Search engines like lots of copy, containing key words, repeatedly if possible. Your readers, with serious attention deficit want you to get to the point quickly. The conflicting need of these two audiences is enough to make even the most seasoned writer a little crazy.
When you are writing specifically for SEO, it helps to focus on the very best phrases. One tool you can use to find a starting point for word selection in your copy is the keyword tool from Google Ad Words. Simply type in a phrase you believe prospects will use when looking for your type of business and the tool will provide a series of phrases, and how often they are used when by consumers searching for you.
For example: I selected “small business marketing” and discovered “marketing strategy” was searched significantly more often – on average 201,000 times a month, and “small business ideas” a phrase I have never deliberately used, is searched more than 20,000 times a month. While not the most popular, it has a steady following, and would be interesting to add to the mix!
The lesson for you? Take the time to research the best key words, and include them in your writing. Don’t over do it with text which reads like this: Small business marketing strategy should include novel ideas for small business owners, which expand their current small business marketing activities. While the engines will love it, your readers won’t!