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When writing content for web pages, it’s important to remember that the tone, style, formatting and language used should be oriented to the reader and include keywords that will help your pages show up in search engine results. This means including keywords that the reader may know, understand and use to search for related content, in addition to any industry, ASU or unit-specific terms that you’re required to include — Moz can be used to research keywords people are using to find content related to your pages. 

Keep language simple and straightforward, understand both who your primary audience is and the goal and purpose of each page. By understanding both the audience and your goal for the page, you can make it as easy as possible for the reader to accomplish the intended goals — whether that’s understanding specific information or completing a task.