Did you know that 60% of users click on one of the top three results on Google?
The homepage is often the first point of contact with visitors and the central pillar of your SEO strategy.
To reach those coveted positions, selecting the terms to include on that page is an essential lever. But how do you make the right choice and attract the ideal audience while showcasing your services? Follow the guide!
Choose terms focused on your business
Your homepage should accurately reflect what you do. The phrases you include should therefore correspond to your main activity.
Take a simple example: if you are a plumber in Lyon, phrases like “plumber in Lyon” should naturally appear in your content. These formulations allow Google to immediately understand the nature of your services.
To go further, it is often wiser to target long queries, also called “long-tail.”
Rand Fishkin points out that 70% of online searches are made up of these long, specific formulations. This is where small businesses can really stand out.
If we go back to the plumber in Lyon example, they can move away from a general and highly competitive query to prefer the phrase “water leak repair in Lyon.”
This phrase captures a more targeted audience while avoiding strong competition associated with a term like "plumber Lyon."
Brand name or business: which to prioritize for the homepage?
Should you prioritize your brand name or focus on the services offered?
The answer depends on your recognition. Don't put too much emphasis on the company name if your business doesn't yet have significant recognition.
Conversely, if it has been established locally for several years or has national renown, that can be relevant.
However, for a more balanced approach, combining both is often a good idea: "Marc Dupond, plumber in Lyon" lets you reach both users who already know you and those simply searching for a specific service.
Optimize local SEO for your homepage
For local businesses, homepage SEO optimization should include geo-targeted phrasing. Let's keep the same example: expressions like "plumber in Lyon" or "emergency repair in Lyon" are essential to appear in local search results. This helps capture prospects looking for nearby services.
Varying these phrasings is also essential to avoid repetition. For example, "emergency plumber Lyon" or "artisan plumber Lyon" can enrich the content while meeting search engines' expectations, which favor varied lexical fields.
Also think of well-known neighborhoods, districts, or nearby towns. A Lyon craftsman can also target queries like "plumber Lyon 2", "plumber Lyon La Part-Dieu", or "plumber in Villeurbanne".
Think conversion first
Optimizing your site for SEO is a must, but never lose sight of the ultimate goal: converting your visitors into customers. Every word you choose should be carefully considered to match the precise intent of the user who lands on your homepage. Generally, they are seeking information about the services, products, or brand values.
Moreover, an internet user may be looking for proof of credibility before committing further. Indeed, 87% of consumers look for customer reviews before making a purchase decision.
Furthermore, 34% say that customer experiences are more persuasive than promotions, especially during the decision phase.
Why not highlight these reassurance elements on your homepage? Well optimized, using strategic terms, they build trust and increase credibility.
Finally, optimizing calls-to-action (CTAs) is important, even on the homepage. Yet 70% of SMEs neglect to include them on that page, which greatly limits their ability to convert.
Action buttons such as 'Request a free quote' or 'Contact us' should be visible, clear, and tailored to each visitor's intent to maximize conversions.
Our final tip for selecting homepage terms
Finding the perfect balance for your homepage means combining SEO and user experience. To maximize conversions, focus on precise terms that match your visitors' expectations. Mix long-tail, localized, and conversion-oriented phrases.
And don't forget: compelling CTAs and authentic testimonials can turn this page into a real growth driver while boosting your organic search.
Need a hand creating optimized content? Trust the experts at Redacteur.com to support you!
The article How to choose keywords for your homepage? first appeared on Redacteur.com.
