How to Choose the Right Keywords for Your Squarespace Website
When people hear “SEO keywords,” it is easy to assume the goal is to find the most popular words and add them everywhere on your website.
But good keyword strategy is less about using the biggest search terms and more about choosing the right searches for your business.
Your keywords should connect three things:
What you offer, who you serve, and what your customer is actually looking for.
If those things do not line up, you could bring people to your website who were never looking for your services in the first place.
Here is how to start choosing keywords that make more sense for your Squarespace site.
Start With What You Actually Offer
Begin with the simplest question:
What would someone search if they needed this service or product?
If you build websites, some starting keywords might be:
Squarespace website designer
Small business web design
Squarespace website redesign
Website maintenance services
If you sell products, your keywords may be more specific to the actual item.
This sounds simple, but businesses sometimes focus so much on creative brand language that they forget to clearly name what they sell.
You can still have a unique brand voice. Just make sure your website also uses language customers understand.
Think About Location When It Matters
For many small businesses, location changes the search completely.
Someone looking for a photographer, restaurant, salon, consultant, or local web designer may include their location when searching.
Instead of:
website designer
they may search:
website designer in Brooklyn
or:
Squarespace designer NYC
If your business serves a particular city or area, location-based keywords can help Google understand where your services are relevant.
But only use location keywords where they make sense. If you work with clients nationwide, you do not need to force a neighborhood or city onto every page.
Pay Attention to Customer Intent
Two people can search for similar things while wanting completely different answers.
Someone searching:
what is Squarespace SEO
is probably trying to learn.
Someone searching:
Squarespace SEO services
may be looking for someone to hire.
And someone searching:
Squarespace SEO audit
may already know what they need and be closer to taking action.
This is called search intent.
Understanding intent helps you decide which keywords belong on which pages.
Educational searches may make sense for your blog.
Service-focused searches belong on your service pages.
Product searches belong on product or shop pages.
Your keywords should match what you want the visitor to do when they arrive.
Get More Specific
Broad keywords can be tempting because they sound important.
For example:
marketing
photography
web design
These terms may receive a lot of searches, but they are also very broad and competitive.
A more specific keyword can tell you much more about what the customer wants.
Instead of:
web design
try:
Squarespace website design for small businesses
Instead of:
photographer
try:
New York product photographer for small businesses
These longer searches may attract fewer people, but those visitors may be much more relevant to your business.
The goal is not always the most traffic.
It is getting the right people to your site.
Give Different Pages Different Jobs
One common SEO mistake is trying to make every page rank for the same keyword.
Your entire website does not need to target one phrase.
Different pages can answer different searches.
For example:
Homepage: Small business website design
Squarespace service page: Squarespace website design services
Redesign page: Squarespace website redesign
SEO page: Squarespace SEO services
Blog: Why isn't my Squarespace website showing up on Google?
Now each page has a clearer purpose.
This also helps you avoid repeating the exact same information everywhere.
Think of your website like a map. Each page should have a destination and the keywords should help guide the right person there.
Do Not Force Keywords Into Your Copy
Once you find a keyword, it can be tempting to repeat it constantly.
You do not need to.
If your copy starts sounding unnatural, your visitors will notice.
Instead, use your main keyword where it naturally helps explain the page, including places like your page title, main heading, introduction, description, and relevant sections of the copy.
You can also use related phrases rather than repeating one exact term.
Your content should still sound like it was written for a person.
Because it was.
Choose Keywords Around Your Customer, Not Just Your Business
The strongest keyword strategy usually starts with customer questions.
What problem are they trying to solve?
What would they call that problem?
What would they search before contacting you?
What would they search when they are ready to hire someone?
Those answers can shape everything from your service pages to your blog topics.
And once your keywords are connected to specific pages, your website becomes much easier to organize.
Your Keywords Need Somewhere to Go
Finding keywords is only the beginning.
The next question is:
Which page should target which keyword?
That is where website strategy becomes important.
Instead of adding random keywords across your Squarespace site, you can map specific search terms to your homepage, service pages, product pages, location pages, and blog content.
That gives each page a clearer purpose and creates a more intentional path for your customers.
Need help figuring out which keywords belong where?
Book a Website Strategy Session With DevButter Digital
We can help map your services, customer searches, and priority keywords to the right pages so your Squarespace site is built around what your audience is actually looking for.
