When writing your text for content, links, menus and so on because that you are truly clear. For example do not create a link that says “Click Here” when you can use a keyword or a more useful such as a name of a product or service.
Beyond links that same is true for other text area. You do not want to use a slogan such as “Smile Doctor” when you really mean to say dentist. When people use search engines they do not type slogans and very seldom do they type in slang terms for what they are looking for.
The best advice is to keep it simple and to the point when coming up with your text. If you are in doubt about picking a word just think about what people are looking for and they type into Google.
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