SEO Copywriters: Buyer's Guide to Hiring & Rates

Overview

SEO copywriters plan and write web pages that match search intent, rank, and move readers to take the next step. This guide is for time‑constrained marketing leaders who need clear criteria to decide whether to hire, what to pay, how to evaluate quality, and how to measure outcomes.

You’ll get role clarity (vs content writers and strategists), pricing models, and scope factors. You’ll also get a hiring rubric with interview questions and red flags; collaboration and on‑page standards; an intent‑first brief template; and a post‑publish optimization workflow. Throughout, guidance aligns with Google’s Search Essentials focus on helpful, people‑first content to support reliable decision‑making (see Google Search Essentials: https://developers.google.com/search/docs/fundamentals).

What does an SEO copywriter do?

An SEO copywriter researches what your audience is trying to accomplish, then writes pages that satisfy that intent and earn visibility in search. They combine market research, SERP analysis, and conversion copy techniques with on‑page optimization so traffic turns into leads or sales.

In practice, a strong SEO copywriter works from a clear brief, validates primary and secondary queries, and maps search intent to the buyer journey. They plan an outline that mirrors how searchers scan. They write to address objections and next steps. They align titles, headings, and metadata to improve click‑through. They also recommend internal links that help users and crawlers discover related pages. They provide inputs for measurement so you can iterate after launch. This people‑first approach is consistent with Google’s guidance to create helpful, reliable content for users, not search engines (Google’s helpful content guidance: https://developers.google.com/search/docs/fundamentals/creating-helpful-content). The outcome is not just rankings—it’s qualified traffic that converts.

Core responsibilities and deliverables

Expect tangible outputs that make publishing and optimization predictable and repeatable. These deliverables create shared understanding across marketing, SEO, and subject‑matter experts.

1. Discovery and brief alignment
2. SERP and intent analysis notes
3. Outline and page thesis
4. SEO‑optimized draft (voice, clarity, and conversion)
5. Title tag and meta description options
6. On‑page headings (H1–H3) that mirror search tasks
7. Internal link targets and anchor text suggestions
8. Schema recommendations when relevant (eligibility depends on your content type and proper markup; Google’s intro to structured data: https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data)
9. Image guidance (filenames, alt text) if images are in scope
10. 1–2 revision cycles and publication QA checklist
11. Post‑publish measurement plan and iteration notes

These artifacts reduce rework, clarify ownership, and speed approvals while protecting quality standards.

SEO copywriters vs content writers vs content strategists

These roles overlap but solve different problems. Choosing the right one depends on your goals. A content strategist designs the content system (topics, IA, governance) and defines success. An SEO copywriter produces search‑aligned pages that convert. A content writer produces brand content that isn’t always search‑led (thought leadership, nurture, social).

Choose based on outcomes, not titles. For lead gen landing pages and scalable organic growth, an SEO copywriter is the right specialist. For a new site architecture or editorial roadmap, bring in a strategist first. For top‑of‑funnel storytelling or interview‑driven articles, a content writer or journalist may be ideal. If you’re comparing an SEO content writer vs copywriter, the copywriter leans harder into conversion structure and SERP alignment, while the content writer leans into narrative and brand voice. In eCommerce, an eCommerce SEO copywriter can standardize product/category templates. In B2B, a B2B SEO copywriter can translate technical value props into search‑aligned pages that generate qualified pipeline.

1. Hire an SEO copywriter when you need search‑aligned pages to rank and convert.
2. Hire a content strategist when you need a roadmap, IA, and governance.
3. Hire a content writer when you need non‑search content (thought leadership, customer stories) or to execute a strategist’s plan.

When you should hire SEO copywriters

Hire when high‑intent organic opportunities exist and you need repeatable execution that aligns with revenue. Typical triggers include new product launches, site restructures, and scaling content to capture qualified demand.

You may also need an SEO copywriter to improve conversion from existing traffic. They can refresh underperforming pages or compete in tougher SERPs where structure and on‑page signals matter. If you’ve relied on a “freelance SEO copywriter” ad hoc, formalizing the role with standards, briefs, and SLAs often doubles your consistency and speed to publish. The right specialist will also partner with your SEO, PM, and SMEs to reduce bottlenecks.

1. Launching a new product/category → Outcome: search‑aligned landing pages and supporting content that capture demand fast.
2. Rebuilding IA or migrating CMS → Outcome: stable rankings via redirects, refreshed copy, and improved internal linking.
3. Scaling qualified traffic → Outcome: prioritized content backlog mapped to intent and funnel stages.
4. Improving conversion from existing traffic → Outcome: upgraded on‑page messaging, CTAs, and SERP snippets to lift CTR and CVR.
5. Entering competitive SERPs → Outcome: stronger topical coverage, differentiators, and linkable on‑page assets.

SEO copywriter rates, pricing models, and scope factors

Pricing typically follows three models: per page, per project, or retainer. Per page is common for standardized assets like product or service pages. Per project fits site sections or thematic clusters (e.g., 10 comparison pages). Retainers work when you need ongoing production plus iteration and cross‑functional collaboration. The best SEO copywriters are transparent about what’s included—briefing, revisions, and QA—and where change requests may expand scope.

