12 tips. How to write for your audience and search engines

writing for your audience

  • 80% of people find a website by typing keywords into the query box of a search engine
  • 42% click on the website in the #1 organic search position
  • 90% click on a website on the 1st page (Source: SEO Book)

These facts show, for any company doing business on the internet, search engine optimization (SEO) is a requirement.
But search engines don’t buy, don’t download and don’t fill out requests for more information. People do. That’s why, although search rank is important, a top rank is only as good as the content on the website at getting visitors to take the action you want.
How do you accomplish both? Here are 12 tips on how to write for your audience and search engines.

  • DO KEYWORD RESEARCH: Keywords are the currency of the internet. They establish relevance to both your audience and the search engines. So look for the words consumers use to express their unmet need; how many express it and how often. Two tools that are a valuable guide in this discovery are Google Trends and Google Adwords Keyword Tool.
  • CREATE SITE ARCHITECTURE: When search engines crawl your site, they are trying to give your audience the best match for the words that express their unmet need. So give both your audience and the search engines something to work with and make it easy on them. Organize your keywords and content to create a more complete picture.

Site architecture map

  • DIFFERENTIATE BY BEING SPECIFIC: The people who are most ready to take action are most likely going to be more specifics about what they need and less willing to wade through a lot of information. So help them on their journey with content that includes “long-tail” phrases, not just “short tail” keywords. If you were in the market for a digital camera and ready to buy, wouldn’t you be looking for the brand and model, not just the category?

Short tail vs long tail keywords

  • IDENTIFY AUTHORITIES: “It”s not what you know, it’s who you know.” This truth applies to life and doing business on the internet. That’s why hyperlinks (the blue text that goes to other websites) play a pivotal role. They connect you with authorities on your topic. If  the search engines determine, through links, you are connected to authorities, they raise your rank. There are many link tracking services. Options range from free to subscription services. A few to consider are: Alexa, ClixTrack and Linktrack and Linktrackr and options from free to subscription.
  • WRITE HYPERLINKS INTO SITE CONTENT: The search engine are cracking down on websites that load backlinks into the back end of their websites but they are rewarding websites that do it, authentically, by featuring relevant links in content like suggested above. Also, consider social network pages as links and build your “social authority.” This is increasing greatly in importance.
  • USE INTERNAL LINKS THROUGHOUT YOUR SITE:  Hyperlinks are also good for connecting pages within your site. This give both your audience and the search engine the opportunity to spend more time with your business and get to know you better. And that’s always a good thing.
  • CHECK FOR BROKEN LINKS: Make sure everything is working as it should. A website analytics tool, like Google Analytics  is your GPS system. Google offers Google Webmaster Tools for spotting any critical issues.


  • TITLE YOUR KEYWORDS IN THE URL, TITLES AND HEADERS: The reason for being for each page is a key consideration for you, for your audience and the search engines. Put your keywords in url’s, and titles. Here is where you need to include them.

keywords in url, titles and headlines

  • WRITE MORE THAN 200 WORDS ON EVERY PAGE: Your audience and the search engines want to get to know you. Although there are  a number of opinions, at least 200 words per page is a good rule of thumb.
  • WRITE FOR 3 TYPES OF VISITORS: Regardless of the website, there will always be 3 types of visitors. “Researchers,” who expect to be educated and want lots of information. Reviews and testimonials are important. “Shoppers” look for comparisons. They want to know the facts, but they want the Cliff Notes version. “Buyers” are ready to take action but they want the specifics, as clearly called out as possible. All are important. They also are not mutually exclusive either. One can move  from one stage to another.


  • KEYWORDS: Now that you have your plan in place, track your progress is raising your rank every month. A good tool to track your progress is SEO Book Rank Checker (Firefox Extension).  
  • INDEXING: The more search pages your are on, the better so know how many search pages you are “indexed” and work to increase the number. Marketing Grader from HubSpot lets you see how your doing.

To write for your audience is as important, if not more, as writing for the search engines. Do these 12 tips help teach you how to do it?


  1. rhonda hurwitz

    awesome post, Rob!  Good reminder to provide content for all stages of the funnel:  researchers => shoppers => buyers

    1. robpetersen

      rhonda hurwitz Thank Rhonda. Appreciate the feedback and the vote of confidence coming from you.

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