Search Engine Optimization is about having Google rank your page high when someone does a search. They are measured by "key word" which is what the customer types into the search box. First thing is to figure out what customers might type in when they are looking for you.
Google changes the formula every day but the principals stay pretty constant.
The last two things that most people do is to write good content - information that people can use to solve their problem. And to write it well so a person can understand and use it. This is really what search engines are looking for. Most of the metrics search engines use to score a page are tools to try and measure this. So write good content that real people will find useful, say it in narrative text, bullet points, stories and examples, pictures and graphics. Yes, repeat your message 4 times in 4 different ways because different people understand and learn differently. Your web guy told you you needed to write 350 to 500 words on each page for Google and you say that is too much. I say that many of the web pages that do well have 1600 words on them.
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