Start With Your Conclusion
Nielsen Norman’s research also discovered readers prefer to see the summary or conclusion first. Give your conclusion first. Then provide supporting information that encourages readers to read more. For those of you who learned IRAC (Issue, Rule, Application, Conclusion) in law school, your marketing writing requires a different structure.
Write to Your Audience, Not to the Search Engines
You may remember the days when websites peppered their content with key phrases (personal injury lawyer near me) because that was the key to soar to the top of the search results. Google no longer rewards repetitive use of overly optimized phrases, and people don’t like to read it, either.
Instead, focus on your audience. What information do they want to know? Today’s advanced algorithms are focused on finding the best and most helpful sites. If you write thorough, smart content about the topic, the search engines will find it and reward it.
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