13 Nov 2012

SEO starters guide part 3

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This is the third blog post in a series designed to give you a basic understanding of Search Engine Optimisation (SEO). This time we are concentrating on what your website visitors see, or content. It first appeared on the Pink Giraffes Blog where I’m a guest writer.

The front end

Google has been saying for many years now that “good” content is the key to gaining visitors. However by ignoring basic SEO practises like keyword research you may have brilliant content but no-one is searching for the terms you have used!

This blog post will explain how to ensure your content is a s closely matched to your potential customers search terms as possible.

Content is king

So far we have been helping to ensure that Search Engines can discover and ‘understand’ the pages on your website, that’s the easy part. Now you have to ensure that the information on that page matches the expectations of the visitor. If you are selling a service you need to answer their questions, allay their fears and encourage them to take you up (be that via an email, contact form or newsletter sign-up).

However not all content is equal and it’s essential that the words you use match those that your customers are looking for. These are called keywords and combine to form search terms.

What are keywords?

Think of every search you have carried out in Google, the words or phrase you enter into the search bar consists of keywords and makes up search terms (and, if etc. don’t count).

So a search on Google for ‘search engine optimisation in kent’, Google looks for the website that is thinks is most related to the terms ‘search’, ‘engine’, ‘optimisation’ and ‘kent’. It’s therefore obviously important that these keywords appear on relevant pages on your website.

Researching keywords

Google provides a free tool to help you discover the keywords that most people are searching for:


Familiarity with this tool will ensure that your website is reaching as many potential searches and therefore visitors as possible. This fine tuning of your content to match the most popular search terms and keywords will help your website reach the widest audience possible.

It’s important to note that ‘stuffing’ pages with keywords won’t help! Google is wise to such techniques and may penalise you if your website isn’t useful to visitors. It’s essential that you still provide great content. Keyword research is the finishing touch to make sure that content is as accessible as possible.


Matching your websites content to the right keywords and search terms is vital to ensure you are reaching the widest possible audience. However in the end you have to be providing useful information or services to make sure those visitors become customers!

Next time

Social media and link building – your website is ready to go out and make friends in the big wide world.