Blog | DVH Design

Now available: Google Review Cards

Debbie Elmore — Wed, 07 Jan 2026 09:43:09 +0000

DVH Design recently became an affiliate for Review Cards. Review Cards offer a range of cards, stands and keyrings making it easier for your clients to leave you a Google review.

We all know the importance of 5 star reviews on your Google profile. If not, they are liquid gold. But getting those much-needed reviews onto your Business Profile is exhausting to say the least: You normally have to ask more than once and even then someone promises you they will leave a review and never does.

With a Review card or stand, now anyone with a smartphone and a Google account can simply tap their phone or scan the QR code given and will be directed to your review page to leave their feedback.

Google review cards are handy for any mobile or face to face service. Or if you have a business premise, the stands are ideal at a checkout or a counter.

Both Stands and cards can be ordered as standard or customised to include your logo or ordered in white or black. Discounts are given to bulk orders: handy if you have a team or multiple locations. Bundles are also available (1 stand and 2 cards).

Review Cards also offer cards for other profiles such as Facebook, TripAdvisor or AirBnb. Please contact us if you would like a card or stand for any of these.

If you have a Google Business page and want to leverage your listing, to page 1 on Google click on the link below to view our current range.

When you find the product that works for you, simply follow the instructions given.

NB: The linked page contains affiliate links. I may earn a commission, but at no extra cost to you.

The post Now available: Google Review Cards appeared first on DVH Design.

Merry Christmas from DVH Design

Debbie Elmore — Sun, 21 Dec 2025 12:37:15 +0000

Merry Christmas from DVH Design

boWe would like to wish our customers, friends and followers a very Merry Christmas and great prosperity for 2025.

Our highlight this year has been reaching our 25 year milestone of trading. I wish I could say the rest of the year has been a breeze. It has certainly been challenging.

But next year will see a new look website, regular posts and we are thinking about having a YouTube channel to answer some of your most asked website questions.

Watch this space and we will keep you updated in the new year.

In the meantime, if you would also like to make a donation to our charity this year, Children’s Hearts UK (formerly the Children’s Heart Federation) you can do so by click the button below.

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Recent Showase: Removing Fake reviews from Google

Debbie Elmore — Sun, 14 Dec 2025 16:47:05 +0000

Recent Showcase: Removing fake reviews from google

First thing last Monday morning I was greeted with an email from one of my longstanding clients. Over the weekend they had found themselves gain 6 reviews to their Google Business profile.

This would normally be “Great I have 6 reviews to improve my business!”. But these weren’t: They were all 1 star reviews from “people” claiming to have had a bad experience, while using their service.

As a result the business owner contacted me absolutely desperate to get this sorted out, which naturally I did.

Step 1: Research

So after being given access to their Google Business Profile, I started off doing a bit of research into these “reviewers”.

First I noticed the reviews had had a significant impact on their business. Their average review rate had been 4.3 (which in this industry is pretty good). Thanks to 6 1 star reviews, it was now 3.6.

Also the reviews were quite standardised. So the service on offer here is dotted at locations across the capital by different people. No location was mentioned, no person was mentioned. If anything, it sounded more like a salon where you get yours hair or nails done. All but one review, I will get to that one in a minute.

Next we had a little investigate of our esteemed reviewers. No other reviews could be seen from their profile: They had been hidden. That’s not how a normal disgruntled customer behaves!

But the one review (circled) caught my attention. Sounds a bit being held to ransom. Cheeky Devil.

Step 2: Reporting Time

Of course, we wasn’t going to play this idiot’s game. Google aren’t particularly quick at dealing with issues and sometimes have to be asked more than once. I am resigned to this fact.

So for every fake review, we reported it by hitting the report button that can be found on the list of reviews in your Google Business profile. This was clearly a scam and also spam. and then we got an ok message for our troubles.

Step 2 1/2: Raise a Support Ticket

This part could be dropped, but for someone who can spends days and even weeks trying to sort out issues with Google Support, You should be able to send them message at least reporting the issue.

