Keywords, How to Use Keywords Effectively

Everyone knows that keywords are an important part of many modern digital marketing strategies like SEO, PPC, content marketing, and more. They know that keywords are used by search engines to understand what a piece of content is trying to say and match it with the user’s intent. But how do you use these key phrases to get the best results? What are the best locations to place these words for maximum impact? Here’s a look the most ideal locations for keywords:

1. Page Title

The page title shows up on the search engine results page and catches the user’s attention. It should be optimized to deliver maximum impact and show exactly what the content on the page is all about. That’s why it is a good idea to include a good keyword in the page title. For example, if you run a plumbing business in Oklahoma, adding a keyword like ‘professional plumbing services in Oklahoma’ in the page title will help.

The page title is an introduction to you and your business so it makes sense to optimize it as much as possible while still providing accurate information.

2. Meta Descriptions

Meta descriptions are placed directly under the page title on the search engine results page. This description includes some information about your company or the article content. For example, the meta description for a leather shoe will include things like ‘men’s leather shoes made from genuine Italian leather, 3 years warranty, free shipping.’ Such a meta description immediately catches attention and will encourage people to click.

Meta descriptions need to have at least one keyword to have a good impact. Just make sure you’re not stuffing too many into it as you have a limited amount of space. Keyword stuffing compromises user experience and can harm your overall ranking.

3. Subheadings

Subheadings give any piece of content some structure and make it easier for people to skim. Most online readers don’t read an entire article and will only get a gist of it from subheadings. That means you need to make sure these headings have the most relevant keywords but also provide adequate information.

Content with good subheadings often shows up in featured snippets so adding keywords in a couple can help you stand out. Make sure the headings are meaningful and relevant to the content instead of just being full of keywords. For example, if you want to include ‘SEO in Tampa Bay’ in your content, try to give readers more information by mentioning ‘white hat SEO in Tampa Bay’ or ‘Small Business SEO in Tampa Bay.’ The idea is to ensure readers don’t need to read the entire article to understand what’s written in it.

4. Content

Adding keywords in content isn’t as easy as it used to be. You can no longer get away with stuffing a bunch of words in the content, disregarding the flow of grammar or readability. You need to make sure all keywords fit into the content in a natural, fluid, and organic matter. Keyword stuffing or misplaced keywords will make it seem like your content isn’t genuine or written with user experience in mind.

Use well-researched keywords sparingly in your content and populate the piece with relevant LSI keywords or phrases. That will ensure you have enough keywords in the article but still maintain proper flow. Keyword stuffing isn’t just an unwise strategy, it is considered a black hat and deceptive technique. Google will penalize websites that use it. 

If you place keywords strategically in these points, it will be easier to impress your audience and still rank high on search engine results pages.