Build It and They Will Come – SEO and Keywords

Here's the fourth part of our Build It and They Will Come guide to building your business online - using SEO and Keywords


Last week we left you dangling, didn’t we? We explained in detail how to go about writing decent content for your website pages and finished with the words:

“…Think of the questions they [your audience] might ask and answer them directly in your content. Use key words and phrases in your sentences… You may have recognised that this last point is the foundation of Search Engine Optimisation (SEO).”


But, we didn’t tell you what ‘key words and phrases’ meant, and furthermore, we mentioned the phrase, ‘Search Engine Optimisation.’ If this sounds like gobbledegook, we have written a fantastic glossary of terms. For now, the term Search Engine Optimisation or SEO, is

“…a process of strategy, method and tactics to increase the number of visitors to a website. The objective is to attain a high placing (or rank) on the search results pages of a search engine (SERP).”


The search engine is usually Google, or Bing, or Yahoo.

This phase of getting yourself seen, then, involves developing your keywords and key phrases.


Keywords are the ideas and topics a potential client might put into a search engine when they start to look for something specific on the web. A key phrase, obviously, is a string of relevant words, often a foreshortened question, such as ‘best trainer for Fell running?’


If someone says, ‘It’s 2017, no one needs a keyword strategy’, don’t believe them. Google is clever and keywords may be in line for redundancy, but it hasn’t happened yet. You need them in your website content and plugged in to your SEO plug-in in your website content management system.


Start with solid keyword research. Have a good, technology-assisted brainstorming session and come up with all the words your customers might use when searching for your product or service. Imagine condensing everything on your web page, all the copy, the pictures and the videos into simple, single words, or simple sentences and that will give you a good starting point. Google Adwords has a keyword planning tool; and there are many more ‘apps for that’.  Alternatively, Paperface would be happy to help.


You also need to think about your audience’s ‘intent’, and the specificity and relevancy of the words they are likely to use, and come up with key phrases. For example, if you’ve invented an amazing trainer that helps runners who insist on running up and down steep tracks in the Pennines, make sure you include ‘Fell running shoes’ and ‘Cross country running shoes’ and all the variations thereof.


For your own sake, though, don’t include a long list of words no one else has thought of. For the sake of your business, look at the words your competitors are using and plagiarise.


Once you’ve done this, make sure they are scattered liberally throughout your web page copy, and that you’ve instructed your design and development team to incorporate them into the relevant fields in your SEO plug-in. And next time we'll be looking at metadata, another key tool in driving traffic to your website