When you boil it down, search engines are all about words. The data, the indexing, the ranking, weighing and magic algorithms that rank the universe of the Internet at the core are all focused on words. The words on this website, the words on your website, the words on every website. Words matter with search engines and you can't ignore them. So let's examine how they work with search engines and how you can use this to pick domain names, choose particular words and associate words together to move up the search engine rankings.
When people go to a search engine and search they put words together in a certain way. If you're looking to go to Navy Pier in Chicago and ride the ferris wheel you're probably focused on the ferris wheel. You may leave Navy Pier out of the search altogether. "Chicago Ferris Wheel" yields different results than "Navy Pier Ferris Wheel" and when you look at how people search you can find some great natural language domains to use. If you set up a Google Analytics account you can do some word search combos and see how many people use certain word combos. If you then do a domain name look up you can find domain names with those word combos. How many people search for "enterprise software software" - tens of thousands a month. Is it worth buying enterprisesoftwaresoftware.com? Maybe. Just because you register the domain and put up a website doesn't mean you'll syphon off the traffic but it could be a great start. But lots of people would just enter enterprisesoftwaresoftware.com into a browser and see if they get lucky. Natural language could be a key to a website strategy.
Using the Right Words
You need to determine which search terms you want to rank on. If you're too generic you're out of luck. If you're looking to rank number one on "dog food" it will be too tough. What tends to be easier to rank on are location specific and niche searches. A chiropracter in Oswego, IL can definitely rank number one on Google with "Oswego Chiropractic". A retail saltwater fish and coral store can rank right away for "Chicago SPS coral". You need to figure out what are the right words and then you need to incorporate all those words in your website.
Incorporating the Words
You need to identify your word combos and incorporate them in your headlines, your body of copy, your behind the scenes keywords and every where. You can start by doing searches on Google and seeing what sites pop up on the first few pages. Google will highlight the words and how they are combined. The word combinations don't need to be side-by-side-by-side. So you don't need to create unnatural copy. That is copy that sounds weird. But you should consider writing your first draft and then rewriting everything to better utilize the words and the combinations you want to rank on.
Don't Hide Your Words
Too many websites hide their words from search engines. A picture is worth a thousand words, unless it's a search engine. Search engines need alternative text tags to be able to identify and associate words with the images. PDF documents need to be specially formatted to be indexed by search engines but it's recommended to create html pages with all the text to go along with the PDF documents. Flash is completely invisible to search engines. Flash intensive websites need html alternatives to get their content indexed by search engines.
Figure out your words and use them all over your website and help to get indexed