Be sure to include geographical information like your real world address on your
pages. Your information should be included in HTML so the spiders can read it.
A whole new breed of spiders is looking for area codes, zip codes and city
names, to assist searchers in finding stores and services near their location.

Doing so will allow you to come up ahead of the competition when someone searches
for your business... in Orlando or a specific geographical region.

Write customer focused content that appeals to your audience.

Remember that your Web site should be focused on your audience first and
appeal specifically to a niche interest. When writing your Web copy, you
need to dialogue in an appropriate tone and format for the right audience.

Some of the most interesting content will have more appeal if it speaks to
your audience in terms like: you can, you might, you will, yours, your and
you're INSTEAD of we, ours, we're, we will, we can, etc.

This is extremely important when working on sales related copy.