How to arrange keywords for an independent website丨5 steps to follow

Keyword Research Phase

In independent site SEO, keyword research is the core starting point of traffic acquisition. Data shows that an accurate keyword strategy can increase page click-through rate (CTR) by over 40% (Semrush 2024), while poor keyword selection can waste up to 70% of traffic.
For example, in a sports shoe website, the keyword “men’s trail running shoes” with 5,000+/month searches has much higher commercial value than the generic term “running shoes” (62% less competition).

Currently, long-tail searches account for 84% of all Google searches (Ahrefs 2024), yet 53% of sellers still rely excessively on short-tail keywords, missing low-cost traffic opportunities.

Core vs Long-tail Keywords

The first step in keyword research is to distinguish between core keywords (high search volume, high competition) and long-tail keywords (low search volume, high conversion).
For instance, “running shoes” has around 300,000 monthly searches, but the ad bid is $2.5/click\; (GoogleAdsdata),\; while\; the\; long-tail\; keyword“bestrunningshoesforflatfeet”has\; about\ast 8800searches,\; with\; a\; CPC\; of\; only$0.8, yet conversion rate is 3x higher (Shopify store test).

It’s recommended to prioritize keywords with 1,000–10,000 monthly searches and clear commercial intent (containing “buy,” “review,” “near me,” etc.), and avoid direct competition with Amazon or brand websites.

Tool Combination

Using a single tool can cause data bias. Recommended combination:

• Google Keyword Planner (free, but data is range-based) → for initial keyword pool
• Ahrefs/Semrush (accurate search volume & difficulty) → to analyze competitors’ ranking keywords
• AnswerThePublic (captures question-based queries) → to supplement “how to” and “why” content opportunities

For example, reverse-analyzing the competitor “allbirds.com” via Ahrefs reveals that 72% of its top 10 organic traffic pages are long-tail, informational content (like “how to wash wool shoes”), not product pages.

Precise User Intent Matching

Google’s algorithm updates increasingly emphasize search intent matching. You should distinguish:

• Navigational (“brand name + official site”) → direct to homepage
• Transactional (“buy,” “discount,” “Black Friday”) → direct to product page
• Informational (“how to,” “vs,” “review”) → captured through blog content

Tests show that when product pages target transactional keywords and include price anchors (e.g., “under $100”), conversion rates increase by 22% (CRO test data).

Localization and Voice Search

Mobile searches now exceed 60% of total traffic, and voice searches tend to be conversational long sentences (e.g., “where to buy waterproof hiking shoes near me”). Optimization tips:

• Embed local keywords (city + product name) in Google My Business page
• Integrate full question phrases naturally in content (optimize FAQ module)

Case: an outdoor gear site added “best hiking gear for rainy weather,” increasing voice search traffic by 37% in 6 months.

Low-Performing Keyword Cleanup

Use Google Search Console monthly to filter:

• High impressions (>1,000) but low CTR (<2%) → optimize meta titles
• Keywords ranking 11–20 → strengthen internal linking or content depth
• Zero-click keywords (top 3 ranking but no traffic) → check intent alignment

A clothing site improved average core keyword ranking by 8 positions after cleaning 200 low-performing pages (Semrush tracking data).

Website Structure Layout

A well-organized site structure can increase page indexing speed by 50% (Google Search Console 2024), while a chaotic structure can lead to 30% potential traffic loss.
For eCommerce sites, a three-tier pyramid structure (Homepage → Category → Product) reduces bounce rate by 28% compared to a flat structure (Hotjar data).

Currently, Google prefers URL paths with a depth ≤4 (e.g., /category/subcategory/product). Deeper hierarchies may cause crawlers to abandon indexing.

Pyramid Hierarchy Design

An ideal site structure should resemble a pyramid: the top is the main entry (homepage), the middle contains category hubs (category pages), and the bottom consists of specific content (product/blog pages). For example:

• Homepage (Level 1): Brand keyword + core business (e.g., “Outdoor Gear | Hiking & Camping Equipment”)
• Category Page (Level 2): Main category (e.g., “Hiking Shoes”) → main keywords with 5,000+ monthly searches
• Subcategory Page (Level 3): Specific attributes (e.g., “Waterproof Hiking Shoes”) → long-tail keyword placement
• Product Page (Level 4): Specific model (e.g., “Salomon Quest 4 Gore-Tex”) → precise conversion keywords

Tests show that structures exceeding 4 levels (e.g., /category/type/brand/series/product) reduce crawl index rate by 40% (Ahrefs 2024), while 3-level structures achieve an index rate above 92%.

URL Design

URLs should be short, readable, and contain keywords — avoid dynamic parameters (e.g., “?id=123”). Optimization tips:

• Static Path: /hiking-shoes/waterproof/salomon-quest-4
• All lowercase + hyphens (explicitly recommended by Google)
• Remove stop words: omit “and,” “the,” etc.