It probably is unnecessary but it can give you some decent help from people that have had the same issue, but its worth going through the process

If you click the Get Support button on the left of your Google profile dashboard. From here you can tell Google which profile has the issue (if you have more than one), search for your issue, read article and posts from similar users that have been there and email the issue to Google.

Step 3: The Waiting Game

After then, it’s a case of waiting for Google to reply. Bear in mind they can take up to 3 days to reply and sometimes the answer can be a bit copy/paste..

The Outcome

But in this particular case, it didn’t take 3 days. As I mentioned, this was my first task on a Monday morning.

By about 4pm my client emailed me to say that the main review (the shady business post) had been removed. But the other 5 were still online. Nice to end the day on a cliff hanger!

By the following morning, all 6 bad reviews had been removed . Cue one very happy client. He also added that Google were invstigating the profiles involved and would track these pesky offenders.

Not all outcomes are this straightforward but in this one case, it was open and shut.

I hope this showcase has helped you. Please let me know in the comments about your experiences,

And if you are suffering the same fate and not sure how to deal with it, then please get in touch using the button below.

The post Recent Showase: Removing Fake reviews from Google appeared first on DVH Design.

25 Years of Trading

Debbie Elmore — Mon, 01 Dec 2025 08:53:23 +0000

25 Years of being Online

I am celebrating today 25 years of being online.

I spent most of last week answering questions from my followers on LinkedIn and here is the complete set.

What is your favourite success story?

The one I always find myself telling goes back to 2020. We were all in lockdown and Zoom networking meetings had taken off.

I was in a local networking group that met together every other week. The chairman announced that one of our fellow members was going to close her business because of rising costs.

Amanda is normally a very bubbly outgoing person, so this behaviour was out fo character. I spoke to Amanda and found that her pain point was the “web team” who currently were hosting and looking after her website. Basically they were trying to charge her £200 for something she didn’t even use. Also when it came to web changes, they had to be asked at least a few times and even then would be charged a silly amount.

I went through Amanda’s website in full review mode. Give or take a few sections that needed better utilisation of space, the site was alright. Plus my pricing wasn’t cheap but I made it clear what was necessary and how long it would all take.

So Amanda instructed me to take over looking after the website. The fun kind of started then. This other company was not willing to pass on any files of the website, plus no one could access the back end. If you could imagine a 4 year old gripping their favourite toy, turning their back on you and screaming “mine!”. This was what we were dealing with.

So Amanda left it for a few weeks, which was just enough time for me to copy the artwork and files across and in effect rebuild the back and front end of the website.

In the end it was just a case of changing the domain name server and telling this company “thank you but no thank you”

Amanda continued to live her dream of running an online shop from home while her children were growing up. Last year she did cease trading because it was her plan to go back to full time work once the children had grown up.

Not all our my stories have a sugar-coated fairytale ending, but being able to give someone the freedom to run their business for 5 years more than if they threw in the towel, is why I choose this as my best story.

Did you ever think you would be trading as long as you have been?

The honest answer? No not really.

I started off DVH Design in 2000 part-time at home, because being newly married, having children was inevitable. For the first year I purely worked evenings.

Babies happened in the first few years of trading and honestly pre-2004, I thought web designers would disappear as quickly as they were created.

Oh boy, how wrong I was. But in a good way 😎

The way I see it is by about 2004/5 every business had a website, but around this time, some of the businesses who had a website quite early on, took a look at their creation and thought “My God what have I done?”

A lot of these was Frontpage based websites. Which in comparison is like using page builders now.

Twinned with the businesses that got a friend of a friend of their mate to do their website and it was now completely unusable. In fact, one of my earliest projects was a loca charity who did just that. To the extent that every section on the page was exactly placed and had a height and width declared.

Which sounded great at the time, but when they wanted to change content, all the sections collided with each other making it unreadable.

I’m proud to say that I still look after the charity’s website even 20 years and 3 rebuilds later.

