Keywords are not created equal
It pays to research the keywords you intend to use in your online content. Effective keywords can change by location, by industry and even based on the time of year. For a recent legal firm’s website project, we discoverd that twice as many people in one city were using the term “attorney” as “lawyer” as their keyword search term while in a nearby city, the keyword “lawyer” was more popular than “attorney”. Periodically, you should check how your keywords are performing and make content adjustments if required.