The goal of copywriters is to write copy, which keywords are embedded into so the search engine spiders crawl them and give the site in question a ranking boost for the keywords in question. Keyword promotion is the reason why content is so important for Search Engine Optimisation. As a result, the danger every copywriter faces is writing robotic copy that looks unnatural and contrived. With the main purpose of writing articles being keyword promotion there are times in which it is necessary to bend phrases, sentences and sometimes even paragraphs, just so that all important keyword can be placed within the article. It is necessary to do this when the keyword in question doesn’t naturally fit into the piece of copy it is to be included in. You may ask what is wrong with creating robotic text if the search engines are happy and your site is ranked well for your chosen keywords and I shall answer you.