Search Engine Optimisation was a natural transition and has certainly helped me grow my business. So has offering regular maintenance services ideal to keeping websites performing at an optimum level while keeping everything secure.

Although my journey so far hasn’t all been plain sailing (I’m no longer married), but even after 25 years, I am still a) learning and b) always striving to improve my services.

What is the best lesson you have learned?

I have learned a heck of a lot in my 25 years of trading, but the thing that saved my business and gave me a better reputation was asking for a deposit upfront prior to commencing any web project. I will explain.

Within about a couple of years of being a web designer and juggling children and work, there was a few companies that either had ridiculous payment terms (that thought payment within 90 days was perfectly acceptable) or ones that did a runner when the project was finished. There was also a few that went full-scale Karen (or Kevin) because they suddenly decided they wanted their website in 2 weeks and couldn’t understand why I couldn’t do this.

This way made me question everything and I did wonder whether I wanted to continue working for myself. Being the go-to person to patronise, certainly wasn’t anywhere on my agenda.

Thankfully, after getting some much needed advice from other web designers and business owners, I opted to ask for a portion of the money upfront. This certainly changed things for the better. A couple of chancers tried their luck early on but I wasn’t budging.

I still get late payers but thats an easier pill to swallow than someone who cheats you out of about £500 (This was going back to the noughties).

What’s the strangest website you’ve ever done?

I’ve had a few: In the past I’ve worked on everything from a greyhound syndicate setup to a tantric massage agency. I even have a website that I currently look after for two rock fans review festivals and albums as a hobby.

The websites I end up rebuilding, I read through their content. In these years I have learned a lot. From conditions that are the opposite of diabetes to how intumescent door seals work. From ISO accreditations to the various car parts on post-war Rolls Royces.

I am very open minded, but I do tend to steer clear of the next Music Magpie, AliBaba, ebay and so on. In my experience they, tend to run away from quotes higher than a few hundred. It’s almost like they read the first page and then the last page of their inspiration’s autobiography.

I’m always up for a good idea and something original but doable. But in my honest opinion, every website is unique. If not it should be.

Bonus Question: So What’s next?

Ooo. That is a tough one. I would love to say I will trade 25 years more, but I will be 76 by then! As far as long-term goes, even I don’t know the answer to that one.

All I can promise is that I will continue to strive to improve the services I offer and make websites, quicker, alluring and more secure. I would like to push the Build Your own website course a lot more (the programme for startup businesses).

All I can really say is watch this space.

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7 Most Common Errors on Websites

Debbie Elmore — Sun, 27 Jul 2025 13:55:11 +0000

As written by a website reviewer

Having a look through my archives, I’ve found that I have been reviewing people’s websites as a service, for over 4 years now. Given that I started off reviewing websites on a forum back in 2004, I can safely say I have reviewed websites for more than 20 years.

Some of my reviews have resulted in lasting client relationships, some have fizzled out to nothing and some people just ghosted me as they didn’t like the sound of someone criticising their beloved website. And one woman just snapped her fingers and said “Oh send the report to my VA so she can make the changes” I did not because that was just rude.

But I do not criticise: all I do is look into your website, see how old it is, how Google see it and how the general public see it. Then then make recommendations of how it can be improved.

In the 4 years, there are some common mistakes that the average web builder overlooks. I have picked 7 of the most common and what you can do to fix it.

1. A Tiny Logo

First things first, your company logo is the identity of your website. I get that you want to save space and have it inline with your toggle menu, but does it have to be that small? Twin this with a logo that includes a strapline and you are onto a losing streak before your page has even loaded.

I recommend: Make the logo larger. Look at it and ask yourself honestly “can I read this?”

Another good tip is to keep the logo separate from the strapline. This will save vital space in your logo plus the strapline can be emphasised more in a larger format still in a prominent position.

Social Media Links at the Top

I do cringe inwardly whenever I see this. Here’s why. Someone has taken the trouble to come and visit your website, so why would you have your social media links up the top of your page?

