Keywords are the phrases you want your website to rank highly for in the search engine results. Most website owners get this first step wrong leading to wasted time, effort and resources.
Don't take on the big boys
If, when you search a keyword phrase you have in mind, you find the search results are dominated by names like Amazon then it's time to think again.
Internet giants have massive budgets and resources that you will be unable to compete with.
Choose keyword phrases people actually search
This part is tricky.
There is no reliable tool to check this, not even Google's own keyword planner. We often optimize pages for keywords which, in theory, nobody searches. The visitor numbers speak otherwise!
Seeing which keyword phrases are actually used is a mix of sone inspiration from keyword estimators and trial and error - known in SEO as A/B testing.
At link2light we assist clients with A/B testing and reliable analysis to see which keyword phrases actually work.
This doesn't just mean which keyword phrases get you visitors, but which keyword phrases help you achieve your goals.
If you would like to know more about choosing keywords yourself visit our free Webmaxing course.
Once you have your potential keywords identified it's time to optimize pages on your website for those keyword phrases. Usually you'll focus on one page for one keyword phrase.
So let's move on and see how to optimize a page for a keyword phrase in 2025.