And that's where I really think you're missing the point. If I needed someone to write copy for my website, I'd search using those same terms (and have in the p

And that's where I really think you're missing the point. If I needed someone to write copy for my website, I'd search using those same terms (and have in the past). UpWork is a service that sells workers. You're equating essay with education, which I think is a false correlation. The reason schools pound on essay writing so much is because so many professions require competent writers. I'm an engineer and probably spend 25% of my year writing documents, essays, proposals, blog posts, and website copy. UpWork may be unethical, but Keyword-Targeting Advertisements is not a good indicator of that.