Seo/ home page content plan

[D206]

Can anyone help me by telling me the process for home page content planing and keyword selection for primary keyword among selected keywords? 

[BérangèreL]

Hi @D206 and welcome, it's a pleasure to have you here!

Great question, thanks for asking the HubSpot Community!

I've picked some resources for you that might help:

- Content Marketing Planning Kit
- How to Develop a Content Strategy in 7 Steps (From Start to Finish)
- What a decade in SEO taught me about keyword research that works
- Free Keyword Research Template

Also, I'd love to check with our Top Experts: Hi @karstenkoehler, @johnelmer and @KTownsend do you have any tips to help @D206, please?

Have a lovely day and thanks so much!
Bérangère

[karstenkoehler · Accepted solution]

Hi @D206,

Happy to help here – this is a great question to leverage generative AI for:

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1. Research and shortlist keywords

• Use keyword research tools (Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest).

• Look at search volume, keyword difficulty, and relevance to your business.

• Make a list of 5–10 strong keywords closely related to your product/service.

2. Analyze intent

• Identify what searchers expect when they use each keyword (informational, transactional, navigational).

• For a homepage, prioritize transactional or navigational intent since it’s often where people decide if your brand fits their needs.

3. Select the primary keyword

• Choose one keyword that:

  • Has good search volume but is not overly competitive.

  • Accurately reflects your core offering.

  • Matches your brand positioning.

• The rest can serve as secondary or supporting keywords.

4. Plan homepage content structure

• Headline (H1): Include the primary keyword naturally.

• Subheadings (H2/H3): Use variations and secondary keywords.

• Intro section: Explain clearly who you are and what you offer.

• Value propositions: Highlight benefits, trust signals, and proof.

• Product/Service overview: Short summaries linking to internal pages.

• CTA: Guide visitors to take the next step.

• Supporting content: FAQs, testimonials, brief about-us section.

5. On-page SEO practices

• Optimize meta title and description with the primary keyword.

• Use the keyword in the first 100 words of content.

• Maintain natural keyword density (avoid stuffing).

• Optimize images with descriptive alt text.

• Ensure fast load speed and mobile-friendliness.

6. Review and refine

• Check competitors’ homepages for structure and keyword use.

• Track performance through Google Search Console and analytics.

• Adjust content over time based on ranking and user behavior.

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Let me know if any of these steps are unclear, if you have follow-up questions or would like these steps applied to your specific products / services / keywords.

Best regards!