How to Add Keywords to Your Website for SEO
Looking to drive more traffic to your website and show up in Google search results? Search Engine Optimization (SEO) seems complicated, but it doesn’t have to be. This article will break down the basics of adding relevant keywords to your website so that even beginners can feel confident about using SEO best practices to boost their marketing efforts.
What are keywords?
Keywords are words and phrases used in your online content (like your website and blog) to help improve your visibility in search engine results. The order in which you appear in search results is called your Google ranking. The higher your ranking, the more likely people are to find you when searching on Google.
A primary keyword is the main term or phrase used to describe what your webpage will be about. Primary keywords are typically short tail keywords, only one or two words long.
Secondary keywords are supporting terms or phrases that relate to the primary keyword and further help describe the content. These are typically 3-5 word phrases, or long tail keywords.
What is SEO?
SEO, or Search Engine Optimization, is a set of practices used to improve website traffic by showing up in search engines. Essentially, it helps you appear in search results so people can find you. While this article will simplify some of the technical aspects of SEO, it focuses on the powerful method of using keywords on your website, also called on-page SEO.
How do I get a list of keywords to use for my website?
You can do manual research by looking at competitor websites, seeing what’s already ranking on the first page of Google, using Google’s “People also ask” feature, and checking forums and groups for hot topics. However, I highly recommend using a keyword research tool to make your life a million times easier. I prefer Keysearch (paid), but I began by using Ubersuggest (free) when I first started out. Find a program that fits your budget and business needs.
You want to look for keywords that are relevant to your business with high search volume and low competition. High search volume means that many people are searching for that keyword every month. Low competition means there are fewer websites ranking for that keyword, making it easier for you to show up in the mix.
The reason keyword research tools are so helpful is that they give you the search volume and competition data, whereas manually searching for keywords doesn’t. This means you would be missing a huge piece to the puzzle.
How to Add Keywords to your Website Using SEO Best Practices
I recommend starting with a content strategy. You can use Google Docs or Sheets to outline your website before you start writing or editing. This will save you a lot of headache, especially if you have a more complicated website builder.
First, name each page of your website. At the very least, I recommend having a Home page, an About page, a Contact page, and a page dedicated to your products or services.
Then, find one primary keyword to use on each page. Remember, the keyword should be relevant to the content and have a high search volume with low competition. Depending on your niche, it may take some time and research. But, the ROI is totally worth it and keyword research tools will be a big help.
You’ll want to find 3-5 secondary keywords per page as well. They should relate to the primary keyword and further help Google understand what the page is about.
Where to Add Keywords for SEO
Once you outline your website and find your keywords, you have to decide where to place them.
1.) Headings
Headings are the largest text on your screen. They are typically tagged as H1, H2, H3, and so on. H1 will be your title and should include your primary keyword. You’ll want to include your secondary keywords in your H2’s and H3’s.
2.) Title Tags*
Title tags - also called a page title or meta title - are the clickable headlines that appear in search engine results pages (SERPs). It’s what people will see when you appear on Google. The title tag of each web page should include that page’s primary keyword. For example. the title tag to my home page is “SEO Writing Services”. This is the title to my home page and includes my primary keyword for that page.
3.) Meta Descriptions*
A meta description is the text that appears underneath the title tag that describes what the page is about. When you show up in search results, it’s the text underneath that clickable headline. Use your primary keyword and secondary keyword(s) to provide a brief description of the page.
4.) Alt Text*
Alt text, or alternative text, is used to describe images and visuals on your website. They are an accessibility feature to help those who are visually impaired understand the content. It also helps with SEO. Write a short, specific sentence to describe the visual and include your keywords. See this article from Hubspot for additional details on using alt text for SEO.
5.) Content
Don’t overthink this one. Your keywords do not need to be repeated word-for-word in the content. Variations and similar phrases will do just fine. It’s more important that the content is related to the headings and keywords so it sounds natural and makes sense.
*For numbers 2-4, reference your website builder’s Help or FAQ section for instructions on how to make those edits. I use Squarespace, which is as simple as going into the settings of each page and image. The instructions will vary based on your platform.
How many keywords should I use?
The number of times a keyword is used relevant to the number of words on the page is called keyword density. There are no strict rules for how many times a keyword should be used, however experts recommend using one keyword per 100 - 200 words on the page. It’s better to use your keywords sparingly. According to Google, using your keyword too many times is considered “keyword stuffing” and will hurt your SEO (see below).
What to avoid when using keywords for your website
Keyword Stuffing
The number one thing to avoid when using keywords for your website SEO is “keyword stuffing”. Keyword stuffing refers to the practice of using keywords as many times as possible with no regard for whether it’s relevant or makes sense. It’s a spammy tactic to boost SEO and will do far more harm than good. Google’s 2024 updates frown upon spammy tactics and you’ll likely get flagged for it. To avoid keyword stuffing, use your keywords sparingly and place them in a way that is relevant and naturally fits the content.
Setting and Forgetting
SEO requires regular, consistent effort. I recommend auditing and updating your website’s keywords on a quarterly basis at minimum. If you’re using SEO best practices for your blog, consider publishing at least 2-4 times per month. Use Google Search Console and/or your keyword research tool to keep track of your progress. This will help you see which pages are performing well and which ones are falling flat.
Expecting Instant Results
SEO is a long game. It can take weeks or even months to rank on Google or see an increase in website traffic. This is one reason I recommend quarterly website updates. It keeps you from nit-picking at your website every day and gives Google time to crawl, index, and rank your content. Your patience will be tested, but it’s worth it when you finally start seeing results. As an example, I started working on my website SEO in May of 2024. The new content didn’t start appearing in search results until July. Your ranking will also vary based on a variety of factors like your website’s age and number of backlinks. For more information on how to use backlinks for SEO, read this article.
Conclusion: How to Add Keywords to Your Website for SEO
I hope this article helped to simplify the process of adding keywords to your website to improve your traffic and ranking. To recap, you’ll want to:
- Start with a content strategy that outlines your website pages, your primary keywords, and your secondary keywords
- Then, you’ll want to use the SEO keywords in your headings, title tags, meta descriptions, alt text, and content
- Avoid keyword stuffing, make regular updates, and practice patience to see results
For more information on the basics of optimizing your site, you’ll want to read the 5 Most Important Things for a Website.
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