Including keywords in your web copy can be a delicate balancing act: too few and you’re invisible to search engines, too many and you get thrown straight in the spam bin. Add to this the fact that with any given website there are hundreds of keyword possibilities, and it’s no wonder you want to reach for the headache tablets!
Start with the message you want your web copy to convey. Which words and phrases immediately spring to mind? Remember to keep your audience in mind: how would they describe your products and services?
Once you have your list, you need to check which keywords people are looking for. Google has a fantastic tool, free to use, which gives up-to-date search statistics. Often small changes in keywords can make a huge difference – ‘child’ vs ‘children’, for example. Don’t make the mistake of ignoring localities: many people run localised searches, e.g. “children’s nursery Ipswich”, and it’s the websites that have included local place names in their copy that are going to be displayed in these search results.
If you have website analytics, these will also help you identify which keywords are working for you. Although they won’t help you develop new ones, knowing what has worked previously can help you move forward and build on your existing success.