Search Engine Optimization (SEO) is all about making your website easier for search engines and users to understand. At the center of SEO are keywords, which are the words and phrases that people type into search engines when looking for products, services, or information.
Adding keywords correctly to your website helps Google and other search engines determine what your pages are about. Done right, it can improve your visibility, attract relevant traffic, and increase conversions. Done poorly, it can make your site look spammy and even hurt your rankings.
In this guide, we’ll explore what SEO keywords are, why they matter, and exactly how to add them to your website the right way.
What Are SEO Keywords
SEO keywords are the search terms that people use when they look for something online. These can be single words or longer phrases known as long-tail keywords.
For example, a dentist in London might target:
- “dentist in London”
- “emergency dental clinic near me”
- “teeth whitening in London”
Each of these phrases tells search engines what the page is about and helps match it to user intent.
When used properly, keywords improve your visibility in search results, drive the right audience to your site, and increase the likelihood of sales or inquiries.
Why Adding Keywords the Right Way Matters
Many websites make the mistake of simply repeating keywords too often, known as keyword stuffing. This might have worked years ago, but today, search engines use sophisticated algorithms that prioritize user experience and natural writing.
Adding keywords correctly helps you:
- Improve rankings for relevant search terms
- Make your content easier to understand
- Increase organic traffic and time on page
- Build topical authority in your niche
Your goal should be to integrate keywords naturally, so they enhance rather than disrupt your content.
Step 1: Find the Right Keywords
Before you can add keywords to your website, you need to know which ones to target. Keyword research is the foundation of effective SEO.
Start by understanding what your audience is searching for. Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs to find search terms related to your business.
Focus on:
- Relevance – Choose keywords that accurately reflect your products or services.
- Search Volume – Target keywords that people are actually searching for.
- Competition – Look for a balance between competitive and low-difficulty keywords.
For example, if you run a bakery, “custom birthday cakes” might be a strong main keyword, while “best cake shop in Manchester” could be a valuable long-tail keyword.
Once you have a list, group them into categories like “homepage,” “services,” “products,” and “blogs.” Each page should have its own primary and secondary keywords.
Step 2: Place Keywords in Key Website Elements
Where you place your keywords matters just as much as which ones you choose. Search engines scan specific areas of your page to understand its topic.
1. Title Tags
The title tag appears as the clickable headline in search results. It’s one of the most important on-page SEO elements.
Include your main keyword near the beginning of the title, but keep it readable and within 55–60 characters.
Example:
Good: “Affordable Web Design Services in London”
Bad: “Web Design, Web Design London, Best Web Design London”
2. Meta Descriptions
The meta description gives users a short summary of the page. It doesn’t directly affect rankings but can improve click-through rates.
Use one or two main keywords naturally and keep the description under 155 characters.
Example:
“Get custom web design services in London that combine creativity, SEO, and performance. Request your free consultation today.”
3. Headings (H1, H2, H3)
Your H1 tag should include your primary keyword and describe the main topic of the page. Subheadings (H2s and H3s) can include related keywords and help organize your content.
Example:
H1: “Professional Plumbing Services in Manchester”
H2: “Why Choose Our Local Plumbers”
H3: “Emergency Plumbing Repairs Available 24/7”
4. Page Content
Your body text is where most keywords should appear naturally. The key is balance. Use your main keyword within the first 100 words, and then a few times throughout the text. Include variations and related terms so it reads naturally.
Avoid forcing keywords. Write for people first and optimize for search engines second.
5. URLs
Clean, descriptive URLs help both users and search engines. Include a relevant keyword but keep it short.
Example:
Good: www.yoursite.com/seo-services
Bad: www.yoursite.com/page-id-123
6. Image Alt Text
Search engines can’t “see” images but they can read alt text. Add short, descriptive alt text using relevant keywords.
Example:
Alt text: “custom chocolate birthday cake in London bakery”
7. Internal Links
Link to other pages on your website using descriptive anchor text that includes keywords.
Example:
“Learn more about our SEO content writing services.”
8. File Names
Before uploading images or PDFs, rename files to include relevant keywords.
Example:
Instead of “IMG_001.jpg,” use “affordable-seo-services.jpg.”
Step 3: Avoid Keyword Stuffing
Adding too many keywords can backfire. Keyword stuffing not only makes your content unreadable but also signals spam to search engines.
Aim for a natural flow. If a keyword fits naturally, use it. If not, find synonyms or variations. Google understands context through related terms, so writing naturally is often more effective than repeating the same phrase.
Step 4: Use Long-Tail Keywords
Long-tail keywords are longer, more specific search phrases that usually have lower competition but higher conversion potential.
For example:
“women’s running shoes” (broad)
“lightweight women’s running shoes for flat feet” (long-tail)
Include these naturally throughout your content, especially in blogs and product descriptions. They attract users who are closer to making a purchase.
Step 5: Monitor and Adjust
Adding keywords isn’t a one-time job. SEO is ongoing. Use Google Search Console, Analytics, or SEO tools to monitor how your keywords perform.
Track which pages bring the most traffic and which keywords rank well. Update your content regularly to stay relevant.
If certain pages underperform, consider adjusting your keywords, rewriting titles, or improving internal links.
Common Mistakes to Avoid
- Using the same keyword on multiple pages (keyword cannibalization)
- Ignoring mobile optimization and page speed
- Forgetting to update old content
- Skipping image optimization
- Writing for search engines instead of people
Consistency and quality are what truly build SEO authority.
Final Thoughts
Adding SEO keywords to your website is not about overloading pages with search terms. It’s about strategically placing the right words in the right places to help search engines understand your content and help users find what they need.
Start by researching relevant keywords, use them naturally in your titles, descriptions, and content, and continue refining your approach over time. A well-optimized site not only ranks higher but also offers a better experience for visitors.
With patience and consistency, your keyword strategy can transform your website into a steady source of organic traffic and long-term growth.
