How to Use Keywords

May 7th 2013       Sally Ormond       how to use keywords, Keyword research, writing naturally

I have written umpteen posts about search engine optimisation over the years, but I want to concentrate on keywords for this particular post. using keywords

What is a keyword?

Well it is a word or phrase that people type into a search engine when they are looking for a particular product or service.

Years ago, marketers believed that the only way to rank highly for those keywords was to cram as many of them as possible into their websites, which led to incomprehensible content. Thankfully, those days are now gone (although there are still a few dinosaurs around who steadfastly believe that keywords density is still relevant – it’s not).

So how do you use them?


Writing naturally, without shoehorning keywords into every sentence, is how to get good rankings.

By keeping your copy focused firmly on the needs of your customers, you will engage them and persuade them to buy. Plus, because your keywords are going to be your products and services, they will occur naturally within your content without being forced.

But remember, when you do use your keywords (in a natural way) they don’t have to be used on their entirety throughout your web copy.

So, for example, if you sell ‘designer leather dog collars’, rather than using the whole phrase you can use just single words (e.g. ‘leather’, ‘designer’) or combinations (e.g. ‘dog collars’). It helps because Google also looks at synonyms, so by splitting up your keywords and using related terms you’ll be helping your relevancy and rankings.

The ideal places for your entire keywords are in your:

  • Headings
  • Sub headings
  • Alt text
  • Anchor text links
  • Title tags

Google’s algorithms are constantly changing, but so long as you write naturally and provide great content you won’t go too far wrong.




Tags: how to use keywords, Keyword research, writing naturally
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