For copywriters, every advertising medium has its unique requirements.
Direct mail requires you to know postal specifications. Radio advertising requires you to write exceptionally lean. E-mail marketing requires you to deal with the eccentricities of spam and e-mail design.
Then there’s the Web. And one of the requirements these days, according to many gurus, is SEO, search engine optimization. The idea seems pretty simple: to rank well, a Web page must use the keywords people are searching for. Of course, in practice it’s a bit more difficult. In fact, it can be an arcane art that seems to change almost daily.
There are varying points of view on SEO. Many copywriters embrace it. But some think it’s overblown. I have my own ideas, but I’m curious …
What do YOU think? Is SEO important to you? Do you think a copywriter should make SEO a priority when writing for the Web? Or should it be secondary to good on-page copy? How far have you gone to teach yourself SEO?