Case: a clothing site changed its URL from “/product.php?id=123” to “/men/jackets/winter-parka” and saw organic traffic increase by 65% in 6 months.

Navigation Experience

According to heatmap analysis (Hotjar), users mainly rely on:

• Main navigation menu (62% of clicks) → Limit to 5–7 top-level categories
• Breadcrumb navigation (25%) → Must display full hierarchy (e.g., Home > Hiking > Shoes)
• On-site search (13%) → Especially crucial for sites with many SKUs

A furniture site increased its average visit depth from 2.1 pages to 3.4 pages by simplifying its navigation (reducing top-level menus from 9 to 6).

Mobile Architecture

The mobile version should be more streamlined:

• Prioritize content: Display category entrances directly on the first screen (not a carousel)
• Speed optimization: Keep LCP (Largest Contentful Paint) under 1.2 seconds
• Collapsible menu: Hide secondary links inside the hamburger menu

Google data shows that dropdown menus with more than three levels on mobile lead to 38% of users exiting immediately.

Technical SEO

Must configure:

• XML sitemap: Submit all valid pages (with priority tags)
• Canonical tag: Prevent duplicate content (e.g., pagination /?page=2)
• Noindex tag: Block filtered pages (e.g., /color=red)

An electronics accessories site failed to canonicalize URLs, resulting in 12 indexed versions of the same product and a 22% traffic drop. After fixing, traffic recovered within three months.

Page-Level Keyword Deployment

Data shows that optimized title tags can increase CTR by 35% (Google Search Console 2024), while keyword stuffing may lower rankings. For e-commerce product pages, including exact model names (e.g., “iPhone 15 Pro Max 256GB”) achieved a 2.3x higher click-through rate compared to generic titles like “Latest Smartphones” (Shopify A/B test).

Currently, Google’s semantic analysis focuses more on natural integration and user intent matching rather than raw keyword density.

Title Tag

Mobile optimization is critical: Google mobile search results display only the first 45–48 characters (around seven words). For example, a travel site changed its title from “Maldives Vacation Package” to “2024 Maldives 7-Day Tour from $899“, with the price anchor early in the title, leading to a 32% increase in mobile CTR (SimilarWeb data).

On desktop, use the remaining space to highlight service promises (e.g., “Free Cancellation + Chinese Guide”).

• Length control: Keep between 50–60 characters (Google’s display limit) to avoid truncation
• Keyword prioritization: Place the core term in the first 30 characters (e.g., “Men’s Running Shoes – Nike Air Zoom Pegasus 40”)
• Brand name placement: Usually at the end (unless brand is the key search focus)

Example: An electronics site changed its title from “High-Performance Laptop” to “2024 MacBook Pro 14-inch M3 Chip 16GB RAM”, resulting in an 89% increase in organic traffic within six months.

Natural Integration in Body Content

Google’s BERT algorithm focuses on contextual semantics instead of mechanical repetition. Reinforce topic relevance using co-occurrence terms.

For example, when writing about “coffee machine reviews,” naturally include terms like “grind size,” “pressure level,” and “crema amount.” Testing shows that pages covering 10+ related terms have 55% better ranking stability (Moz data), and for long-form content (2000+ words), including 2 derivative terms every 300 words yields optimal results.

• Main keyword in the first paragraph: Appear naturally once within the first 100 words
• Use synonyms: For instance, alternate between “running shoes,” “jogging sneakers,” and “athletic footwear”
• Distribution: Mention the keyword every 300–400 words to avoid stuffing

Tests show that over-repetition (density > 2.5%) leads to pages ranking on average 7 positions lower than naturally written ones (Ahrefs 2024).

Image ALT Text

Optimization should target image search scenarios: use a brand + model + color + angle structure for main product images (e.g., “canon-eos-r6-mark-ii-black-front-view”).

Furniture sites adding “spatial relationship words” (e.g., “gray sofa with beige carpet living room setup”) saw a 27% increase in Google Images conversion rate (case study: after West Elm’s optimization, image traffic share rose from 18% to 31%).

• Describe specific content: e.g., “blue-adidas-ultraboost-running-shoes-side-view”
• Avoid generic names: e.g., “image1.jpg” or “product photo”
• Leverage long-tail terms: Include contextual phrases (e.g., “trail-running-shoes-muddy-terrain”)

A fashion site saw a 42% increase in image search traffic after optimizing ALT text (Google Images report).

Product Specifications

Translate technical specs into consumer-friendly language: convert professional terms into scenario-based value descriptions. For example:

• Battery “5000mAh” → “Watch 15 episodes in a row without recharging”
• Jacket “20,000mm waterproof” → “Stay dry after 2 hours of hiking in heavy rain”

An outdoor gear site using this approach saw average on-page time rise to 3m14s (from 1m51s), and add-to-cart rate increase by 19%.

