As well as the viewable text, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description and Keywords tags, headings and alt text.

SEO Copywriting strengths
Our study says that search engine optimization copywriting works for suitable websites and for suitable search terms. SEO Copywriting can achieve rankings that tend to do well across the search engines, although no page can do equally well in all engines.

SEO Copywriting is good when:-

• there are not many search terms to target
• the search terms are on the low to middle end of competitiveness
• money isn't a problem, or if it is your own website
• you don't mind the text on your pages being frozen (if money does matter)

SEO Copywriting weaknesses
Competitive search terms: The technique only works for search terms that are not particularly competitive. Competitive search terms are those where many people are trying very hard to gain the top rankings for their sites. Casino, sex, insurance, health and hotels sites are among the most competitive, and there are many other topics where people fight for rankings. For medium to highly competitive search terms, other, more vigorous, methods are needed.

Suitable sites
Not all websites are suitable for SEO Copywriting. Many simply don't have sufficient text on their pages, and adding text would spoil the design or nature of the sites. Also, some sites that do have sufficient text sometimes don't want to be forced into changing what is written on the pages, just for the sake of the search engines.

Cost, and the limitation of targeted search terms
SEO Copywriting is a time-consuming process, and professional SEO copywriters are not cheap, therefore the cost of each page is significant. Since each page can target only one or two search terms, it would usually require a good number of pages to be made-over in order to target all the required search terms.

If a page is successfully optimized by SEO Copywriting, and is ranked in the top 10 search results for its targeted search term, then the optimization was worth the cost.

If the sliding pages were professionally SEO copywritten, there is nothing else that the technique can do for them, or if it can, the whole costly copywriting process must be redone. Adding one or two instances of the target search terms isn't merely a case of typing them in somewhere, because the final text still needs to read well for the site visitors.

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