Have you ever sent a message that didn't read the way you intended? Maybe you forgot to add an emoji, didn't recognize the other person's sarcasm, or even ended the message with a period (oh, darn it). Now the italy phone number library person you're texting feels awkward, embarrassed, or offended — all because your tone of voice didn't convey your message properly.
Spoiler: the same thing can happen with your brand content. But it's even more complicated: while you can add emojis, gifs, and "lol" in bulk in your correspondence, you can't do that in IT content. At least, we don't recommend it.
Content
What is "good" and what is "bad"
So, let's start with what not to do. If you see yourself in some of the examples, don't despair! Improving intonation in technical writing is a complex process. And besides, you're already here, aren't you? This is the first step!
Bad: writing for the sake of keys
Please, please, PLEASE, don't write just to cram in keywords and optimize your site. Repeat after me: readers can see right through you. Sure, you might get a lot of clicks, but visitors will leave just as quickly as they came. After all, would you really want to read something like that?