Text for the site: a tool for sales or "food" for the search engine?

Do you know how the site is born? A team of programmers, a copywriter, an optimizer, a designer, an administrator ... Each performs its function, but not always they manage to reach agreement on certain issues. What are the contradictions, for example, the copywriter and the optimizer? In fact, these are two worlds, two cosmos, each of which looks at the text for the site under its own foreshortening and waits for it to solve its problems.

What is important to the optimizer? Its task is to optimize the site and promote the web resource in the search, so that the site is in the top ten by the necessary keywords. Because only in this case there is a good chance that it will fall into the field of view of the target audience. Therefore, the optimizer requires:

• The unique text . From the perspective of search engines, the user of the Internet is more interested in the material that he has never seen or read. And the more recent information, the more likely the page will be in the first positions.
• Text with keywords . The optimizer selects keywords based on the region, product features and the number of requests from users. And it is important for him that these words occur in the text a certain number of times. Not through every word, but often enough. Then the search engine will favorably treat the site and will find that the information placed here is ideally suited to the user's expectations.
• Relevant headline . The title of the text for the site must match the content and tags of the page. This is important for search engines.

What is important to the copywriter? Its task is to interest the user with text, "catch" his attention, force him to finish reading and provoke him to buy or make a phone call. Therefore, the copywriter creates the text:

• Literate. When reading a little literate person "stumbles" on mistakes, besides their presence causes distrust to the resource and, as a rule, to a product or service. Is it possible to take such a risk? Of course not.
• "Chilling". The user's attention is important to "hook", the text should be bright and interesting.
• "Selling". In the text it is important to tell the potential buyer why this product is vital to him, and not just about the advantages.
• With a "screaming" headline. Do not underestimate the title! It is this phrase that attracts attention first, and in many respects depends on the title, whether or not the text will be read.

It happens that someone does not want to wait for the indexing of pages and the natural rise of the site to the top of the issuance. It seems that every day of waiting brings losses, and so you want to make a profit faster. And there seems to be a solution that lies on the surface - to pay for advertising in Yandex or Google - and enjoy a stunning spectacle - your site at the highest positions. However, this method of promotion has a temporary and illusory effect. As soon as the money spent on the advertising campaign runs out, the site will be "in the basement." In addition, starting to pay for the position in the top, it is worth taking care of a sufficient financial "pillow" - the cost of a click can reach 50 dollars or more. If the site offers retail services, the cost of which is not too high, then instead of effective promotion and profit making, the matter will end with losses and unpredictable budget expenditures. Unlike advertising places, competently and professionally optimized site will be delayed for a long time in the first positions without additional costs.

The text for the site must simultaneously meet both the requirements of the optimizer and the copywriter's goals, because only then will he accomplish his task to the maximum - he will display the site in the top ten of the issue and "sell" the product or service to the customer. Otherwise, either the genius selling text will not be seen, or it will become the key that will open the way to the top search engine, but it will not solve the problem of lack of sales.