Most keyword advice comes with a catch: the examples come from someone else’s website. So we tested it on ours. At Lewiston Digital Marketing, we took our own web design service page, changed only where the main keyword and location appeared, and tracked what happened in Google Search Console.
The test was small and low-risk, which is why we ran it on ourselves instead of a client. It also answers a question we hear from business owners all the time: does where a keyword sits on the page matter, or only whether it’s there? If you’re comparing web design firms in the Lewis Clark Valley, or anywhere in the country, this is the kind of detail a good team sweats, because small placement choices can decide who gets found in local search results.
The Experiment
We kept the design, images, and word count identical, and changed only the opening of the page. Each version ran for the same length of time:
- Version A, front-loaded: “Web design in Lewiston, ID” appeared in the title, H1, and first sentence.
- Version B, buried: The same phrase didn’t appear until the fourth paragraph.
- Version C, left out: The page described our design work but never named the service or the city together.
We tracked impressions, average position, clicks, and inquiries.
Version A: Front-Loaded
This version told Google and visitors what the page was about immediately. Visitors also saw the exact phrase they’d searched, which reassured them they’d landed in the right place.
Version B: Buried
The content was identical, but the key phrase came late. Visitors had to read further to confirm the page matched their search, and early content tends to carry more weight than late content.
Version C: Left Out
This one described the work vividly but skipped the searchable language. A page can be well written and still invisible if it never uses the words real people actually type when searching.
What We Took From It
Whatever your own numbers show, the principles are consistent with Google’s published guidance: be clear about the page’s topic, write for people first, and put the important words where they read naturally.
Where to Place Keywords on Your Own Site
- Title tag: Your service plus your city, like “Web Design Lewiston, ID”
- H1 heading: One plain statement of what the page offers
- First paragraph: Name the service and location within the opening lines
- Subheadings: Use natural variations rather than repeating one phrase
- Image descriptions: Describe the image honestly, adding the keyword only when it fits
- URL: Short and descriptive, like /web-design-lewiston-idaho/
- Internal links: Use descriptive link text instead of “click here”
Choosing Keywords Worth Using
Specific local phrases beat broad ones:
- “web design” is crowded and vague, and could be someone wanting educational content.
- “web design Lewiston” shows local interest from potential customers.
- “best web design agency Lewiston” shows someone comparing providers who is actively looking to buy.
Check Google’s autocomplete suggestions and the searches already appearing in Search Console, then build pages around those real phrases.
Mistakes to Avoid
- Stuffing keywords into every sentence.
- Hiding text or using tricks to game search engines.
- Using one page for every service instead of one per service.
- Copying text across pages with only the city name swapped.
- Judging results too early. Give a change several weeks before drawing conclusions.
Frequently Asked Questions
Does keyword placement really matter?
Clear signals near the top of a page help both visitors and search engines understand it quickly. Natural writing still comes first.
How many times should I use a keyword?
There’s no magic number. Use it naturally in the title, heading, and opening, then write for the reader.
What should I look for in a Lewiston marketing company?
Look for a team that builds websites and SEO together, as two parts of the same puzzle, then connects the web design and SEO to the rest of the equation that Google uses for ranking.
Can I run a test like this on my own site?
Yes. Change one element at a time, wait several weeks, and compare results in Search Console. Depending on your niche, location, and site traffic the test may be much faster
The Bottom Line
Small choices on a page add up. Putting your service and location where people and search engines look first, then writing naturally from there, is a simple habit that makes every page easier to find.
Curious how your site’s pages stack up? Do a Google search for your own services that have a page dedicated to them. Do you see the page ranking near the top, or not at all? Either answer is good information.
Ready for a website that gets found? Contact Lewiston Digital Marketing today, and let’s build one.
