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Keywords are the cornerstone of SEO strategy, because, after all, we use keywords to search whatever search engine you use. 

Why do some websites appear ahead of yours in search?

Sometimes it’s down to some simple factors like keyword density or it can be because of other things like website authority or the sheer amount of content on your competitor’s website. 

How keywords can affect search rankings.

When you do a keyword search you’ll notice keywords are highlighted in your search results, see the example. If you notice, the results higher up the search listing will include more of these keywords and they will be very close to the beginning of each new line. This is known as keyword density.

It is also important to keep your target keywords present as high up in your content as possible, as seen in the example below. 

SEO optimisation screenshot from google search

Here we are looking at SEO titles and meta descriptions – these are very important elements of your website. These are the next step on your user’s journey, giving a summary in ‘SERPs’ (search engine results page) of what your website, or your website’s page, is all about.

They’re not only important for your users, but search engines also rely on these key pieces of content to gain an understanding of your website and to ‘decide’ if it is relevant enough to be shown for a search query. 

By adding important keywords here we can begin to inform both search engines and users of what our website content might be about.

Other areas keywords apply.

Your keyword strategy should extend into the content of your website. This starts to involve things such as, how your content is structured, how you’ve implemented headings and so on. 

Essentially, your website’s code will include labels for headings and subheadings, these are labelled: 

H1, H2, H3, H4, H5 and H6.

A search engine will determine how important each heading is by the ‘H’ tag that is associated with it. So if you’ve used an H3 tag as your main content title, this is likely not how you would like search engines to read it.

Heading styles examples from wordpress backend editor

Using your keywords in your headings, and including informative titles within them, will help your search presence by making it easier for search engines and users to scan your content and get a quick understanding of it. 

Keyword strategy.

Keyword strategies should be built on research – this means researching the numbers behind your target keywords.

This is done because if a keyword is not being used that frequently in search then there is really little point in targeting it.

Search is semantic.

This is a fancy way of saying Google and other search engines can pick up on searcher intent and meaning behind a search query. This means you don’t have to repeat the same words over and over, you can make use of keyword variations to shake things up a little. 

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Your SEO strategy.

Keyword optimisation is the first step on the road to creating an SEO strategy. If you’re not sure how well your website is optimised for search, take a look at our digital audits article as this will be helpful.

If you would like to discuss your SEO strategy further with one of the team, call us on 01603 622  766, email or open the instant chat icon in the bottom right-hand corner of your screen.