Search engines display results according to the relevancy that they attach to certain websites, based on your search criterion. The easiest way they do this is by flagging websites that are utilizing the same keywords and phrases that your search consists of, and then presenting them to you in corresponding order. Because websites know that their ranking on your search results depends on how relevant their content is to what you're looking for, they develop what's called search engine optimization content (or SEO), which allows them to write their content in a way that supports their clientele's needs.
Instructions
- 1
Outline what kind of content you want to produce. Note any industry terms, commonly used phrases or popular abbrevations that most of your client base would be familiar with. This can include turning terms like "tenant-in-common" into TIC if you're an investment firm or turning "positive airway pressure" into CPAP if you're a sleep disorders clinic. Be careful not to omit the official term altogether, however. You may want to write the standard or proper term the first time you use it in your copy and then place the abbreviated or industry nickname right after. This opens the door for you to write the short-hand term from here on out. For example, you may say "The tenant-in-common (TIC) industry was founded by..."
2Think about the way you would explain your website's function in layman's terms if your subject matter is focused more on the general public or a consumer group. Your language can be a bit more complex and high-tech if you're catering to a specific profession or trade.
3Note any keywords, especially verbs, nouns and proper nouns, that continually pop up in your faux explanation. Write them down, and be sure to incorporate them into your copy. Also consider any common synonyms these words may have and try to work them into your copy on a more minimal level. Think about this like a game of Taboo. In Taboo, you have to use single words to describe something without revealing the item's name using the five words that are most associated with that item. Conversely, think about your website's function and try to sum it up in a Taboo word or phrase. Then think about the five common words that you wouldn't be able to use if this were an actual game. Be sure to incorporate those words into your copy.
4Develop a rough draft of your copy. Go through it with a pen or highlighter and note all the words that describe or define your website's function. Do a few Internet searches using a variety of the keywords in your copy and review your search results. Does it bring up the website of your direct competitor? Or does it take you to some site that merely references the type of work you do? If you're knowledgable about your industry, you should know who you're typically associated with. Your SEO-based content should reflect the same groupings and associations that exist outside of the web.
5Reconsider any phrases that don't seem to be working well. Replace them with other commonly used phrases that you found throughout your searches or visit a site like Google AdWords (adwords.google.com/select/KeywordToolExternal) where you can type in any phrases or keywords that you're struggling with. AdWords will generate an exhaustive list of similar phrases and show you how often or infrequent these phrases were searched for in the past month and in the past 12 months. It will also suggest other words to use in that phrase. For example, if you type in "exponentially" it will show you that "exponential growth" and "exponentially distributed" are also commonly used. It also suggests substituting other words for exponential, such as integral and approximation.
