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Google is celebrated by its users and feared by its servants, much like Zeus who created the first Olympic Games in 776 BC.
Tweaking its algorithm constantly, Google reaffirms its authority every second – sending lightning bolts through the typing fingers of every SEO copywriter who is trying to cheat the system.
A web page pumped full of keywords might have previously impacted the online world but Google no longer tolerates content that behaves like Dwayne Chambers.
So, the search engine is looking for perfect form. Advertisers incapable of achieving this are snarling at the Penguin update. Passionate copywriters consider it long overdue. 
The epitome of perfect form is demonstrated by Usain Bolt. Every angle his body creates contributes to his velocity and he runs without restraint. Bolt trains using a variety of techniques – including one exercise where a weight is roped to his abdomen as he strides forward, dragging it through the grass behind. Imagine that weight as a stack of awkward but necessary keywords – your copywriter has been running with that burden for years. Google has finally cut it loose in 2012 and fired the starting pistol for truer marketing copy.
How do we write perfect copy?
With honesty. Every honest writer, no matter how talented, is naturally insecure about their work…even if they refuse to show it. This is not a lack of confidence, it is a source of motivation – an obsession to place exactly the right words, in exactly the right place on the page. Copywriters prioritise readability over keyword manipulation – now Google does too.
Meanwhile, research from Social Bakers indicates that roughly 50% of the population in the UK and USA are actively using Facebook. However, just 75% of the world’s largest brands currently have an ‘open wall’ on their social media page.
As Google continues to attribute more and more SEO weight to major social platforms, interacting with your target audience and sharing content is becoming a big part of the game – note how Bolt is famed for his showmanship, as much as he is for his speed.
Copywriters are trained to respond to immediate news, liaise with journalists and bloggers on your behalf, and promote your cause with carefully chosen words. Who else is better suited to manage your social media campaigns and craft your marketing message into 140 characters?
They cannot win the race without the acceleration of PPC, the agility of display advertising or the stamina of SEO, but post-Penguin, your copywriter is the one carrying your brand across the finish-line and to the top of the search engine results – so make sure you hire a good one.
Image provided by ToNG!?
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