How to Use Keywords for SEO
Clients frequently ask me how to use keywords for better SEO. Keywords are one of the most fundamental parts of on-page SEO — and one of the most commonly misunderstood. Here's a practical breakdown.
What Are Keywords?
Keywords are the words and phrases people type into Google when they're looking for something. If someone wants a web designer in their area, they might type "web designer Portland Oregon" or "small business website designer." Those are the keywords you'd want to be found for if you offered those services.
The goal of keyword strategy is to figure out what your potential clients are actually typing — and then make sure those words appear naturally throughout your site.
Define Your Keywords First
Before writing a single word of page content, think about what your ideal visitor would type into Google to find you. Go beyond just your business name — think about what your business does and who it serves. A photographer in Austin isn't just searching for themselves by name; they're searching for "Austin brand photographer" or "headshots Austin TX."
Build a short list of 5–10 phrases that represent what you do, where you do it, and who you serve. These become your keyword targets.
One Primary Keyword Per Page
Good SEO means giving each page of your site a specific keyword focus. Your home page might target your primary service. Your About page might target your name or your city. A blog post might target a specific question your clients ask.
For each page, choose one primary keyword phrase. Then use it:
- In the page title (the H1 heading)
- In the first paragraph — ideally in the first sentence or two
- In 2–3 subheadings where natural
- In the page URL (e.g.,
yoursite.com/web-design-portland) - In the page's meta description
- Naturally throughout the body content — but don't force it
Don't Stuff Keywords
Google penalizes keyword stuffing — cramming your keyword into every other sentence in an unnatural way. The goal is natural, readable content that uses your keyword phrase where it genuinely makes sense. Write for your reader first, then check that your keyword appears where it should.
Keywords in Images Too
Don't overlook image alt text. When you add an image to a page, fill in the alt text field with a descriptive phrase that includes your keyword where appropriate. Search engines can't see images — they read the alt text.