If they click these, they will be diverted away from your website and now they cannot take the desired action on your website to buy from you, enquire about your services and so on. Done enough times, Google will also get suspicious as to why people are clicking off your website so quickly.

I recommend: Add the social media links at the bottom of each page. Then your client can look once they have read your page and can simply visit your channels if they want to know more or view your content.

No Call to Action / Contact Details

The internet is a very impatient place. If you are not making it as easy as possible for people to take action on your website then they will click back and try another company. Maybe your competitor.

I also include contact details in this section because sometimes even a location seems to be a big ask. If for example you are based in Rural Essex but want to appeal to people in London. This does not contribute to know like and trust. Instead it just comes across as really suspicious.

I recommend: Make your buttons eye catching and prominent on each page. Did you know, you can also link phone numbers? So all the user has to do is press the button to get a direct line to you.

With location, if you really must appeal to a specific area, then get a virtual or mailbox address. It will cost you anything from £30 a month onwards.

Unoptimised / Massive images

Cover images are very popular. They are also the bane of a slow loading web page. If I ever find a page is slow to load, this is the first thing I check out.

An image that spans the entire screen on say a 23″ monitor would need to span 1920 pixels. You could get away with a 1200 pixel wide image. But when you see the image is 4000 pixels wide and the filesize is about 1Mb.

That image hasn’t been optimised at all, its just been swipted form a phone, and directly added to your page.

But this isn’t exclusive to cover images. Any image slows down your website if you haven’t taken the time to resize it. This reduces the filesize and should help to improve the download time for your page. Also Google loves quick loading pages.

I recommend: Resize your images. This is easy to do on both Mac and Windows PC’s using their default image editors. For cover images use 1200 pixels wide (but test the quality). For other images, aim to resize a maximum of 800-1000 pixels on the longest side. And optimise your images in .webp format as this is also a game changer.

No Back to Top Link

Have you ever seen it when someone on a mobile is looking through a web page that they get to the bottom of and have to manually scroll up again? No one is going to thank you for making it look like they are spinning the wheel of fortune. So a dynamic button on your website make for a better user experience.

I recommend: Add a back to top/scroll button. These are easy to add to your website, with just a couple of lines of code or a free plugin. I use WPFront Scroll Top https://en-gb.wordpress.org/plugins/wpfront-scroll-top/ which literally takes 2 minutes to configure.

Optimising just the Home page.

I am of course talking about search engine optimisation. Many times I have had to utter the words, “Google ranks web pages, not websites.”

Therefore, every page on your website is a potential opportunity. Yes your home page is the most visited page on your website, but just adding a concise page title, description and content to just your home page is a wasted opportunity.

I recommend: Optimise your home page for your main keyphrases (what your company is about) and optimise your more niche keyphrases for your other pages (Your services/product).

Rewrite the page title, wite an off page (meta description) and either write your text to reflect your niche keyphrases. Or hire a copywriter that specialises in web content.

No Privacy Policy/GDPR

The final most common issue is the one that can land you in the most trouble. You will have cookies on your website for things like Google Analytics, if you use a page builder or CMS/Ecommerce platform to run your website.

These need to be declared when someone calls up your website and you need to ask for consent from the user to visit your site).

More so, if users are volunteering their personal information to you (via a form or email), you need to include a privacy policy on your website. Outline what information you collect, how long you keep it stored for and what you intend to use it for. These seldom get read but they serve as peace of mind to your user. Mainly that you are not going to exploit there details and sell it to every spammer in the world.

I recommend: Two things: Have a good read of https://ico.org.uk/for-organisations/advice-for-small-organisations/ which outlines everything you need to include and comes up with a few good tips and resources. CookieYes provide a plugin that can generate a privacy and cookie policy. https://en-gb.wordpress.org/plugins/cookie-law-info/

Conclusion

I could write about 10, maybe 20 more common website errors, but these 7 cover the basics.

