As mentioned in copy writing, copy must be written with not only the user in mind, but with the search engines, as well. But it doesn’t end there. Things such as underlying code and tagging play a very important role in proper site optimization. How the site and copy are structured, keyword/term density, search engine friendly coding, and much more, are all factors.
As the web has become more sophisticated and competitive, so have the search engines. There is so much more to gaining rank in the search engines than the Meta tags of days gone by.