This is the most important step when building a website that is search-engine friendly. Don’t rely on the words/phrases that you think your target audience would search for to find a company like yours, remove the guesswork and find out exactly what is being searched for. Be as specific as possible, if you are a greengrocer don’t just think of generic wording such as fruit or vegetables – be more specific such as fresh organic fruit – choose appropriate two-three-four word phrases instead. There are free and low-cost tools available and I use and recommend the Google Adword tool.
Don’t try and cram as many related keywords/phrases as you can into one page as this will only complicate the job of the robots that the search engines send out around the web. Try and write a minimum of 250 words per page but remember, it is important to be succinct and to use real sentences that make sense when read rather than throwing in keyphrases that don’t flow with the rest of the copy. Never sacrifice the quality of the copy to fit in more keywords.