E-commerce sites should pay special attention to technical spec presentation:

• Model/specifications: e.g., “iPhone 15 Pro Max” instead of “latest Apple phone”
• Material/features: e.g., “Gore-Tex waterproof” or “OrthoLite insoles”
• Usage scenarios: e.g., “marathon training,” “mountain hiking”

Data shows that product pages with specific specs have 28% higher conversion rates than vague descriptions (BigCommerce case study).

Structured Data (Schema Markup)

For price-sensitive categories (e.g., 3C), Price Schema should sync with inventory via API (delay < 15 minutes) to avoid out-of-stock issues after a click. A home appliance site found that products with real-time price updates had 41% higher conversion rates and 68% lower penalty risk from Google.

Schema clearly informs search engines about content types:

• Product pages: Include price, stock, rating
• Article pages: Mark as “HowTo” or “FAQPage”
• Local business: Add business hours and address

Pages using Schema have a 30% higher chance of earning Featured Snippets (SEMrush study).

Content Optimization Techniques

Data shows that systematically optimized content increases average on-page time by 40% (Google Analytics 2024), while low-quality content causes bounce rates above 75%. For e-commerce product descriptions, including concrete specs (e.g., “Waterproof Rating IPX8”) doubles conversion rate (2.1x, Shopify A/B test).

Google’s Helpful Content algorithm now prioritizes usefulness and expertise over pure keyword matching.

Structured Writing for Better Readability

Break complex features into cognitively friendly chunks (e.g., “Waterproofing = coating process + seam sealing + lab test results”). Eye-tracking studies show that icon-guided sections (🔰Wind Resistance / 📊Breathability Index) improve key information retrieval speed by 40%. A luggage brand adopting a three-part layout (“Durability – Wheels – Expandability”) saw mobile conversion rates increase by 22% (Hotjar heatmap showed decision time shortened by 35 seconds).
Users typically read web pages in an F-shaped pattern, so visual zoning should be used to guide attention:

• Paragraph length: Keep it within 3–4 lines (especially important for mobile); exceeding 5 lines reduces reading completion rate by 35% (NNGroup study)
• Subheading hierarchy: H2 for core arguments, H3 for detailed explanations (e.g., “Material properties → Waterproof test data”)
• Lists and tables: Use tables to present technical specifications (e.g., smartphone comparisons), which can improve information retrieval efficiency by 50%

Example: A tool site changed its product descriptions from large text blocks to a “Features + Specification Table + Usage Scenarios” three-part structure, increasing page dwell time from 1 minute 12 seconds to 2 minutes 08 seconds.

Semantic Relevance Optimization

Use Google’s Knowledge Graph to enrich related entities. For example, when writing about a “coffee machine,” include implicit keywords users often search for but machines don’t infer, such as “grinding uniformity,” “steam pressure value,” and “crema extraction rate.” Deploying entity tools (like WordLift) can expand search coverage by 52% (Search Console coverage report).

Google’s BERT algorithm now understands synonyms and contextual relationships, so mechanical keyword repetition should be avoided:

• TF-IDF analysis: Use tools like Frase to check coverage of related terms (e.g., “running shoes” content should include “cushioning,” “grip,” etc.)
• Q&A sections: For “how to” search intents, present content directly in Q&A form (e.g., “How to clean mesh running shoes? → Step 1… Step 2…”)
• Synonym rotation: Alternate between “smartphone,” “phone,” and “mobile device” on the same page

Tests show that semantically rich content ranks 6–8 positions higher than keyword-stuffed pages (Ahrefs 2024).

Product Descriptions

Establish logical relationships between parameters (e.g., “Waterproof rating IPX8 → no water ingress after 1-hour swim,” “800-fill goose down → tested warmth at -15°C”). A down jacket brand added a “Parameter Correlation Table” (fill weight ↔ warmth value ↔ suitable temperature), increasing add-to-cart rate by 31% and reducing customer inquiries by 45% (indicating improved information clarity).

Independent e-commerce sites should pay special attention to:

Parameter specificity:

Incorrect: “Long battery life”

Correct: “5000mAh battery, 18 hours of continuous video playback (lab tested)”

Usage scenarios:

Generic: “Suitable for daily use”

Contextualized: “8 hours of office use without charging, supports 2 days of travel”

A 3C store added real-world data (e.g., “10-minute charge supports 4 hours of use”), improving conversion rate by 27%.

Multimedia Content

Videos and images should complement each other to demonstrate product features—for example, on a running shoe page, include an anti-slip test video, an animation showing sole tread design, and a lab report of slip resistance data. A seller of electronic accessories created a 30-second stress test video (with keyword subtitles) and paired it with slow-motion teardown GIFs; as a result, users who watched the video had a 28% higher purchase rate, and average dwell time exceeded 4 minutes (over twice the industry average).

