Web 2.0 Tips, Part 4: Connect What You’ve Got to What They Need

You might have a good idea to post on the Internet, but that doesn’t mean the people you want to find it will. To maximize their chances of getting to your message, think about what you have to say from their perspective. Remember that they will search based on keywords of their own. Imagine what those keywords or phrases might be and finesse them into your text to ensure that their search engine will pick up your post. Here’s how:

• Prefer keywords to cute editorial commentary in your headings—be specific to the need of the communities you are trying to reach.
• Set up your advice, guideline, or insight with a timely, industry-specific overview.
• Contextualize your most important points with language that your audience might find through a search.