Choose the Right Keywords

What are "Keywords"?

If the idea of Keywords is unfamiliar, don't worry! They're really quite simple. Think of them as the words and phrases people use to find businesses or websites like yours.

The "Key" is to Be Specific
If you sell oil – is it cooking oil, motor oil, essential oils?

Know the Questions
Imagine you sell cooking oil. A popular Google search is "what is the healthiest cooking oil for frying?"

Answer with Words from the Same "Family"
It's easy to see how "healthiest", "cooking", and "frying" go together with "oil" to form a family of related words and concepts.

Including these words and phrases in the right places on your website helps your visitors understand you, and helps Google suggest your site in search results.

How to Find Out Which Questions People Ask in Google

Autocomplete: Just start typing your main topic into Google's search box. Do you see the longer phrases and questions which start appearing below? Those are popular searches.

If you type "cooking oil", you'll probably see "cooking oil for frying" below.

Hit search and then put the cursor at the front of "cooking oil for frying". Now type a question word: "what", "which", "how" etc. If you add "what" to the beginning, you might see "what is the healthiest cooking oil for frying" in the popular searches below.

People also ask:
In Google search results there's a section called "People also ask" which shows the most common questions people asked related to whatever you just searched.

Think Like Your Customers

Unless you have an established brand, or have spent a lot on advertising, it's unlikely that people will look for you by name in Google. If someone does look for your name, Google will likely show your site in the results, because your name can usually be found in your domain name, your site title, and other places.

How would someone who DOES NOT know you by name search for your business?

If they are looking for a Guesthouse, they'll include a location, and other details. For example, "Guesthouse in Paris pets allowed" or "Royal Enfield accessories in Barcelona".

So, "Family Guesthouse Welcoming Dogs in Paris" is a good homepage title if this is the most important offer of your business.

Transform Questions Into Catchy Titles

Did you scan the titles of this article before you started reading? Your website visitors will do the same thing!

Make your pages easy to scan
Reading the title of a page or block should let visitors guess what they'll find below. If a title doesn't tell the whole story, you may need one more page, or one more block.

For example: Instead of a block titled "Facilities for Pets" with a long list below it, break your page into several blocks with titles like "Dog spa nearby", "Dog-friendly parks", and so on.

Guide visitors around your site
Tab names should make clear what's on the other pages of your site. When visitors arrive after clicking on a page in the menu, the page and block titles should confirm where they are.