How To Use SEO Keywords Naturally On Your Website
Why Keywords Still Matter (Even in 2026)
If you’ve ever tried to “do SEO” for your Squarespace website, you might’ve found yourself wondering: how do I use keywords without sounding like a robot?
You’re definitely not alone. Many small business owners and creatives know keywords are crucial for helping their sites rank on Google, but they’re unsure how to integrate them naturally without sounding too repetitive or dry.
The truth is you don’t have to choose between sounding human and being found online. With the right strategy, you can write website copy that’s both authentic and search-optimized, all while being aligned with your brand voice.
Understanding What SEO Keywords Actually Are
Before you start sprinkling “keywords” words into your copy, it’s important to understand what that really means.
Keywords reflect what your clients are searching for.
Keywords aren’t magic SEO tricks. They’re the real phrases (that’s right- not usually a word!) your ideal clients type into Google. Put yourself in the shoes of your potential client. Without typing in your business name, what would someone type in to find you? For example:
At Figment Branding, we use a few different keywords. On our custom service pages we focus on “brand and web design for Hamilton-based small businesses”, and on template pages we use “Squarespace website templates for creative businesses”
A photographer that operates mainly in Toronto should use the keyword “wedding photographer in Toronto”
A social media manager specializing in food businesses might use “social media services for restaurants and bars”
These are called search-intent keywords, and your goal is to use them naturally in your content so that Google can connect you with people who need your services.
Start With Simple Keyword Research
You don’t need fancy SEO tools to find good keywords. There are tons of free options out there to find what people are searching for, and what you may want to gear your keywords towards.
Free Keyword Research Tools to Try
Google Autocomplete: Type in your service and see what suggestions appear.
AnswerThePublic.com: Visualize what questions people are asking around your topic.
Pinterest Search Bar: Great for creative or visual business niches.
Once you gather a list, pick:
1–2 main keywords (phrases) per page (ex. Squarespace website design)
1–2 supporting keywords (phrases) (ex. custom Squarespace template, brand website design)
Write Your Content For Humans First, Then Optimize It For SEO
When creating the written content for your website, don’t start with these keywords- start with connection. Write your content like you’re explaining your business to your dream client. Once your draft feels good, go back and optimize lightly.
Where To Add SEO Keywords Naturally On Your Website
Page headings (H1s and H2s): integrate keywords into headings (heading levels H1 and H2 being the most important) like “Wedding Photographer In Toronto, Ontario”, rather than generic statements like “Capturing your special day” (which you can still use, but its better to use keyword-optimized statements as your headings)
Meta titles and descriptions: control what shows in Google search results in the preview section
Image alt text: describe your visuals with clarity and relevance to help with accessibility
URL slugs: short and descriptive, like /wedding-photography-services-toronto
If a phrase feels forced, you can use variations or synonyms! Google understands context, and you don’t have to repeat exact matches.
Optimizing All Your Website Pages For SEO
Your homepage isn’t the only place for search engine optimization (SEO)! Every page on your site can play a role. This is especially important if you offer different services! For example, my keywords are different on pages where I talk about my brand design services, and my web design and development services!
Each page strengthens your overall SEO visibility by targeting related search terms. Repeating the same keywords and their variations across a page in headings, even if they vary page to page, is a great way to improve your SEO.
Optimizing Your Website For SEO Doesn’t Need To Be Difficult
Using keywords naturally is all about helping real people find what they’re searching for. When your website speaks clearly to your audience and is structured for SEO, you create an authentic experience that Google loves to recommend.
Have a question or want to chat more about all things SEO? Reach out to Figment Branding today!
