Search marketing depends on having the right words - that is what writers do.
Web copywriters create marketing copy for a company's products and services. As you might expect, they write action-orientated prose that is sometimes more flowery than you would see in a book for example. Searchers are looking for both your product's brand name and its generic name e.g. 'digital camera', and organic search engines want to see those words prominently and frequently on your pages.
Copywriters are typically unaware of what criteria search engines require. Sometimes copywriters object to changing their style of writing. They have suceeded in their careers writing as they do, and they might be reluctant to change. Some might complain that sprinkling keyword phrases throughout their copy is repetitive and poor writing, but you need to overcome their objections.
Without search friendly copy, you will be hard pressed to attain high rankings in organic search.
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