How to Find the Perfect SEO Website Copywriter
Ashley BryanPublished On Sep 28,2025
Finding the right SEO website copywriter can transform your business’s online presence. Quality copywriting drives organic traffic while converting visitors into customers.
At WebsiteStrategies, we’ve seen businesses struggle with writers who either ignore SEO completely or produce robotic content that fails to engage readers.
The key lies in finding someone who masters both search optimisation and compelling storytelling for your Australian audience.
What Skills Separate Exceptional SEO Copywriters from Average Ones
Technical SEO Knowledge That Matters
The best SEO copywriters understand Google’s E-E-A-T criteria and how content structure affects rankings. They know that longer content typically ranges from 1,300 to 3,000 words and generates 77% more backlinks compared to shorter pieces.
These writers implement schema markup, optimise meta descriptions, and structure content with proper heading hierarchies. They grasp how page loading speed impacts both user experience and search rankings, writing copy that works seamlessly with your site’s technical foundation.
Keyword Research Beyond Basic Tools
Exceptional copywriters don’t just stuff keywords into content. They use tools like Ahrefs and conduct competitor analysis to identify gaps in your market. They understand the difference between informational, navigational, commercial, and transactional search intent, crafting content that matches what users actually seek. The best writers target primary keywords alongside semantic variations, knowing that consumers increasingly perform searches without clicking links (zero-click searches). They research local SEO opportunities for Australian businesses, incorporating location-specific terms that drive nearby customers to your site.
Content That Converts While Ranking
Top SEO copywriters produce content that achieves the 14.6% conversion rate that SEO leads generate compared to 1.7% for traditional outbound methods. They write compelling introductions that reduce bounce rates, create FAQ sections optimised for voice search, and build internal linking strategies that boost page authority. These professionals understand that SEO-friendly copy generates substantial traffic, yet they never sacrifice readability for rankings. They craft meta descriptions and headlines that drive clicks while satisfying search algorithms, balancing user engagement with technical requirements.
Industry Expertise and Audience Understanding
Skilled copywriters research your specific industry and target audience before writing a single word. They study your competitors’ content strategies, identify content gaps, and understand the language your customers use when searching for solutions. These writers adapt their tone and style to match your brand voice while maintaining SEO effectiveness. They know which topics resonate with Australian business owners and how to address local market concerns (such as GST implications or Australian Consumer Law requirements).
Now that you understand what separates exceptional SEO copywriters from average ones, you need to know where to find these talented professionals who can transform your website’s performance.
Where Do You Find Top SEO Copywriters
Freelance Platforms Require Strategic Filtering
The best SEO copywriters rarely advertise on general job boards. Start with Upwork and Freelancer, but filter aggressively by examining writers with SEO-specific portfolios and client testimonials that mention traffic increases. Check their profiles for keyword research tool experience and request examples of content that ranks in Google’s top three positions. Professional networks like LinkedIn work better for experienced copywriters who understand technical SEO requirements. Search for copywriters who actively share SEO insights and engage with industry discussions, as these writers stay current with algorithm updates.
SEO Agencies Employ Proven Writers
SEO agencies employ copywriters who work exclusively on search-optimised content. These writers understand technical requirements like schema markup and internal link strategies that freelancers often miss. Agencies typically charge $2,500 to $8,000 monthly for copywriting services, but you get writers who’ve produced results across multiple industries.
Request case studies that show organic traffic increases from their copywriting work. Agency writers also collaborate with SEO specialists daily, which means your content aligns with broader optimisation strategies.
Industry Networks Provide Quality Referrals
Australian business networks like your local Chamber of Commerce connect you with copywriters who understand local market dynamics. Ask fellow business owners which copywriters have improved their search rankings and conversion rates. Industry-specific associations often maintain directories of recommended service providers (including copywriters with sector expertise). LinkedIn groups for Australian business owners frequently discuss successful copywriter partnerships. Direct referrals typically yield better results than cold outreach because you can verify the copywriter’s track record with trusted sources who’ve experienced measurable improvements in their online visibility.
Once you’ve identified potential copywriters through these channels, you need a systematic approach to evaluate their skills and determine which candidate will deliver the results your business needs.
How Do You Test a Copywriter’s Real Skills
Request Specific Samples That Match Your Business
Ask candidates to provide three samples that demonstrate different SEO copywriting skills. The first sample should show technical SEO knowledge through proper heading structure, meta descriptions, and keyword integration. The second sample must demonstrate conversion-focused copy that balances search optimisation with persuasive language. The third sample should showcase industry-specific content that proves the writer understands technical terminology and audience pain points. Request specific samples that show their understanding of keyword placement and meta descriptions. Examine each sample for keyword density (aim for one to four SEO keywords per page), internal link strategies, and readability scores with tools like Hemingway Editor.
Test Industry Knowledge Through Targeted Questions
Present candidates with specific scenarios from your business sector and ask how they would approach the content. If you run an accounting firm, ask how they would write SEO copy about tax obligations for small businesses while targeting keywords like “small business tax deductions Australia.” The best copywriters ask detailed questions about your target audience, competitor strategies, and business goals before they propose content approaches. They should understand Australian business terminology, local regulations, and market dynamics that affect your industry. Weak candidates provide generic responses or suggest broad topics without consideration of local search intent.
Evaluate Technical SEO Understanding Through Practical Tasks
Give candidates a brief technical assignment: optimise an existing 300-word piece of content for a specific keyword while you maintain readability standards. Strong copywriters improve the content’s SEO potential through strategic keyword placement, enhanced meta descriptions, and improved heading structure. They suggest internal link opportunities and identify semantic keywords that support the primary target. Top candidates also recommend complementary content topics that could strengthen your site’s topical authority. This practical test reveals whether copywriters understand how content fits into broader SEO strategies or simply focus on keyword stuffing without consideration of user experience and search engine requirements.
Assess Communication Skills and Project Management
Schedule a brief consultation call to evaluate how well candidates communicate complex SEO concepts in plain English. Professional copywriters explain their content strategy clearly and ask relevant questions about your business goals. They should demonstrate familiarity with project management tools and provide realistic timelines for content delivery. Strong candidates discuss how they handle revisions, collaborate with other team members (like web developers or SEO specialists), and adapt their writing style to match your brand voice. Poor communicators often struggle to deliver content that meets your expectations, regardless of their technical writing abilities.
Final Thoughts
The right SEO website copywriter combines technical expertise with creative writing skills that drive results. Focus on candidates who demonstrate proven keyword research abilities, understand Google’s ranking factors, and produce content that converts visitors into customers. The best writers merge search optimisation knowledge with industry-specific expertise that resonates with your Australian audience.
Avoid copywriters who promise unrealistic results, lack portfolio samples with measurable outcomes, or cannot explain their SEO strategies in clear terms. Writers who focus solely on keyword density without considering user experience typically produce content that fails to engage readers or drive conversions. Professional networks and referrals from trusted business contacts provide the most reliable sources for quality candidates.
Test potential writers with practical assignments that reveal their technical SEO understanding and communication skills. At WebsiteStrategies, we help businesses connect with skilled copywriters who understand both search algorithms and compelling storytelling (which transforms online presence when done correctly). Take time to evaluate candidates thoroughly, as the right SEO copywriter becomes a valuable long-term asset for your business growth.