Let me address writing for the web, rankings and search engine optimization, otherwise known as SEO. Placement matters. When you search for something, anything, what sites do you look at? The top 3? The top 5? Only what fits on your screen? 80% of people never look beyond any of these criteria; so being SEO optimized and writing SEO oriented copy is very important.

SEO is a science unto itself, my business partner is an expert and she can get rankings like nobodies business, she teaches me something new every day it seems. But let me stick to writing web content.

When writing for the web, you need to know what people are searching for so your site has a better chance of being found. If you do the research and writing yourself, the simplest thing is to use the keyword tool on Google. There are a few great paid services, but the google tool is free and fairly easy to use. Follow the tutorials, dig deeper on each search, and come up with the most searched for terms in your field.

Once you have your list, be careful not to include so many keywords in your copy that all your is written just so you get found. You will get found by the search engines, and shut down! Try a density of about 5-10% and you can experiment from there. That gives you a lot of opportunity to use your keywords without sounding stilted. Use variations on the words too; find which are the most searched for and you can mix those in.

Example: say you sell holistic pet remedies. The word DOG gets a lot of hits, try the most searched for breeds and sprinkle those in, then you can drill down on the remedy, the ingredients, what it does, common ailments it addresses. You want to appear when people search for what you offer. The greater the competition, the narrower you make your focus. Start blogging so you can have lots of articles peppered with keywords. After all, the people who want what you have want to find you!

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