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It is no good having products or services that stand out if people don't know about them. You could write about what you offer and people might understand but do the search engines? When writing with search engines in mind you need to include your keywords but make sure that the content also makes good sense for those reading. Your keywords are how the search engines know what you are offering. For instance, if you sell dog treats your keywords would be "treats for dogs" and "dog treats". These keywords would be inserted into the content but must be natural.