SEO Copywriting

SEO copywriting is writing copy that answers your customers' questions and that search engines can understand and show: service pages, category and product pages, blog posts. Good SEO copy is written for people first. Keywords help us understand what they want to know, not to fill sentences.

We write in Italian and in English. If you are a foreign company targeting Italy, that means Italian pages written for Italian customers and Italian searches, not your English pages translated word for word.

Who it is for, and who it is not for

SEO copywriting is right for you if:

• your service pages are a few generic lines, the same as your competitors';
• you run an online store with product descriptions copied from the manufacturer;
• you want a blog that brings useful visits, not posts written just for the sake of publishing;
• you have old copy that has lost rankings and needs updating.

It is not right for you if you are looking for dozens of cheap articles a month: mass-produced copy with no value for readers risks violating Google's spam policies.

The problems it solves

• Copy that doesn't answer the search. The customer is looking for a price, a comparison or a procedure, and the page talks about something else.
• Copy that is the same as other sites. Content copied or rewritten without adding anything.
• Pages competing with each other because they cover the same topic.
• Visits that don't turn into leads, because the copy doesn't lead to the next step.

What we write and what we deliver

1. Brief. For each page we start from keyword research and from Google's results page, the SERP: what people running that search are looking for, what they already find, what is missing. What we deliver: the brief with the main search, the questions to cover and the structure.
2. Copy. We write or rewrite the page: title, an introduction that answers straight away, sections with clear headings, data with sources, FAQs where they help. What we deliver: the copy ready to publish, or published by us.
3. SEO elements. Title tag and meta description, URL, image alt text, internal links to related pages. What we deliver: all the elements, together with the copy.
4. Updates. We review copy that has lost rankings or contains outdated data. What we deliver: the list of pages to update, in order of priority, and the new versions.

Before writing, we ask you for the information only you have: how you work, what customers ask you, what sets you apart. That is what makes copy different from everyone else's, and it is what Google asks of helpful content: who wrote it, how and why.

How we work

1. Audit and data. Which pages bring visits and leads, which don't, which overlap.
2. Strategy and keywords. The pages to write or rewrite, in order of priority.
3. Technical implementation and content. Brief, copy, SEO elements, publishing.
4. Authority and multichannel. The best pieces become social media posts, newsletters and material to get cited by other sites and by AI tools.
5. Measurement and iteration. In Search Console we check which searches the pages appear for, and we update them.

How long it takes

The time needed to write a page depends on its length, the topic and the rounds of review with you: we include it in the work plan. After publication Google has to crawl and assess the page: as a guideline, the first signs in Search Console usually appear within 3 to 6 months, sooner for updated copy on pages that already get visits.

What we don't do

• We don't copy or rewrite other people's content. We start from your experience and from verified sources, cited in the text.
• We don't mass-produce content. Google treats generating many pages just to manipulate rankings as spam, whatever tool they are written with.
• We don't publish copy without review. Every piece is read and checked by a person before it goes live, and you approve it.
• We don't stuff copy with keywords, and we don't promise rankings for a single article.

How much SEO copywriting costs

Copywriting is included in monthly SEO consulting, as far as the plan's hours allow: plans start at €300 a month + VAT. If you only need the copy, for example for a new website, we quote it on request based on the number of pages, length and topic.

Who runs the project

Your point of contact is Eugenio Tommasi, who has been doing SEO since 2009 and signs the articles on our Italian blog, where you can see how we write. If you want to know how an SEO agency works, see our dedicated page.

The first step

Want to know which pages of your site should be rewritten first? Contact us with your website and your goals, and ask for a quote on the copy. You can write to us in English, Italian, Spanish, German or Portuguese, at info@seo.srl, or call +39 320 486 4478.

Sources

Pages consulted and verified on October 8, 2026.

• Google Search Central, "Creating helpful, reliable, people-first content" (who, how and why), updated October 5, 2026.
• Google Search Central, "Google Search's guidance on generative AI content on your website", updated October 1, 2026.
• Google Search Central, "Spam policies for Google web search" (scaled content abuse), updated August 28, 2026.