Improving Dealer SEO with the Right Target Keywords

Are Target Keywords Important for SEO?

Absolutely. Keywords tell search engines what your content is about and help determine whether it matches a user’s search intent. Without them, ranking for relevant searches becomes nearly impossible.

When you use the same language your audience is searching for, you improve your chances of appearing higher in the SERPs (Search Engine Results Pages), attracting better-qualified visitors, and increasing conversions.

How to Identify Target Keywords

• Draw on your own industry expertise — you already know the terms your customers use every day.
• Look at competitors’ websites and social media activity for keyword ideas.
• Use keyword research tools to discover related searches, question-based queries, and long-tail opportunities.
• Focus on specific, localised phrases for better conversion potential (e.g., “Used Yamaha R1 for sale Manchester” rather than just “Yamaha R1”).

Backend vs Frontend Keyword Optimisation

Backend Optimisation

Includes keywords in elements your visitors don’t directly see but which search engines read, such as:

• Meta titles and descriptions
• Image alt text
• Anchor text for internal links

Frontend Optimisation

Place target keywords naturally in visible content such as headings, paragraphs, and calls-to-action. Use them early in a section, make them bold when helpful, and ensure they fit the surrounding context without disrupting the flow.

Things to Avoid

• Keyword stuffing — overloading content with keywords in an unnatural way can harm your rankings.
• Chasing unrealistic keywords — instead of competing with global brands for generic terms, aim for niche or location-based phrases.
• Focusing only on primary keywords — secondary and related terms can bring in additional, often higher-converting, traffic.