Basically, if you keep your website efficient, simple, easy to use and make everything blatantly obvious, your website will be your greatest asset for years to come.

If you are struggling with your website and would like a reality check covering everything from SEO to pagespeed, Google Business pages to general layout, contact us for a free no-obligation website review.

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Using a Page Builder? I need your help.

Debbie Elmore — Sat, 21 Jun 2025 14:38:24 +0000

Yes you heard that correctly. I am keen to pick the brains of any website owner that users a page builder. Whether its, Wix, WordPress.com, Weebly or even the many page builders that hosting companies offer.

I am keen to get an insight into the appeal of using page builders, what are the pros and if there are any cons. If you can spare two minutes to answer 9 questions, I would be very grateful.

I am hoping to collate this information into a infographic so I can get some insight and hopefully further improve my Build Your own Website Programme.

Click the button below to get started. It will take you over to SurveyMonkey (and is a bit no thrills as I’ve gone for the free option.)

The post Using a Page Builder? I need your help. appeared first on DVH Design.

📣 Calling All Self-Employed Professionals Aged 50+!

Debbie Elmore — Fri, 16 May 2025 13:32:52 +0000

Are you a skilled freelancer, consultant, or UK business owner aged 50 or over? Showcase your experience and services for free on RentaSenior.co.uk

Rentasenior is a new platform in the UK dedicated to connecting seasoned professionals with people in their local community, who need help and value local experience.

You can create a listing for free. Alternatively, Rentasenior offer a 30 day free trial, which enables you to reply to messages.

📍 Whether you’re a coach, carpenter, designer, accountant, tutor — over 50 and self-employed in the UK, this is your place to shine.

👉 Get started now by signing up for free membership here

Because experience matters.

The post 📣 Calling All Self-Employed Professionals Aged 50+! appeared first on DVH Design.

DVH Design – Online Superhero: In AI

Debbie Elmore — Sat, 12 Apr 2025 15:29:07 +0000

Over the last 48 hours, there has been a worldwide craze where people resort to AI to create theirselves in a box as a miniature character. I have seen some pretty accurate ones, some bizarre ones and a few that have made me chuckle (One of my friends is a Madonna fan, but AI thought he meant Maradona).

I could do that, but that would be very predictable and, 2 days in any trend, a bit boring. My accessories would inevitably be a laptop, glass of wine and my headphones. Meh, I’m sure you will agree.

Besides the BBC think that there are some concerns with environmental impact. Mainly because the process is quite involved https://www.bbc.co.uk/news/articles/c5yg690e9eno

So I did something a little different: Instead of expecting ChatGPT to do everything for me, I thought I would ease the burden a bit.

The first image (above) was taken about 3 years ago at one of my BNI meetings. I was in great shape after running a marathon and jokingly bought a cape and mask to reflect my online superhero persona. So half the work has been done already.

So I fired up my faithful ChatGPT (I should add that I use this strictly for research, my posts are still my own hand!). Then I merely uploaded the photo and asked it to make me into a Pop Funko character. I have a couple of these figurines already and I just find them way cooler than kit dolls. And they still come in a box.

The process did take a few minutes and I did have a refresh at one point, but here is the finished result that I can use to reflect my business. Not bad for about 10 minutes work!

As an added bonus, I can actually take this design and get it made into a Pop figurine https://funko.com/pop-yourself.html

I would love to know your thoughts in the comments and see your efforts, if you haven’t already shown it on social media.

The post DVH Design – Online Superhero: In AI appeared first on DVH Design.

Image Copyright: A Rough Guide to Staying Safe

Debbie Elmore — Sun, 23 Mar 2025 13:36:00 +0000

I was getting ready to write a LinkedIn post a couple of weeks ago. My goal was to drive home the benefits of backing up your website in case it all goes a bit “Pete Tong” (wrong). I was able to locate an image of Pete Tong off Wikipedia, but it wasn’t his best.

So I went to some of the popular stock image websites. There was a great selection of Pete Tong related images, but these were all marked Editorial. This means that the image could only be used for reporting and non-commercial only.

