
Where to put keywords for SEO
Keywords and SEO often get interchanged. There is often much confusion too over the exact meaning of a ‘keyword’, how to use them and also where to put keywords for SEO.
This blog seeks to explain a bit more about keywords and also how they help to optimise the content of your website.
What are keywords?
In terms of purpose, keywords and search engine optimisation (SEO) are the cornerstones of attracting organic traffic to your website, i.e. not paid ad, but people actually finding you thanks to being a result following a search in a search engine.
For many small business owners, these term ‘keyword’ and ‘SEO’ feel interchangeable and shrouded in mystery. However, there is nothing to fear. The best thing to do with optimisation and adding keywords is to learn about it in small chunks and make changes just ‘little and often’, until you feel comfortable knowing what you are doing and can see the results.
Defining keywords
The best way to imagine keywords is a “search road signs”. When someone types a question or phrase into a search engine, they’re looking for a specific destination (i.e. some information, a product or a service, for example).
Keywords are the words and phrases that act as signposts, guiding search engines towards your content. And helping the search engine to match it to the searcher’s intent.
Keywords can be a single word, a few words or can be a whole phrase.
The Power of Placement: Where should you put keywords?
To get started, it’s best to think of a specific page on your website. What ‘keywords’ would be included as part of a search where that particular page would make sense to be the top result.
For example, if someone typed (or said) “Learn About Kate Llewellyn”, I would hope that my About page would be on page 1 of the search results.
So, how would I ensure that the search engine knew to pull up that page? It’s all to do with the strategic placement of the most relevant words for that page, i.e. ‘Kate Llewellyn’ and also ‘About Kate Llewellyn’. It really boosts your SEO power.
Here are five key areas to consider:
1. Headings: Your Webpage Contents List
Headings on a webpage have H1, H2, H3, H4 etc tags, if you were to look at the HTML coding. For many of us, choosing a certain type of heading changes the format, with H1 and H2 being bigger and bolder, for example. However, the words you actually use in the headlines and subheadings within your content are really important.
Headings don’t just structure your writing and make it easier for readers to navigate the page, they act as a “giant neon sign for search engines”. They also assign a hierarchy for a search engine to follow when it crawls the page, meaning they pay post attention to a H1 tag, then H2 and so on.
You should only have one H1 tag per page. This is your main headline, typically the title of your blog post or webpage. You definitely want to include your target keyword naturally within the H1 tag – the main heading. It is so easy to fall into the trap of calling pages common names like ‘About’, ‘Services’, etc., but this misses a huge opportunity to use a keyword and signal to a search engine more specifically what the page is about.
For H2 and H3, etc. tags, it is more about using the subheadings to further break down your content and guide your website visitor through the content. However, they also offer opportunities to incorporate relevant keywords, collocates (common words often used with the keywords) and, importantly, synonyms (words with similar meanings).
Example
Let’s say your target keyword is “best hiking boots for women.” Here’s how you might structure your headings:
- H1 Tag: Best Hiking Boots for Women: Comfort, Support, and Style on the Trail
- H2 Tag: Choosing the Right Sturdy Footwear for Your Terrain
- H3 Tag: Waterproof Boot Options for Wet Conditions
As you can see in the examples, both the exact keyword string is used, as well as similar words and words associated with the subject.
Replacing Pronouns for Specificity
There are two types of pronouns to focus on when we are trying to optimise our websites and look to include relevant keywords naturally.
The first is any first person pronouns, such as ‘we’ and ‘I’. It is ok to use these to sound familiar and friendly, but cosider if sometimes the name of your business (one of your most powerful keywords, especially on your homepage or contact page) could be used.
Example
- Original: I offer website, blog and email copywriting services
- Improved: The Content Consultancy offers website, blog and email copywriting services
- Alternative: I, Kate Llewellyn, offer website, blog and email copywriting services
In addition, pronouns like “this” and “that” can be vague for search engines, even if they would be more natural in speech. Replacing them with specific keywords on your website on occasion can help both readability and SEO.
Example
- Original: This is a great jacket for any outdoor enthusiast.
- Improved: This waterproof, breathable hiking jacket is a great choice for any outdoor enthusiast.
Adding Adverbial Phrases for Context
If replace pronouns doesn’t feel overly natural, you can also add adverbial phrases that incorporate your business name or a service.
Example
- Original: We support small business owners with their content creation
- Improved: At The Content Consultancy, we support small business owners with their content creation
- Alternative: “When working with The Content Consultancy, we can expect expert support for small businesses and their content creation.
Adverbial phrases like “in detail” or “step-by-step” provide context and can incorporate long-tail keywords (more specific keyword phrases).
Example
- Original: We’ll explain how to incorporate keywords
- Improved: We’ll provide a step-by-step guide on where to put keywords for SEO on your small business website.
4. Alt Text: Describing Your Images
Moving away from simply the written text on your webpage, you should also think about your images. For accessibility, every image should have “Alt text” (alternative text) that describes the content of the picture. However, search engines also use alt text to understand the context of your images. Here’s your chance to sneak in relevant keywords…don’t over do it, but it’s a good opportunity not to be missed.
Let’s return to a hiking example:
Example
- Original: Image of a hiking boot. (This conveys little information)
- Improved: Image of a waterproof women’s hiking boot with good ankle support, ideal for rough terrain.
Alt text is also crucial for describing your logo and your headshot – actually say what it is…not just “logo” or “headshot”. Again, it’s a great opportunity to include your business name.
Remember also that search engines read file names too, so name your image files wisely – don’t leave a random string of letters and numbers.
5. URLs: optimise your slugs
Don’t worry I’ve not lost the plot and started offer gardening advice…a ‘slug’ is the end part of a website address. For example /about …which you would find for an about page.
Many people forget about the web address that each page has. They are all unique and in the hierarchy of what a search engine is looking for they actually rank very highly.
So make the most of every slug. Don’t just use common words that don’t differentiate you. They should be clear and as short as possible, but they are a great place to put keywords.
- Uninspiring: www.thecontentconsultancy.com/services
- Improved: www.thecontentconsultancy.com/content-creation/
Be mindful that often your page title and/or H1 will become the slug as default – especially for blog posts. This is why they need to be really strong keyword strings.
You might can overwrite your slug to be whatever you want, but don’t make it completely different to your page title as this can confuse a search engine and a mismatch is not good either.
*Warning* No keyword stuffing
Remember, keyword stuffing (overusing keywords unnaturally) is a big no-no. Focus on creating valuable, informative content that resonates with your target audience. The keywords will then strategically guide searchers towards your content.
Personally, I also use a plug-in called ‘Yoast’. This actually guides you as to how and where to place keywords and how many is optimal which can be really useful to avoid stuffing. It actually tells you if you have used the same term too many times.
Updating your website, keywords and optimising its written content
By strategically placing keywords in these key areas, you’ll be well on your way to SEO success. Remember, keywords are just one piece of the puzzle. High-quality content, user experience, and backlinks all play a role. But with a solid keyword strategy, you can make sure your content is discoverable and attracts the right kind of traffic to your website.