Keywords and Phrases: Where to put them for best results?

Make sure keywords and phrases appear prominently in important places on your web pages such as URL, SEO Title, META Description, Headline (H1), Sub-headings and Link Anchor Text.

Keyword = a phrase that you type in a search engine. Typically it will be 3 to 6 words. Very short keyword (phrases) are impossible for most websites to target as the competition is too strong. So you are more likely to have some success with long tail keywords (4 or more words).

Treat each web page separately. Each page is an opportunity to target different keywords. The home page is the most important page and should be optimised for your most important keywords.

Primary Keyword: Generally, you can only fully optimise a web page for a one keyword (phrase). This is your primary keyword for that web page. A webpage can and should include as many other related (secondary) keywords as appropriate. But they can’t be optimised well because they can’t all occupy the most important places that affect SEO.

Here is a list of places to try to include keywords. Do not STUFF keywords where they do not belong. But do aim to put your keywords in the following places (shown in approximate order of importance):

1. The Page URL

Page URL (or SLUG which is the bit of the URL relevant to that specific web page after the domain name).

Separate words with hyphens.

Note: do not change page URLs for established web pages. As this effectively becomes a ‘new’ page losing any existing SEO colateral built up by the ‘old’ page. Better to improve the rest of the content.

2. The META TITLE (also often called SEO TITLE)

This is in the Meta Data of the web page. It is more important than PAGE TITLE in SEO terms. It is partially visible in the very top left of your web browser.

The META TITLE can be written more from the search engine perspective but should still be relevant to people. 50 to 60 characters is regarded as best. Put the most important Keywords at the beginning. Do not repeat words.

If you only do one thing – do this one.

3. The PAGE TITLE (or HEADLINE)

This should be the first major heading as seen on the main body of the relevant web page at the top of the content. May also be known as HEADING 1 or H1.

4. The opening paragraph

The first sentence of text after HEADLINE (PAGE TITLE). Ideally use your most important keywords if you can and if it makes sensible reading.

5. Sub-headings

Sub-headings (starting with H2 most important level, reducing in importance H3, H4 down to H6).

They break up text to make it more readable and are a great place to put keywords without spoiling the natural flow of your prose.

6. Links

Add keywords into link anchor text (anchor text is the visible link text as opposed to the actual URL). Links tell the search engine that there is additional relevant information available.

A network of links around your website from within the main content (rather than just the navigation menu) has a significant SEO benefit as well as helping your readers.

You can also link to other websites where appropriate but make most of the links internal to your site.

Do not overdo the links. A page made up substantially of links is of little SEO value.

7. Bullet lists

Bullet points or numbered lists like this next one.

• Lists are excellent for splitting information up.
• They allow complicated ideas to be divided into manageable chunks.
• Lists make key information stand out.

They do not need to flow like prose so they are easier to inject with keywords.

8. The META DESCRIPTION

This is in the Meta Data of the web page. 160 characters is the recommended maximum, 50 minimum.

The META DESCRIPTION should be written for people, include some keywords and be clearly relevant to your web page.

Note: the META DESCRIPTION is not a direct google ranking factor but it has a significant effect on the user as it often appears in SNIPPETS. If the user visits your site then it has an indirect effect on the rankings so it is still an important SEO feature.

9. In the main copy of the page

The standard text of sentences and paragraphs. The amount of text is very relevant to SEO. Generally speaking the more text the better provided it is good quality.

How many times should I use Keywords in my copy?

The most important point here is that web pages are written for people so keywords should appear as often as sensible within the natural flow of your text. If you need numbers: None is not enough, 1 per 200 words is about right.

Do use synonyms to reinforce the idea that the text is on subject and increase the range of your keyword coverage.

10. Images

The image file names. Always use a suitable descriptive file name.

The image ALT TAG. (This is often wrongly quoted as an important SEO factor and is badly abused as a result. See How to use Alt Text for Images and Why?)