Optimizing Your Site

- Creating SEO-Friendly Content

If you fail to ensure effective search engine optimisation (SEO) for your website and its pages, your competitors will enjoy the traffic that could’ve been yours.

And that traffic could’ve been tremendous sales opportunities.


In the above illustration, you can see that it is easy for Google to direct a user looking to buy pet food to the pet store (Store A). This is because it is clear to the search engine what the store is about.

SEO-Friendly Content

For the same reason, if a user asks for directions to where to buy a car, Google will also be able to quickly show results from Store B.

SEO-Friendly Content

In the case of Store C, we don’t know what it is  – not even Google knows. So Google won’t be able to direct to Store C those who are looking for what Store C has.

Google will only direct users to stores that it knows about.

You don’t want your website to be like Store C.

You also don’t want to have a store that only says “Pets” because that term can mean many things. Pet adoption, pet grooming, pet supplies… anything, not necessarily just a place to buy pet food. 

And the worst thing you don’t want to do is to label your store as a pet shop when your products are something else.

Google prefers to direct users to optimised websites that have clear messaging and clear content.


To make sure that you have your share of the market, you have to see to it that your pages perform well on search engines results pages (SERPs) displayed for users looking for information and products you have.

To do so, you need to implement practices that guarantee your content will serve its purpose when users are trying to find solutions through search engines.

Here’s a checklist of things you need to keep in mind when developing your pages’ content.

  • Have a Sound Keyword Strategy

Making sure that your technical SEO is on point gets your pages crawled and indexed by search engines. 

Having done so gets you into the race.

But if you’re going to win the race, you need to implement on-page SEO principles to make your pages more reliable and useful than your competitors.


Now, it is vital to remember that if you create your website in a way that your content and messaging are clear, users will naturally find you on SERPs by using keywords that are clearly relevant to your business

But you have to consider the possibility that your competitors are doing the same.

For you to ensure that you are getting your share of the market, you need to make an effort to do SEO better than them.

There are a ton of details when it comes to keyword strategising.

For more details see Section 3 of the KAMG SEO Content Hub about Keyword Strategy & Research. But we will gloss over some essential things you need to consider.

Keyword Strategy in 5 Steps

  1. Identify your seed keywords or the top keywords that you want to rank for.

When brainstorming seed keywords it’s common to begin with your best estimates.

Here are some questions to ask yourself to aid in your brainstorming.

  • What’s the point of my website?
  • What exactly do I sell?
  • Who do I sell to?
  • What keywords do I want to rank for?
  • What kind of keyword ads would I buy?
  • What words would someone use if they were just starting to research the topic of my website?

When selecting seed keywords, it is often beneficial to be as specific as possible.

If you own a watch repair shop in your neighbourhood, you could perhaps assume “watches” would be an excellent keyword, but it’s so broad and competitive that it’s unlikely to help you.

Try being more precise instead.

Watches is a bad seed keyword.

Watch repair shop and used watch parts are good seed keywords.

  1. Identify what your competitors are ranking for.

If your site is new, it would be good to see what keywords your competitors are currently ranking for. Find a business that sells almost exactly what you sell and analyse their website.

You may use Moz’ Keyword Explorer to analyse competitor websites.

See what keywords come up and pick out which ones are applicable to your business.

  1. Check what keywords you are already ranking for.

If you already have a website, you have to constantly check what keywords you are naturally ranking for.

You can find out what keywords your website is already optimised for by using the same keyword analysis tool by Moz for checking your competitors.

Assess what you are ranking for differently than the competition and see which ones you can leverage.

Also see if you can compete using the same keywords that your competitors are using.

  1. Plan your content around your chosen keywords.

Analyse as much content as you can find that are in the SERPs for the keywords you have picked out.

Plan on what excellent content you may provide to satisfy those keywords and ensure that you consider their search intent.

  • Satisfy Search Intent
Search Intent

Search intent is a qualitative metric for keywords. It defines the major user consensus for the reason or intention why users are using a keyword.

So for example, the keyword “buy shoes online” will be used by people whose search purpose is to find shoes for sale and shop. They intend to buy and naturally use that keyword to find a store where they can do what they want.

On the other hand, for example with the keyword “what is SEO” the intention of the user for the search is to learn the definition of SEO or to get more information about the topic.

We will dig deeper into this matter in the Search Intent Section of the KAMG SEO Content Hub. But for now, here are brief descriptions of the different types of search intent.

