Keywords can be broken up into two groups.

• The big money terms you and all your competitors want to rank for.
• The longer tail terms that by themselves bring little traffic but are powerful at scale

Most often, our keyword research recommends targeting both groups.  Today, your site might or might not be powerful enough to rank in the big-money terms.  Work with us, and it will be, but it might not be today.

So we create the content that targets the bigger money terms, and we push your site to rank well for them, but we also understand you need a return on your content budget ASAP, not in 6 months.  So we also target what your site CAN rank for today.

First, consider the user.

• Who are they?  Male, female, young, old?
• What is their primary motive in searching for your content?  Know these, and address it early.  Win their trust that you can provide what they need
• Will they be looking for a brief overview or something super detailed?
• What tone is going to appeal to them?

Then Consider all users

Google is going to rank your content higher if it appeals to the most number of people.  So before writing, consider your audience, but ensure your content is not narrow in appeal.

• Have something for all. Have something for the skim readers and also the deep divers.
• Mix it Up. Various content presentations (images, graphs, quotes) make reading longer content easier.  That said, five random pictures with poorly matched context to the content will not achieve much.  Be ultra-focused with your additional content.
• Employ proven sticky copywriting concepts.  For example, start with a short, readable sentence when introducing a new topic.  Only expand to longer sentences to elaborate on a concept, not to introduce it, etc.
• Using big words might make you sound clever, but it’s often not clever.  Why so?  Even those with a voluminous vocabulary have to use more brain power to use it.  When more brain power is needed to read, people read less.  Do you want people to read more of your content?  Keep the language simple.  Normal spoken language works best.

Want to put this to the test?
Go to google.com now and search for almost any topic.
You will find the top-ranking sites employing these tactics

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