Advertising writers used to create ad copy that popped. At times it was even fun to read. Then about 15 years ago, the role of writers was reoriented from “copy” to “content”. What changed? SEO (Search Engine Optimization) took control of the writers’ realm. The primary objective became integrating the right key words into website content so Google would rank a site higher, allowing it to be seen sooner, than its competition.

While SEO guides customers to your site, what they find there may not be to their liking. Good writers still find ways to engage their audience and satisfy the algorithms. But if you never learned the art of writing “copy’, the “content” you create won’t be worth the bluetooth keyboard it was typed on.