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Know Your Content

Your written content, not only text but media such as images and video, is the SEO workhorse of your website. Well-written content will use the same terms and vocabulary as your target audience. It will concentrate on what is important to them. Effective content will be the opposite of “Ask not what your country can do for you but what you can do for your country”.  What is important to your customer is not what you can sell them, but rather how you can make their life better and easier.

Show your audience that you understand them and their concerns. Provide information in your written content and navigation that allow them to quickly evaluate how your company can meet their needs. Your content should show potential customers how to choose and purchase the right product or service for them.


Some guidelines to keep in mind:

  • Do not over-use trade names
  •  Use industry and consumer (user) terms to describe your products and services
  •  Content written appropriate for target audience
  •  Be aware of how your target customer searches for your product or service, use the words they use
  •  Employ your six honest serving men…* Tell the whole story, who, what, where, (when not as needed), why, how
  • Compare the terms you use in your content to those used by your competitors
  • Examine your content for dead links, outdated content, and missing information
  • Use supporting detail for technical or other audiences
SEO places a premium on your written content
* Rudyard Kipling “The Elephant’s Child” opens with:
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
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