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You know the saying: When in Rome, speak like the Romans do. Or something like that. Before anyone writes for your website, make sure s/he knows and understands your industry vernacular. Create a list of well-known words and phrases to give to any freelance writer you hire to use in their content. According to research, matching your language to your industry connects you better with readers (and spider bots). Communicate to prospective freelancers that it's mandatory to learn and understand your industry's lingo to better resonate with readers.