What’s wrong with SEO copywriting
SEO copywriting is popular right now. No wonder, when you consider the impact of targeted content on search engine rankings and the growing value of well crafted content in general. But there is something wrong with SEO copywriting. Something that stops many companies from gaining the kinds of results they want from their SEO. Here’s what it is:
The mystery of the missing strategy
SEO copywriting often comes without a strategy. A one-off approach to gathering keywords and building them into content does not make a strategy. But SEO copywriting as part of a wider inbound marketing approach does. Inbound marketing technology allows you to view and track the main keywords your prospects are looking for – and those that your competitors use. It also allows you to keep up to date with what’s changing, letting you update your content.
The one-dimensional relationship
The other thing that’s wrong with SEO copywriting is that it puts all the focus on keywords, ignoring the value of getting to know your customer and building a relationship with them. It’s all very well attracting new website visitors, but what happens when there’s no targeted content to engage them when they arrive?
Learn more about creating content that drives more sales and leads – download our eGuide What Exactly is Inbound Marketing?
About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
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