SEO Copy.

The term SEO copy has a bad reputation, and rightly so if you think of the texts of earlier years: clumsy sentences in which 'web design Zurich' appears three times in every paragraph, filler text at the bottom of the page that nobody reads. Texts like that no longer work. Google assesses whether content is helpful and recognises texts written only for search engines.

Good SEO copy starts with search intent. Someone searching for 'end-of-tenancy cleaning cost' wants a price range and the factors that determine the price, not a company history. The core question is therefore answered in the first or second sentence. Then come the follow-up questions, organised with meaningful subheadings, concrete figures, examples and a clear next step.

The choice of words follows the customers' language. The main term belongs in the title tag, the H1 and the beginning of the text. In the rest of the text, related terms and synonyms help to cover the topic fully; Google understands connections through semantic search anyway. There is no fixed keyword density. Length is not a goal in itself either: a text is as long as the answer needs.

The same principles apply to AI systems in a stricter form. They cite passages that answer a question in a way that is understandable on its own. A paragraph that begins with 'As mentioned above' or reveals its core statement only at the end is poorly suited to this. Short, self-contained paragraphs with clear statements and verifiable information are therefore good SEO copy and good material for AI answers at the same time.