You may already be aware that having keywords in your website content can help your SEO, but what is even more important is that the content is used in the right way, and in the right places. It is not enough to simply insert keywords anywhere, and worse, doing so excessively can damage your rankings, as Google consider this to be ‘keyword stuffing‘, which is a big red flag to them.
You need to get the balance right though, as what you don’t want to do is go too far the other way and have little or no keywords in your website content. While Google is very much against practices like keyword stuffing, they do need and want you to use keywords. They are an important factor in helping Google identify what subject a website is about, and thus allows them to make their search engine results more relevant.
Before thinking about where to use keywords, you first want to determine which keywords and keyword phrases are the most important and relevant for your website. The mistakes many website owners make with this process is they limit themselves to just a couple, or they only focus on one or two-word keywords.
When people type search queries into Google the terms they use are often several words long. For example, someone looking for running shoes may add a brand, their gender, and specific feature. So, instead of search for just ‘running shoes’, they may type in ‘Cushioned Nike running shoes for women’.
If you have content optimised for that phrase you have a much better chance of being ranked for it, than if you just had ‘running shoes’ sporadically placed around your website. You’ll also have a lot less competition for a keyword phrase than you will for single or two-word keywords.
Once you have your list of keywords and keyword phrases it’s time to determine where in your website you should be using them. Remember, that you want to make it as easy as possible for Google to know what your niche or market is, and there are several key locations within the structure of your website they can be used to do just that.
#1 Page Title Tag: This is regarded as the most important tag, as it is the title tag which appears as the first line of text on Google’s search engines results. It is important to note that you can have different title tags for each page, therefore making that page highly optimised for any keyword which you use in its title tag.