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Website Planning Process – Part 2

Are you thinking about taking your small business online?

Then this detailed guide to planning your website is for you.

Note: This section continues from the previous article series where we provide essential information related to planning your new website or blog.

How To Plan Your Website – Understanding The Process – Part 2

In Part 1 of this article, we looked at the following areas of the website planning process:

(The Website Planning Process)

As you can see, in the previous section of this guide we have established the foundations for planning your site. If you have followed this process, you would have a clear idea of your site’s goals and objectives, established your website name, decided on the technology platform you will use and defined your target audience.

At this point, many people start building their website. We suggest, however, that you complete the rest of the planning process presented below, as we will now address web content planning and looking at effective content publishing and management strategies. Getting all of the initial planning done before you start building your website or blog could save you time and money.

Step 5 – Identify Your Key Phrases

(List the principal search keywords)

Now that you have a good idea of who you will be targeting with your site, it’s time to identify the main key phrases that you will want visitors and search engines to associate with your website. This will help search engines connect your site with your target readers.

Ideally, you will want to focus on keywords that have “low competition” and a reasonable monthly search volume. Depending on your specific goals, you may also want to focus on keyword phrases in your target market that have some level of commercial profitability.

There are many tools you can use help you find suitable key phrases, including free keyword tools.

If you have an account with Google Adwords, for example, you can use the Google Keyword Planner.

Using Google’s Keyword Planner tool, you can see that more people search every month for a key phrase like “overseas adventure travel” (over 18,000 searches per month) than “singles adventure travel“, which gets less than 1,000 searches a month …

(Keyword Planner Tool – Google AdWords)

According to this keyword research tool, however, the number of sites competing for visitors searching for “singles adventure travel“, is significantly higher than sites trying to rank for a keyword phrase like “overseas adventure travel“. This may be because one key phrase relates to a specifically targeted audience (i.e. “singles” looking for adventure travel) while the other is more generalized, or because there is more money to be made selling adventure travel packages to singles, etc..

Keyword research can also help you understand the commercial value of certain key phrases. Typically, smart advertisers will invest more time and money promoting keywords aimed towards ”buyers”, instead of keywords that are more suitable for users who are just browsing or researching information online.

For example, users searching online for the keyword phrase “colour printers minolta” are generally not as ready to invest in a colour printer as people who search for a more targeted keyword phrase like “konica minolta bizhub C25 review”, so if you plan to sell or review colour printers on your site, you would want to aim for longer, more descriptive and more targeted keyword search terms (called “long tail keywords”), hopefully with a high search volume and low to medium competition.

It will help your website, therefore, to have a few highly searched keywords in your content. However, don’t go “crazy” doing keyword research for every piece of content you plan to add to your site, especially if you are just starting out.

Start simple. Begin by making a list of the “top” five keywords you want your web site to rank well for in the search engines, make sure that the keywords you choose are getting a decent number of searches every month and then use these key phrases organically in your posts (i.e. aim to write your web content for people, not search engine robots).

Once your site starts to bring in visitors, you can then analyze actual data like keyword searches online users are typing into search engines to find your website from your server logs and use this information to refine your keyword research.

Useful Tips

Tip #1: Avoid basing keyword phrases that show extremely low to no monthly searches, or that have no commercial value. There’s not much point ranking #1 in Google for a keyword phrase that no one is searching for. Also, if you type key phrases into Google and no one is advertising products for it (i.e. no Google ads show up), then that keyword most likely has no commercial interest or is unprofitable.

(Search phrases that have no competition for advertisers may be unprofitable)

Tip #2: Use keyword research tools to help you build keyword lists and generate commercial content ideas. Below are some useful free and paid keyword research tools you can use:

Free Keyword Research Tools

Google AdWords Keyword Planner

(Keyword Planner Tool – Google AdWords)

The Google AdWords Keyword Planner lets you explore hundreds of keywords and keyword-based advertising ideas (e.g. pay-per-click advertising), get keyword search history, see how a list of keywords might perform in ad campaigns and even create a new list of keywords by multiplying several existing keyword lists together.

To learn more, visit this website:

If you don’t have access to a Google AdWords account, use the FREE tool below to help you with your initial keyword research:



UberSuggest is a free keyword suggestion tool that essentially lets you perform the same function as typing a subject into the Google search box and seeing what topics or ideas come up.

This tool saves you time going go through the alphabet from A-Z to discover new keyword suggestions related to your subject:

(Explore new content ideas with the Ubersuggest keyword suggestion tool)

To use this keyword tool, visit this website:

The keyword research tools below will help you not only discover many profitable keywords and long-tail keywords to use when planning content or a pay-per-click advertising campaign, but also save time analyzing your competition’s keywords and formulating a content SEO strategy for your site:

Market Samurai

(Market Samurai Keyword Research Tool)

Market Samurai is inexpensive and provides not only keyword research but also additional content research tools, with excellent training tutorials on how to perform SEO keyword research.

