SEO Content Writing vs Copywriting: What's the Difference & Why It Matters for Rankings

The rules used to be simple. SEO content writing handled education, copywriting handled persuasion…

But after 8+ years in PR and SEO, I’ve seen those lines blur as businesses struggle to figure out which skill they actually need – driven by content marketing's obsession with volume, and now, by the flood of AI-generated content.

Every month with the "wrong" SEO writer doesn’t just waste money. It also stalls the momentum your SEO efforts should be building.

In this guide, I’ll show you exactly how to tell them apart and hire based on your business’s true priorities.

What is SEO Content Writing?

SEO content writing is the practice of creating information-rich, keyword-optimized material that aligns with what your audience is searching for, with the primary goal of educating or informing, not directly converting.

Let's put it another way.

SEO content writing is the act of laying out the facts (about your product, your service, your background, or your process) in a way that helps your audience understand something better. And in doing so, they start to understand themselves and their needs better.

At this stage, you're not expecting them to buy. You're not even asking them to act in any way just yet. You're simply helping them:

• Recognize a problem

• Feel curious enough to explore it

• Understand options/solutions available to them

When we at Repulinks write SEO content for clients, it often includes:

• How-to guides

• Listicles and blog posts

• Case studies or white papers

• Infographics

In strategy, we call these demand generation assets – content that meets people before they’re ready to buy and positions your brand as the obvious choice when they are. You earn their trust, and you make the sale easier later.

And here's another benefit: High-quality SEO content can earn backlinks. This builds your domain authority and helps you rank for even more keywords down the line.

What is SEO Copywriting?

SEO copywriting is the practice of using keywords strategically in persuasive messaging to guide the reader toward a specific action, whether that's signing up for a newsletter, booking a call, or clicking a product link.

Unlike SEO content that focuses on information-first intent, SEO copywriting layers in specific audience insights and buyer psychology to position your offer as the best possible solution AND make it hard to ignore.

In strategy, we refer to it as lead generation. It is content designed to “warm up” readers and nudge them further down the funnel, getting them ready to take that next step.

SEO copywriting shows up in conversion-focused assets like:

• Landing pages

• Product pages

• Lead magnets like downloadable checklists and templates or free trials

• Email opt-in pages

• Service pages

So why does this matter for rankings? Because great SEO copywriting doesn't just attract clicks. It converts them. When users land on your site and actually follow through with action, it signals higher engagement, which search engines interpret as relevance and usefulness.

You may not see the full effect directly in rankings overnight, but the conversion quality of your traffic improves, and so does your return on SEO investment.

Do I need an SEO Content Writer or a Copywriter?

Based on what we've covered so far, here’s a side-by-side look at the difference between SEO content writing and SEO copywriting:

So, which one do you need? The short answer: It depends on where your business currently stands and what your goals and priorities are.

Are you trying to build long-term visibility and authority? Or are you focused on converting the traffic you already have?

We’ll break down specific circumstances for when to hire one over the other in a minute. But before that, here’s a reality check...

The Line Between Content and Copy Has Blurred

Content marketing exploding – and AI making it easier than ever to churn out generic blog posts – should be enough reason to realize that just publishing content isn’t enough anymore.

You need content that stands out. Content that actually does something.

That’s why we’re seeing a rise in hybrid formats like:

• Blog posts with CTAs and lead magnets

• Case studies that sell the solution as they educate

• Product pages that include SEO-driven FAQs

• Guides with embedded opt-in forms

• Landing pages with informative sections that boost SEO

And this only means one thing...

You'll Eventually Need Both

In the grand scheme of things, the difference doesn’t really matter – because eventually, you’ll need both skill sets. Why?

• SEO content without copywriting? Gets traffic, but no action.

• Copywriting without SEO content? Converts, but no one sees it.

With modern SEO content being hybrid by nature, you also need someone hybrid enough. Someone who knows how to guide attention, manage momentum, and align messaging with the next step in your funnel.

That all said, in real-world marketing, the line between content and copy isn’t fixed – it’s functional. What matters more is how each piece contributes to the bigger picture: Getting found, getting read, and getting action.

When to Hire an SEO Content Writer or SEO Copywriter

Reality is that most businesses don’t have unlimited marketing budgets. You’re often forced to choose one hire over another, especially when you’re working with lean teams or just getting started. And when that happens, you need to make your decision count.

So if you can’t hire both an SEO content writer and an SEO copywriter right now, here’s a practical guide for when to go with one over the other.

Hire an SEO Content Writer If...

• You’re building a blog from scratch. Maybe your site is new, or maybe it just doesn’t have much content yet. Either way, you need a writer who can create SEO-driven articles that help you rank for high-intent keywords and start attracting traffic organically.

• You’re focused on link-building, but don’t have link-worthy assets.
  You’re trying to get backlinks through outreach, HARO, or PR, but there’s nothing on your site worth linking to. A content writer can create data-driven posts, guides, or resources that make outreach actually work.

• You’re missing informational pages that connect what you sell to what people search.
  You’re selling a product/service, but your site has no supporting articles answering questions like “is [product/service] worth it?” or “what to look for in [solution]?” – the kind of content people search when they’re comparing options or trying to understand what they actually need.

• You want to establish topical authority. If you want to rank for a cluster of related search terms, for example "wedding planning checklist," "how to choose a wedding venue," or "wedding budget breakdown", you need a steady stream of content that signals to Google you're a trusted source in that niche.

• You don’t have internal link structure to guide users. You have a few landing pages, but no SEO-optimized content hubs or pillar pages that tie things together. A content writer can create blog clusters that improve crawlability and UX.

Hire an SEO Copywriter If...

• You already have consistent traffic but low conversions. If people are visiting your site but not signing up, booking calls, or buying, that’s likely a copy problem. For all you know, your messaging might read like a brochure instead of showing how you actually solve a real problem.

• You’re creating location-based pages. It’s easy to focus on getting the city names and search terms in – “plumber in Austin,” “emergency plumbing Austin,” etc. – but forget that the page still needs to sell. An SEO copywriter knows how to work the keywords in naturally while making the message actually persuade someone to call, book, or visit.

• You’re launching a new product or service. Product descriptions, landing pages, opt-ins, and other pages tied to your launch needs more than just keywords. It needs copy that effectively overcomes objections and builds urgency.

• You’re investing in affiliate or product review traffic. If you're in affiliate marketing, SaaS review pages, or product comparisons, you need strategic copy that appeals to readers actively comparing options combined with strategic keyword placements to stay visible in search. 

Final Thoughts on SEO Content Writing vs Copywriting

The digital landscape has shifted fast, and AI can now spin out endless content threads into an already flooded web. That only makes it more critical to create SEO content that educates, influences, and stands out – all at the same time.

Eventually, you’ll need both content writing and copywriting expertise. But for now, your priorities and budget should guide you toward the exact skill sets you need when hiring an SEO writer.

If you want a more streamlined process, you might consider working with a full SEO team like RepuLinks. Instead of juggling multiple freelance SEO writers, you'll have one team combining SEO insights with writing expertise, so everything moves in sync from the start.