Killer Keywords: A Guide to Improve Website SEO

How to Pick Website Keywords?

If you’ve ever heard the term “keywords” in relation to websites or SEO but weren’t sure how to approach them, you’re not alone. Keywords are the building blocks of successful website visibility online. Choosing the right keywords can make or break your website’s performance on search engines and determine how your site ranks against the competition. So, how do you go about picking the right ones? Let’s dive in.

What Are Keywords and Why Do They Matter?

Keywords are the phrases or terms that people type into search engines like Google to find what they’re looking for. If your website matches what they’re searching for, you’ve hit SEO gold. Keywords help connect your audience with your website’s content, products, or services. They’re the foundation of search engine optimisation (SEO), driving traffic and ensuring the right audience finds you.

But not all keywords are created equal. Picking the wrong ones could mean missing out on potential traffic, while selecting the right ones ensures you stand out in a crowded digital marketplace.

How to Pick Keywords for Your Website

1. Understand Your Target Audience
   • Who are your customers or website users?
   • What are they searching for and how would they phrase it?
     Think about their challenges, desires and needs and align your keywords with their search intent.
2. Brainstorm Keyword Ideas Begin with broad topics relevant to your website. For example, if you’re a web design agency like us, potential topics could include “WordPress websites,” “website maintenance,” or “eCommerce development.”
3. Use Keyword Research Tools Keyword research tools like Ahrefs, or SEMrush can help you identify popular keywords in your industry. These tools provide essential insights, such as:
   • Search volume: How many people are searching for a term monthly.
   • Competition: How hard it is to rank for that keyword.
   • Keyword difficulty: A score that helps you assess whether the keyword is worth pursuing.

   Example: If “custom WordPress websites” has a high search volume but low competition, it’s worth considering.

4. Focus on Long-Tail Keywords Long-tail keywords are longer and more specific phrases, such as “affordable WordPress website designer in Bristol.” While they may have lower search volumes, they often convert better because they address specific queries.
5. Analyse Your Competitors Look at what your competitors are ranking for. Tools like Wincher and SEMrush let you peek into their keywords and strategy. This can inspire ideas or help you spot opportunities (or “keyword gaps”) they’ve missed.
6. Consider Search Intent Every keyword serves a purpose:
   • Informational Intent: Users want information (e.g. “how to design a WordPress site”).
   • Navigational Intent: Users are trying to find something specific (e.g. “the best web agency Bristol”).
   • Transactional Intent: Users are ready to take action (e.g. “hire a WordPress developer Bristol”).
     Match your keywords to the kind of audience you want to attract.
7. Evaluate Keyword Metrics Just because a keyword looks good on the surface doesn’t mean it’s the right choice. Assess the following:
   • Relevance: Does the keyword align with your offerings?
   • Traffic Potential: Does it have enough search volume to be worthwhile?
   • Ranking Difficulty: Are you likely to rank on the first page for this term?
8. Prioritise Local Keywords (If Relevant) For businesses serving specific areas, include location-based keywords. For example, “Bristol WordPress developer” or “web design agency near me” connects with local audiences searching for your services.
9. Check for Trends Use tools like Google Trends to identify seasonal or trending keywords in your industry. Staying ahead of trends can give your website a competitive edge.
10. Test and Optimise Keywords aren’t set in stone. Regularly review your website’s performance in tools like Google Analytics and Search Console. Identify what’s working, adjust your strategy and continually optimise for the best results.

Avoid Keyword Mistakes

• Keyword Stuffing: Overusing keywords can harm your rankings and make your content unreadable.
• Ignoring User Intent: A keyword may bring traffic, but if it doesn’t meet user needs, visitors will bounce.
• Focusing Solely on High-Competition Keywords: Be realistic and include keywords you can rank for.
• Keyword Mismatch. Focus on the words and terms your visitors will use, not what you would use – these can be very different!

Conclusion

Picking the right keywords is the first step toward building a strong SEO foundation. By understanding your audience, using the right tools and focusing on intent, you can ensure your website appears in front of the people who matter most.

Whether you’re a small business, an online store, or an established web design agency, investing time into keyword research can make all the difference in driving traffic and achieving your goals.

If you’re ready to elevate your website’s SEO game but not sure where to start, a good web developer should be able to help *cough* why not get in touch with us? *cough* We specialise in professional WordPress websites that not only look great but are fully optimised for search engines. Let’s get your site seen!