SEO vs brand voice

Add the keyword.

Oh, and again.

And maybe just once more for good measure.

Before you know it, your beautifully crafted copy sounds more like a robot than a human. “Welcome to Root Fifty-Two. We’re the best digital marketing agency offering digital marketing solutions for digital marketing enthusiasts.” Yikes.

If this feels painfully familiar, you’re not alone. SEO and brand voice often feel like they’re fighting for the spotlight. But here’s the good news: they don’t have to. It’s 100% possible to please Google without sacrificing your brand’s personality. Let’s break it down.

What’s the big deal with SEO?

SEO (Search Engine Optimisation, for the uninitiated) is all about helping your website rank higher on search engines like Google. In theory, the better your SEO, the more people will find you online.

Sounds great, right? But there’s a catch. SEO often involves packing in keywords, meta descriptions, and a whole lot of technical stuff that can suck the life out of your copy. Suddenly, your voice - your secret sauce - is buried under a pile of repetitive, keyword-stuffed sentences.

Here’s the thing: while SEO is important, it’s only part of the equation. Because getting people to your website is one thing; getting them to stick around is another.

Why your brand voice matters

Your brand voice is what makes you, you. It’s how you tell your story, connect with your audience, and stand out in a sea of competitors.

Think of it this way: SEO gets people to your door, but your brand voice is what invites them in and makes them want to stay. Without it, your copy risks feeling bland, generic, and forgettable - no matter how well it ranks.

Imagine landing on a website that ticks all the SEO boxes but reads like it was written by a search engine itself. You’d probably hit the back button faster than you can say “bounce rate,” right?

The Myth of the Either-Or

Here’s the thing most people get wrong: you don’t have to choose between SEO and brand voice. It’s not an either-or situation; it’s about balance. Think Ant and Dec, or coffee and cake - better together.

When done right, SEO and brand voice can complement each other beautifully. Your copy can be optimised and oozing with personality. The trick is knowing how to blend the two without letting one overpower the other.

How to balance SEO and brand voice

1. Start with your audience.

At the end of the day, you’re writing for people - not algorithms. Yes, SEO is about getting your site noticed, but what happens next? If your copy doesn’t connect with readers, all the rankings in the world won’t help.

Think about what your audience needs. What questions are they asking? What tone of voice will resonate with them? Write with them in mind first, and sprinkle in the SEO magic later.

2. Choose your keywords wisely.

Not all keywords are created equal. If your main keyword feels clunky or awkward in your copy, it’s okay to get creative. Use variations, synonyms, or longer-tail phrases that fit naturally within your sentences.

For example, instead of forcing “best digital marketing agency in Burnley” into every other line, try weaving it into the story:

“We’ve helped businesses across Burnley grow with bespoke digital marketing strategies. Want in?”

See the difference?

3. Focus on flow.

SEO might love keywords, but readers love flow. Your copy should feel natural, not like a keyword bingo card. If a sentence sounds weird, forced, or repetitive, tweak it. Even Google has started prioritising user experience over rigid keyword use.

4. Prioritise headlines and meta descriptions.

If you’re struggling to fit keywords seamlessly into your copy, make the most of your headlines and meta descriptions. These are prime real estate for SEO and don’t have to impact the overall tone of your content.

For example:

• Meta Description: “Discover bespoke digital marketing services in Burnley. Find out how we can help your business grow today!”

Simple, effective, and SEO-friendly.

5. Break the rules (when it makes sense).

Yes, SEO has rules. But guess what? You’re the boss of your brand. If sticking rigidly to the rules means losing your voice, it’s okay to bend them. A killer piece of copy that connects with your audience will always beat a keyword-stuffed page no one wants to read.

The bottom line

SEO might be the secret to getting noticed online, but brand voice is what makes people remember you. By finding the perfect balance, you can create website copy that ranks and resonates.

Need help finding that sweet spot? At Root Fifty-Two, we’re experts in crafting copy that’s equal parts optimised and authentic. Drop us a message, and let’s make your words work harder without losing what makes them you.