Often there’s a bit of tension between the need to write copy that works for your audience and the need to write copy that helps the robots that send readers to your site (that would be Google and other search engines).
This week’s marketing example, PwC Canada, is a terrific demonstration as to how these two objectives can be seamlessly integrated. Beyond the traditional introduction that one would expect under services and industries, there are also a number of links to highly relevant, non-promotional materials accessible from the very same page.
Not only do these materials affect the reader’s perception of the firm’s expertise on such services (without first having to go on a hunt for such credibility builders) but it also affects Google and other search engine’s understanding of the keywords with which these services are associated.
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