Search engines list web pages that include the keywords for which a visitor has searched.

To ensure your website contains pages that search engines love to display to their visitors, be sure to include words and phrases that your potential customers are likely to type into a search engine. You don’t really need to repeat them endlessly, or hide them, or put them in special tags — but it does help if each page focuses on a certain theme or core idea.

If you’re unsure about your customers’ lingo, flick through some of the initial emails that prospective customers have sent you, and common trends will jump out.