1 What Are Keywords? How to Use Them for SEO | Adword Technology
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What Are Keywords?


Keywords are the words and phrases that people type into search engines to find what they’re looking for.

For example, if you were looking to buy a Web Design & Development Company, you might type something like “Web Design Company” into Google. Even though that phrase consists of more than one word, it’s still a keyword.

Of course, nobody outside of the SEO industry tends to use this terminology. Most people would call them Google searches or queries. Just know that keywords are synonymous with both of these things.

Why are keywords important?

Keywords are important because your website can show up when people type them into search engines. For example, if you Google “how to do SEO,” get 10 results from google search engine.

How to Use Keywords for SEO?

  • You need to choose one focus keyword for each page you want to optimize. Don’t use the same term as a focus keyword on more than one page; each page should have a unique focus keyword. If you choose to ignore this advice, you may end up in a keyword cannibalization scenario.
  • Complement your focus keyword with numerous highly-relevant secondary keywords sprinkled throughout the page you are optimizing. These are keywords and phrases synonymous with — or closely related to — your focus keyword. They provide value by giving the search engine more context.
  • Place your focus keyword in each of these locations:
    • Title Tag / Meta Description
    • URL
    • H1 Heading
    • Subheadings
    • Paragraph copy
    • Image file names and alt attribute tags
    • The anchor text of internal links pointing at the page you are optimizing
  • Add your secondary keywords to:
    • Subheadings
    • Paragraph copy
    • Alternative text
  • Great keyword placement will not make up for poor-quality content.
  • Use a spreadsheet to track your keyword implementation.

Using a Focus Keyword & Secondary Keywords for SEO

In order to decide where to add keywords to your pages, you must first know that Google ranks individual pages — not websites as a whole.

This means each page on your site has the potential to rank for the topic it covers — if you pair it with a focus keyword (sometimes called primary keyword) that people are already using to search for information about that topic.

Supplementing your focus keyword with relevant secondary keywords may allow your page to rank for a wider variety of search terms.

Keyword Optimization Process

In order to act upon all the guidance above, here is a keyword optimization process you can follow.

  • Craft best-in-class content that provides users value.
  • Do keyword research to find the ideal focus and secondary keywords.
  • Choose unique keywords to pair with each page you want to rank in the search results.
  • Skillfully place your keywords throughout your content and website elements using the recommendations above.
  • Track your keyword placement in a spreadsheet for quick reference.
  • Analyze your keyword performance over time and tweak as needed.

Where to Put a Focus Keyword for SEO?

When you’re ready to place any keyword on a page, remember these basic rules:

  • Keywords should be naturally incorporated into content in a compelling and informative way. They should never be awkwardly jammed into your webpages.
  • Skillful keyword placement should be imperceptible to the average person. Normal users interacting with your content shouldn’t even notice that you are intentionally integrating a keyword.
  • If you can’t easily work a keyword into a section of your content, you might need to rework that section or choose a different keyword to include.

Here’s how you can cleverly integrate your focus keyword to maximize SEO impact.

  • Title Tag & Meta Description
  • URL Structure: Keywords in URLs
  • H1 Heading
  • Subheadings
  • Paragraph Copy
  • Image File Name & Alt Text
  • Anchor Text in Links on Other Pages