Keywords are the foundation of Search Engine Optimisation (SEO). They are the words or phrases that people search for when looking for information online. By strategically adding relevant keywords into your website’s content, you can improve your search engine ranking and attract more organic traffic.
SEO keywords play a crucial role in helping search engines understand the purpose and content of each page on your website. When used strategically, the right keywords can significantly boost your visibility on Google, attract qualified traffic, and improve your site's overall performance in search results.
But adding keywords isn’t just about sprinkling terms throughout your content. To be truly effective, it requires proper research, smart placement, and continuous refinement. In this blog post, we’ll walk you through the most important areas where SEO keywords should appear on your website, from title tags and meta descriptions to body content and image alt text. We’ll also share tips to help you avoid common mistakes and ensure your content remains natural and engaging for readers.
Understand What Keywords Really Do
SEO keywords are the terms and phrases people type into search engines when looking for information. They act as a vital connection between your content and what users are actively searching for. By using relevant keywords strategically throughout your site, you help search engines understand what each page is about and increase your chances of appearing in top search results.
In essence, keywords tell Google what your content is focused on. When used properly, they signal relevance and intent, allowing your website to show up for the right audience. Whether you're targeting informational searches or commercial queries, keywords are what align your content with user intent, making them one of the foundations of effective SEO.
Do Proper Keyword Research First
Keyword research is the process of exploring search queries to create content that satisfies user intent and ranks well on search engines.
Over time, Google has evolved to understand what users are really looking for, no matter how they phrase their searches.
There are different types of keywords, each aligned with a specific search intent. To build an effective content strategy, it’s essential to have a clear target audience. Identifying the right keywords is the first step in developing a content calendar, which also requires planning and consistency. Using the right SEO tools can also provide insights for creating blog posts, video content, landing pages, and even social media campaigns.
If you want to dive deeper into keyword research, we have a complete guide on the topic. Read our keyword research guide.
Where to Add Keywords on Your Website
Now that you’ve identified your primary keywords, it’s time to place them strategically throughout your site. Simply choosing the right keywords isn’t enough. You need to use them effectively to boost your visibility in search results.
By incorporating keywords in the right places, you signal to search engines what your page is about, what topics you're targeting, and most importantly, who your content is meant to help. This not only improves your chances of ranking for relevant queries but also ensures your content connects with the right audience.
Next, we’ll walk through the key areas where you should add your SEO keywords for maximum impact.
1. The Power of SEO Keywords in Your Title Tag
Title tags are one of the most important on-page SEO elements. Not only are they a quick win for improving your page’s SEO, but they also appear in search engine results and play a key role in both search rankings and click-through rates (CTR).
The title tag tells search engines what your page is about, much like the title of a book should give you an idea of its content.
If your page targets multiple similar keywords, your primary keyword (the most relevant and highest in search volume) should always be included in the title.
2. Meta Description
Meta descriptions may not be a direct ranking factor, but they play a crucial role in encouraging users to click on your page in search results. This short snippet appears just below your title tag on the SERP and should offer a compelling summary of the page content.
Including your target SEO keywords in the meta description helps reinforce relevance and increases the chances of those terms being highlighted in bold in search results, which can boost your click-through rate. While users don’t see the meta description on your actual page, search engines use it to better understand the context, and a well-optimised one can make the difference between someone clicking your link or scrolling past.
3. Add SEO Keywords to Your URL When Possible
Your page’s URL is a valuable place to include SEO keywords; it tells both users and search engines what the content is about. A clean, keyword-rich URL structure improves indexing and boosts your chances of ranking for relevant search queries.
Whenever possible, include your primary keyword in the URL slug. For example, if your page is about "electric guitar lessons", a URL like yourwebsite.com/electric-guitar-lessons is clearer and more SEO-friendly than yourwebsite.com/page123. Short, descriptive URLs not only support SEO but also enhance user experience by making links easier to understand, share, and remember.
4. The Importance of Heading Hierarchy (H1, H2, H3) and Optimising It for SEO
Headings are essential not just for readability, but also for SEO. They guide users through your content and help search engines understand the structure and context of your page. A clear heading hierarchy. Using H1, H2, H3 and beyond improves both user experience and your chances of ranking in search results and featured snippets.
How to Use Headings Effectively:
- Use one H1 per page with your primary keyword to define the main topic.
- Structure with H2s and H3s using secondary keywords to improve readability and SEO.
- Keep headings clear and relevant so users and search engines can easily follow your content.
5. SEO keywords in the Body Content
The body text is the core of any web page and a key place for SEO keyword optimisation. Ideally, your primary keyword should appear early in the content, within the first few sentences, to quickly signal relevance to both users and search engines. Throughout the page, use keywords naturally and in context. Avoid overloading the text; instead, aim for a smooth reading experience where keywords support the content without disrupting its flow.
Best Practices for Body Content:
- Include keywords early, ideally within the first 100 words, to signal relevance quickly.
- Use them naturally throughout the text; don't force them in or overuse.
- Incorporate variations and synonyms to add context and avoid repetition.
- Focus on quality: Write for humans first. Keywords should support, not interrupt, the flow of content.
Learn more about optimising your content for SEO.
6. Even Your Image Alt Text Should Include SEO Keywords
Alt text describes images to search engines and screen readers, helping improve accessibility and SEO. Since search engines can't interpret images visually, adding clear, keyword-rich alt text helps them understand your content better.
When uploading images to your site, always write descriptive alt text that includes relevant keywords where appropriate. This can boost your visibility in both web and image search results.
Even Your Image Alt Text Should Include SEO Keywords
But what is keyword stuffing? Keyword stuffing is the practice of excessively repeating the same keyword or its variations within website content. In the early days of search engines, this tactic was often used to artificially boost a page’s ranking for specific terms.
Today, keyword stuffing is considered a Black Hat technique and is classified as spam. Google penalises pages and domains that use this strategy, as it goes against SEO best practices and quality guidelines.
How to Avoid Keyword Stuffing: Best Practices
To avoid keyword stuffing in your SEO strategy, focus on creating high-quality, valuable content. Rather than obsessing over specific keywords, think about how you can genuinely help your readers.
Use keywords naturally and organically, without forcing their inclusion. Also, avoid repeating the same keyword multiple times within a single piece of content. Instead, prioritise variety by incorporating related terms and phrases relevant to your niche.
Improve Your SEO Keyword Strategy with Arise
At Arise, our team of SEO specialists is here to help you improve your search visibility and drive meaningful traffic to your website. From keyword research to content optimisation, we’ll work with you to ensure your site is targeting the right search terms and standing out in the results. Need support refining your SEO keyword strategy? Get in touch and let’s grow your online visibility together.