Small business websites can be small with respect to the number of posts or pages you publish. However, if you are trying to rank well for a competitive keyword, you may need to add more content.

Search engines love content and the more great optimized content you publish, the better your site will rank. Notice I said “optimized content” – you need to ensure your pages and posts have the proper meta tags and headings in order to communicate with the search engines.

Your Content Must Include Your Keyword

For every keyword you wish to rank for in any given page or post, you want to include that keyword in your page or post a few times.

DON’T keyword stuff (use your keyword over and over and over). Instead, pepper it throughout your article a few times. I try to use the keyword in the first paragraph, a couple times in the main body, and then again in the last paragraph. I also use it once or twice (or a variation of it) in heading tags.

Also, include similar terms in your articles – terms Google considers synonyms. This makes for natural-looking writing. In SEO jargon, this is called Latent Symantec Indexing (LSI).

Using Synonyms According to Google for LSI Content

Go to the Google Keyword Tool and enter your keyword in the top left. All the generated results are synonyms according to Google. Select a few of the relevant synonyms and use those in your content as well. I also like including synonyms in the headings.

How Many Keywords to Target in an Article?

Some people suggest targeting two or three keywords per post or page. I prefer to target one keyword. If I want to target another keyword, I write another page or post.

I like to keep it simple. I prefer to do well targeting one keyword rather than so-so for 2 or 3 keywords. That said, if the keywords you’re targeting are not competitive at all, then you can succeed targeting more than one keyword per page or post.

However, if you are targeting a local area, I like to include a geographic keyword in every page or post (see example above). Sometimes I’ll go for a few geographic locations. I may not list the locations in the title, but I will include them in a heading tag or two and in throughout the article.

Much of the information set out above may be totally foreign to you. I suggest you start building your small business website and go through the above as carefully as you can.

How long should articles be?

Many people say at 300 words. I prefer longer articles, at least 400 words, but many of my articles exceed 1,000 words. Say what you have to say, but also provide detail. Detail is good. There are plenty of vague articles providing little help on the web.

For Example

If you’re writing a services page for your business, consider breaking it up into a series of pages, one page for each service. Then, be extremely detailed about the service you offer.

That said, you may also write more general articles that then link to a more detailed article on a topic briefly mentioned in the more general article.


Plan your articles as a series before you start writing. This way you can map out your web pages and plan your internal linking.

Key Ingredient:

Always ask yourself: “if I were the prospective customer, what would I wish to know or read about.” Then provide that exact content.


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