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Not everyone can afford to pay for professional SEO services — though, if you can, you definitely should. More about that at the end of the article.

In this post, I’ll explain what SEO keywords are, how to decide what yours should be and where to put them on your website.

What are SEO keywords?

SEO keywords are the words and phrases your customers might type into Google when they’re looking for your business.

To get a better idea of how they work, think about how you perform a search on Google yourself and what details you type in.

Then put yourself in your customers’ shoes. What will they type in when they’re looking for your business?

What keywords should you use?

As a basic guide, your keywords should cover:

  • What your business is
    For example: mechanics, florists, tea shop
  • The main services you want to be found for
    For example: MOTs, wedding bouquets, afternoon teas
  • Your business name
    This is so people can search for your business directly
  • Where your business is
    This might be relevant if you’re providing local services.

Where your SEO keywords should go

There are four places where you should be including your SEO keywords. I’ve listed these below:

1. SEO title tag

Your title tag is the top line of large blue text that appears at the top of your Google listing.

✅ It should sum up what each page is about
✅ It should be 50–60 characters in length
✅ It should be different for each page of your site.

Bearing in mind the keywords you should be using, if your business is a florist, your home page title might say:

Fresh flowers, Bouquets, Flo’s Florists, Leicester

To keep the page titles different, Flo’s wedding flowers page title could say:

Wedding flowers, Wedding bouquets, Flo’s Florists, Leicester

2. SEO meta tag

Your meta tags are the two black lines of text that appear under the page title in your Google listing. You can use SEO keywords here, but the main purpose of the meta tag is to persuade potential customers to click on your link.

✅ It should summarise your selling points
✅ It should be 50–160 characters in length
✅ It should persuade visitors to click the link.

Let’s go back to Flo’s Florists. The meta tag for the home page might look like this:

Beautiful fresh flowers daily. Large selection in store. Seasonal bouquets made to order. Same day delivery. Order online now.

3. SEO headings

Websites have a hierarchy of heading sizes — from h1 to h6 — but the most used ones are from h1 to h4.

The h1 tag is the largest and most important, so use it for a good, relevant keyword that will tell your visitors what the page is about.

✅ Only one h1 tag per page, but as many h2s – h6s as you need
✅ Use headings at regular intervals to break up the text
✅ Ensure the headings are relevant to what you’re talking about.

Relevant headings should be used to introduce each section of content. They help to guide your visitors through your web content and to find the information they’re looking for quickly and easily.

For example, Flo’s Florists’ heading structure might look like this (with content between each one):

<h1>Freshly cut flowers make their day
—-<h2>Special occasion flowers
——–<h3>Easter bouquets
——–<h3>Anniversary bouquets
——–<h3>Birthday bouquets
—-<h2>Choose fresh flowers they’ll love
——–<h3>Seasonal colour selection
——–<h3>Bunches baskets and bouquets
——–<h3>Ribbons and finishings

4. SEO paragraph copy

The paragraph copy is this size of copy, that you’re reading right now. You should use a light sprinkling of your keywords through this copy, so it still sounds natural.

✅ Repeat your main keywords several times
✅ Don’t stuff or shoehorn keywords in where they don’t belong
✅ Aim for a minimum of 300 words per page.

Why you should use a professional SEO copywriter

At the top of the article, I said you should use a professional SEO service, if you can afford to. This is vital if you want your website to have a chance of ranking on the search engine results pages.

There’s competition for almost every keyword these days, but, for some keywords, it’s significantly less than for others. A professional SEO copywriter will have the skills and resources to find those low-competition keywords, and a strategy for using them that will give your site the best chance of ranking.

Do you need a professional SEO copywriter?

I’m Jenny Lucas. I’ve been writing SEO copy for more than 10 years now and have developed a proven strategy that’s worked for my clients time and time again.

My web copy could help your site to rank well on Google and create more paying customers for your business.

For more information, visit my SEO copywriting page, or get in touch for a no-obligation quotation.

Image by Wokandapix from Pixabay