Write for People not for Google

This is good generic advice we give to some website owners when they have a website and start creating content on their news sections. We find that naturally business owners don’t seem to use many relevant ‘service’ related keywords and keyword phrases on their websites. This will make it harder for people to find your business in Google.
If you wanted to appear in search results for ‘[your main service] in [your town or county]’, for instance, then you will want to make sure that you use that exact phrase in your website text. I’m sure you can think of lots of different search terms you would like to be found for – you should rewrite the text on your website so it contains these search terms. Close matches, such as ‘we are one of [local area] leading [your main service] companies’, or ‘We provide [your main service] in [your local area],’ are not as good as actually using the exact phrase.
However, please continue to write for people rather than Google! Don’t write a big long list of search terms – Google will know what you’re up to and won’t like it, and visitors to your website might think you are not a reputable company if the text on your website is not readable. Try to fit search terms in naturally – perhaps you could say something like, “If you’re looking for [your service] in [your area], you’ve come to the right place!”, then go on to explain a few points that make your company special (the companies USPs) so your text reads like a normal website.
Don’t get bogged down in focusing on ‘your service] in [area]’ searches, however! You might have noticed that your competition focuses on ‘service’ keywords but ignores other services / keywords that are closely related. This means you could find yourself ranking above your competition for other search terms if you consider a wide range of potential keywords. For more information about writing web content, get in touch