Content for a website needs to be unique and targeted to the meta tags you make. You can view my meta tags optimization blog post about how to write meta tags. Targeted content will help the search engines index your pages for the keywords you are targeting. Keep in mind that you can use keywords in your content that aren’t in your meta tags. You can still get found for those keywords as long as it's in your content. View my search engine optimization tutorial for advice on researching SEO keywords.
You will need to keep a few things in mind when you are writing new content for your pages - Keyword Density, Headings, Internal Linking, Call to Action Words, and Contact Information.
Keyword density is the measurement of a percentage a keyword shows up on the page compared to all other words. You should try to have a keyword density of 2 - 5% for the keywords you are targeting in the meta tags.
Internal linking helps navigation from one page to another. It also creates a back link for another page. Include internal links in your content to help the search engine rankings of the pages you are linking to. You should use keywords you are targeting on other pages as the anchor text link.
Headings should be used above each section of content. Use heading tags in order to let the search engines know the importance of each section of content.
Call to action words should be used to help influence readers to do something after they read your content. You will want to be talking directly to the person reading as well. This will help grab the attention of the reader and get them to use your website.
If you have contact information on your website, you can include that in your web content as well. It's important to make sure people know how to contact you.
Remember - Try to make unique content on every page.
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