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Where and How to Use Keywords for SEO - Google

If you don’t understand how to use keywords for SEO Google 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 (SEO) 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'”. Read more about the best keywords research tools to use.

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.

If you'd rather watch a video then this one details how to use keywords for SEO Google.

12 Places to Use Keywords for SEO Google

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.

Tip: If you're using Wordpress for SEO then download the Yoast plugin, it's really handy to help right the Meta titles and descriptions.

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.

7. Within the copy, especially bold text or bullet points

It pays to think about where people look when they’re skim reading content. Try incorporating keywords into text that’s in bold or bullet points as people are likely to pay attention to these.

The general rule, however, is you should try to include your primary keyword about once every 100-150 words. So if you’re writing a 1000 word article, inserting the primary keyword around 7-10 times would be appropriate.

8. Use keywords in the last 100-200 words

Similar to how an introduction of an article is important to keyword rankings because it sets the framework for the content, it could be argued that the conclusion is just as important.

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

9. Link Anchor Text

Links are one of the top three SEO ranking factors, so you absolutely have to optimise these for SEO.

The golden rule is: vary your anchor text (that’s the clickable text that’s highlighted as a link) so it's not the same each time.

You can apply this to your internal links and external links.

10. Image file names

Think about what you name your image files. Make them descriptive to what is in the image and include your keywords. This will help search engines understand what the image is about.

11. Image alt tags

As search engines can’t analyse images, alt tags help them to understand what an image is and how it relates to the content of a page. They are also important for anyone using screen readers to view a web page. So make sure you include your keywords phrase.

12. Hashtags on social media

It’s advisable to use your chosen keywords as hashtags when you share your content on social media. This will encourage people to identify specific keywords with the shared piece.

Also research into social media and SEO shows that there’s a strong link between social shares and visibility in SERPs!

That’s enough reason to optimise keyword usage in social media updates for better SEO.

SEO for Beginners

Measure, tweak and update if necessary

Last of all, don’t forget that you can go back and re-optimise your posts in a few months once the dust has settled. Give your content about 3 months before you decide to make any real changes, then go and see what keywords it’s ranking for and what’s gained traction, and optimise further from there.

If your post is ranking better for a secondary or additional keyword than the initial “primary keyword”, then switch your primary keyword for SEO!

Make small changes to optimise keywords and see if the results are favourable. Do this over and over again and you’ll have a really fine-tuned content marketing strategy on your hands.

Read more about using Google Analytics for SEO to track and measure your success.

Expert eyes in your site

Looking for some expert help? Why not book a personalised SEO audit with recommendations, training video's and all the tools you need to get you more visibility in Google Search and more traffic to your website or download our FREE SEO checklist. #keywordsforseo #seotips #tipsforseo #seooptimisation #keywordresearch


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