Visual elements enhance content credibility:

Image selection:

Product photos should include usage context (e.g., close-up of running shoes on muddy ground)

Infographics should explain complex functions (e.g., waterproofing breakdown diagram)

Video implementation:

30–60 second short videos demonstrating key features

Add captions (with keywords) and text descriptions

Data shows product pages with videos increase user dwell time by 1.8x (Wistia report), and Google also indexes video transcripts.

Content Update Mechanism

Outdated content reduces ranking authority:

• Timeliness tags: Add “Last updated: July 2024” for review-based content
• Data refresh: Update industry statistics annually (e.g., “2024 Running Shoe Market Report shows…”)
• Comment integration: Incorporate useful insights from user Q&As into the main text

An outdoor gear site that updated its “Best Hiking Gear” guide quarterly maintained a TOP 3 ranking for 3 consecutive years.

Technical SEO Coordination

Optimizing technical SEO can increase site indexability by 60% (Google Search Console 2024), while technical flaws may cause 30% of pages to go unindexed. For example, reducing page load time from 3 seconds to 1 second can decrease mobile bounce rate by 38% (Google Core Web Vitals report).

Currently, Google places more emphasis on page experience signals (LCP, CLS, FID), and technical issues can directly lower content quality scores.

Recommended reading: How Important Page Speed Is for SEO | Google Core Web Vitals (LCP, FID, CLS) Benchmarks

Crawl Efficiency

Search engine crawlers (like Googlebot) have limited crawl budgets, so important pages should be prioritized:

• robots.txt control: Allow crawlers to access product and category pages; block irrelevant paths (e.g., /admin/, /filter=)
• Internal link equity distribution: Core product pages should receive more internal links (preferably direct from the homepage); testing shows that homepage-linked pages are indexed 2x faster
• Log file analysis: Regularly check which pages are frequently crawled and which are ignored (use tools like Screaming Frog Log File Analyzer)

Example: A clothing site optimized its robots.txt and internal linking, reducing unindexed pages from 23% to 5% in three months.

Page Speed Metrics

Google treats page experience as a ranking factor, focusing on:

• LCP (Largest Contentful Paint): Main above-the-fold content should load within 2.5s; pages taking over 4s rank 7 positions lower on average
• CLS (Cumulative Layout Shift): Prevent unexpected element shifts (CLS < 0.1), as poor stability can reduce mobile conversion rates by 15%
• FID (First Input Delay): Interaction response should be under 100ms, especially for form-heavy pages

Optimization strategies:

• Lazy-loading images: Defer loading below-the-fold images to improve LCP by 20%
• CDN acceleration: Deliver static assets (CSS/JS/images) via CDN to reduce server response time

An electronics site improved its mobile speed score from 35/100 to 92/100 by compressing images and enabling CDN.

Mobile Optimization

Mobile searches now exceed 60%, requiring dedicated optimization:

• Responsive design: Use a single HTML codebase for all devices (recommended by Google)
• Touch target spacing: Buttons/links should have at least 48x48px spacing, reducing misclicks by 40%
• Font size: Body text should be at least 16px, ensuring readability without zooming

Data shows that sites with poor mobile UX see 25% lower conversion rates—even from users who first searched on desktop (cross-device tracking).

Structured Data (Schema Markup) Implementation

Schema helps search engines understand content and enhances result appearance:

• Product pages: Mark price, availability, and reviews to increase rich snippet display rate by 50%
• Breadcrumb navigation: Use BreadcrumbList to enhance search path visibility
• FAQPage: For Q&A-type content, increases chances of featured snippet inclusion

Example: A food e-commerce site added Product Schema, resulting in star rating displays that boosted CTR by 18%.

Multilingual/Regional Technical Handling

Global e-commerce sites must address:

• hreflang tags: Precisely match language/region (e.g., en-us, zh-cn) to avoid duplicate content issues
• Localized URL structure: Use subdirectories (/en/, /de/) instead of subdomains (de.example.com) for easier management
• Geo-targeting: Use server IP or GeoIP redirection cautiously to avoid misdirection (e.g., Hong Kong users visiting Simplified Chinese site)

A travel site improved non-English traffic by 45% and reduced bounce rate by 12% after implementing hreflang correctly.

HTTPS

A basic yet essential technical factor:

• Sitewide HTTPS: Chrome labels HTTP pages as “Not Secure,” affecting user trust
• HSTS preload: Prevent SSL stripping attacks, improving security score
• Mixed content fixes: Ensure all resources (images/scripts) load via HTTPS to avoid browser warnings

Google has confirmed that HTTPS is a “lightweight ranking signal,” but unencrypted sites lose user trust.