To learn more about this tool, visit this website:


(SEMRUSH Keyword Tool)

SEMRush lets you add the URLs of your competitors and the tool will then give you a list of all the keywords that your competitors’ sites are ranking for, allowing you to easily find short-tail and long-tail keywords that you can target.

For more information, check out the website here:

Keyword Spy

(Keyword Spy Keyword Research Tool)

Keyword Spy is an SEO tool that is primarily used for doing keyword research. Use Keyword Spy to view competitor keywords and to do research on keywords for your own website.

To learn more, visit this site:

Step 6 – Defining Site Categories

(Define web site categories)

After doing some keyword research, the next step is to decide on specific areas within your niche or industry that people will be interested in learning about and create a list of “categories” for all the topics that you plan to write content about.

For example, if you run a travel agency, your categories could include topics like: “corporate travel”, “luxury travel”, “exotic destinations”, “family holiday destinations”, “budget accommodation”, “travel tips”, “train travel”, “air travel”, “South America,” or any other travel-related categories that match your services.

Aim to create an initial list of about 3 – 8 categories. You can always add more categories to your site later on.

Useful Tips For New Business Website Owners:

Tip #1: Use WordPress For Easy Management Of Your Site’s Categories

WordPress has two fundamental ways of grouping and organizing content (WordPress refers to these as taxonomies): “categories” and “tags”.

WordPress makes managing categories easy. It also lets you easily create new categories and assign your posts to different categories to help keep your content organized.

(WordPress makes managing your website’s categories easy)

Tip #2: Categories Can Increase Your SEO

Choosing the right keywords when naming your categories helps to improve your site’s SEO rankings.

WordPress lets you easily create search engine-friendly URLs that include your categories as keywords (great for SEO, so remember this when deciding on your category topics …

(WordPress categories can increase your SEO)

Tip #3: Categories Can Improve Ease Of Navigation For Visitors

Categories help users find content on your site more easily.

WordPress turns every category you create into a searchable web page.

This lets your visitors find all posts published under that category in one place …

(WordPress categories help to ease of navigation on your site)

If you need help using WordPress post categories, refer to this tutorial:

Step 7 – Plan Your Content Strategy

(Plan your content strategy)

Now that you have created a list of keywords and categories, the next step is to begin planning your content strategy.

Organizing Your Website Pages

Your website should have standard pages like Home, About Us, Contact, legal pages, and product / service description pages and any additional pages specific to the needs of your business (e.g. a staff directory page linked to your About page, FAQ, etc.).

Your website may also need special pages or sections, such as a members-only section for customers, private access pages for resellers or affiliates, and so on.

If your business provides a number of services, don’t list them all in one page. Instead, create a separate page for every service you offer. This allows search engines to better index and rank your website and web pages and creates multiple landing pages (i.e. entry points) for visitors to find and access your website.

(Create separate landing pages for each service your business provides)

Many businesses make the costly mistake of lumping all of their services in one page. If you want to, you can have a main ‘Services’ page which lists all of your services with links from each service pointing to their own separate page for more details.

Organizing Your Web Content

You will need to create and content to every page you plan to have on your website as well as create and publish new content on a regular basis to attract visitors, educate prospects, train clients, etc.

Ideally, your web content plan and content marketing strategy should be defined at the digital business planning stage before your website even gets built.

To learn more about the planning process we recommend for keeping your website and web content organized as your business grows, see this tutorial:

Content Strategy Tips:

Tip #1: Your “Static” Web Content

Make sure that you have content for all of your “fixed” website pages already written before you begin building your website, especially if you plan to get someone else involved in the process. This will help you avoid additional costs caused by delays or unpreparedness.

Below is a simple checklist of the content you will want to have ready before you start building your new website:

Tip #2: Create A List Of Web Content Topics

Here is a “quick” method you can use to help you begin writing a list of content topics for your site.

Write down 15 keywords, and for each keyword, list one content idea you can add to your site.

You can also write blog posts about any of the topics listed below:

Once you have created a list of web content topics, continually add to your list.

Tip #3: Learn Ways To Run Out Of Content Ideas

We provide our clients and subscribers with detailed training email on how to develop a content marketing strategy, how to promote your business with content, and how to never run out of new web content ideas.

(Learn ways to never run out of ideas for new content)

The “Infinite Web Content Creation” email training series covers the following areas of the content creation process:

Enter your details in the form below to subscribe now and start receiving training content immediately!



This is the end of Part 2

To continue reading this tutorial, click here:

Images: Planning, Social Media, Blogging.


"I am beyond impressed with what you have put together. I can tell that you put a ton of hard work into building what you have. You have the absolute best content on WordPress I have ever seen!" - Robert T. Jillie


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