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The Truth About Better Business Communication (Collection) by Leigh Thompson, James O’Rourke, Claire Meirowitz, Natalie Canavor

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Truth 35. Web sites built on keywords and content build traffic

How do people find their way to your site? The same way you find a resource on the Web yourself—by typing a word or phrase into a search engine box and seeing what comes up. Therefore, work up a list of keywords and phrases for your product or service. Build your headlines and titles on them, page by page, and incorporate them into each page’s content. Three or four times are enough because too many mentions might be penalized by the search engines. This is part of search-engine optimization (SEO).

Suppose you sell dance shoes. Your keywords might be ballet slippers, pointe shoes, ballroom dancing shoes, and so forth. But people might type in Danskin footwear, or shoes for salsa, ...

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