In this chapter, you will learn:
- The principles of writing for your web audience.
- Which types of web copy are available to you.
- The basics of HTML for formatting online text.
- How to write for search engine optimisation (SEO), focusing specifically on keywords.
- The best practices for successful online copywriting.
- 9.6: Measuring Success
- A good online copywriter will have a thorough understanding of SEO and how this can be integrated into his or her writing. Key phrases are used in long and short copy alike, to great effect.