Robots vs Readers – The Copywriter’s Audience

Writing for robots and readers is a difficult job for a professional copywriter. In order to strike the balance between ranking for keyword terms in search engines and making sure that the readers find your articles, informative, inspiring and interesting. Getting the balance right is vital for a successful SEO and marketing campaign. It is pointless ranking for a KW term which won’t give the readers the information they require. You may be ranking for “car insurance” but if you only deal with travel insurance or classic car insurance you may not be ranking for the right terms and therefore becoming redundant to the readers.

Pleasing robots varies in difficulty considerably depending on the competitiveness of the particular keyword. it is worth comparing the traffic figures for keywords against the competitiveness.

Long tail optimisation often gives you the opportunity to target many low traffic easily achievable keywords to and generate the traffic that a competitive would achieve. When choosing whether to target the long tail it is worth deciding what the ROI would achieve. The ROI is not monetary but more the usage of time and how much work it takes to rank for a keyword.

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