Digital Copywriting VS SEO Writing – Is There A Difference?

DSM Digital School of Marketing - seo writing

Content creation is a very important part of digital marketing. It’s also common knowledge that Internet users will not discover your business when browsing the internet unless you put content together.

Content is the dynamic force behind all effective digital marketing campaigns, including search engine optimisation (SEO), pay-per-click (PPC) advertising campaigns as well as social media marketing (SMM). Each piece of content that is created signals a new opportunity for your business to connect with potential customers.

Not all formats of content creation are created equally, however. There’s content writing, but there’s also copywriting for digital marketing. While both are made use of in digital marketing campaigns, they have starkly different purposes. If you utilise digital marketing in order to promote your business, you should learn the nuances that distinguish content writing from copywriting.

What is the difference between digital copywriting and SEO writing?

A deeper look at copywriting

Digital copywriting is defined as strategically creating content in order to build brand awareness as well as ultimately prompt consumers to take a specific action — most likely, this is associated with a purchase. It is also termed as persuasive writing for this very rationale.

Online copywriting can cover a variety of projects, and it can take many forms. This depends on your company and product.

Copywriters mainly focus on projects such as:

  • Email,
  • Web pages,
  • Landing pages, and
  • Video and audio scripts.

This is just a very small instance of the long list of projects copywriters may work on.

SEO Writing: What is it all about?

If ever there’s a field of marketing which is a mystery for many, it’s the vast field of SEO. SEO, or search engine optimisation, is a field where you focus on the best practices which assist your content rank well on search engines like Google, Bing as well as others.

So what – exactly – is SEO writing?

SEO writing, or on-page SEO, is a kind of writing where you focus on creating content which is both search engine and user-friendly.

One error that many content creators make is to concentrate on creating content that is search engine friendly as well as neglect the user experience. These are black hat SEO techniques which will not get you anywhere. Some bad SEO practices include the following:

  • Keyword stuffing,
  • Cloaking, as well as
  • Buying backlinks.

White hat SEO (the good kind) involves the creation of digital copywriting with the user in mind.

The chief focus of SEO copywriting is to create content which is not just informative but is also designed in order to be easily discoverable by search engines.

Copywriting vs. SEO Writing: The main differences

Now that you have a very good idea of what digital copywriting and SEO writing are, we are able to zoom in on the chief differences. This will assist you as a marketer to know which kind of copywriting for digital marketing is needed for a particular project.


The biggest difference between online copywriting and SEO writing is the way in which the writing is consumed.

You could say that both types of copywriting for digital marketing are optimised to meet the reader or consumer where they are. SEO writing meets them on a webpage, while online copywriting may meet them on a TV commercial, printed ad, or the product labelling.

Of course, both types of writing may be consumed online, and generally, SEO writing is far more comprehensive and can be observed in longer-form content such as articles and blog posts. It seeks to answer a question that your potential customers might be having.

On the other hand, digital copywriting happens in a specific brand voice you use when talking about your product and its benefit.

Target audience

Another big difference between online copywriting and SEO writing is the audience that each kind of writing is aimed for. SEO writing is chiefly crafted for individuals who are at the top of the funnel—those who are still investigating a particular problem.

However that is not to say it is only used there. It is also utilised at every other level of the funnel in order to draw in people to your products as well as services.

Digital copywriting, on the other hand, is mainly aimed at leads that are already warm and are leaning towards buying or even ready to buy. Good examples of such marketing collateral are landing pages and sales pages/letters.

Where can I study digital content writing and SEO writing?

If you would like to study digital content writing and SEO writing then you should really check out our Digital Copywriting Course. Follow this link to find out more.

Get in touch with the Digital School of Marketing

Our accredited National Diploma in Copywriting awards students the fundamental knowledge and skills needed to burst onto the digital marketing scene as qualified, exceptional content developers. If you’d like to find out how our DSM learning process works, contact us today and we’ll talk you through it!

DSM Digital School of Marketing - CopyWriting