Rates vary with complexity, research depth, and stakeholder count. Technical B2B, medical, legal (YMYL), and eCommerce categories often require SME interviews, compliance review, and stronger sourcing standards. Those steps increase time. Other factors include expected CRO testing, the need for schema recommendations, and how much internal linking and content hub planning is in scope. For example, “SEO copywriting services” for a category page may include template strategy, 10–15 internal link targets, and seasonal refreshes. Homepage copy is a different beast with higher stakeholder involvement. To compare “SEO copywriter rates” fairly, ask for a written scope. Specify number of pages, research inputs (customer calls, GSC data), deliverables, revision cycles, turnaround windows, and SLAs for feedback and publication.

How to evaluate SEO copywriters: portfolio, process, and proof

A reliable evaluation rubric balances outcomes, process, research rigor, and optimization acumen. Start by asking how their pages tie search intent to a business goal. Request a redacted brief plus the final URL so you can see alignment from planning to output. If you don’t have access to analytics, ask for context. Ask for baseline vs post‑launch trends, the page’s role in the funnel, and constraints (e.g., no link building, limited brand authority).

Portfolio signals matter, but the explanation behind the work reveals judgment. Strong candidates annotate their samples. They explain why the outline mirrors SERP patterns, how they handled competing intents, and how they chose internal link targets. You can sanity‑check impact using public signals. Review indexation status, SERP title/meta quality, and topical cohesion with nearby pages. For a “best SEO copywriters” shortlist, favor those who show decision quality under constraints, not just pretty prose.

Proof types that carry weight:

1. Before/after screenshots of SERP snippets and on‑page structure with rationale
2. Search Console trends for queries/impressions/CTR with date ranges and change notes
3. Qualified lead or assisted‑revenue lift with attribution caveats
4. Examples of intent pivots and post‑publish updates that moved the needle

Interview questions that reveal real expertise

The right questions surface how a candidate thinks, not just what tools they use. Ask open‑ended prompts and listen for intent logic, collaboration habits, and measurement fluency.

1. Walk me through how you determine search intent for a target query and validate it against the SERP.
2. How do you structure an outline so it satisfies both scanners and deep readers?
3. What are your non‑negotiable on‑page standards for titles, headings, and meta descriptions?
4. How do you choose internal link targets and anchor text to support discovery without over‑optimizing?
5. Share a time you revised a page post‑publish based on Search Console data—what changed and why?
6. How do you adapt copy for YMYL topics to meet sourcing and compliance standards?
7. Describe your brief: what fields must be filled before you write, and what do you do if information is missing?
8. How do you collaborate with SEOs and SMEs when guidance conflicts (e.g., keyword density requests vs. intent)?
9. What’s your process for measuring success in the first 30, 60, and 90 days?
10. Where do you use AI in your workflow, and how do you quality‑control the outputs?

After this discussion, summarize what you heard to confirm their approach fits your environment and speed.

Red flags to avoid

You can save weeks by filtering for common failure modes early. Watch for claims or habits that contradict modern guidance and risk your performance.

1. Guarantees of #1 rankings or specific traffic numbers
2. Obsession with keyword density or “Yoast lights” over user intent
3. No discovery or brief; jumping straight into drafting
4. Thin portfolios with no context, or samples that don’t match your industry
5. Overuse of exact‑match anchors or awkward keyword stuffing (violates Google’s spam policies: https://developers.google.com/search/docs/fundamentals/spam-policies)
6. Inability to explain how they use Search Console or measure impact
7. Refusal to collaborate with SEOs, PMs, or SMEs or to work within your approval process

If multiple red flags appear, keep looking—quality problems only compound at scale.

Collaboration playbook for SEOs and SEO copywriters

Collaboration accelerates results when roles and handoffs are explicit. A simple, predictable flow is discovery → brief → outline → draft → QA → publish → optimize. The SEO (or strategist) owns demand sizing, query mapping, and internal linking architecture. The SEO copywriter owns the briefed outline, on‑page structure, and conversion narrative. SMEs validate accuracy and examples. A project owner governs revisions and sign‑off.

Resolve conflicts by returning to intent and outcomes. If someone pushes keyword density, prioritize clarity and task completion for users. If there’s tension over internal link priorities, the SEO should reference your site architecture and Google’s starter guidance on internal links that aid navigation and discovery (SEO Starter Guide: https://developers.google.com/search/docs/fundamentals/seo-starter-guide). After publication, schedule a light optimization pass with the same team so iteration doesn’t stall. This working cadence reduces rework and avoids “final draft” purgatory.

On-page SEO standards your copywriter should follow

On‑page standards codify quality and reduce subjective edits. Clear standards also make it easier to onboard a freelance SEO copywriter or scale a team across B2B and eCommerce contexts.

