Have you ever written something for a specific audience? Maybe a newsletter for your school or a speech for a specific audience or even better.....a blog? When you write the content, do you think about who is listening or who will read it? Would the president of the United States give the same speech about freedom to a graduating class of a University as he would to a class of 1st graders? The answer is....I hope he wouldn't. Why not? Because his speech needs to designed so the listening audience understands and relates to what he is trying to say.
The same goes for the content on your website. It should be written for the Search Engine and the person you are trying to target. There is a lot that goes into what a Search Engine reads so I would recommend going with a company like FindLaw who understands what the various search engines are looking for.
The second piece of the puzzle is writing the content to target the write person. If you are a criminal attorney, would you write your content to look like a legal brief? No. You need to speak to the level of our audience and use keywords and phrases that relate to the reader.
Right now, Content is king on the Internet. But, it is just one of the pieces of the web presence puzzle. You could be missing the a huge audience if your site is not geared to correct audience.
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