How To Use Keywords
To understand what are keywords and why keywords are important to SEO we have a separate blog post with a complete description.
But now we discuss how to place keywords on your site.
Using keywords correctly throughout a page and a website can be critical when you are trying to improve search engine ranking as part of your Internet marketing strategy. Understand that the search engines can figure out what you should be about based upon other factors on and off of your site. But adding keywords makes it very clear about what your site is about. Our advice is to use keywords when appropriate and necessary to make your content clear to the reader.
The first and most obvious use of keywords during the organic search engine optimization (SEO) process is in the various Meta Tags located in the head section of the page’s html code. After carefully choosing the keywords that are relevant to the particular page, these keywords should be placed in the Title and Meta Description of the page.
Search engines use the Title and Description tags in the HEAD section of the page as a summary of what the page is about, so placing keyword within those tags is always helpful.
Keywords should also be used throughout the BODY content of the page. This typically does not prove to be a difficult process if the keywords you are trying to optimize for have been chosen correctly, as they already reflect the theme and intent of the page and will lend themselves to natural use in the text.
Search engines generally give more weight to the first 200 words within your page BODY section. Therefore, it is very important to make sure that keywords are used appropriately near the top of the page and proportionally throughout the page. The Single Page Analyzer within the SEOToolSet is an excellent SEO tool to help in visualizing the distribution of keywords throughout the page.
It is also important to consider the use of keywords within the main body of your page. This is in displayed text, headings, images, and anchor text (link text) when you are trying to improve your SEO efforts.
Using keywords appropriately within headings gives emphasis to the importance of those particular keywords to the theme of the page. Headings should be used as short descriptions (1-5 words) of the subject matter that follows, similarly to a chapter header in a book. Incorporating keywords into these heading tags gives priority to these keywords in terms of their relevance.
The same can be said for the use of keywords within clickable link anchor text. Having keywords within anchor text implies that there is a link to another area on your site or externally that provides even more information related to these keywords, serving to enhance the idea this keyword is important to the theme of the site.
In addition to making sure that keywords are distributed well throughout the visible page content, they may also be incorporated into image alt attributes to reinforce the theme of the page. It is important that keywords used within alt text are truly relevant to the image and are kept to a length appropriate to the size of the image.
In the SEO process of incorporating keywords into a page and a site, it is extremely important to remember that keywords can be overused and become detrimental to search engine ranking. Doing search engine optimization “SEO best practices” is critical – do not over-do it. To improve search engine ranking you need to be careful… if you cannot easily read your page content then you have overdone it. Keyword stuffing in Meta Tags, headings, anchor text, alt attributes, or within the page content is an indicator of spam techniques. This practice is frowned upon by the search engines and can ultimately result in penalization.
Use keywords if they are truly relevant to the subject matter and in a manner that makes sense to the average user. If it makes no sense then do not include them… spam is not good.
We are hoping that you will like the SEO tips and advice, even free tools, in our great SEO Guide, along with the rest of our SEO site.
Back to Framework for Organic Search Engine Optimization: Keyword Searches
More keyword help and free SEO tips: What Makes a Good SEO Keyword?