If you want to attract lots of high-quality organic traffic to your website, there are two things you'll need to do:

1. Choose the right keywords.
2. Create great content to fit those keywords.

Both steps require careful consideration and a bit of hard work, but there are certain things you can do to make this process less stressful.

Today, we're going to focus on step one: finding the best keywords to target.

What are keywords?

Keywords - also called 'queries' or 'search terms' - are what people type in when using a search engine like Google or Bing.

(To be honest, 'keyword' is a slightly misleading name; most search terms consist of more than one word, so perhaps 'keyphrase' would be more accurate.)

Some keywords are extremely popular. Phrases like online food shopping and clothes for kids consistently clock up tens of thousands of Google searches every month.

But people are constantly searching, and many of them use keywords that nobody else has ever used before. Google themselves have stated that 15% of the queries their search engine processes are brand new.

There are all sorts of different phrases and questions an individual might enter when searching the web for the product or service that you provide. So how can you decide which keywords are worth targeting on your website?

Always begin with keyword research

Before you begin any keyword-driven task, there's one thing you need to do: research, research, research! This is what will lay the foundations for your keyword choices and the quality content that you're going to create - the content that will hopefully rank among the top Google results for those queries.

Companies with a sizeable marketing budget can hire an SEO agency (like us!) to conduct their keyword research for them. Specialist agencies carry out this type of work every day, using an assortment of tools to gain a deep insight into different keywords - how often they're used, how competitive they are, who currently ranks for them and why, etc.

If your business doesn't have the budget to hire an SEO expert, you can do some keyword research on your own - but be warned, this can quickly become a mammoth task!

Search intent: what is the user looking for?

One of the most important things to consider when choosing keywords is the intent behind each query. What question or need is the keyword expressing? What is the user's likely end goal?

As an example, imagine two Google users, Alice and Bob. Alice types in cheap car insurance, while Bob enters the longer query is car insurance cheaper for electric cars. These keyphrases are superficially similar, but they suggest very different end goals: Alice seems like she's ready to take out a new insurance policy, while the longer search string suggests that Bob is simply looking for information right now. Only one of these people has their credit card handy right now.

Learn more about search intent

Broadly speaking, keywords can be divided into three different 'intent' categories:

• Navigational keywords are looking for a specific web page. They have one particular result in mind, and they're unlikely to click on any others. For example, wikipedia is a navigational keyword; the user is probably trying to reach Wikipedia's homepage.
  
  
• Informational keywords are used to find answers and information. Example: you want to whip up a chocolate cake, but you don't have a recipe handy, so you search for how to bake a chocolate cake.
  
  
• Commercial keywords are those that suggest you're looking to make a purchase. Queries that include the word buy are very strong indicators of commercial intent; for instance, a user who types buy playstation 4 into Google or Bing is pretty clearly looking to purchase a games console (and will almost certainly be shown a whole bunch of shopping results).

If you can match your content to the search intent, you will have a better chance of ranking for your chosen keyword, and a better chance of satisfying the people who visit your website.

Check out the competition

Another important factor to consider when choosing keywords is competition. Before you get your heart set on ranking for a particular search term, type it into Google and take a look at what you're up against.

First, look at the ads that appear (if there are any). For most Google searches, these appear at the top of the results page, and they should be marked as either 'Ad' or 'Sponsored'. The number and quality of ads displayed can give you a rough idea of how competitive a keyword is.

Next, look at the websites that rank organically underneath the ads. If the first page of results is dominated by big brands with enormous marketing budgets, you may find it hard to rank alongside them unless you're willing to spend a similar amount of money.

However, if you feel that you can create a piece of content (e.g. a blog post, infographic or video) that's better than anything that currently ranks for your chosen keyword - and which will do a better job of fulfilling the search intent - then it's worth giving it a try and seeing what results you're able to achieve.

