Key takeaways
- SEO copy is content aligned with the evaluation criteria of search engines and the questions of users.
- What matters is not keyword density but a page that fully answers the search intent.
- Every page is based on a content briefing with search intent, competitor analysis and the measured sub-questions from AI systems.
- According to Google, copy does not need to be written specifically for AI. What helps readers also helps AI systems: answer first, clear headings, verified facts.
- We revise existing content based on a gap report that shows missing sub-questions and weak sections.
What SEO copy is
SEO copy is website content aligned with the evaluation criteria of search engines. This includes sensible use of the researched search terms, their placement in headings and body text, semantically related terms, internal linking, and formats such as tables, lists and checklists.
Pure keyword density dates from a time when search engines could only evaluate individual words. Today Google and AI systems understand whole sentences and context. That is why we do not think in SEO texts, but in pages that match the search intent as a whole.
Why page structure decides success
A well-structured page provides all the information a user hopes to find. An example: someone looking for a roofing company wants to compare providers and find a reputable business nearby. Along the way, questions about duration and cost come up, and the biggest worry is an unreliable contractor.
A user-centred page answers all of this: with genuine customer reviews, photos of completed projects, easily accessible contact options and perhaps a price calculator. People now ask ChatGPT exactly these questions too. A page that answers them has better chances on Google and in AI answers.
From briefing to finished copy
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Analyse the search results
We evaluate the top-ranking pages: structure, topics, formats and gaps. This tells us what a page must at least deliver and where it can offer more.
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Measure sub-questions
We retrieve the sub-questions into which AI systems break down the topic and count how often each one appears. Frequent sub-questions get their own section.
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Create the content briefing
The briefing defines page structure, headings, key messages, tables and internal links. On service pages, what sets you apart is placed near the top.
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Write and review
The copy is written according to the briefing. Before delivery we check structure, sources and tone. Length depends on the search intent and ranges from 400 to 4,000 words.
What makes content citable in AI answers
In its guide to generative AI features, Google explicitly states that copy does not need to be broken into small chunks or rewritten specifically for AI. That matches our experience: what helps readers also helps AI systems.
- Each section answers its question in the first or second sentence.
- Headings name the content instead of advertising it.
- Comparisons are in real tables, instructions in numbered lists.
- Numbers, thresholds and sources replace judgements such as “high-quality” or “innovative”.
- Author and update date are visible.
- Own experience, own data and practical examples make the content unique.
Optimising existing content
Existing pages often hold more potential than new ones. For existing articles and service pages we create a gap report: which measured sub-questions are missing, which sections are too thin, where judgements stand instead of facts? After your approval we revise the page without changing technical statements and without losing existing internal links.
“Tom has the ability to explain the complicated topic of SEO in a way anyone can understand, and works in a very structured and fast way.”
Katharina is responsible for strategy, content and link building at Tokato Media. Together with Tom Gleitsmann she supports companies ranging from regional SMEs to online shops with an international audience.
More about the team