Copywriting for the web is a true art form, whether you’re writing web pages, press releases or landing pages. Add the practice of search engine optimization and it can get even trickier. Too much focus on SEO and that high ranking web page may confuse readers, resulting in lacking conversions. Too little focus on keywords and search traffic will suffer. Both questions remind copywriters to consider who their target audience really is: search engines or customers?
Obviously it’s both and working with a Keyword Glossary can provide copywriters with a solid guideline for topic planning, organization and emphasis so that both engines and customers are being optimized for.
While many companies have bought in to the fact that they need to make their content more “findable” and socially interesting to reach and engage more customers, the implementation is often a bit fragmented.