Create the right content

Let's say you've written an excellent piece of content that offers lots of helpful information. It's far better - more relevant, more informative, easier to digest - than anything on the first page of Google results for your chosen keyword. But you're still not ranking. Why?

Ask yourself whether you've chosen the right format. For example, if you're in the landscaping industry and you design gardens for a living, a thousand-word blog post on different design concepts is unlikely to be as useful as a high-quality image (no matter how insightful or how well-written the blog is).

Think about different types of media, and try to determine which would most resonate with the search intent you pinned down earlier. Potential options include:

• Blog posts
• Videos
• Infographics
• Tables
• Graphs
• Charts

You may even be able to come up with something entirely unique that fits the search intent better than anything else currently on offer!

Map keywords to specific pages on your website

It's important to know which specific web page / piece of content you want search engines to rank for a given keyword. Targeting the same keyword on multiple pages can create keyword cannibalisation issues - read more about cannibalisation (and why it's a problem) here.

Remember, websites don't rank on search engines - web pages do. Instead of creating several pages that are all somewhat relevant to your chosen search term, create one outstanding page that ticks all the boxes, and this should have a higher chance of ranking.

Looking for help with keyword research and search engine optimisation? Designer Websites can help - get in touch to discuss your requirements!

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Our latest project to see completion is a brand new website for JD Print Supplies, who supply a wide range of products to the UK printing industry.

The new website went live yesterday, and it showcases all of the company's products in a clear, professional way. From inks and printer blankets to cleaning chemicals and various other sundries, JD Print Supplies do sell rather a lot of different items, so the company's clients should find it useful to have them all laid out on easy-to-navigate category pages.

JD Print Supplies' new site also incorporates customer testimonials and a simple enquiry form for users who wish to get in touch. Visit www.jdprintsupplies.co.uk to browse this new website for yourself.

Need a new website? Get a quote >

PMG is a property development firm specialising in commercial and industrial properties. They have overseen a number of high-profile developments in recent years, including:

• Cardiff City Stadium
• Capital Retail Park
• Viridor's Energy Recovery Facility in Cardiff

The company's other successes include several drive-through branches of Starbucks, a purpose-built student accommodation facility, and Llandarcy Park, a sports facility in Neath.

How did we help PMG?

Keen to show off their diverse portfolio of past projects, PMG contacted the Designer Websites team and asked us to come up with a new website design that would really wow their clients and partners.

The new PMG website is now live, and we think you'll agree that it's a perfect fit for this company. The updated design is professional, yet striking, and PMG's previous achievements are front and centre.

If you'd like to see the new PMG site for yourself, visit www.pmg-plc.com now.

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There are lots of people out there who call themselves web designers. But if you want a quality website that delivers real wins for your business, there's a huge difference between a professional web design company and an amateur working out of their bedroom.

Thanks to free tools like Wordpress and Wix, just about anyone can put together a basic website using a pre-existing template, and regrettably, there are plenty of so-called 'developers' who will charge you an exorbitant amount of money for something that you could easily have done yourself.

Before you pay someone to create a website for you, ask them the following questions and make sure you're going to get your money's worth!

1. Can I see some examples of your work?

Never agree to hire someone before you've seen what they're capable of. Any experienced web designer will be able to show you a portfolio of their previous work or send you some links to websites they've created in the past. If your prospective developer hesitates to offer you any examples of what they can do, that's a huge red flag and you should probably look elsewhere.

(By the way, if you want to see some of the websites we've created, check out our Web Design Portfolio.)

2. Do you build every website from scratch?

In our blog post about the advantages of bespoke web design, we explained why a bespoke website - built from scratch, specifically for you - is generally a far better investment than a template-type site that's based on a pre-built system.

Of course, a bespoke website will cost you more, but that extra cost will net you the following benefits:

• A unique design that's tailored to the needs of your audience
• Ongoing support from professional developers who can create just about anything you want
• Improved security, making it harder for hackers to target your site
• Far more flexibility and scalability - crucial for a growing business

Most modern businesses can't get by with just some text on a static web page. Whether you need a booking system, a secure online checkout, or just the ability to add and edit content at the drop of a hat, you're far better off with a bespoke website from a team of developers who can translate your big ideas into user-friendly online solutions.

