Most people start by using a search engine to find information. If they can’t find your page, they won’t read it.
To help people find your page, use words they would use. Start with a clear title, a short summary, and a helpful first paragraph.
Use the Right Words
Use tools like Google Trends to compare different words or phrases. This helps you see which ones people search for more often. The words you use might not be the same ones your readers use.
For example, the term "extractive industries" is used on the U.S. EITI site. But most people don’t search for that. Instead, they search for terms like "natural resources", "fossil fuels", or "renewable energy".
A Google Trends search shows that natural resources and fossil fuels are more popular. So, it’s smart to use those words in your headings and content.
Make Your Content Easy to Find
Once you know the best keywords, use them in:
- Page titles
- Headings
- Introductions and summaries
- Section titles
- Metadata (the short descriptions that show up in search results)
