If someone searches for “Wirral Solicitor” and your website doesn’t actually contain those words together then it is not as relevant as a site that does. A lot of people don’t realise that they may have the words “Wirral” and “Solicitor” on their website but not together.

Another important factor is where the chosen terms appear. Having them once on a page means your website wont be as well optimised as someone who has it twice on the page. Have it 50 times on a page and Search Engines will penalise your site for “keyword stuffing”!

Making a page relevant means having the target term an optimum number of times in certain places on the page. The title being the most important, then within headings and then within your main copy and then a few other places.

Another important point is that usually only one page shows up on search engine results at a time, so there is no point in having different pages optimised for the same term. Better use would be e.g. if you are a law firm offering family law services then that page could be optimised for “family law advice” while your family law solicitor’s profile could be optimised for “family law solicitor”. This way searches for either of these could land people on your site.