3. How long will it take to get my new website live?

You obviously don't want to hire a web designer who's going to take the best part of a year to deliver what you need, but you should also watch out for developers who tell you that your new site will be live within a week. If they're able to turn a whole website around that quickly, they're probably not doing a very good job of it.

A well-constructed website takes time to create. When we take on a new project, we spend a fair bit of time...

• Getting to know the client's market and their target audience
• Checking out the competition to see what we're up against
• Performing keyword research to find out what people search for
• Working with the client to settle on a design they love
• Mapping out what pages the website will include
• Optimising the website and its content for search engines
• Testing the site to prevent errors and eliminate bugs

You wouldn't eat a pork joint that's only spent a few minutes in the oven, and you shouldn't be satisfied with a website that was slapped together with no research or planning.

4. Will my website be mobile friendly?

As of November 2016, more people are browsing the Internet on mobile devices than on desktop computers. When your new website goes live, many of your users - perhaps even the majority - will view it on their smartphones. So you'd better make sure that your site looks just as good on a small screen as it does on your PC.

We've worked with a wide range of different companies over the years. Some of the websites we create get as much as 75% of their traffic from tablets and mobile phones, and even our B2B clients, whose average customer is someone working at a desk in an office, tend to rely on mobile and tablet users for about a quarter of their website visits these days. There's no way around it: if your web developer can't deliver a responsive website that's easy to navigate on all devices, you're going to alienate a sizeable chunk of your potential audience.

5. Will I be able to make changes in the future?

The world is always changing, and while you might be 100% happy with your website when it launches, it probably won't be too long before you want to make some tweaks. Perhaps you'll expand your business and start promoting a new set of services. Perhaps you'll hire an extra pair of hands, in which case your 'Meet the Team' page will need updating. Perhaps there'll be a global pandemic and you'll want to reassure your customers that you're still open for business. Who knows what additions and changes you might require in a few months' time?

Before you settle on a web developer, you should make sure that you'll always have the option to edit and improve your website when necessary. If there's something you'll need to update regularly (e.g. special offers, promotional banners, customer testimonials), you should mention this up front - your web design agency may suggest setting up a content management system (CMS) that allows you to make those changes yourself instead of having to go through them every time an update is needed. Of course, there will always be changes that you can't foresee, so you should also ask your web designer how much they'll charge you for future developments.

If your business needs a new website, Designer Websites can help! Here are some of the things our clients have said about us...

"Working with Designer Websites was so easy - they knew exactly what I wanted and executed it to perfection!" - Alana Spencer, Ridiculously Rich by Alana

"The websites that we have created in partnership with Designer Websites are just incredible. Thank you for your hard work and continued support." - John Sheppard, eTrader

"We are so pleased we chose Designer Websites to overhaul our site. They did an amazing job and were a pleasure to work with." - Andrew Buckingham, Slide Candy

Give us a call on 01446 339050 to discuss your requirements with one of our expert web designers!

Request a Free Web Design Quote

Are you thinking about taking your business online? You're not alone! The COVID-19 pandemic has left many brick-and-mortar shops closed until further notice, but online shops have seen an unprecedented rise in customers since lockdown began.

Countless people are now turning to the Internet for their favourite products and necessities, so opening a digital store for your customers to use is a no-brainer. Here's where to start:

1. Choose a domain name

Choosing a domain name that fits your business is an important first step when you're taking your business online. Ideally, your domain name will be the same as (or very close to) your business name - for example, you can see that our domain name is designer-websites.co.uk. This will help people to match your website to your brand.

