Help users find the right content through search engines by following these tips for search engine optimization (SEO).

Keep each page’s content focused. The content for each page should stay close to that page’s main topic. If the content strays too far, that’s a sign the content may belong on another page or a new page needs to be created.

Write a good title and page description. The page title and description appear in Google results under the link. It’s your chance to convince the user to click on the link. Tell the user what he or she will find on the page—you can even refer to the user as “you”—but limit the description to 150 characters including spaces. Google cuts off descriptions longer than that.

Incorporate keywords. Before you begin to write, take a few minutes to think about the topic of your page. Then decide upon 2–3 words or phrases that represent the content you’re about to write and how users might search for that content.

Write naturally. If your content sounds like it was written by a robot, search engines will think you’re just trying to draw traffic. Good content is well-optimized content.

Write plainly. Remember, people are information foragers and tend to skim content on the web. If you use long, convoluted sentences full of jargon, you may lose the majority of your readers and your search engine results will suffer. Write in shorter sentences, using easily understandable language. Remember, on the web, less is more.