After spending over 30-years in direct marketing and mail order in various roles, including being a copywriter and CRM expert, I drifted into SEO while writing copy for a client website. I discovered that what I wrote on the page had to appeal to more than one audience.
The first of these were human visitors who needed to be persuaded to spend more time engaging with the site, or part with their cash by buying a product off-the-page.
The second audience were the search engine robots who indexed the page. If you knew how to write copy for them the web page would appear higher in the search engine results.
A lot of search engine specialists were writing copy to push search results higher, but since none of them were copywriters their pages had no appeal to humans.
What needed to be done was marry the two disciplines. And that gentle reader is part of what I have been doing for the past three years.