I could of course argue this was the case, but in the end decided to abandon the whole piece just to stay safe.

All about Copyright

The first instance of copyright law dates as early as 1709, to protect the interests of publishers. In time this has come to protect artists, writers and photographers. A website is no exception. Printed material may only reach a limited amount of people for a short time. A website is there all the time for anyone across the globe to stumble across.

Twin that with reverse image searches in Google Images and monitoring services such as Pixsy or Tineye, and you could find yourself in trouble very quickly. And it can get expensive.

The first experience I had of web copyright was as far back as 2005. I worked with a local manufacturing firm that told me his story. He bought 2 images from a well known stock company to use on his brochure. When he came to create his first website, he thought “oh let’s use the 2 images I’ve just bought for my brochure.”

Two weeks later there was a dull thump on his doormat. In the form of a hefty copyright bill for £7k per image. Ouch.

Of course this is the story I tell to advise my clients to not full foul of the same fate. After all, a lot can be done with £14,000. Paying a disgruntled photographer or artist shouldn’t be one of them.

That goes for Artwork as well

This isn’t limited to photos, this can be videos, graphics and so on. I recently complimented one of my clients for the graphic for one of her product hampers. When she announced “Oh I just did a Google search and copied it”, I took it upon myself to recreate a graphic that was just as good but wouldn’t potentially cost her 5 figures.

Deviant Art, one of the largest art galleries online does a pretty sterling job of explaining copyright on their website .

A quick word about celebrities

I have recently called out someone who I was going to work with by pointing out he had an image of a popular tennis player on his website. As this was a PT, it could be implied that he trained them.

I was shot down in flames due to the fact that he had included this image on his site for several years and had not had any issues. In fairness the image has about 100 pixels wide and very bad quality.

But why even take the risk? As I found out from my Pete Tong expedition, the only images are editorial. To include them on your website unless you are a news resource is a very dangerous game.

Celebrities (and their photographers) take a very dim view on having their work exploited and as Kendrick Lamar said at the Oscars, are “lawyered up”.

So what can you do?

There are a number of ways still to include images on your website and stay above board.

Original Content. This is the best method. Take your own images, make your own graphics. Or enlist on the help of a professional to create something that is truly yours.
Get written permission. It nevers hurts to ask. A polite email or letter might lead to a “no” but how would you know, if you don’t ask? If you’re selling products on behalf of a company, they should give you consent and probably even point you towards a trade website allowing you to take what you need. If not, then just get an ok in writing, even as an email.
Popular stock libraries. If all else fails, there are many stock websites for photos, videos and graphics. The top ones are iStockPhoto and ShutterStock. Generally you can get an image for about £7-£20. I would however read the licence agreements prior to using any stock website. Unsplash.com is also a good library to check out. Mostly these are free for commercial use. Access to premium images are available for £10 for a month.
Try free stock libraries. I have had some success using some of the other free options, such as FreeImages and Pixabay. Again read the small print first, just so you know whats ok and what’s not.
Check Out WikiMedia. If you are that adamant on getting a celebrity image, try WikiMedia which look after the images on Wikipedia. It can be a bit hit and miss, BUT read the Reusing content link first and follow the instructions thoroughly. Chances are you will be asked to add an attribution.

Conclusion

We all need content for our website and social media, but you cannot just Google an image and swipe it for your own use. By following my guidelines, certainly gives you better guidance into getting what you want without being my next horror story.

If you need help with your website then contact DVH Design today for a free no-obligation review.

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Keyword Repetition: How much is too much?

Debbie Elmore — Sun, 23 Feb 2025 10:39:55 +0000

A recent conversation about keyword repetition sparked this post to guide anyone else falling into the SEO trap.

I was talking to a client this week who was panicking about the content on their website. Basically they had been speaking to an outside expert about their page copy and how it could be improved. Fair enough so far.

But then the age old subject came up about keyword repetition. Cue the client physically counting the times a keyphrase is repeat throughout several of the blog posts I had written.

