What is SEO copywriting and how is it different from ordinary copy?

SEO copywriting is the art of writing text that is useful for people and readable by search engines.

SEO copywriting differs from ordinary copy because it starts from research: first you understand what potential customers type, then you write a page that answers that request. In Cantù, in the province of Como, we always start from an SEO audit of the website and an analysis of competitors, to avoid texts that are beautiful but invisible.

Ordinary copy says what the company wants to say; SEO copy says what the company can do in the way the audience searches for it.

The differences

Ordinary copy and SEO copy compared

For companies in Como and Brianza the differences show mainly in five aspects.

Starting point

Customers' real searches

Structure

Headings and paragraphs designed for scanning

Keywords

Used naturally

Technical elements

Title, meta description, URL, alt text

Life of the text

Updated over time

How we work

A text that works with the rest of the website

A good SEO text does not live alone: it coexists with the structure, images and speed of the website. Our in-house team develops, photographs and handles marketing, so content for companies between Milan and Lugano stays consistent. To find out more about how we set up the work, see the SEO content service.

realizzazione-siti-web-sito-mobile-landing-page-02

Portfolio

Projects where content matters

Go to the web portfolio

Joia Paris

Joia Paris Marketing strategy

Marketing

C.G. Capelletti

C.G. Capelletti Marketing strategy

Marketing

Abbattista

Abbattista Marketing strategy

Marketing

produzione-video-salone-del-mobile-2025-jumbo-bedroom.jpg

Jumbo collection

Jumbo collection Marketing strategy

Marketing

Want to understand how to write the copy for your website?

Write to us: we will tell you where to start, whether you are in Como, Brianza or Lugano.

Name

Surname

Company

Website

Phone

Country

City

Web

videos-photos

Marketing

Services of interest

Message

I would like to subscribe to the newsletter and receive information and promotional communications by email.

I confirm that I have read the privacy policy and consent to the processing of my personal data in order to respond to my enquiry.

Protected by reCAPTCHA; Google’s Privacy Policy and Terms and Conditions apply.

A well-structured SEO text has a clear title, a subheading for each topic and short paragraphs that answer straight away. Readers find the information and search engines understand the page. It is the method we use in Cantù for websites of companies in Como and Brianza.

Find out more

The title contains the keyword and says what the page is about, while the meta description presents it and invites a click. Each page needs different ones. We write them in Cantù together with the copy, for websites of companies in Como, Milan and Lugano.

Find out more

The length of an SEO text has no fixed number: it depends on the topic, the search intent and the competitors. It should be as long as needed to answer well. In Cantù we assess it case by case, for companies between Como and Milan.

Find out more

You write an SEO article by answering one precise question, with a clear structure, a natural keyword and a next step for the reader. For companies in Como and Milan, our team in Cantù takes care of search intent, headings and links to the service pages.

Find out more

A good category page contains a clear title, an original introduction, products in a logical order and links to nearby categories. For online shops in Como and Brianza it is often the page that captures the broadest searches, so it must be treated like a service page.

Find out more