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How to use keywords to generate more website traffic

July 6, 2020

There’s a lot to learn when it comes to search engine optimisation (SEO) – far more than we could possibly include in this single blog post. Therefore, instead, we’ll focus on getting you up to speed on some simple changes that will help you better optimise your site.


Keywords define what your content is about. They’re the terms that people are likely to search for before finding your site. So how can you use keywords to better optimise your own site?

Let’s start simple: So, let’s say that you’re an eyewear brand, who specialises in sunglasses. You know your primary search term should be “sunglasses”, but that’s a broad term, and you’ll be competing against a lot of big companies. So, let’s think about how we could narrow that down.

Head to Google, type “sunglasses” into the search bar, and see what suggestions pop up:

That exercise alone will give you a good starting point to conduct some basic keyword research, on terms that are already relevant to your business (and are currently being searched for!) We recommend you always narrow down your keywords, so they are linked to a product type and a location.

So, let’s stick with our “Sunglasses” example. Let’s pair it with ‘for women’ and tag it to a location ‘Norwich’. So, our keyword phrase will be ‘Sunglasses for women in Norwich’. Now it’s not enough to just find your keywords. For them to make a difference, you need to use them:

A page title is the name of a web page. Title tags are displayed on search engine results pages, as the clickable headline for a given result. You can change your title tag within your websites CMS (content management system) – usually located in the SEO settings tab.

Search engines display the meta description underneath the title tag. (A page description should be no longer than 160 characters). Make sure your keywords are included within the description in its entirety. Like the page title, you’ll be able to edit the page description within your CMS. Headers: Make sure your keywords appear on your webpage. Especially in the headers and sub headers.

The title of the blog post should always include your keywords. So, you could title your new blog post “The best Sunglasses for Women: How to Find Your Perfect Pair of shades” for example. Your keywords should appear within the first paragraph of your content itself, ideally within the first sentence, but at least within the first 100 words.

URL: Your keywords needs to appear within the URL for your blog post. So make sure the URL reads: www.yourdomainname.com /blog/the-best-sunglasses-for-women-how-to-find-your-perfect-pair. Alt Text on Images: When you add an image to a blog post or on your site, you’ll have the option to adjust your image properties. Before you upload your images, rename it using your keyword terms. That’s it! Those are some basic tips on how to better optimise your site, hopefully they will help you gain more traffic!

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