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When you write pages on your site, you need to keep both your readers and the search engines in mind. Fortunately, both audiences have the same priority—relevancy.
Your visitors are looking for information that matches their interests and expectations. And the search engines are looking for pages that match and are relevant to the search terms and phrases people use.
For both audiences, make sure that keywords and key phrases can be found in your headings, introduction text, subheads, links and concluding paragraphs.
*Here's a great source of information on Search Engine Writing: “Tweaking Your Site's Copy to Get More Search Engine Traffic”