Once you have identified who exactly your primary audience is, you’re going to need to figure out what sort of questions they would be asking about their problem or area of interest. Step into their shoes for a moment. Consider their hypothetical thought process. Most people find web pages through search engines. Consider what search terms are relevant to your group through Google Analytics. Once you’ve identified these search terms, include them as key terms in your website by embedding them in margins, captions, headings, and in the content itself. Remember, your content should be optimized in order for search engines to pick it up in the PageRank.