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How to Optimise a Page for SEO

Leveraging keywords for enhanced search engine optimisation

Are you embarking on the journey of website optimisation?

Keywords are a crucial aspect of the foundation of website optimisation. How keywords interact with search engines will help boost your business’s digital marketing presence. This how-to guide will walk you through the steps to write a search engine-optimised document to help you grow your business’s digital marketing presence.

What is SEO?

SEO, or search engine optimisation, enhances website visibility and ranking in search engine results through relevant content and keywords. SEO is an integral component of increasing your business’s online presence.

All about keywords

Keywords are specific words or phrases people use when searching for information on search engines. They are significant because they bridge what people are searching for and the content you provide to meet that need.

Understanding Keywords

Imagine keywords are the key terms in a question. For instance, if someone wants to find an Italian restaurant, they might search “best Italian restaurant near me” in a search engine. This entire phrase is a keyword.

Why Keywords Matter

Search engines use these keywords to understand the topic of your web content. When someone searches for a particular term, the search engine scans countless web pages to find the most relevant content that matches these keywords.

Relevance in SEO

SEO aims to rank your website as high as possible in search results for specific keywords. The better your content matches the searched keywords (relevance and quality), the higher your website might appear in search results.

Choosing the Right Keywords

It’s crucial to research and use keywords that are relevant to your content and are what your target audience is searching for. If you run a bakery, keywords might include “fresh gluten-free bread” or “birthday cakes near me” as examples. 

Avoiding Overuse

While keywords are essential, it’s important not to overuse them. This is known as “keyword stuffing”, which can negatively impact your website’s ranking. Search engines are not afraid to penalise you.

Types of keywords

Keywords are multifaceted, as there are multiple types that do different things. Let’s take you through the most significant keyword types for your SEO needs.

Primary Keyword Phrases (PKP)

The PKP is the main keyword you are targeting for ranking in search engines. The PKP is chosen based on search volume, which indicates how popular the keyword is in searches. It is important to note that each webpage should have its own individual and unique PKP to avoid internal competition and dilution of SEO effectiveness.

Secondary Keyword Phrases (SKP)

SKPs are additional keywords related to the PKP. SKPs broaden the content’s context and capture more search queries by supporting the PKP.

When you have found your keywords, fill in a small table to keep track of your keywords so you don’t forget what keywords you are targeting. You may also find it helpful to colour-code your keywords. Colour your PKP in one colour and your SKPs in another throughout your copy so that you can see how many times you have included your keywords; trust us, it’s a simple but brilliant system for ensuring you have used your keywords correctly.

Where do you put the keywords?

Where you put the keywords is of utmost importance. The PKP should always be included in the most critical content areas, such as the URL, the title, the headings (and subheadings if relevant), and within the first 100 words of your content. Be careful not to overindulge in PKP inclusion, as you can be penalised by search engines for this – it can be seen as trying to cheat the competition.

Let’s talk you through the most critical PKP and SKP hotspots for your SEO documents.


Your URL is the web address that directs users to a specific webpage. URLs are important for both navigation and SEO. Your PKP should be included in your URL.

Meta Title

The meta title appears in search engine results and should accurately describe the page content within 50 to 60 characters – this is the sweet spot for meta title length, any more or any less, and search engines can penalise you. Including the webpage’s PKP in its meta title is essential to boost SEO effectiveness.

Meta Description

The meta description appears below the meta title in search engine results and summarises the page’s content in 120 to 160 characters. Again, search engines can penalise you if the meta description is any more or less in length. Including the webpage’s PKP in its meta description is also important for boosting SEO effectiveness.

Page Title

The page title should accurately and concisely summarise the web page’s content…and, you guessed it, the PKP needs to be included in the page title.

Page Content

Your webpage’s content should be structured concisely to ensure that search engines are happy. Your heading should be styled as Heading 1 or H1; your subheadings should be styled as Heading 2 or H2. You can also use Heading 3 or H3 for less significant subheadings; for example, if you make a bullet-pointed list within an H2, an H3 can work perfectly for your purpose without breaking up the page content too much.

It is important to note that you only need to use one H1, and then you can use as many H2s and H3s as the content requires.

Let’s get you started

So there you have it! Our comprehensive how-to guide to creating optimised web pages for your website. Follow these steps, and you’ll be boosting your website and web page SEO before you know it. Remember that SEO is as fun as you make it – get creative with it and think outside the box.

You can download a copy of the template we’ve been referencing in this document here.