When it comes to getting your website noticed on Google, content is king—but keywords are the crown jewels.
When it comes to getting your website noticed on Google, content is king—but keywords are the crown jewels.
Choosing and using the right keywords is one of the most important steps in ensuring your site appears in search results for the terms your potential customers actually use. Here’s why it matters so much and what you should keep in mind.
What are keywords, really?
Keywords are the words and phrases that people type into search engines when looking for information, products, or services. They’re the digital bridge between your business and the people searching for what you offer.
For example, if you run a design studio in Hampshire, terms like “web design Hampshire,” “graphic design services,” or “WordPress website designer” might be relevant keywords for your business. By including these terms thoughtfully across your site, you help Google understand what your website is about.
Why the right keywords matter
- Better visibility for the right audience – Using the correct keywords helps Google match your website to searches made by people who are looking for exactly what you provide. This increases your chances of getting highly targeted traffic—people more likely to become customers.
- Improved rankings – Google’s algorithms analyse your site’s content to decide how to rank it. When your content includes relevant keywords, used naturally and appropriately, it signals to Google that your site is a good match for related searches.
- Avoiding irrelevant traffic – If you target the wrong keywords, you might attract visitors who have no interest in your services. This not only fails to generate leads but can also increase your site’s bounce rate, which can further harm your rankings over time.
- Enhancing user experience – Good keyword research isn’t just about search engines—it’s also about your audience. Using the words and phrases your audience is actually searching for ensures your content answers their questions and meets their needs.
How to choose the right keywords
Keyword strategy is about balance: you want terms that people actually search for, but also ones you have a realistic chance of ranking for. This typically involves:
- Researching what your audience searches for using tools like Google Keyword Planner or SEMrush.
- Focusing on specific, long-tail keywords (e.g., “affordable WordPress website design Hampshire”) which might have lower search volume but higher intent.
- Keeping your keywords relevant to your business and the content on each page.
Using keywords effectively on your site
Adding keywords isn’t about stuffing them everywhere—they should appear naturally where they make sense:
- Page titles and meta descriptions
- Headings (H1, H2, etc.)
- Introductory paragraphs
- Image alt text
- URLs and internal links
- Throughout the page content in a readable way
Done properly, this helps search engines understand your site and makes your content clearer and more useful to visitors.
Final thoughts
Choosing and using the correct keywords isn’t a once-and-done task—it should be reviewed and refined regularly as your business evolves and search trends change.
If you’d like help with keyword research or making sure your website is optimised to rank for the right terms, feel free to get in touch. At Neil Phillips Design, we combine creative design with SEO expertise to build websites that don’t just look great—they get found.
Contact us today to see how we can help your business stand out online!