Keywords
The basic SEO concept: words and phrases users type into search engines to find information.
Keywords are terms that reflect the main topic of a page. Optimising for keywords includes using them in title, h1, h2, image alt text, link anchors, and body copy. However, modern algorithms (BERT, RankBrain) rank pages more by intent matching than by exact keyword occurrences.
What are keywords
Keywords are the bridge between a user‘s query and your page‘s content. Researching and selecting the right keywords is the foundation of keyword research. They are classified by frequency (head, mid‑tail, long‑tail), intent (informational, commercial, transactional), and length.
Where to use keywords
- Title – the most important place.
- H1 – second most important heading.
- H2, H3 – section subheadings.
- First paragraph – natural inclusion within the first 100–150 characters.
- Image alt text – especially for product pages and infographics.
- Anchor text of internal and external links – vary anchors, avoid over‑optimisation.
Keywords in modern SEO
In the past, you could rank by stuffing a keyword 20 times on a page (keyword stuffing). Today, algorithms penalise over‑optimisation. Focus on semantic relevance, LSI terms, and fully covering the topic. One page should rank for dozens of semantically related keywords, not just one exact match.
Common questions
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