Best Practices for Including Keywords on Your Web Page

Content marketers and SEO professionals know the importance of keywords. After all, it is the keywords that people use whenever they have to find something on the internet.

Therefore, including high-volume and relevant keywords on a web page is a no-brainer.

But how do you do that without making your content appear unnatural? What are some of the best practices for including keywords on a web page?

In this blog post, we discuss just that and share some tips on how you can include primary and secondary keywords on your web page naturally.

1. Don’t go overboard

Before we start discussing the actual techniques and tricks, it is important to note that you should never go overboard with keyword inclusion and optimisation.

Search engines have evolved and gotten significantly smarter over the last few years. They do not need a magic number of keywords or a certain density in order to rank pages for that keyword phrase.

Sometimes, even including a keyword once in the page will do the track. In fact, sometimes, you do not even have to include a keyword on the page to be able to rank for it.

Therefore, the primary focus should always be on creating comprehensive, high-quality, and engaging content. Keyword inclusion comes second.

2. Use semantically related keywords and synonyms

You can’t use a keyword or keyword phrase over and over again on a web page. That appears as over-optimisation, which not only looks unnatural but may also lead to a search engine penalty.

In that case, it is a good idea to use synonyms and semantically related keywords to replace your main keyword phrase. 

LSIGraph is a free tool that you can use to find lots of semantically related keywords. It is an excellent way to increase the search potential of your page while solving the over-optimisation problem.

3. Add keyword-rich subheadings

One of the best and easiest ways to include important keywords is to create keyword-rich subheadings.

Including keywords in the subheadings not only helps with search engine rankings but also opens up other subtopics for discussion. This helps create a more comprehensive, information-rich, and in-depth content piece, which is something that readers and search engines love.

4. Use the space in meta content

The main content of the page isn’t the only place you can and should include keywords in. In fact, the meta content offers valuable real estate for including important and high-potential keywords.

You can include primary and secondary keywords in the meta title as well as the meta description of the page.

There are a few things that you should remember about meta content:

• Both the meta title and meta description have a character count limit, which is primarily dictated by how many pixels each character takes.
• Use a free meta content inspection tool to check your meta content isn’t being truncated.
• Make sure the meta title and meta description perfectly describe the page. Misrepresentation — just because of keyword inclusion — will do more harm than good.

5. Customer testimonials

Some customer testimonials can be a goldmine for great keywords. Search engines also do not necessarily mind lots of keywords in a quote or testimonial — which opens up more opportunities for keyword inclusion.

It is recommended to avoid anonymous testimonials, though. The best practice is to add the name of your customer, her designation, the name of her business, and a link back to their website.

6. FAQs

If you are struggling with keyword inclusion for some reason, consider adding an FAQ section to your blog post or web page.

The FAQ or Frequently Asked Questions section can make it very easy to include lots of high-volume keyword phrases in a natural way. Many people ask questions in search engines — especially after the rise in voice search.

Add those questions as is, will help you target those keyword phrases more effectively.

You can also find relevant questions in the ‘People also ask’ section that Google has on its first page. 

There are always lots of questions in that section that people regularly ask. You will never run out of content and subheadings if you use them.