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Strategies That Work

Here are the content writing strategies we use to improve site rankings and make search results easier to use overall.

Write Distinctive Titles for Every Page

DISTINCTIVE HTML TITLES (D9) are important to search engines for two reasons. First, many search engines rank Web pages higher if one of the search terms is in the title. Second, search engine designers often make HTML titles the leading description for each search hit in the ORGANIZED SEARCH RESULTS (J3) page. If a page does not have an HTML title, the search engine will have to fall back on the anchor text for a link—namely, the hypertext label used to link to the page—or in the worst case, the URL of the Web page, as the title of a search result.


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