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Make it relevant

We reuse content as much as possible to avoid duplicate pages. Bear in mind that it’s easier for a search engine to determine relevance if the page and web text are unique.

How often should keywords be used in the text?

  • Start with an attention-grabbing intro which has the keyword right in the first sentence.
  • The primary keyword appears at least once in each paragraph.
  • Secondary keywords appear at least once in the text.
  • Always prioritise readability. Don’t use so many keywords that it spoils your text.

Search engines determine the relevance of a website or webpage based on visitors’ behaviour. What happens after someone has clicked through from the search results? If the visitor immediately goes back to searching on Google, it’s a bad sign. You should therefore ensure a close fit between your content and your call to action.

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