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The Truth About Search Engine Optimization by Rebecca Lieb

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Truth 12. Keywords are key

Strong, optimized copy is the most critical part of any SEO initiative. But before the first sentence, tagline, or headline is written, you must first venture into the heart of search optimization by identifying those keywords and key phrases your target audience is likely to use when searching both for your website, and for individual pages within the site.

These are the words and phrases searchers use, not necessarily the ones you use back at the office when you’re talking with your colleagues. Perhaps you’re a medical professional who bandies about terms such as “myocardial infraction”. The average Web searcher is more likely to seek information on “heart attack”. While in the throes of home renovations, ...

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