Optimise content for search
It is not surprising that most of our users use a search engine to find the information they need. So it’s very important to use keywords in your content.
Using keywords in the URL, title, teaser text, meta description and body of the content helps search engines find your content.
The URL is the web address of your page. It should be concise, descriptive and contain the keyword. See our URL guidance below.
Where possible we recommend using the same terms that users do to search. This helps them to find your content easily and quickly.
Title, teaser text and meta description
It is very important to include the main keyword in the page title.
The page title is Heading 1. Its one of the first things a user sees in a search engine’s results page. We recommend using a good descriptive title that includes the keyword.
Teaser text and meta descriptions help users and search engines understand what the webpage is about and how well it matches the search query. Meta descriptions should reflect the page content to ensure a positive user experience.
Body content
You should aim to use the main keyword in the first 100 words of your body content. This will help search engines and users find your content quickly and help them decide if it matches their enquiry.
Keywords should also be included in alt text so that users with assistive technology and search engines index images correctly.
Use other keywords related to your content. Search engines check for words that should appear alongside a search term or keyword. For example, blue badge and disabled badge, parking permit or parking badge.
Use headings and subheadings. They help search engines understand what you’re writing about.
Use analytics to review the content and whether the keywords are effective. See Governance and ownership section for more details.
