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Keywords and How to Use Them

What are your keywords, how do you come up with them?

Techniques for coming up with keywords and key phrases:

  • Brainstorming – think about your business, what do you offer, what is your USP? What are the challenges that you are offering a solution for? What solution are you providing? Who are your target markets and what are THEY searching for to find what you offer? Take a big sheet of paper or whiteboard and start putting those keywords and key phases down – do this for each service or product you provide.
  • Marketing Plan – use your marketing plan to source your keywords and phrases. All of the above brainstorming questions should be answered in a good marketing plan.
  • Ask Your Customers – many people are happy to help by answering a few marketing questions – don’t be afraid to use their feedback to come up with customer perspective keywords and phrases. Jargon heavy industries will benefit most from this activity as it provides the essential “outside in” perspective that might be quite difficult to see from the “inside out”.

How do you use keywords and phrases?

Keywords and Your Website

Website pages in general

Getting your keywords right is an important part of optimising your website for search ranking. Each page should be optimised for the main topic of that page. For example: the home page would probably be optimised for the key phrase that represents your overall offering or solution, your about and contact pages would be optimised for your business name, a product or service page would be optimised for that product or the solution it provides or the challenge people typically look up to find that solution. Putting all your services on one page is not a good idea as your optimisation is diluted and only one keyword or phrase can be no. 1 on any given page on a website. Optimise all pages including blog posts!

Specific use of keywords and phrases on a web page

Ok, so where do you put the keywords and phrases? In order of importance: your domain name, the meta title of the page (this is the text that appears in the browser tab), the heading of the page, subheadings (if it makes sense), the meta description of the page, the description (alt text and file name) of images used in the page, and within the paragraphs or bullet points in the page. A word of caution – make sure it continues to read well.

Going too far – where is the sweet spot?

Google can tell if you are trying to trick it – if it sees more than 6% keyword density for a particular keyword or phrase you’re overly optimised for, your hard work will be for naught. The sweet spot is between 4.5% and 5.5% currently. Too little text, or long wordy, jargon filled sentences are also not advised. The optimum amount of text per page you should aim for is roughly 300-350 words.

What is keyword density and how can you evaluate it on your web page?

Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.” From Wikipedia, the free encyclopedia.

There are various websites that offer keyword density testing, just do a search for “keyword density analysis”.

Keywords and Your Social Media Accounts

Most social media sites have a search function that allows you to search for keywords or key phrases for various reasons. For example, you can search for people on LinkedIn who have a particular interest such as skiing for example. Whatever your important topic is, make sure it’s showing up in your profile description, page description, about areas, and status updates.

Twitter and now Facebook make use of #s or Hashtags which are essentially keywords (or topics) that people can follow and discuss if searched for.

Keywords and Your Online Advertising

When advertising, keywords need to be right – in order to reach your target market it is essential to research and formulate a specific strategy. We have seen a lot of businesses waste money by advertising too generally. Two examples to illustrate:

  • Unless you are a well known brand, your key phrase in an advertisement should not be your business name. It should be the challenge you solve or the solution you offer in the words your customer is likely to use to find it. If you are coming up in Google search for your business name or website name in the number 1 position organically (i.e. not an ad), why waste money on an ad for that very same thing? People are probably going to click on the ad as it appears first and you’ve just wasted the cost of that click.
  • If you target very common key phrases or keywords you will have to spend a fortune on advertising to appear at the top of the advert list for that search – why not target a niche or usp instead? It will cost less and be more effective.


Need help? We have professional copywriters we can refer you to. Call 022-55002 or email us for more information.