Semalt Explains How To Place Keywords Thoughtfully


Table Of Content

  1. Introduction
  2. Understanding The Types Of Keywords
  3. How Many Keywords Are Required In Each Content?
  4. Where To Place Keywords In Your Content
  5. Conclusion

1. Introduction

Keywords are the backbone of any search engine, Google included. Web visitors make use of keywords to search for information on the internet, and even the search engines make use of keywords to filtering information and only present search results that are relevant to the users' queries. Given that keywords are incredibly important to search engines, you need to understand how to appropriately place them in your content to enable your content to get index, rank better on Google, and get more traffic to your site.  

Although people frequently claim that keywords are dead when it comes to SEO, that's not true. People aren't using them correctly, so they aren't getting positive results from using them. Does that mean keywords are no longer performing their duties? No. This guide was created to help you understand how keywords work and how you can place them in your content and website to improve your website's performance. So, let's get started.


2. Understanding The Types Of Keywords

There are three (3) major types of content keywords, and their value in SEO differs. They are:
  • Primary Keywords
  • Secondary Keywords
  • Additional Keywords 

Primary Keywords 

The primary keywords are the major type of keyword found in any content. They are usually the main focus of the entire content. So, your title, headings, and the content itself (body) should reflect these keywords. The primary keywords shouldn't be stuffed throughout your content, yet, they should appear multiple times in relevant locations across your article.

Secondary Keywords

The secondary keywords are complementary keywords to the primary keywords. They are mostly just slight variants or versions of the major keywords (primary), but just slight variations. Since you are bound to want to use your primary keywords multiple times across your content, it helps replace the primary keywords with the second ones in some places, so the primary keywords don't appear stuffed or spammy. 

Using secondary keywords also makes your content appear more well-researched, and of course, it will also help your content gain more visibility. Why? The content would be ranking for both the primary and secondary keywords.

Additional Keywords

Additional keywords are the other keywords that are slight to the primary and secondary keywords; they are also very much related to the content you are trying to rank for. These additional keywords make it possible for you to rank your content for several topics that might not even be super related to the actual content. We call this category the "catch-all net" because they are wide enough to encompass diverse topics and content info. 

In sales, additional keywords usually bring in huge traffic. The only problem is that a substantial part of that huge traffic won't convert to actual buyers. Why? Most of them didn't come with the intention of buying. The keywords that usually convert visitors to buyers are the long-tail keywords (part of primary keywords); unfortunately, those don't increase sales.


3. How Many Keywords Are Required In Each Content?

There is no set-in-stone rule about the number of keywords to be used per content. It all depends on the length of the content and the type of content you're creating. Some content requires keywords-density while others don't. But generally, for a 500-words article, you should have at least 3-8 keywords spanning the primary, secondary and additional keywords. 

This gives you a fair chance to fight and rank high for at least one of them (the keywords). Then, later on, even if you decide to reoptimize your content based on its current ranking, you'll still have enough keywords to make it happen.

If your content isn't super lengthy yet you use more than 7-8 keywords, the content might appear spammy, and Using more than eight or so keywords (assuming you don't have either insanely long content or concise content) can come off as spammy. The fact is that incorporating too many keywords in your content won't look natural; it would seem manipulated and hard-to-read, which Google hates that. Moreover, it just isn't necessary for you to stuff several keywords in the content.

If you place the relevant keywords appropriately, the selected few you use would be more than enough to get your content high on search engine result pages. Want to know that keyword stuffing or unnaturally placed keywords don't work? Go to Google and search for any info of your choice. If you go through all the results (content pieces) of that first-page search engine result page, you'll realize that their keywords are naturally placed in the content, and neither would there be keyword stuffing. Why is that? Google's crawler bots usually see right through search engine manipulations.

4. Where To Place Keywords In Your Content 

For readability, diversity, and search visibility, there are some strategic positions you should place keywords in. Of course, your keywords should appear natural in your content, but there's more to it than that. Here's how to appropriately place keywords and where to place them in your content for optimum value and performance.

