Where and How to Use Keywords for SEO


keyboard with words written on top for keyword research - keywords for SEO

If you don’t understand how to use keywords for SEO (search engine optimisation) then you're losing valuable traffic to your website. It's as simple as that.


Whenever you create content for your website (like a pillar web page or a blog post), you must consider search engine optimisation too. Creating content that focuses on a single topic, essentially a keyword phrase, helps you get found on search engines like Google.



Every page should target one individual keyword phrase!


For every page of content, there should only be one topic or target keyword phrase for that page. So if you have 10 topics or phrases you want to be found for, you should have at least 10 pages of content.


When you create the content, you have at least 12 places you can put your keyword phrase. The more of these that you match, the more you’re telling Google, “This page is all about the topic: ‘keyword phrase'”.


In this article, I'm going to show you how to use keywords for SEO the RIGHT way so you get the traffic, leads, and sales you need and the 12 places you need to put them.


12 Places to Use Keywords for SEO


1. Insert Keywords into your SEO title


Keep in mind, I said SEO title, not your main article title. I'll be covering that in just a minute.


The SEO title is the name of the page that users will see on search engine results pages (SERPs) when they search a keyword phrase. This title will be clickable and take people directly to the page so try to accurately reflect what the page is about.


> How to use keywords for SEO in a Meta Title Tag


You only have a few characters (about 50-60) to use when writing your SEO title tag. Because of that, you typically want to limit your title tag to just your primary keyword as well as your company name. This is the most concise, user-friendly and SEO-friendly way to execute it.



2. Within the Meta description


The meta description is the description below the SEO title that people see in SERPs. This can persuade people whether or not to click on your listing.


>How to use keywords for SEO in a meta description


Like the SEO title you only have a set number of characters (<160) so try to include the main keyword while making the meta description a compelling, benefit-led call to action to encourage people to click through.


SEO Tip: If you can get a secondary keyword in your meta along with one instance of your primary, you’re killin’ it when it comes to using keywords for SEO!



3. In the URL


A keyword-focused URL can be an immediate way of showing that the content is relevant to a specific search query. It can also make it easier for searchers to guess what a topic-specific URL on your site might be, bringing important direct traffic to your site.



4. Main heading on page (Header 1 or H1)


The main heading (H1 tag) should only appear once on your page, it should be at the top and include the Keyword phrase at the beginning where possible.


The header title is typically where people look first to work out what the page is about. So make sure it's compelling and explains a) what the page is about and b) encourages people to scroll.



5. Use keywords within the first 100-200 words


Many experts believe that Google gives more weight to the first 200 words in your content. The reason why is because usually the first 100-200 words of an article are where a content writer sets up the introduction of what will be discussed.


So make make your you include your keyword phrase here, and if possible some secondary keywords!



6. Subheadings (H2, H3, H4 etc)


As people often skim-read online text, subheadings are a fantastic way of breaking up the copy, signposting what each section is about and using keywords that relate to the main topic of the page.



Subheadings may help visitors decide about the relevance of content to their needs. The best practice is to use keywords in at least a couple of subheadings.