As the gurus at Google constantly remind us, content is king. Lively, engaging content that changes periodically and speaks to the visitor's needs is an essential element for developing and retaining your audience.
Unfortunately, writing with an eye to pleasing Google and styles that aim at literacy or good salesmanship are sometimes mutually exclusive. As the editors at the New York Times learned painfully: "There are no algorithms for wit, irony, humor or stylish writing. The software is a logical, sequential, left-brain reader, while humans are often right brain." (This Boring Headline Is Written for Google).
So successful content development – that is, content that will be found in the search engines – must be ever mindful of the need to observe the rules of the road, as gleaned by those who make a living codifying the elements that will satisfy "the Google" and other search engines. Namely, your copy must take into account the keywords associated with your topic, their placement in the page's hierarchy, the frequency of their use, and the synonyms and various forms associated with those words. Your pages should be rich in internal links, creating an interlocking structure that weds one page to another on your site. The key here is forethought, building from the ground up on the central themes that must govern the structure of your site.
At Nested Strategies, we've learned to create organic frameworks for well written pages that entertain and inform readers and that contribute to gaining visibility through organic search.