Relevant, targeted keywords are the essential ingredient in getting your web site closer to the top of the search engine rankings and will help you to attract more targeted visitors who are interested in your web site’s content and products. When your customers enter keywords in a search engine, do they find your web site or the site of your competitors?

Relevant, targeted keywords are the essential ingredient in getting your web site closer to the top of the search engine rankings and will help you to attract more targeted visitors who are interested in your web site’s content and products. When your customers enter keywords in a search engine, do they find your web site or the site of your competitors?

Selecting the right keywords is the single most important part of search engine optimisation

Start by asking yourself some questions:

  • What is your web site’s focus?
  • Why is the web site’s information valuable?
  • Who is your target audience?

The answers to these questions will help you select appropriate keywords because they force you to think about how your site’s content serves its intended audience. If you already have an established business (online or not), go one step further and ask your customers what words they would use to find you. Don’t limit your keywords to your products; people visit your site looking for information too.

Suppose you sell home security products and attract visitors with interesting content about security in general – like how to find window bolts. So your keywords wouldn’t only be product-oriented (locks, bolts, keys), you would also include keywords and phrases that describe your content (home security, fitting window bolts).

Research Keyword Popularity

Now you should have quite a few keywords and keyword phrases that succinctly describe your product or service. You’re ready to research how effective each keyword and phrase is by answering 2 questions:

  1. How many other sites use the same keywords?
  2. How many people actually search on those keywords?

Clarke Design can access the most popular search engine results for you to let you know how many people (usually over the past month) have entered a particular keyword or phrase and can also advice on alternative phrases.

Be Specific

Overly broad keywords will seldom work for you. With “home security” as a keyword, your site competes with hundreds of thousands of other sites for attention. A more targeted phrase “fitting window bolts” will increase your chance of appearing near the top of the results list.

Find out what keywords people actually use to query search engines before you make a final selection. Ask Clarke Design to help you make this important choice.

Update your web site with Keywords

Once you’ve decided which keywords are appropriate for your site, the hard work begins. There is a delicate balance between making your web copy readable for your human and search engine audience. Try to include your keywords as many times as you can in your web copy, whilst still maintaining readability for your human readers.

Try to include your keywords in each page title and headings. The first paragraph is the most important so make sure that it has your keywords in it. Then scatter the keywords throughout the rest of the text of each page.

Clarke Design will help to maximise your keyword density by adding your selected keywords to the graphical elements of your web site by using hidden tags and mouse hovers. We will place the keywords into the raw HTML of each page.

Don’t try to fool the search engines. Repeating keywords in a meaningless way or by using popular keywords that don’t pertain to your content. Unfortunately they are not stupid and this will do more harm than good possibly resulting in your site being banned. If a keyword is really pertinent, you should be able to legitimately include it many times on the page.

A Delicate Equilibrium

Search engines index new web sites every day and you have to work hard to stand out in the crowd. Be prepared to modify your keywords as your site and competition changes.

Keyword selection is a delicate balancing act that begins during design and continues as long as your web site is live.