If what you’ve written about your business requires reading in between the lines, your content optimization sucks

You’ve hired out a web designer and are ready to finally launch your website. All that’s left is to write the content for your home-page and inner-pages. You sit down at the keyboard one Sunday morning with a coffee, ready to start typing away – but… how do you make sure what you’re writing is going to get you in the right search results?

It might seem obvious, but one of the most common issues with writing content is the very easy ability to exclude some very common knowledge. Which in turn, translates to common keywords. And that’s bad!

If you’re writing content that assumes the reader already knows something about a topic, service or product you’re offering – stop. Take a pause and reconsider. For example, we know that a plumber fixes a large variety of issues with pipes. It might seem natural not to write all of them out in your content, after all, everybody knows what a plumber does. But consider the large amount of people out there experiencing an issue at home, who jump online to find a plumber in the area. As a first search term, they will most likely query the issue, rather than the solution. By making sure your content covers a wide range of issues users may be searching for – you can get your page to move up in rankings. And getting up in rankings can mean the difference between having that user call you, or not.

When it comes to written material, content optimization should follow the basic rule that too little is never enough. So, on that Sunday morning, when you’re sitting there getting ready to write up each page for your business – take a moment to think about all the different ways you would want potential clients to find you. And make sure to include it in your content.

Photo Credit: Flickr user Nic McPhee – 2008-1-26 (editing a paper) SS BY-SA 2.0