Like a Web page's Title tags, the page copy is a central element in the search engine optimization process. The page copy — being the actual, visible main content of the page — should be presented and arranged in a logical and visually pleasing manner. — And the copy should include keywords. Lots of them. Because some search engines tend to zoom in on selected parts of the page copy, the Web site owner must be aware of placing the keywords in opportune places within the copy.
In layout and writing style, the copy should suit the site's main target group. The point is to instantly catch and keep page visitors' attention, so that the visitors decide to stick around, rather than just exiting via the nearest "Back" button or outbound link.
The optimal way to present the content depends on the type and amount of information to be delivered on a page. Internet readers tend to have shorter attention spans than readers of print media, such as newspapers and magazines. Therefore, Web page copy should generally be shorter and presented in shorter segments than similar text in hard-copy format.
Ideally, any large amounts of text should be broken up with images, animations or other elements that break the monotony of text alone; while at the same time spicing up the page's visual element.
The page copy is an obvious place to weave in a page's keywords. Indeed, keywords should be present throughout the page copy. The copy writer thus must make a conscious effort to integrate the applicable keywords into as many of the page's text segments as possible.
Note that although the page copy can contain lots of keywords, text flow should be maintained. Any blatant attempt to sacrifice narrative and textual flow in order to force keywords onto the page might potentially be considered keyword stuffing by some search engines and will thus have the opposite effect than what was intended. On the other hand, with a smooth integration of keywords, the page copy can be made to appear a well-composed and well-balanced narrative that both pleases the visitor and feed directory editors and algorithmic search engines enough tidbits to boost the site's ranking.