The 4 Most Common Types of Search Intent



This pertains to keywords used in search with the intent to find information. For example, “weather today” and “how to train an elephant” are informational keywords in terms of search intent.



People use navigational keywords to find a website. For example, you may use the search word “tabasco” to simply find the Tabasco® hot sauce website.



These keywords are used by people who have the intent to buy something at the moment. For example, the keyword “buy bananas online” is a commercial keyword used by people who simply want to purchase bananas.



Keywords like these are used by people who have transactional intent but are still evaluating what and from where to buy. So a person with commercial intent may search with keywords like “best SEO agency UK” or “restaurants near me.”

Knowing the search intent for your keywords can help you build your pages in ways that satisfy the reasons why people are searching for those keywords.

High ranking pages are those pages that people most often click on when they search.

The attention and traffic these pages get gives Google a quantitative impression that they have the best quality content to be resources for people searching with the keywords they match with.

Google thinks that these pages satisfy what users are looking for. And you want to appeal to those users by ensuring your pages have exactly what they are looking for.

You have to ensure that you give users what they are looking for, as precisely as you can, when they use a certain keyword.

You may use informational keywords for your learning resources, guideposts or blogs. And you may integrate transactional ones into your product, service or shopping pages.

The point is that people are searching for things using search engines to find a solution to a problem that they have. So ensure that you provide what they expect to find on your pages.

  • Make your pages naturally useful.

Even if you use the best keywords on your pages, they will not rank if users don’t get what they want from them.

So focus less on ensuring that you use keywords word for word and rather. put more effort into making your pages engaging, helpful and conversion optimised.

Remember that search engines, most especially Google, are already highly intuitive. They know what keywords your pages are ranking for even if you don’t mention them word for word in your copy.

And don’t forget that your ranking on SERPs is also highly affected by how much traffic your page is currently getting. If Google sees that your pages are getting a lot of traffic and usage, it may assume that your page is useful and contains good answers to queries for particular keywords.

Here are tips on how to create SEO-friendly page content.

  • Don’t be too dogmatic in using keywords.

Only use a keyword word for word if it grammatically makes sense and helps drive the point of your page. For grammatically incorrect keywords, don’t be afraid to rephrase them.

For example, shoes store UK is a keyword that will rarely fit any practical sentence.

You don’t want to say “We are the Best Shoes Store UK” as it is simply bad English. You could rephrase it as “The Top Shoes Store in the UK” and only if you want to emphasise that point to the user.

Also avoid keyword stuffing or deliberately repeating a keyword in your copy in an attempt to tell Google that your page is about that keyword. Google knows that people are doing this and will rank you lower if you do so.

  • Focus on the purpose of your page.

Write with the intent of what your page is for. 

For example, if you are building a product page for a Pet Store to promote a certain product such as a green medium-sized dog leash, you will want to write descriptions, uses and benefits of that product. 

You may want to talk about why a user should buy this product in terms of its characteristics and qualities:

  • Animal specific (Dog),
  • Function (Leash)
  • Colour (Green)
  • Size (Medium-Sized)
  • Standard (Good Quality) 
  • Characteristics (Simple to buy (and return)).

You may also want to include how a user may buy the product and other details including pricing, warranty and shipping – things that you would want to know if you were the customer.

When you focus on building your pages in a way that they are helpful to users, you will naturally be indexed and ranked for the correct keywords.

Knowing what your keywords are before building your pages is important. However, your goal has to be to satisfy customers, not to perfectly use keywords.

SEO-friendly content means that your pages serve their purpose as an effective solution for users.

But here’s the thing. You don’t usually create new pages often or update your existing ones regularly.

You may add a new page for a new product or update an existing one for added features but these instances seldom happen. And with SEO requiring that your website berich with related content, you can’t bank on your pages for content expansion as much as you can with blogs.

You need regular fresh content.

Hence, blogs are a significantly helpful part of your website in terms of SEO. And that’s what you will learn in the next section of the KAMG SEO Content Hub about How Blogging Improves Your SEO.

Picture of Champ Biala

Champ Biala


CHAMP BIALA is the Head of Content for KAMG and a seasoned writer. Past experiences in education, video production and music allows him to create varied content for multiple business types. He provides content for firms across Asia, the US, the UK and Canada when he is not organising beach festivals in the Philippines.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com