For anyone that hasn’t been working in the web world for nearly 25 years, I shall bring you up to speed: Before 2012, it was possible to game Google (et al) into ranking your website higher than your competitors. One of those early tactics was to stuff your chosen keyphrases into copy as many times as you could. it didn’t have to make sense but it worked.

Luckily at around 2012, Google put a massive stop to that with the Google Panda and the Google Penguin updates. Between them, websites that were both thin on content and were blatantly using bad techniques to promote their website saw a massive drop in rankings. Overnight.

So now the playing field is more even. Yes, you will have to repeat your keyphrase in the content you write, but what extent of keyword repetition is bad?

An Extreme example of how not to do Keyword Repetition

I shall start with what is not allowed. What i am about to give you is an extreme example of keyword repetition.

Tell me if you can comfortably read the copy in this image:

Nope. Neither can I! This is too much. That text isn’t even readable and reeks a bit of desperation.

Copy like this will make any visitor to your website do a 180 and go back to Google. And after a short while, Google will want to know why so many users are doing the same. And bang! You are on the naughty list.

So what Should I do?

When talk about a subject, you know a lot about, or are passionate about, you talk about it using using common terms with a second thought. So by creating compelling content about the subject, any potential keyphrases are repeated naturally.

Whether you are writing a page or a post, it also helps to know what keyphrase you would like to rank for. I will tackle this in another post, but let’s just say for now, you have your keyphrase in mind.

Write Something Compelling

Remember the internet is still an information super highway that most of the population of the world use for information. Google and other search engines exist so web users can find the best information to serve them.

So if people are coming onto your website to read your content on X keyphrase, it means they want to know more about it.

Not necessarily to buy your product/service. They could just be seeking advice on the subject, or doing research or comparing ideas.

So how can you best help that end user? What advice can you give them about X subject? What do they need to know moving forward? Even better, what shouldn’t they do? These should give you ideas for good content.

Is there an actual number for Keyword Density?

Keyword density is the number of times a keyphrase appear in a web page (or post).

There is not a definite number to adhere to, but as a guide, there is a formula according to SEM Rush.

If you divide the total word count of your post/page with the number of times your keyphrase is repeated. Then multiply this number by 100 and that is your percentage.

But that’s a bit techy isn’t it? You may get some SEO consultants give you a figure such as repetition every 1-200 words and SEO software that say aim between 0.5%-3% for the optimum in SEO.

My Best Tips

Focus on User Experience not SEO. You could easily drive yourself mad by focusing on keyword density for SEO, so don’t! Instead focus on serving the user. The keyphrase needs to appear as early as possible, for example in a heading. This at least tells the end user that they are on the right page.
Write for the people, not the search engines. An age old tip that applies even now. You are not a robot and your users are deifintely not. So write natural content for them. If you try writing your copy with search engines in mind, people will turn away. A massive red flag for Google.
Use an SEO plugin. If you are on WordPress, a shop site or any CMS based platform, you can add a good SEO plugin that can notify you if your repetition is just a bit too much. For WordPress, I use the free version of Yoast SEO. This checks your content in real time and warns you if you are over optimising for your keyphrase.If you aren’t on any platform then try an online tool like SEMRush’s Online Checker
Read through your content. Copywriting can be mentally draining, so once your’ve written your piece, go away and take a break from the screen. Make a cup of tea, watcha film or something. Then look back on your article on a fresher mind. Does it read ok? Do you understand it? If not then make changes.
Get someone else to read it. it’s also easy to get to engrossed in your writing. So ask someone else to read it: A colleague, your boss, your friend. They will tell you if it sounds forced. If you are stumped, then I volunteer my Mum who gives a very honest opinion!

Conclusion

Whether you are conscious of falling foul of Google or want to write the best piece possible for your website. These tips should give you a better insight on what to focus on. If your article is that compelling and well written then othr websites will want to link to it naturally or even better, Google will use your content to inform its users.

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