My favorite bit of advice from copywriter Pamela Neely is to structure your website content so it answers questions. Think about that as you’re writing copy for your site or blog and it will change the way you approach your subject.
More and more, search engines are providing search results based on the meaning of words rather than just the inclusion of certain keywords in a search query. Write as if you are having a conversation with your potential customers and give them the information they are seeking. Think about the most common questions you receive about your products/services and include answers to those questions in your copy.
See her entire article: “How Google Hummingbird Affects Website Content.” It may change the way you approach writing on the web.