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Friday 18 July 2014

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Website Keywords… Whatever Is All The Fuss About?

What are keywords exactly?

So you’ve heard about keywords and how important they are….but perhaps you’re not completely sure what they are? Well let’s look at an example that will begin to form a definition of keywords. Let’s say you have a physiotherapy practice in Central London. You want people who are looking for your services to find you on the web when they type something into the search box of Google, or other search engines like Bing. Popular typed in phrases might include ‘physiotherapist Central London’, ‘physiotherapy in Central London’, ‘physiotherapists in the Central London area’, ‘sports massage Central London’, ‘physiotherapy practice Central London’, ‘help for back pain Central London’ – then these are the type of words and phrases that might become your keywords.

Keywords for website SEO purposes are something quite particular. A lot of people make the mistake of thinking a keyword must simply be a single word like ‘physiotherapy’ or ‘massage’. However the term ‘keyword’ includes both single words, and phrases that have between 2 and 10 words in them. And, if you think about it, when you’re searching for something online, how often have you typed in a single word? I wager it’s not often. You’re probably more likely to type in a location along with some relevant words when searching for something in a particular geographical area. And you’re likely to have frequently typed in a whole bunch of related ungrammatical word strings, or typed in a question, when looking for information on a particular topic.

So why are these business keywords so important?

The simplistic answer is that your SEO website designer needs to input data into special places in the website’s code that Google inspects when filtering through the millions of websites online. This (and having your keywords in the web page text) is how Google finds the most relevant pages for the visitor in the search results list. This special code must contain the best SEO keywords for your project. The practice is called ‘on page search engine optimisation’.

The most crucial thing to realise, is that finding the best keywords is the first and most important thing that needs to be done, preferably even before writing the content of your site. Professional research will need to be done that finds the best website keywords in relation to how many businesses are competing to appear high up in search results for. Your website designer will also recommend that you build the content (text and headings) of your website, around the keywords they suggest.

Your website designer will have access to special tools and software that will look through a list of things people are actually typing into Google in real life. They will use their eye as well as cutting edge software and other techniques to assess things like how many people are searching for those particular keywords and phrases (search volume) and how many other websites are using those keywords. The rule of thumb is that you don’t have to be the best, you just have to be better than your competitors and use your keywords in a more efficiently optimised way than they do.


Our dedicated, creative SEO and web design team is headed up by Helen Martin.
We are based in London and cover the whole of the UK and beyond.
The aim of these articles is to help clients understand the techy ins and outs.
We are committed to doing that in a straightforward, jargon free zone!