I. Use Keywords In Your Article Title

You need to put your keywords, particularly the primary keywords, in the title of your content. Google's crawlers usually scan the title header and meta description to understand what the content is about and if it is relevant to the users' search query. 

Putting your keywords naturally in your title makes it easier for the crawler to notice your content's relevancy.  If the keyword(s) you want to use can't be naturally placed in your content's title, you should endeavor to put some variations there.

II. Use Keywords In Your Meta Description

The meta description is another vital aspect of your content and webpage. The meta description is a 160-character (or 20-25 word) description that gives a simple summary of what your content is about. It usually shows up under your page name and URL when your page comes up on search results. 

So, by placing relevant keywords in it, you make it possible and much easier for Google to filter out products and notice your content as one of the most pertinent to the information the web visitors seek. So, endeavor to make your meta description short and yet captivating enough to make people click the link. Of course, it should contain the appropriate keywords but without stuffing.

III. Place Keywords In Your SEO Title Tag 

Your SEO title tag is similar to the meta description. It comes up with the meta description on search engine result pages and is the actual clickable part. You only have a few characters (about 50-60) to write your title tag. Although this is extremely short, it is also more than enough for you to place your primary keyword or its variant naturally without stuffing. Remember to make the title tag concise, user-friendly, and SEO-friendly, so both the Google bots and web users will find it helpful.

IV. Use Keywords Within The First 200 Words

Google gives so much prominence to the first 200 words in your content - the introduction. The reason why is that it's usually within these first 200 words that'd a content writer discusses what the article would be about. So, if Google crawlers are unable to find a primary keyword around here, they are led to believe the content is probably not relevant to the searcher's query. Also, for the readers, by the end of the introduction, if the content doesn't show signs of being relevant to the information they seek, they wouldn't continue reading such.

Knowing that Google scrutinizes any content's introduction to gauge relevancy, you should endeavor to include your keyword here. Remember to do it place it naturally, though. Google isn't a fan of unnaturally placed keywords because it reeks of search engine manipulation. Also, remember to choose your most relevant keyword or keywords to avoid confusing Google on what keyword to rank you for.

V. Use Keywords In Headings (H1s, H2s, H3s, etc.)

Headings are a formatting tool that breaks down your content into sections and makes it more readable. They also dictate to Google crawlers different aspects of your content in a hierarchical order. Using headings to divide your content allows you to visually move the reader through your text's essential points. It also makes scanning more straightforward for them to easily move over to whatever point they are interested in.

Headings are even more important to SEO because they appear as HTML tags that highlight the more important parts of your content to Google in a hierarchical manner for easy ranking. The heading tags are H1s, H2s, H3s, etc. 

Adding keywords to your content's headings makes it easier for you to rank high on SERPs. It also makes it possible for you to rank for multiple keywords associated with your content. Asides from the headings, also endeavor to insert keywords in your anchor texts, image alt texts, and URLs to boost your visibility and ranking.


IV. Insert Keywords Naturally Throughout The Article

People tend to focus so much on making high-quality content that would rank well on Google so much that they forget that the content is meant for the readers/website users. They stuff or manipulate keywords so much that the keywords don't appear natural. This is never good. You should never compromise your content's readability and audience engagement to rank high because you won't still rank high, and yet, you'd likely use the web visitors.  

So, try to place your keywords naturally across your content - no stuffing. In cases where you need to place keywords but can't place them naturally, use their variants or make use of "stop words." Stop words are generic words like "in," "that," "the," etc., that can be added to keyword phrases or long-tail keywords to make them seem more natural and readable without reducing their ranking value.


5. Conclusion

There you have it! Those are the basics you need to know on how to appropriately place keywords in your content. Remember to avoid stuffing and use the three types of keywords - primary, secondary and additional. Of course, the keywords also need to be placed in the content naturally. It would help if you also remembered to include the keywords in your content body, headers, title, title tag, page URL, alt image tags, and the likes. Keywords aren't dead, and if you do it the right way, you will get a positive result. To get your SEO strategy A-game on beyond keywords and the likes, head to Semalt today.





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