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Last time we talked about on-page-factors such as title tags, H1 tags and meta descriptions.

Today we talk about the use of keywords in your page content.


In our previous article we mentioned that the primary keyword you wish to rank for had to be placed in the title tag. Keywords also need to be in the H1 tag and meta description.

Where else do you put keywords? How often?

Page content

1. Make sure your keyword or phrase appears in the first 100 words of your page. This is even more important than keyword frequency.

Jayson DeMers has said, the placement of your keywords matters more than frequency.

2. Keyword priority break down for Google:

  1. Meta information and headers
  2. Body copy
  3. Side bars and footers

3. Your keyword or phrase should be used frequently in the body text of your content. This is referred to as keyword density. Don't overuse this – if you keyword stuff the content then your text won’t be readable. Google will likely also penalize for excessive keyword stuffing.

4. Your keywords should be completely relevant to your content. You can't rank for keywords that have nothing to do with your content - it doesn't work like that.

5. Your primary keyword should be found in your title tag, h1 tag, meta description and article text. Relevant keywords should also be found in your H2 tags and content.

6. Try to make the key phrase an exact match to what the searcher will type into a search engine.

7. Starting with long tail keywords has long term benefits. When your site becomes ranked for longer keywords it's easier to tackle the short ones.

The future of keywords

Final thoughts on the future of keywords in SEO from Jayson DeMers...

“When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries. Instead, there’s an intermediary step. Google interprets the data on your website, and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated.”

Image Source: Cielo

Complete Guide to Google Ranking

  1. Part 1: Page Signals - Title tags, H1 tags, H2 tags, META Description tags, image alt tags and more.
  2. Part 2: Keywords - Keyword density, keyword placement, primary keywords, long tail keywords and more.
  3. Part 3: High Quality Content - Writing content for humans instead of robots.
  4. Part 4: Duplicate Content - Finding and minimizing duplicate content.
  5. Part 5: Site Level Signals - HTTPS, site speed and mobile platform or responsive website design.
  6. Part 6: Internal Linking - Linking to other pages and articles within your own website.
  7. Part 7: Outbound Linking - Linking outwards form your website to credible sources is a good thing.
  8. Part 8: Backlinks - Creating good backlinks to your website.

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