Writing for Search Engines

Writing for search engines is a continuation of writing for the web. Every search engine has it’s own set of criteria for which it operates, getting to know these criteria will help you narrow your focus on what users you want to engage.

  • Select keyphrases. Keyphrases are highly specific phrases that prospects type into a search box to find products and services like yours.
  • Include keyphrases throughout your text, not just in the first couple paragraphs.
  • Include keyphrases in your headlines and subheadlines.
  • Include keyphrases in and around your hyperlinks.
  • Include at least 250 words per page. Although this seems like a lot of text, a 250-word count for each optimized page exactly balances search engine and reader needs.
  • Include keyphrases in your page title.
  • Use benefit-rich headlines and subheadlines within body text copy enhance the reader’s ability to scan text.


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