1. Start with a single primary intent and a clear page thesis.
2. Write descriptive, truthful titles and meta descriptions that set accurate expectations.
3. Use headings that mirror search tasks and answer common follow‑ups.
4. Use keywords naturally; avoid stuffing and awkward phrasing (Google’s helpful content guidance: https://developers.google.com/search/docs/fundamentals/creating-helpful-content; spam policies: https://developers.google.com/search/docs/fundamentals/spam-policies).
5. Add internal links that genuinely help users discover related content and support your architecture.
6. Recommend schema where applicable and ensure claims are sourced, especially on YMYL pages.

With these non‑negotiables in place, quality remains consistent even as volume increases.

Post‑publish optimization and measurement with Search Console

Publishing starts the learning loop. In the first 2–4 weeks, monitor queries, impressions, CTR, and average position in Google Search Console (Search Console reports queries, clicks, impressions, and average position: https://support.google.com/webmasters/answer/9128668). Compare what you intended to rank for with what you’re actually earning impressions on. If a section gets impressions for an adjacent query but low CTR, adjust the subhead and snippet. Match the language searchers use without over‑promising.

Every 30–60 days, expand sections that attract impressions. Prune redundancies, and add internal links from relevant pages that already have footing. When intent shifts or SERP features change, realign your structure and meta to reflect the new standard. Decide ownership upfront. The SEO surfaces opportunities and priorities, the SEO copywriter updates copy and structure, and the PM ensures changes ship. This lightweight cadence protects rankings and compounds gains.

Can AI replace SEO copywriters?

AI can speed research, outline generation, and first drafts. It cannot replace the human judgment required for strategy, originality, compliance, and brand voice. Google’s stance is to reward helpful content regardless of production method, as long as it’s useful and reliable for people (Google on AI‑generated content: https://developers.google.com/search/blog/2023/02/google-search-and-ai-content).

Treat AI as a co‑pilot. Use it to summarize source material, propose angle options, or generate variant snippets. Then have a human expert validate facts, nuance claims, and align with brand tone. For YMYL and regulated industries, impose higher sourcing standards and disclose when needed. Require SMEs to review any claims that could affect well‑being, finances, or safety. The result is faster throughput without compromising trust.

Brief template: align search intent to business outcomes

A tight, repeatable brief prevents misfires and shortens revisions. It ensures your SEO copywriter, SEO lead, and SMEs agree on what the page must do for users and for the business before writing starts.

1. Page goal and primary intent (task the user wants to complete)
2. Target audience and buyer‑journey stage
3. SERP patterns (top results, content types, features) and key insights
4. Primary and secondary queries (with language variants)
5. Page thesis and outline (H1–H3s mapped to tasks/questions)
6. Differentiators and proof (evidence, examples, policies)
7. Primary CTA and secondary next steps
8. Internal link targets and anchor guidance
9. Structured data opportunities (if applicable)
10. Compliance and sourcing notes (especially for YMYL)
11. Measurement plan (early indicators, owners, review dates)

Keep the brief scannable to accelerate approvals—there’s evidence that scannability increases comprehension and task completion (Nielsen Norman Group: https://www.nngroup.com/articles/scannability/). Lock the brief before drafting to minimize scope creep.

FAQs about SEO copywriters

What does an SEO copywriter do? An SEO copywriter plans and writes pages that match search intent and drive action. They align titles, headings, and messaging to how people search and decide. They also provide internal link recommendations and measurement inputs so you can iterate.

When should I hire one? Bring in an SEO copywriter when launching products or categories, rebuilding IA, scaling organic traffic with quality, or improving conversion from existing traffic. If you’re entering competitive SERPs, a specialist will help you meet—and exceed—the current bar.

How long until results show? Early signals like impressions and query spread often appear within weeks. Meaningful CTR and ranking movement typically emerges over 30–90 days, depending on domain authority, crawl frequency, and competition. Tie expectations to what the copywriter can control—quality, intent alignment, and on‑page standards—not guarantees of rank.

How do I measure success? Start with Search Console queries, impressions, CTR, and average position. Watch for alignment with your intended queries. Then track on‑page engagement and conversions tied to the page’s goal (leads, adds to cart, demo requests), and attribute revenue where feasible.

What deliverables should I expect? A discovery‑backed brief, outline, SEO‑optimized draft, title/meta options, internal link recommendations, schema guidance where relevant, 1–2 revisions, and post‑publish optimization notes. Ask for SLAs on turnaround and feedback to keep momentum.

Do SEO copywriters handle link building? Most do not own off‑page link acquisition; that’s usually an SEO or PR function. However, they should create link‑worthy on‑page assets and suggest internal links that strengthen topical authority.

What about YMYL and regulated industries? Require higher sourcing standards, clear citations, and SME/legal review. Avoid unverified claims, keep language precise, and follow Google’s guidance for helpful content and spam policy compliance.

Should I use a freelance SEO copywriter or an agency? Freelancers can be ideal for focused scopes and speed. Agencies bring multi‑disciplinary support (strategy, design, dev) and capacity. Choose based on your need for flexibility vs. full‑stack support, and ensure whoever you hire can show process, proof, and alignment with your business goals.