Michael Morrow

Freelance SEO Content Writer

SEO content that ranks, converts, and sounds human.Seven years of experience, Top Rated on Upwork, and in-house roles across iGaming, eCommerce and health.

SEO content built to rank

Good SEO writing was never just about the words. It is about researching the right keywords and search intent, understanding the brief, checking every fact, and producing something a real person actually wants to read. That is the whole job, and it is what I do across every niche I work in.As a freelance SEO content writer with seven years' experience, I cover keyword research, SEO blog posts and articles, on-page optimisation, and content that reads naturally and never trips AI detectors. The result is content built to rank on Google and convert the people who land on it.

  • Keyword research and search intent mapping

  • SEO blog posts and articles that rank

  • On-page optimisation: titles, meta, structure, internal linking

  • Content that reads human and passes AI detection

  • Briefs delivered against line by line, everything fact-checked

iGaming SEO content writer, CoinCasino page by Michael Morrow

iGaming & Crypto Casino Content

Most iGaming writers research casinos from the outside. I have worked inside one. With 16 months in-house at a crypto casino operator and over 1,000 slot reviews for a major affiliate, I know the niche, the compliance rules that change by jurisdiction, and what actually converts.At Block Labs, I worked across CoinCasino, WSM Casino and CoinPoker, writing casino and sportsbook landing pages, slot reviews, bonus guides, promotional content, press releases, social, Telegram and CRM copy. As an iGaming SEO content writer and crypto casino copywriter, I write content that ranks and stays compliant.

Health, YMYL & General SEO

I write SEO-optimised articles and blog posts across health, B2B, sport and travel. That includes YMYL health content, the kind Google holds to its highest standard, where accuracy is not optional.As a YMYL and health content writer, I research carefully, cite credible sources, and optimise every piece for search. I also write sport, travel and B2B blogs, including bylined sports work for Football League World.

eCommerce & Amazon Content

As former UK Content Manager at a specialist Amazon agency, I wrote Amazon A+ content, product listings, brand stores and Shopify copy for globally recognised brands including Schwarzkopf, Nivea, Loctite and Under Armour.As an Amazon A+ content writer and eCommerce SEO copywriter, I write product content built to convert shoppers who scan rather than read, and category pages structured to rank.

Amazon A+ content by Michael Morrow for Schwarzkopf and Loctite

What clients say

Top Rated on Upwork with a 100% Job Success Score across 80+ projects.Here is what clients say about working with me.

Testimonial from an iGaming client on Upwork

"Michael is a brilliant writer. Fast, accurate and completely on brand. Will definitely hire again."

iGaming Client, Upwork

"Michael writes with genuine knowledge of the topic and a natural, engaging voice. Highly recommended."

Crypto Media Client, Upwork

Testimonial from a crypto media client on Upwork
Testimonial from an eCommerce client on Upwork

"Excellent quality of work. Understood the brief immediately and delivered well ahead of schedule."

E-commerce Client, Upwork

Work with me

I take on freelance projects, affiliate contracts and monthly retainers, and I am open to the right in-house role.If you need content that ranks and reads like a human wrote it, tell me about your project, and I will come back within 24 hours with an honest view on fit, timing and price. No hard sell.

Frequently asked questions

What does a freelance SEO content writer do?A freelance SEO content writer researches keywords and search intent, then writes content built to rank on Google while still reading naturally for people. I cover blog posts, landing pages and on-page copy across iGaming, eCommerce and health.Do you write iGaming and casino content?Yes. iGaming is my deepest specialism, with 16 months in-house at a crypto casino operator and over 1,000 slot reviews for a major affiliate. I write casino and sportsbook pages, slot reviews, bonus guides and promotional copy to the compliance rules of each market.Can you write YMYL health content?Yes. I write health and YMYL content that is carefully researched and fact-checked against credible sources, including menopause and women's health topics. YMYL is the content Google holds to its highest standard, so accuracy comes first.Do you do Amazon and eCommerce copy?Yes. As a former UK Content Manager at a specialist Amazon agency, I wrote A+ content, product listings and brand stores for brands including Schwarzkopf, Nivea, Loctite and Under Armour.How much does freelance SEO content cost?It depends on scope. SEO articles start from a per-piece rate, and ongoing work is available on monthly retainers. Tell me about your project, and I will give an honest quote on fit, timing and price.Are you available for retainers or in-house roles?Yes. I take on one-off projects, affiliate contracts and monthly retainers, and I am open to the right in-house role.Where are you based?I am based in the UK and work with clients remotely worldwide.

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