Tuesday, May 31, 2011

More on copywriting

Last Wednesday I mocked an advertisement that promised big money in the copywriting game. But I didn't really know what it was talking about.

That same day the New York Observer ran this piece about the career of someone who made money in the way they may have been thinking of:
Bryne Hobart learned the vagaries of Google rankings while working at Blue Fountain Media, one of the biggest SEO shops in New York. The 24-year-old college dropout had hoped for a career finance, but the market implosion of 2008 nixed that idea. Instead, he scored an internship writing copy at Blue Fountain, eventually working his way up to managing director of marketing. ...

In March, Mr. Hobart and Mr. Pierce formed their own company on the side, Digital Due Diligence. His first post, on Demand Media, drew tens of thousands of readers and was passed around internally at the content farm. Mr. Hobart began monitoring other companies that were relying on some of the shadier SEO strategies, and posting these findings online. The idea behind the business was to help hedge funds and venture capital firms assess the risk of investing in companies that relied heavily on search traffic.

Not surprisingly, Mr. Hobart's double game -- practicing SEO by day, exposing it by night -- soon proved unsustainable.
Then fun was had all around. This all just makes me realize I don't really understand SEO (search engine optimization, one of the dark, or at best grey, arts of the internet) and should read up on it. Dang, though, it's getting harder and harder to keep up.

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