There tend to be two stereotypes of the professional writer online. On one hand, there are poets and storytellers who want to express their creativity and would never dream of sacrificing art for something as crass as optimisation. On the other hand, there are copywriters who are slaves to the corporate machine and write only to appease the Google algorithm.

Personally I found myself drawn to the digital marketing industry because of its scope for creativity. I have always been a creative writer, and I saw a career in content marketing as a chance to flex my creative muscles. I was not disappointed; good SEO copywriting is an art form.