Writing copy, for any medium, has always been a mixture of art, application and science. This is particularly the case when writing copy to promote a business on the web.
Copywriting, particularly for the purpose of Internet marketing, involves deep research, demographic considerations, endless drafts, brand considerations, and more. When it comes to ensuring that both on and off-site copy content is SEO compliant, writers must factor in keywords and random phrases in a context that remains relevant.
When it comes to Internet marketing, web copy is different because the main goal is to attract traffic to the site that it serves.
Next to email, search is the most common online activity. Targeted search traffic is clearly important and optimized copy, in terms of its quality and relevance, is the key to attracting highly focused visitors.
What is surprising is the relevance that major search engines, such as Google, give to off-site copy. That's why so many search engine marketers encourage off-site link building using articles or blogging.
The bottom line is that it is the people, not the search engines, that buy the products or services that a business offers through its website. Content, whether it is on or off site, should be targeted to human visitors.
The advantage of having a reader-focused online strategy, based on copy that visitors find useful, informative and valuable, is that not only are visitors and customers engaged, but Google responds positively as well.
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