Jacque G

At the heart of great technical copywriting is an understanding about what technology is—and what it isn’t. Technology isn’t the cluster of circuits, wires, plastics, or pixels. It’s the meaning in the machinery that makes it easier to be a student, a parent, a commuter, or just simply a person in the world.

Right away, social cues tell us that a funeral probably isn’t the right place to break into dance, or that a rave would be a strange place to sit still. But when it comes to marketing communications, things aren’t so cut and dry.

You know, even in a hazy way, that you “need” SEO. But you don’t know how to get it. To newcomers, SEO terminology can be daunting—search value, keywords, buckets, and backlinks—but the ultimate goal is simple: capturing the attention of a target audience.