In addition to editorial and stylistic optimization, each piece of content associated with your brand or website should be optimized for search engine visibility. The best and most efficient way to achieve this dual goal without multiple rewrites is to incorporate SEO into the copywriting process from the onset. Part of this process involves the selection of target keyword phrases to include in the meta descriptions of your site pages to help draw in the right audience.
Understanding who your audience is, how they talk, how they use the internet, how they research and purchase products and services is essential to optimizing your website for them to be able to find you online. You can optimize for your audience as well as search engines in unison by figuring out who your audience is, what words they use to describe your products/services (e.g. do they say “soda” or “pop”?) and then giving search engines the technical clues they need to match your content with relevant search queries (optimized meta data).
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