Search engine optimization is concerned with making your website content more readily findable for users and search engines. For this purpose, relevant keywords and phrases that a user is likely to type into a search box must be considered and included in the article. To come up with the right keywords and phrases, you have to have a clear idea about the audience for whom the content is intended. For instance, if the content is directed towards a professional audience, you might use terms that a professional in that particular industry is familiar with and is likely to use. On the other hand, you might use less industry-specific jargon if you are writing for a more general audience. Or you can use a mix of both to give your site a wide reach. There are different ways of researching keywords. You can use free and paid keyword research tools – do a quick search and you will find the most-frequently used ones. You can also input a word or a phrase into a search engine and study the sites that are ranked on the first ten pages. What are these sites doing right? What kinds of words and phrases are they using? What are people looking for or talking about? Following social media conversations can also give you some good keyword tips. Bolster your primary keywords with related secondary and tertiary keywords and phrases, and you will have your bases covered.