Why I don’t believe in 'SEO copywriting'

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in Business Management

“SEO (Search Engine Optimization) copywriting” requires that the copywriter concern himself with strategic placement of key words, tags, and the like within his Web copy to optimize search engine rankings of the pages he writes.             

The problem is that to create really powerful copy, you have to have a single core audience in mind … and concentrate all your effort on writing to that one audience.             

When I write copy, that audience is the prospect … the potential buyer of the product I am selling.

But with SEO copywriting, you are pandering to another “audience” … the search engines … and not the reader.

And by creating copy that’s optimal for attracting search engines, you are, to some degree, weakening that copy’s power to sell. You dilute its strength, because you are worrying about two audiences — the reader and the search engines — instead of focusing every word squarely on the customer.              

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