As with anything in marketing, it’s always the best idea to have a very integrated approach that combines a multi-disciplinary focus to reach different levels of your target audience. This is especially true with your public relations efforts, in spite of the fact that many companies believe PR is synonymous with “press release”. read more
In my last blog I contended that there’s no such thing as an internet writing style. In response, a reader wondered if I “had purposely neglected to discuss the importance of taking effective print media copywriting and optimizing it for the search engines [with keywords] … an immensely important step …” I didn’t address using keywords for search-engine optimization (SEO) because I feel they are matter of content, so talking about them wouldn’t belong in a blog about style.
However, I absolutely agree that including keywords is immensely important in web copy. As a writer I hate to say it, but including the most effective keywords in your website copy is a much greater success factor than superb style—and unlike style, there’s little if any art involved. It’s a highly scientific endeavor.
