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Keywords are words that describe your business or the page content on any page on your site. They are an important way of generating positive search results in for example Google. When a user enters a string of search words in Google, the search engine will display results closely matching the entered search words. Search engines source their information from page titles, descriptions and keywords. Always use descriptive words and phrases you expect people would enter to find your business.

For example, if you sell boutique holiday accommodation on your website; 'boutique holiday accommodation' is a far better choice of keyword than simply 'accommodation'. In addition, if your business focuses on a specific location, make sure to include this in your keywords as it will help narrow the search further. Again, with any specific service or product you offer; use specific words rather than generalisations.