Setting aside writing ability, the problem with Search Engine Optimization is to on the one hand, predict what people will type into the search engine query bar, and on the other hand, to make the site "find-able" to both a target market and potential customers.
There`s a difference between a "category" and a "theme." A category places a site into a set of similar other sites. But a theme is a dominant idea that carries through not only the whole site, but also each individual page on that site. SEO writing can and should use related themes on different pages to broaden the visibility potential.
If you have a Web site and are thinking you`d like to write optimized content, why not present it here and let`s see if the SuN community can help work out possible themes and key phrases? If you don`t have a theme, maybe we can help. If you do have a theme, it may not be as obvious to others as it is to you.
For example; Kathy, a friend of mine, has a product in Navy signal flags. The category is flags, banners, communication, signals, and so forth. But what theme would she use on a Web site to generate optimized content and to be found at the top of the search results?
She might write a lot of content about signal flags, custom banners, and so forth. Is that the theme? Is that what a stranger would normally type into Google? Not if nobody`s heard (yet) of signal flag banners. So what WOULD a person type, ordinarily into Google, that would bring to their attention a site about signal flag banners?
One possibility would be "celebration banners." Another might be "secret messages." Yet another might be "party accessories," "boat accessories," "boat flags." The next problem is to analyze how popular each option might be, to a general audience, and what`s the likelihood someone would type those words into Google?
Key phrases are those phrases people commonly search for in a search engine. "Commonly" isn`t at all the same thing as explicitly searching for what you already know about, but want more information. The key phrase should also be the title of the related window. Couldn`t we bring many minds together to find optimal key phrases?