If you want your website to feature prominently in searches for the sort of goods or services you provide, you need to pepper it with a tasty sprinkling of keywords – the words or phrases prospective customers are likely to key in when searching for suppliers like you.
Now that, by definition, is something of a guessing game. So how do you choose which keywords to use?
All your services and products are keywords and should appear frequently in your copy. But the keywords that can really score are the more niche terms. They won’t have the same search volume but it will be more targeted towards your business. So, for example, if you make a special brake pads for use in winter, you won’t rank very highly for the keyword ‘brake pads’ but could well be number one for ‘winter break pads’. It’s quality over quantity.
Plan your keywords on this basis and then test them. If you find that ‘winter brake pads’ brings up lots of holiday websites, try something else.