Content should contain keywords (specific business-related terms, which internet users might use in order to search for services or products) aimed towards improving a website's SEO.
Web users tend to scan text instead of reading it closely, skipping what they perceive to be unnecessary information and hunting for what they regard as most relevant.
[3] Web content writers must have the skills to insert paragraphs and headlines containing keywords for search engine optimization, as well as to make sure their composition is clear, to reach their target market.
Website content writing is frequently outsourced to external providers, such as individual web copywriters or for larger or more complex projects, a specialized digital marketing agency.
Digital marketing agencies combine copy-writing services with a range of editorial and associated services, that may include brand positioning, message consulting, social media, SEO consulting, developmental and copy editing, proofreading, fact checking, layout, content syndication, and design.