How to use search terms effectively on your website

If you want your website to appear higher in search engine results, you need to help Google (and other search engines) understand what your site is about. The simplest way to do that is by making sure your target search terms are used in the right places on your site.

Here’s a straightforward guide to doing it the right way – no jargon, no tech headaches.

1. Include your target search term in your page titles

Your page title is one of the first things both people and search engines see. It appears in search results and at the top of the browser window.

• If your target search term is “affordable garden design”, make sure it’s in the page title – for example: Affordable Garden Design Services – GreenLeaf Landscaping.
• Keep it natural – your title should make sense and encourage people to click.

2. Create a dedicated page for each search term

Don’t try to cram all your keywords onto one page. Instead, create a separate page that focuses on just one topic or search term.

• This makes it easier for Google to see what the page is about.
• For example, if you run a landscaping business, have one page for garden design, another for patio installation, and another for lawn care.

3. Use your target search term in image alt text

Alt text is a short description you add to an image that tells search engines (and visually impaired users) what the image is.

• If you have a photo of a newly landscaped garden, you could write: “Modern garden design with patio and flower beds”.
• Avoid stuffing keywords – just describe the image naturally while including the search term if it’s relevant.

4. Include your search term in your website copy

Your written content should naturally use your target search terms – not just once, but a few times throughout the page.

• Write in a way that’s useful to your visitors.
• If your keyword is “kitchen renovation”, you might write:

“Our kitchen renovation service includes planning, design, and full installation to transform your cooking space into the heart of your home.”

5. Use your search term in headings

Headings break up your content and make it easier to read. They also tell search engines what each section is about.

• For example:
• H1 heading: Kitchen Renovation Services
• H2 heading: Why Choose Us for Your Kitchen Renovation?
• This approach improves both readability and SEO.

Bonus Tip: Write for people first, search engines second

Your main audience is real people. Search engines are smart enough now to spot when a page is unnaturally stuffed with keywords, and they’ll penalise you for it.

• Make sure your content reads well for a human.
• Add keywords where they fit naturally – don’t force them in.
• Think of it like seasoning a dish: enough to add flavour, but not so much it ruins the meal.

The takeaway:

If you include your target search terms in the right places – page titles, dedicated pages, image alt text, copy, and headings – you’ll help search engines understand your content and improve your chances of ranking higher. But always remember: your website is for your visitors, not just for Google.

Finally, monitor your search rankings, using a service like SiteRank to see how your target search terms are performing and see how your changes are impacting your rankings.