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22 Mar

TV’s Jason used a hoverboard to make spectacular entrance at Chamber annual dinner

Arriving centre stage spectacularly on a hoverboard, TV’s Gadget Show host and futurologist Jason Bradbury enthralled guests at the Chamber’s Annual Dinner last night with his take on what’s happening in the world of technology.

22 Mar

Public consultation event for the development of Becketwell to be held in Derby's Intu Centre

Members of the public, local residents and businesses will have the opportunity to view proposals for the development of the Becketwell area of the city at a public consultation event, which is taking place in Derby’s intu centre.

21 Mar

Energy Efficiency project wins regional award for second consecutive year!

An energy efficiency project run by a partnership between Derby City Council and Derbyshire County Council has been announced as a winner at this year’s East Midlands Energy Efficiency awards.

Mastering the art of SEO for your business

Search engine optimisation is all about making your business more visible online, and it should be an integral part of your digital marketing strategy. For the novice, the ever-changing world of SEO can seem challenging, but even knowing the basics is a great place to start. That’s why today we’re taking a look at keyword research and content optimisation - two great places to start with your SEO strategy.

The basics of keyword research

By using keyword research tools such as the Keyword Planner in Google Adwords, you can gain valuable insights into who your target audience should be, what kind of products or services they need most and who your competitors are. Using your research tool of choice, simply search for your URL, products and competitors and you’ll get a list of relevant keywords. These come with useful metrics such as search volumes and trends as well as predictions for future use.

It’s good to keep track of your most relevant keywords and their associated metrics - a simple spreadsheet is a good place to start recording these. As search trends fluctuate continuously, it’s also important to update your keyword database on a regular basis.

Yard SEO for Ecommerce


Content optimisation

Now that you have started your keyword research, it’s time to put the insights you gather to good use. One of the best ways you can do this is by optimising your existing website content as well as creating new keyword-rich pages that will help your potential customers better find you online.

When it comes to optimising your existing content, create yourself a realistic schedule for revisiting pages on your website. Your first priority should be to keyword optimise your most important product pages and categories. You should aim to feature your most important keywords in the URL, H1 tag and meta description of the page.

Your keyword research can also point you towards content opportunities or even new product ideas based on what people search for. Use this insight to your advantage by creating fresh content around relevant. An important thing to remember when using keywords is not to use the same ones too often in your copy, but rather to opt for subtle variations. This will help you to catch a wider audience and for your copy to sound more natural.

Now that you have learned a bit about the basics of SEO, why not take a deeper dive with this guide to SEO for ecommerce?

About the author

Caitlin is an SEO Account Executive at Yard, a data-driven technical marketing agency based in Edinburgh and Cardiff.


The above blog has been kindly supplied by the above mentioned author. The inclusion of this content and any links to another web site, or any reference to any product or service by trade name, trademark, manufacturer, or otherwise, does not necessarily constitute or imply an endorsement or recommendation by D2N2 Growth Hub.