Keyword Selection For Your Website Marketing and Website Design

Website marketing should be carefully considered during the website design process.

How do you want to market the website?

How do you expect customers to find your site?

What keywords do you intend to use on each page?

Below is a short, simple and basic guide to keyword selection with some tips to consider when choosing your keywords.

When we undertake a website design and build for a client, we will be able to provide some more specific advice and input to this important topic.

Top Tips to think about for your website

Your website marketing on the internet is very important.  You want to attract qualified customers who are interested in what you are offering.  Therefore it is very important to think carefully about the keyword selection for your website.  This is a very simple and basic guide to explain why keywords are important, and what a website owner should think about when selecting their keywords and writing the content.

Why are keywords important

All search engines have robotic spiders that walk through the internet, reading the websites and indexing them, assigning a ranking on many factors with relation to specific keywords.  The ranking of your website will be reflected in it’s position within the search engine results, for specified keywords. 

There are many factors which will affect your search engine rankings and the search engines are always updating their method of calculating this.  Some of these factors like the popularity of your site are not ones you can affect directly.  However you have total control over what keywords you want to optimise on and what the content of the site will be, so this should be your starting point.

Not just a single word

For the internet the keyword refers to the words that a person might type into a search engine such as Google to find a relevant website.   This might be a single word but is more likely to be several words or an actual phrase.

For example if someone is looking for information on the best type of dog for a family, they might type in “dog”.  However this would give many results not specifically aimed at the specific information they are looking for. 

So it is more likely that they might type in “family dog” or even “find a family dog”.  This search would provide results for many websites that help to determine what type of dog would be suitable for their family.

Reduce bounce

The bounce rate of your website is the percentage of people who arrive on the site and then immediately leave because it is not what they are looking for.  A high bounce rate can count against you in search engine rankings.

Therefore it is important to think about the keywords that a person might type in, who would actually be interested in your website, product or information. 

It is not enough just to get the person to your site, but they should be interested enough to stay and look at a few pages. So your keywords need to be directly relevant to your website and not just associated.

Reduce Competition

You can see how much competition a particular keyword has by typing it in Google and checking the number of results.  If you are checking a phrase then enclose the phrase in quotes, to limit the search to that phrase and not the individual words.

If you are in a highly competitive area like B&B or website design, unless you have a massive optimisation budget and a few years you are unlikely to get on the first page of the search engines, therefore you have to be creative. Is your product local, like a shop or trade? Then you should be looking to include the local towns in your keywords.  For example, for an electrician based in Cardiff, it would be better to focus your optimisation work on “electrician Cardiff” or electrician south Wales”.

If your website is not targeted locally, then think of some 3 word phrases that are more specific for your website.  For example a website selling bedding might focus their optimisation work on “fitted cotton sheets” rather than just sheets.


How can you find out what searches are actually done and how many?

Are the keywords you have selected actually typed in by anyone?

There are many tools to help you here, both free and available for purchase on the internet, however to start with try the free Google offering

You can analyse either your chosen keywords or your whole website, and see some alternative suggestions that people actual use.


The keywords you use need to be relevant to your site and be reflected in the text on your site.  The measure of your keyword density is as a percentage of the total number of words on the page.  There are many free tools on the web that allow you to measure the keyword density of your web pages.

You need a reasonable keyword density whilst allowing the page to be readable to people looking at your page.  However it is important to note that some search engines, notably Google will penalise your page if the keyword density is too high. 

You should aim for a density in the range of 2-8% whilst still providing good readable content.


There is disagreement over whether the higher a keyword is placed in the general text on a page makes any difference, so it is better to concentrate on producing readable content than making sure all the keywords are in the first paragraph. 

However the placement of your keywords in specific areas of the page does make a difference.  Keywords that appear in the page title, and meta description, headers and alt text do get prominence.

Testing and recording

Don’t assume that once you have chosen your keywords and written the content that the job is finished.  Be prepared to change keywords and your content where they are not working.

Keep a record of your keyword selection, the keyword density on the page, the popularity, the competition and your ranking, and the number of people who find your website using them. 

Then when you re-test the keywords at a later date, you can see if there are any changes.