Here are a few other things to bear in mind when you're choosing a domain name:

• Choose a suitable domain extension like .com or .co.uk
• Avoid domain names that include other people's trademarks - this can cause legal problems

There are lots of different websites you can use to find and register your domain name. GoDaddy and Ionos are two popular registrars. Once you think you’ve found the right domain, you can either register it yourself or ask your website developer to do this for you. Once registered you'll own it for at least a year, so make sure you choose wisely.

2. Set up a website

Once your domain is up and running, it's time to start thinking about the exciting part: setting up your website! There are lots of pre-built systems and free platforms out there, , but in our opinion, these are simply not the best way to go if you want a quality site.

Although pre-built systems might look like a good deal, there are several reasons why we'd recommend a bespoke solution if you're taking your business online. Here are just a few of them...

• More freedom to customise your website's functionality and design
• Significantly improved scalability
• More flexibility to integrate 3rd party solutions
• Improved website security
• Much better optimisation
• Better tracking

The list goes on - read our blog about the advantages of a bespoke website design if you'd like to find out more.

Your website needs to:

• Be visually representative of your brand
• Show up in Google's search results
• Work seamlessly across a range of devices
• Generate successful sales / enquiries

We know this sounds like an awful lot of work when you're already shouldering all the pressures and responsibilities of running a business, but fear not - here at Designer Websites, we have in-house graphic designers, developers, and copywriters who can do all of the hard work for you. Whether you need an ecommerce website that allows your loyal customers to shop online or a simple brochure site to help you generate more enquires, we can help.

Over the years, we've supported all kinds of businesses as they've made the transition from brick-and-mortar store to online success story. Check out some of our case studies if you'd like to see how we did it.

If you're interested in taking your business online, you can request a free, no-obligation quote here:

Request a Web Design Quote >

3. Integrate a payment method

One way to help your customers feel secure when they're placing an order on your website for the first time is to integrate a recognisable, reputable payment system. Designer Websites is an official Sage Pay partner, but there are other options like PayPal, Stripe, Wirecard and Worldpay that you might consider too.

For added consumer confidence, you should also:

• Make sure your website has a valid SSL certificate. This will ensure that any sensitive details (e.g. passwords, credit card numbers) submitted via your website are encrypted and therefore much harder for hackers to steal.

• Add an express checkout option so new users aren't forced to register an account on your site when making a quick purchase.

4. Follow the law

As you might imagine, selling your wares online comes with a set of legal obligations that may seem a little overwhelming if you've only ever sold in-store. Here's a brief overview to help you get to grips with the basics:

• You need to comply with the GDPR (General Data Protection Regulation) if you are collecting any personal data from your users.

• You must clearly display appropriate terms of use, a privacy notice, VAT details, cookie/marketing consent and information about pricing and delivery costs.

• You should be aware of age restrictions that apply to your good/services and (if applicable) set up a method of verifying age before the checkout.

• You should be mindful of copyright. Images, text and even the architecture of a website site can be copyrighted. Make sure you're only using digital assets that you have the rights to use.

5. Let customers know you're online

Although you might not be closing the doors of your real-life store for good, it's important to make people aware your business has a new space online. There are many different ways you can reach out to old and new customers to share the good news, including...

• Social Media

Use your existing social media channels (or set some up) to make a bit of noise about your new website. There are so many platforms to choose from, you'll have no problem reaching your target audience in no time at all.

We'd recommend tailoring your posts to suit each platform; for example, you could post a detailed announcement on Facebook and a more casual mention on your Instagram story. This gives people lots of different ways to discover that your business has moved online. (Don't forget to include a link back to your new website whenever possible!)

• Email / Newsletter

A great way to let your existing customers know that you've moved online is to send them a simple, informative email. You could include a promotion to encourage them to make their first purchase on your online store. While this won't directly help you to attract new customers, it is a great way to keep your loyal customers in the loop.

Operating as a stand-alone offline business is quickly becoming a thing of the past. Don't get left behind and lose sales to your competitors. Take your business online with a little help from the Designer Websites team.

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