the web. The World Wide Web – the universe known today as the Internet – can be simply defined as a vast collection of interconnected documents. It is links that are responsible for those connections, allowing users to move between pages, sites, images, videos and other files.

When crawling and evaluating web pages, search engines rely on links just as people do. In the early days of the Internet, search engines were limited to indexing and arranging pages in alphabetical order or in directories (arts, sport, news and so on). Sites had to register in order to appear in these indexes. This was somewhere around the mid-1990s. Catalogues, link directories and portals such as Yahoo played the leading role at that time. At a time when relatively few websites existed, this way of browsing the web was perfectly adequate. But as soon as the volume of users, websites, content and searches increased dramatically, search engines had to improve their algorithms in order to provide better search results.

So first of all the search engines removed the need for sites to register. Search providers began actively looking for sites themselves in order to index them, catalogue them and add them to their databases. And that is essentially how it still works today: links reveal the paths of the web to search engine robots, which crawl web pages and index new content or updates.

PageRank took several factors into account when ranking sites in the search index. The algorithm analysed the content of a page on the basis of keywords, and its popularity on the internet as measured through the network of links. The aim was to measure the relevance of a page by the number of links it received from other pages. The same logic was used as in the academic world: the more citations an author receives, the greater their authority in the field. So the more links a site receives, the more relevant it is in its area.

After that there was no longer any point in ranking sites alphabetically. It became necessary to analyse what pages offered and whether they contained the answers users were looking for. At this point in the story Google came to the fore. The world’s most popular search engine today began its journey by introducing an algorithm that revolutionised search: PageRank.

It was not long before the first “SEO optimisers” started to respond – people who realised that for a page to become successful, people have to find out about it. And where better than in the top positions in search engines. The first publications and studies began to appear. Here in the Czech Republic one of the first publications was the one entitled Velký průvodce SEO by Michal Kubíček, the current owner of the Mediatoring agency.

Search engine programmers soon realised that the number of links was not enough to measure a site’s relevance, because an SEO consultant – a link builder – can easily create hundreds of links. Google therefore began to take into account the diversity and quality of the pages from which the backlinks came. Seznam then started to use an algorithm built on a similar, though not entirely identical, basis. Search engine algorithms established that when quality pages from different domains create links, the page they link to gains a share of their authority, commonly referred to as link juice. A page that links to another shows web search engines the path they should take and the URLs with which it shares its authority. Links are therefore essential for crawling and evaluating web pages in search engines.

In SEO, optimisation for specific keywords dominates, with the emphasis on their density and placement in meta tags or headings. For example, an analysis of 10,000 Czech websites showed that pages in the TOP 3 positions have an average keyword density of 1.2%. GEO shifts attention to a broader semantic network. AI models evaluate content on the basis of its ability to answer complex queries, which requires related topics to be covered in depth. Research by Data Club found that content with at least 5 interlinked contextual topics has a 41% higher chance of being mentioned in generated answers.

GEO does not represent a replacement for traditional SEO but an evolutionary extension of it. While SEO remains key for transactional queries and local search, GEO dominates in informational and complex queries. Successful companies will have to balance their investment in both approaches, with a ratio of 60:40 (SEO:GEO) appearing to be optimal for most sectors. The key is continuous monitoring of developments in AI technologies and flexible adaptation of content strategies to changing search ecosystems

General and informational queries are answered by the overview directly in the results, and some traffic disappears as a result. But for queries where someone is choosing a supplier or a product, people still click through. That is why we build content around queries with purchase intent and add facts that can be verified – those are exactly the pages that models cite and send users to.

Technical fixes and the addition of missing content are usually visible within a matter of weeks. For competitive queries allow several months, because you are waiting for the search engine to reassess the content and for authority to build up. That is why we design the plan so that the first part delivers a quick result and pays for the slower part.

As a helper yes, as the author no. Models do not know the facts about your company and will fill them in their own way, which shows both in the results and in customer trust. What works is a combination: the material and figures from you, AI for the outline and variants, a human for fact-checking and the final text. Content like that also holds up in the answers of AI search engines.