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In the online world, being found on Google is crucial for any company seeking success. But getting there isn’t just luck; it’s about using the right words to make Google notice you. That’s where keyword research comes in. Keyword research is the process of finding and analysing keywords your ideal website visitors enter into search engines.

But once you’ve ticked keyword research off your list, what do you do now? It’s time to start implementing them on your website strategically to optimize your site for better search engine rankings, aka start showing up on Google. This article aims to provide insights into utilising Squarespace’s SEO functionalities and keyword placement to maximise your site’s visibility.

Where should I add keywords on a website?

Adding keywords to your website by optimising multiple elements of your website is a part of on-page SEO. On-page SEO is vasily different to off-page SEO, which focuses on inbound links from other websites and can include link building, social media marketing, and more!

Here is a list of key areas where you should implement your keywords on your website:

Page Titles and Meta Descriptions 

Incorporate relevant keywords in page titles and meta descriptions, as these elements appear in search engine results and influence click-through rates.


Use keywords naturally in headers. Rather than just using a larger font for headings and sub-headings, make sure they are properly tagged with H1, H2, H3, etc.

screenshot of squarespace heading options

Body Content

Use keywords throughout the body content of your website. Remember, it’s crucial to prioritise user experience and avoid keyword stuffing. ‘Keyword stuffing’ is when you add your keyword multiple times on a page to the point it’s unreadable and robotic. Google hates this as it wants valuable content to show up for it’s users, not websites that can smash in tonnes of keywords for the sake of it. Ensure your content reads naturally and provides value to your audience. Add keywords where it feels most relevant. 


Include keywords in page URLs when possible. It helps search engines understand the page’s content.

screenshot of squarespace url slug

Image Alt Text 

Optimise image alt text with descriptive keywords to enhance accessibility and aid search engines in understanding the image’s content. This will also help when someone clicks onto Google Images to see content. 

screenshot of squarespace image alt text

Internal Links 

Use keywords in anchor text for both internal links as this can contribute to SEO.

Avoid competing webpages

Google can get confused and become unsure which webpage to show to a user on the SERP (Search Engine Results Page) when a page has multiple keywords and the topic becomes unclear. This can make your webpages to compete with each other and ultimately not get prioritised on Google. To avoid webpages competing, add a specific keyword to each page. This allows your content to be more specific and helpful for the user too.


Balancing informative, engaging content with strategically placed keywords is key. Many small changes together can be instrumental in creating a great foundation for SEO success. As a website designer helping service-based businesses, setting up a great SEO foundation is essential and part of my holistic web design service. 

But just because you’ve done everything above on your website, doesn’t mean your SEO efforts should stop there. There are thousands of new websites being adding to the Google index everyday, which means more competition. To outrank your competitors, you’ll need to stay on top of your SEO and marketing. Creating frequent blog posts can help keep the site updated and allow for new users to find your business, as well as asking other websites to link back (also known as link building) can help you stay on top.

About the author

Emily Lewis is a strategic Squarespace website designer and founder of TwoFold, who helps service-based businesses get websites that convert visitors into clients. Whether you’re a start-up or you’ve outgrown your existing website and it no longer represents your business, and you’re interested in having a website that acts like your best salesperson, get in touch with Emily.

Emily Lewis, Founder of TwoFold
Emily Lewis, TwoFold

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