Mac vs PC campaign generated 42% market share growth in its first year alone. Formats Internet The Internet has expanded the range of copywriting opportunities to include landing pages and other web content, online advertisements, emails, blogs, social media and other forms of electronic communications. The Internet has brought new opportunities for copywriters to learn their craft, do research and view others' work. Clients, copywriters and art directors can more readily find each other, making freelancing a viable job option. There are also many new websites that make becoming a freelance copywriter a much more organized process. Experimenting and ongoing re-evaluation is part of the process. Search engine optimization (SEO) Web copy may include among its objectives the achievement of higher rankings in search engines. Originally, this involved the strategic placement and repetition of keywords and phrases on web pages, but writing in a manner that human readers would consider normal, as well as their inclusion into Meta tags, page headings and subheadings. But times have moved on, and "on-page optimization" now involves the consideration of semantic words and phrases (i.e. those that mean the same or are connected). Copywriting for SEO also includes what is written on pages that link to the page concerned, especially on the text used in the link, but this must not be overdone. There has been (and continues to be) a great deal of research on the subject as things slowly evolve. Book publishing In book publishing, flap copy or jacket flap copy is the summary of a book which appears on the inside of a hardcover dust jacket; back cover copy is similar text, usually briefer, on the outside back cover; and catalog copy is a summary written for a publisher's catalog. This is another way of how copywriting uses writing to persuade the customer to develop interest in the product. See also Advertising Communication design Email marketing Swipe file References Communication design Advertising occupations Journalism occupations