The Art of Website Content | September 20th, 2010

One of the greatest challenges in developing a website is writing the content. Not only do you need to capture the interest of a potential client, you also have to keep the search engines in mind. Here are a few hints to developing good content.

1. Make a list of relevant key phrases. Phrases are more effective than key words used alone. Most web users are pretty savvy and will use a string of key words to search for a business. Try to ask yourself how a potential client would search for your company. For example: if you are a travel agency that specializes in New England bus tours, your key phrase list may look like this:

  • ABC Travel Agency
  • New England bus tours
  • Maine bus tours
  • New Hampshire bus tours
  • Vermont bus tours
  • Massachusetts bus tours
  • New England lighthouse tours
  • New England fall foliage bus tours

2. Create a list of secondary key words. This may include a list of towns you serve, a list of services, “add-on” products that you carry, or even words pulled from your key phrase list. This list for the same travel agency may look like this:

  • Maine
  • New Hampshire
  • Vermont
  • Massachusetts
  • Bus
  • Tours
  • Travel
  • Tourism
  • Lighthouse
  • Fall
  • Foliage
  • Trips
  • Travel
  • Vacations

3. Prioritize your key phrases and key words. If you have a large list, try to narrow it down. Be realistic about what is the most important aspect of your business.

4. Use your priority key phrases in the first one or two paragraphs of your website. Many search engines will only read the top part of a web page, so you want the most important content first. For your home page, pick your top one or two key phrases and use them in the first paragraph. Fill in with some of your priority key words. The challenge, of course, is to also keep in mind that potential customers are going to be reading the content as well. Try to piece together your content smoothly.

Home Page
ABC Travel Agency specializes in New England bus tours with frequent trips through Maine, New Hampshire, Massachusetts and Vermont. Enjoy one of our coastal lighthouse tours or fall foliage bus trips on your next vacation. Our experienced travel agents can help you book your next worry-free trip. All you need to do is sit back and relax!

Experience the ABC Travel Agency difference. Book your New England bus tour today.

5. Whenever possible, develop a web page for each key phrase. They need not be part of your main menu, but they should exist on the internet. Create a brief paragraph for each one.

New England Fall Foliage Bus Tours
ABC Travel Agency’s Fall Foliage Bus Tours run through October. Trips include stops at local apple orchards, delightful restaurants, and quaint country inns. At the end of the month, our Halloween tour also spends a day in Salem, Massachusetts. Our New England bus tours take the worry out of your vacation. All you need to do is sit back and enjoy the view!

6. Include your key phrases in the footer. Most search engines will also read the very bottom of a web page, so this is a good place to have a one-sentence statement about your business that incorporates your top priority key phrase(s).

ABC Travel Agency, Anytown, New Hampshire – Specializing in New England Bus Tours

If you developed a web page for each key phrase, the footer is also a good place to put a secondary menu that links to each of these pages.


  1. Kathy says:

    Thanks Judy! This is great information and very timely for us!

  2. […] If you want your existing customers to be able to find your website, then it may be important for you to be at the top of the search for “XYZ Lighting”. However, if your business has a fairly unique name, there is really no need to hire an SEO company to get you there. It is simply a matter of paying attention to your content. […]

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