The Right Way to SEO Your Content: Where to Put Your Keywords

The Right Way to SEO Your Content: Where to Put Your Keywords

“To go beyond is as wrong as to fall short.”


There is an age-old saying- too much and too little of anything is bad. This applies to the usage of keywords too when it comes to SEO. Keywords are words and phrases that you want people to find your content for. In one of our previous articles, we talked about why keywords are important for SEO strategy. But it is equally important to use them wisely.

In this article, we’d cover where to put keywords to get maximum SEO output for your web content. Before we start, we hope you have done thorough keyword research to find adequate keywords for your website content. If not, here is how you can get started. (Read more: How to do keyword research for SEO?)

The Right Keyword

When you do keyword research for your website, you would find a lot of keywords that would be apt for your content. You cannot put them all on a single webpage and hope to get ranked for that page.

Always remember, one webpage can only have one head keyword (main keyphrase that you want to rank for), and 3-4 long-tail keywords that support the head keyword. These cannot be starkly different from the main keyword.

If you have 10 main keyphrases that you want your website to rank for on search engines, then you’d have to create 10 webpages on your website, each dedicated on one phrase.

The Right Place: Where to Put Your Keywords For SEO

Page Title

The SEO title of your webpage is the most adequate place to have your keyword. It’s the first thing that Google and other search engines pay attention to while indexing your page. It’s even better if the keyphrase/keyword is at the beginning of your title. That way, Google records it at first glance.

Another reason for putting your key phrase at the beginning is that Google trims all page titles beyond 60 characters. While you can have a title of up to 100 characters, Google will display only the first 60 and your keyphrase should be covered in it.

An example of how a page title differs from page meta description is shown on right side.

Meta title & description

Page Meta Description

Technically, your ranking on search engines is barely affected by the presence of your keyphrase in the meta description. However, it is crucial to getting clicks on your webpage. When a person finds a search result, they check the meta description to decide whether the webpage has the information they’re looking for. So, putting the key phrase in it gives them a clear idea of what to expect on the page.

Alt Text

Have you ever come across a broken image icon that has some text next to it, that gets displayed when your internet is too slow to load an image? Something like we can see in the image:

This is an alt text. Also known as “alt attributes”, “alt descriptions”, or as “alt tags,” alt text is the alternative text used within an HTML code to describe the appearance and function of an image on a page. Here is why you should add it for all the images on your webpage:

Alt tag
  • Accessibility: It allows visually impaired readers to understand the image through their screen readers. A screen reader can read the alt-text and tell them what the image is about.
  • Search Engine Indexing: Ever wondered how does Google finds all the relevant images in the Google images section? That is by indexing the images in your online content. But Google bots do not index image by seeing the image. They do it by scanning the alt text which gives them the context of what the image is all about.
  • Awareness: It lets people know what the image is about if the file is not loaded.

Putting your keyphrase in the alt text for some of the images on the webpage also helps in improving your search engine ranking.


The body is the largest section of your webpage, and therefore has a large impact on how Google finds your webpage. Therefore, adding the keyphrase at several places in your body text can help Google rank you better for that phrase.

This is where your keyphrase density comes into the picture. We know it would have been ideal to just know a one-size-fits-all optimal ‘keyword density’ percentage that you could keep in mind while writing your web content. But that is not the case.

You’d often find platforms recommending you repeat your keyphrase 3-5 times in a 700-1000 words content piece. While this is a standard, there is more to it. If your keyphrase is 3 words long, repeating it five or even six times would not be a bad idea. However, if you have a six-word long keyphrase, repeating it 4 times would also become close to keyword stuffing. That is because a long keyphrase repeating too many times looks forced and search engines (and even readers!) are quick to notice that.

Heading and Subheadings

You cannot possibly put the key phrase in all the headings and subheadings on your page. That will not only look redundant but might also get you penalized by Google as a black hat technique. But putting it in a couple of headings might do the trick for you. We recommend that you add the exact match of your keyphrase in one higher lever heading (H1/H2) and one lower/mid-level heading (H3/H4).

Headings are also great places to add your long-tail keywords at. Imagine you are writing about health insurance. So, while health insurance can be your keyphrase, long-tail keywords like “How to get health insurance?”, “Best health insurance companies” can be headings as well as sub-sections on your page.


The address for any webpage on your website has four components:


  • Domain name – You cannot change it for each page. For instance, your domain name could be “” or Twitter’s domain name is “”.
  • Subdomain name – To show the hierarchy of content on your website, you add subdomains to it. For instance, the subdomain for could be
  • You can further organize your website into folders to help
Anatomy of URL

Source: Ahrefs

Google and your users navigate it better. For instance, you’d find many websites have a blog, and the blog has categories. For instance

  • Page name – This is the actual page name which is unique to the page only. For instance, if this article was on the above hypothetical blog, then the page name would be “where to put your keywords”. So, the entire URL would look something like this: The page name is also known as the “slug” for the page.

As you have the most control over the page name as compared to the rest, you should add your keyphrase in the slug. However, you can also plan your subdomain name and folder names such that they too are relevant and include keywords in them.

In the End

While these are standard places to add your keywords in, you should also ensure that your content justifies the keyword you are ranking for. If your content is informative and covers the keyword effectively, you would anyway end up putting the keyword naturally in it instead of making a conscious effort to feed it in.