Helping Search Engines to Find your Keywords

You may be surprised to know that Search engines don’t actually find websites. They find Web Pages. They look at each page on your website as individual documents. They know that all your pages are part of the same website and are all related and linked but the content on each of your pages is individually reviewed. The complex process managing the visibility and optimisation of each of your individual pages is based on this knowledge, which is why each page has a Title, Description and a list of keywords. You can view these by clicking the Google Icon next to each page in Step 3.

The content on your website has to include the words, which your customers are likely to type into a search bar when looking for products or services like yours. These words must also match the search terms that you have entered in Step 1 in your control panel. Once these words are in place, you can help even more by setting your key words in certain formats. Putting keywords in header formats, hyperlinks anchor text, alt tags, bold and italic text all help to tell the search engines that this is the phrase that you want to be found with. This is called Ontology (the context or format in which the search terms appear within your website content). This is actively considered by search engines, as is the number of times the keywords appear. This gives website builders lots of opportunities to make their pages more appealing to search engines and help them to rank more highly in the results lists.

A key phrase is a short collection of keywords.

A TOP key phrase, therefore must feature a collection of your TOP keywords. You should create 2 or 3 key phrases for each of your web page. Here’s an example:

Joe Bloggs Builders are a general builder based in Basildon, Essex. They carry out most building jobs in and around Essex such as: plumbing, carpentry, plastering and conservatories etc. Their website describes themselves and the services they provide. They know their customers, having done some research and spoken to a few of their customers. They know that some of the common Search Terms used are “find Builders in Basildon”, “Reliable Basildon Plumber”, “Cheap Carpenter Essex” and “Quality Basildon Conservatories”. The key Phrases from these Search Terms would therefore be: Builders Basildon, Basildon Plumber, Carpenter Essex and Basildon Conservatories.

Try to include at least 200 words of general copy on each page. Within these 200 words, include your keywords as many times as you can but make sure that your content stays both readable and logical. Try to keep in mind that search engines read the copy on your page to figure out what you have to offer just like a visitor would, so it’s important to include these key phrases in the most visible formats. Set your key phrases in any one of the following formats by highlighting the specific text and selecting the required option in your icon bar.


Set whole paragraphs, which include your key phrases in a heading format. <H1> is for the most important information, followed by <H2> <H3>. DO NOT set all your text in H1. Use these headings to highlight only certain paragraphs or single lines.

Bold and Itallics

Try to make your key phrases and key words bold and italicised. Search engines give more weight to words that have been made bold and italics.


If you’ve created hyper-links on your website to other pages, try to set the links from key words or key phrases where possible. An external Hyperlink back to your own domain from a top key phrase is a great way to make both the key phrase and your domain highly visible to the search engines. Choose Link > Webpage > External Webpage > enter: > choose No (to open in new page).

Alt text and images

If you’ve added images to your site make sure that ALL your images have descriptive text (also know an alt text) added to them. The alt text should contain your key phrases. Your website system tags all images automatically with your top key phrase but to do this yourself with other key phrases, enter the phrase when uploading the image to your page.

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