One thing that truly distinguishes online copy from traditional print copy is that online copy gets read by more than just your readers—your human readers, that is. Online copy also gets “read” by the indexing software used by Google and the other online search engines. This software helps determine how high your page or post or whatever ranks in the search engine results. (Obviously, you want to rank as high as possible to attract as many human readers as possible.)
So when you write your online copy, you need to take the search engines into account and optimize your copy so that it ranks higher instead of lower. That means that you’re writing for both human beings and machines. For many writers, that ...
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