How Keyword Research can Help You Design your New Website

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This video from Matt Cutts, head of Google’s Webspam Team, explains that Google wants webmasters to optimise their site correctly – from building a search engine friendly website, to creating content that other web users will naturally want to link through to. What Google doesn’t condone is paid links, spamming the internet with poor quality content and generally ruining a search user’s experience.

On-page SEO is one half of the website optimisation process. It involves making your site more relevant to the keywords (search terms) you want to rank for, and structuring your site in the appropriate way. If you’re setting up a new website, or even restructuring your existing one, keyword research is vital to ensuring that:

1. Your site can be found in the search engines
2. You have covered all the relevant topics related to your website that a user might be interested in

Google’s keyword tool is free to use and produces a good keyword research guideline from which to work. There are two ways to use this tool. If you already have a website, enter the URL into the box as shown below and click Search. You will be presented with a list of keywords that are associated with your site.

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Personally (as a bit of a spreadsheet fan!) I like to download my keywords into Excel to keep track of them and decide later which keywords will be best for which pages on my site. To do this, just select the box next to each keyword that you think would be best for your website, and then select Download from the options above.

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You can also insert words relevant to your website in the Word or Phrase box above the results to be given new keyword ideas and research new areas. You should look to find keywords related to your company as a whole, as well as more niche keywords related to your services or products.

From your list, you can see the types of products and services that you offer that people are actively searching for and how they are searching for them. You might even find products and services that you don’t currently offer, but could look to provide as your business grows.
Dividing your keywords into categories will help you to see which pages you need on your website.

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So for example, at Fountain we offer all three of the above services. We have seen from the keyword research tool that people are interested in these services, so we should be sure to optimise our site for each of them. A huge part of SEO is relevance. If we had all of these keywords on our homepage, Google and other search engines will have difficulty telling which of those keywords the website is most relevant to. So what we do is create different pages on your website for different keywords, making it far easier for search engines to see which page should be shown for which search term.

Remember to always keep the user in mind. Don’t go creating pages for every single product you offer if there are thousands or it will become a navigational minefield! Refine your keyword list down to the most prominent services/product categories you offer and the most searched for keywords from those.

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Category: Brand Strategy & Positioning, PPC
29 December 2014

By Laura Jennings

Laura Jennings

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