1. Broad or Exact Keywords in Page Title
When search engines go to rank your website page, the first place they look is in your page's title or
<title> tag. The title tag is the main headline that appears on search engine results pages for an individual result and is the most important place for your primary and secondary keywords to appear.
Moz recommends that your primary keywords occur early on in your title tag, followed by your secondary keywords, and concluding with your brand's name.
Pro Tip: Keep your
<title> under 60 characters for the full title to get displayed on Google's search engine results pages.
We recommend the following example format for your page title tags.
<title>Primary Keyword - Secondary Keyword - Brand Name
<title>Primary Keyword | Secondary Keyword | Brand Name
2. Keywords Should Be Used in the Document at Least Once
Both search engines and your potential website visitors are looking to find your primary keywords on the page inside paragraphs, lists, etc. Think about it from your perspective. If you are searching for "White chocolate from Switzerland" and click the first result on Google, Bing, or Yahoo, you are going to expect to find that somewhere inside the document the words "White chocolate from Switzerland" because that is precisely what you are looking for. Search engines understand this and will consider this when ranking your website for your primary keywords.
Using your primary keywords in the document is not only great for your website's user experience, but it is an essential component of an effective SEO strategy. However, be aware of too many keywords (See keyword stuffing below).
3. Use Primary Keywords in Your URL
When you go to create a new page for your website, always try and use your primary keywords in your URL. This does three essential things for your website's SEO. Keywords in your URL:
- Provide relevancy to your page for search engines
- Provide website visitors information about the content on the page
- Are excellent anchor text for internal or external links to your site's page
Pro Tip: Keep your URLs under 75 characters for the keywords in the URL to pass as much value to your page as possible.
We recommend adding keywords to a URL with separated hyphens or underscores like in the examples below.
4. Use Keywords in Page Headers
While there is some debate on whether having keywords in your main
<h1> tag correlates with high search engine results page rankings, there isn't much doubt that it can help. Additionally,
<h1> tags provide a positive user experience as they allow for a better overall user experience by providing users with information on the topic of the page. Make sure that all pages have an
If you are using an
<h2> tag or
<h3> as your main header because it's size or styling works better for your page headers, modify your CSS to allow for
<h1> tags to work on all your site's pages. We recommend the following:
<h1>My Primary Keywords
5. Use Keywords in Meta Descriptions
While meta descriptions don't impact search engine ranking directly, they do provide potential site visitors a brief description of the page, displayed on search engine results pages. This can improve your site's overall click-through-rate. Meta descriptions should be between 50-300 charactrs in length.
6. Use Keywords in Image Alt Attributes
The image alt attribute is an excellent place for your keywords and should be utilized on each page. This attribute is used to accurately describe your image for site visitors who are visually impaired. However, it is also correlated with higher page rankings and it also helps boost your rankings on the universal search. An example of how to use the image alt attribute is shown below:
<img src="/path/to/my/images" alt="my primary keywords here">
Warning - Avoid 'Keyword Stuffing' Throughout the implementation of keywords on your site in the places described above, it's essential to not overuse your keywords. If you overuse your keywords inside the URL, the page header, or throughout the document, search engines could target your page as having search engine spam, which can negatively impact your page's ranking.