Writing for the web

Website Copywriting: On-page SEO – Keywords and Phrases

Posted: Wednesday 16 Mar 2016. Category: On-page SEO

Google indexes your website by picking up on the keywords and phrases that are contained within your page copy, headings and metadata.

What does this mean? It means that you need to be very selective when choosing the keywords and phrases that will be used in your website copy.

How do you choose your keywords? This should help...

Services and products 

First off, you need to think about your services or products. These are your primary indexing words, ­and they need to be selected wisely. To do this, it helps if you try to put yourself in the shoes of your target audience. Think about what they will type into their search engines to find you – understanding this will ensure your website is correctly indexed.

Local locations

Once you have selected your primary service or product keywords and phrases, it’s time to think about location. Counties, towns and cities that you plan to serve should all be included in your primary key phrases. Remember, location keywords are essential for small to medium sized concerns. Example: ‘Landscape gardening services in the Bath and Bristol areas’. 

Singular and plural

Using singular and plural keywords will help to broaden your search net. For example, if a person is searching for a children’s charity in London, they may type into their search field either ‘children’s charities in London’ or ‘children’s charity in London’. This spelling difference makes all of the difference to SEO, so remember to use both singular and plural for your service/product keywords and phrases.

Rearrange word order

It’s a good idea to rearrange the order of your primary key phrases. This again broadens your search net. ‘Website copywriting services in Wiltshire’ can be easily changed to ‘Wiltshire website copywriting services’. Use variations on each page of your site for better SEO.

Adjectives

Use adjectives to describe your products/services. For example, ‘budget holidays in Greece’ is a very different search enquiry to ‘luxury holidays in Greece’. This rule also applies to products: ‘dress shoes’ for example, is a very different search to ‘casual shoes’. Think about what your target audience is looking for, and remember to add these kinds of details.

Brand names in key phrases

We all constantly hear about brand recognition and brand reinforcement. However, unless your brand name contains keywords or is already a household name it will have no SEO value whatsoever. If you want to use your brand name in high-value SEO components, be sure to bolster it with service, product and location keywords. 

For more information, contact me at info@darrenlugg.co.uk.

Posted by DL


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