Keywords? Here are 5 ways to make them work

The first page of Google is the ultimate ticket for a business website.

The search results on page one capture at least 71 percent of web traffic - with some estimates up to 92 percent. And page two? A mere 6 percent of web clicks. Don’t even mention page 5 or 6 because the viewer is long gone by then.

No surprise having your business show on the first page will give you a huge advantage in capturing the customer and audience you’re looking to attract.

That leads us to the question. How do you achieve this highly sought after page ranking, knowing that every other business is trying that, too? Here are’s our top five tips.

Pick the right keywords

Finding the right words for your website copy is a vital step as it helps immensely to be discovered by people searching on Google. It is vital to have the basics in there - for example, if you’re a plumber, you would have this mentioned throughout your website, alongside your location. It’s as simple as this:

We are Tauranga plumbers. We are plumbers in Tauranga.

Describing what you do and mentioning your location will optimise your page position for this service. It will also ensure Google can understand what your website is about when it ‘reads’ it - allowing it to match results to those searching more accurately. There are free keyword tools online that can help you discover the right keywords for your business.

If you’re brand new to the world online, or if your website had a refresh - it would be worth it to consider reserving a budget for Google Ads as it will increase your chances of nailing a front-page result.

Don’t forget about the key phrases

While simple keywords have their place, key phrases are an even better (and also easier) way to ranking well in searches. It’s about creating content for your potential customers that help them to solve a problem. Google will rank these pages higher because it answers questions that people are directly searching for. Google’s main priority is to help its users get the best experience possible. If you’re that Tauranga plumber, think of phrases such as:

  • How to unblock my sink
  • Unblocking my outside drain
  • Why is my toilet overflowing
  • How to fix overflowing gutters

These key phrases (also known as long-tail keywords) are the things people tend to search for when they first have a problem. Helping them find your website using these specific phrases is easy, as Google prefers to send users to your website if you’re local, and it looks like you can help them.

Understand how people search

Why do we try to help someone fix or solve their issue themselves? It’s because most people start out with self-help if they have a problem. Depending on what it is, they may have already tried a few things before seeking professional help, and that’s where you come in.

If you’re the local business they saw first, and you have given them some valuable information or tried to assisted them and troubleshoot the problem, you’re likely to be the one they then call for help.

Think about your own search habits. Do you follow a similar pattern when you need some information on DIY, then find it’s actually beyond your scope and realise you’re much better off by hiring a professional to get it done?

That’s why it makes sense to create content that covers what you do and explain what problems you solve. That’s how your website gets discovered.

Keep it nice ‘n’ natural

When the ‘world wide web’ first opened to businesses looking for customers, searching was not as sophisticated as it is now. Keyword ‘stuffing’ was rife, with most websites almost unreadable due to keywords taking up every inch of content. Today, things are different. Bulking up on keywords on your website is a big no-no. Google will penalise you if you do. 

It is a good idea to plan your keywords for each page, as this will help when it comes to copywriting, and ensure more focused pages throughout your website. Have two to three similar keywords on each page (a copywriter would use: website content, website copy, writing for the web). While phrases like ‘writing SEO copy’, ‘how to SEO your website’ ‘how to rank better on Google’ are related, they fit best on a page of their own, like what we’re doing right here with this blog post.

Try to write naturally, without using the keywords too often as this will be evident to the reader and it will annoy them if words and phrases are repeated too many times, consider checking your content with or You can also hire a professional copywriter, as they write with conversion, engagement and SEO in mind.

Other factors that help with search results

Keywords are undoubtedly crucial to help get your website found in online searches, but that’s not all there is to it. It’s important to remember two things:

It takes time to see results from organic traffic (i.e. when you haven’t paid for ads) - anywhere from six months to a year - and this is because there is a whole range of different factors that define how Google creates search rankings. Put in the work now, and it will pay off.

Keywords are part of a much more extensive collection of attributes. To give your carefully crafted phrases a better chance of succeeding, consider Google Ads (if you need quick results), keep refreshing your website with good quality content, link to other external websites (backlinks) and links between blogs and services on your website (internal links).

There you have it. Our top tips to help your keywords work hard for you and help get you on that all-important first page of Google. If all this feels a bit too overwhelming or time-consuming, Bravesight can help. We can check your SEO elements, find the best keywords for your business, and engage a professional writer to get you the right words and optimise your content for you.

Our team loves nothing more than seeing our clients’ websites rise to a page one search result, so you will generate more enquiries and see your sales grow. We think this is a team effort, and we’re here to help make it happen. Call Bravesight on 07 928 8867 or contact us if you’d like some advice on how to get it right. We’d love to hear from you.


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