When writing content for your website, it’s important to write with your user in mind. SEO can only take you so far. It won’t sell your services for you.
I don’t mean to cast it in terms of sales copy vs. optimization. That’s not really a proper characterization either. Ideally, you want highly SEOd content that is well written and sells your services. It should be charged with user benefits and convert traffic. In other words, you want the sales message and SEO to compliment each other, not detract from each other. They are like a team and should work together. Otherwise, you have holes in your armor.
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