Since social media took over everything and Google became something of a distant memory, writing text has often been reduced to an exercise in keywords and other SEO measures. SEO is all well and good, of course, and it’s important to bear in mind. But as algorithms and users become smarter, technical expertise on its own is no longer enough. You have to be good when it comes to content, too. This is what pushes you up in the search results and increases the chances of people actually enjoying the communication they receive from you. In other words: Those who have relevant and well-written content have a greater chance of being seen, liked, remembered, and shared.