Keywords (or key phrases) are an important part of SEO. These are what we type in when we are searching for products, services, and answers on the search engines. If your site ranks highly for the word or phrase used in the search, then the chances are that your site will appear high in the displayed search results.
Make sure you use your keyword(s) in the TITLE of your pages as well as in the description tag. Be careful not to overload the title with keywords and remember that the description will most likely be displayed on the search results so it should make sense to a human reader.
When introducing keywords (or phrases) into your text, the one word to bear in mind is relevance. They should always be relevant to the page content and when used as ALT tags should be relevant to the image being displayed.
As a general rule of thumb, keyword density (which is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page) should be between 3 & 5%. Any more than this your site could be penalised for being ‘search spam’.
It is good to put keyword(s) near the start of the page, in larger fonts – perhaps as the page title. Having them appear near the end of the page is considered good practice too.
When choosing keyword(s) or phrases you need to consider what your potential site visitors will be searching for. Take into account that your competitors may also be optimising for those same word and phrases. This means that the most productive keywords to optimise for they are not always the most searched for phrases.
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