EO copywriting has traditionally been about optimizing web page copy by targeting keyword phrases in certain frequencies and densities. And yet search engine research shows that almost 85% of the total factors that determine how a web page is ranked in a search engine is based on things that happen off the page itself.
While keyword research is still crucial, search engine algorithms have evolved. Google treats the trust and authority of your domain, what others think about your content, and the words they use to describe it in links as an important indication of quality and relevance. sorce:copyblogger.com