Published: 29th Mar 2019 | Words: 531 | Reading Time: 3 minutes


What are keywords

Keywords are essentially the search queries users would enter into search engines to find your web page. Keywords are one of the most basic but most important parts of SEO. Your web page content should contain the keywords you want your page to show for in the search engine results page (SERP). Keywords drive traffic to your website from organic search and are also an integral part of PPC and other paid for traffic mediums. The better optimised your page is for keywords the better your performance will be in search. Keywords should form a key part of your overall content strategy.

Generally, the higher volume the traffic from a keyword, the more competition there will be for that keyword in organic search and also in PPC.

“Long tail keywords” are keywords consisting of multiple words that can match a very specific and detailed search query from a user. These types of keywords can lead to high conversion rates as you can return content exactly matching what the user is looking for.

Where to place keywords on a web page

Keywords should be a part of your most important web page elements such as your Meta title and Meta description, your page headings, as well as within your page content. Keywords should also be included in your image ALT’s. Another incredibly important place to put your keywords in within your page links. Adding keywords within links gives search engines a clue as to the content on the page behind the link.

Keyword research and planning

There are many tools online for finding keywords such as SEM rush and the Google Ads keywords planner. These tools provide powerful keyword planning features such as keywords search volumes and trends relating to keyword searches.

Your website home page should target the highest volume, most generic keywords that sum up your website. If your website sells cars, your home page could target “cars” while each category page a level below your home page could target specific car brand keywords. Coming from these category pages you could have separate pages to target specific models of cars. The further you go down your website the more specific your keywords should get.

Keywords and website structure

The nature of keywords on a page all comes down to your site structure. A page on a website should be as specific as possible. When a website is structured correctly you can target very specific keywords on each of your pages.

One of the best ways to work out keywords is to create a visual sitemap of your website pages and list beside each page the keywords you would like to target on your that page. As you do this you may get ideas about a better way to structure your website pages.