Ordinary writing is the creation of optimized text to help with online promotion. Such materials contain the main key queries and links. For an online shop, it could be a description of catalogue sections and assortments or blog articles.
Such material does not require in-depth knowledge of the topic and all the intricacies of the field. An experienced copywriter can write good SEO text on many topics - from tips on choosing roof tiles to a review of the latest fashion trends.
But for some topics, it is better to involve experts who are not confused by the terminology and can convey the idea of the text in clear language. This is the difference between expert writing . It is usually used when the material is needed on cryptocurrencies, law, medicine, etc.