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The Importance of Keywords in SEO

| 2 minutes to read

Optimising a website without a clear focus on your targeted keywords is akin to embarking on a journey in a small boat, lacking any navigational aids, and heading westward with the hope of stumbling upon America. While there’s a slim chance you might reach your destination, you’re more likely to face a daunting struggle and could end up lost in the vast expanse of the digital wilderness.

Think of SEO as a meticulous cartography process, where keywords act as your well-defined routes. It enables you to chart your website’s course precisely, delineating which areas are worth exploring and which ones are best left uncharted. Keywords play an indispensable role in every facet of SEO; without them, you’re essentially relying on blind luck, much like sailing a dinghy across the Atlantic.


Similar to any journey, there might be necessary adjustments along the way when encountering challenges or realising some paths don’t lead where you intended. This adaptability is an integral part of the dynamic SEO process. Keywords serve as the backbone of search engine optimisation, permeating through your content, metadata, and various text elements. By strategically incorporating them across your site, search engines gain a clearer understanding of your offerings, ultimately leading to improved rankings.

While it’s tempting to select keywords directly related to your company and industry, you should be aware that competition in this space can be fierce. To uncover niche search terms, a plethora of keyword research tools like Google AdWords, Spyfu, and Wordtracker are available. These tools not only offer alternative keyword suggestions but also provide statistical data on search volume (i.e., how frequently people search for a particular word or phrase within a given timeframe) and the number of websites currently targeting that term.

Ideally, you’d want keywords that generate substantial search volume while facing limited competition. While such gems are relatively rare, a thorough analysis can unearth them.


Once you’ve compiled a well-defined list of keywords and phrases, you’re ready for implementation. These keywords should be strategically placed across your site, on the most relevant pages, and in appropriate quantities. Avoid overloading your content with keywords, as modern algorithmic search engines penalise sites that excessively repeat the same term.

Before delving into your website’s SEO efforts, remember the importance of keywords. While the urge to launch quickly may be strong, investing some extra time in selecting the most effective keywords can yield significant dividends. Don’t leave the success of your site to chance; instead, target your audience with a focused keyword strategy and implement SEO practices accordingly.

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Gary Hainsworth

Senior Organic Data Specialist

Gary is our technical SEO specialist and boasts more than 10 years’ experience in the industry. With in-depth knowledge on site migrations and all aspects of technical SEO, he’s a valuable asset to our team. Gary’s worked with the likes of the V&A, Warburtons, the NHS and the Lake District National Park. He has a passion for guitars too, be that playing them, modifying them or even building them. Gary has appeared in Startups Magazine, Portsmouth News and Southampton.gov.uk.

Gary Hainsworth Read more about Gary Hainsworth

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