How to properly place keywords for SEO?

Melanie Robin
February 19, 2023
9:29 p.m.
0 comments

Updated February 1, 2024

Inserting the right keywords into quality content: the ultimate recipe for being found by Internet users and search engines. You still need to know how to insert your main query in the right place in the text – one clumsy move and all your efforts could be in vain. Whether you're writing blog posts, spreadsheets, or product descriptions, the basic principle remains the same. So, how to properly place keywords for SEO? In this article, you will discover the strategic places to position your keywords in order to increase your organic visibility on the web, the key to success!

What is a keyword?

In the world of SEO, or search engine optimization, a " keyword " refers to words or groups of words that users type into the search bar on Google, Bing, etc. These terms are the cornerstones of natural referencing, because they indicate the themes and questions that interest Internet users. For content creators, understanding and using these keywords allows them to produce relevant content that precisely meets the expectations and needs of their audience.

➡️ 1 keyword = 1 page

Now let's see how to properly place keywords for SEO.

9 strategic places to place keywords

The key to successful optimization (SEO) is to insert your keywords into the hot areas of your content in a logical manner.

1) The title of the page

The title appears asa blue link in the Google results page. This is the most strategic place to put your keyword, because it immediately tells readers and robots what the article is about. Preferably place it at the beginning of the title.

2) The meta description

The meta description is a unique description that captures the intent and makes you want to know more. This has no impact on SEO, but you will give Internet users the general idea of the theme covered. By positioning your main query at the beginning, you send a clear signal to both curious people and robots about the heart of your topic.

3) The editorial title

The editorial title is the title of your web page or blog post represented by the H1 tag. It is visible directly on the body of the page containing the text. The H1 can be the same as the title tag.

4) Subtitles

Web crawlers give more weight to titles than to other parts of an article. Make sure to insert your keyword in one of the second level headings (H2). Know this: Internet users prefer to scan content to only remember the titles and information that seem important to them.

5) The introduction

In a blog post, the introduction announces the topic and context. In a few lines, it offers useful information to guide the reading. Add your query now the first sentence of the introduction.

6) The body of the text

Don't forget to include your queries throughout your text. However, don't overdo it – the keyword stuffing may result in your content being penalized by search engines. There are no rules on this subject: compose with finesse! Finally, work the semantic field again and again.

7) The conclusion

In a blog post, the conclusion is essential. It summarizes the content and reminds readers of the points covered. She must also get Internet users to take action (download a free resource, go to the services page, purchase a product, etc.).

8) The URL of the page

The URL, another important place to include a keyword from a marketing point of view user experience. A well-designed URL more easily catches the eye of Internet users and improves their overall browsing experience on your website. Make sure the query is in the URL. Eliminate special characters and stop words like le, la, les, un, une, du, etc.

9) Images

Tell Internet users and Google robots what your visuals are about. This is all the more important for visually impaired people who use screen readers or users who encounter display problems. Inform alternative text (ALT attribute) by inserting your keyword.

Receive your SEO pre-audit

Keywords, internal linking and link anchors

The internal linking acts like a spider's web that guides visitors and web crawlers through your site. The good news ? THE link anchors, i.e. the clickable text of a link, provide another space where you can include your keyword and its variations. By doing so, you signal to search engines and visitors what content that link points to, thereby boosting the relevance of the landing page. However, balance is the key here: don't overload your anchors with keywords, use them wisely and naturally!

Why insert keywords in your content?

Think of keywords as magic keys that open the doors to a universe of rich and useful content. Search engines, like fine detectives, analyze the texts of a site using keywords present in the web pages. Choose a targeted key phrase to be seen and read by Internet users when they search on the Web.

Here's what happens when you align your keywords with your audience's desires:

you improve your online visibility;
you attract qualified traffic to your site;
your ideal audience discovers content that meets their needs search intent ;
and the result? A nice leap forward in your conversions.

Writing without worrying about the right keywords is like trying to hold water in a bucket with holes. Lots of effort for little results.

Types of keywords to know

Knowing how to properly place keywords for SEO is essential, but it is equally important to understand the different types of keywords. You will refine your strategy and better meet the needs of your target audience with personalized content. Besides, We talk more about “key expressions” in the world of natural referencing, and for good reason: Internet users’ searches tend to become more detailed and specific over time. This is where the semi-generic keywords and of long tail come into play, offering a golden opportunity to capture a more engaged audience.

General terms

A generic keyword refers to a term frequently typed by Internet users to inquire about a particular product, service or topic.

➡️ For example, “books” is a generic keyword because it covers a large number of products.

Be careful, finding your way to the top of search results, especially when faced with big brands who boost their visibility with paid advertising, can be a real challenge.

Semi-generic terms

Semi-generic keywords are halfway to general keywords : they are longer, but remain relatively common.

➡️ For example: gym subscription

Long tail terms

A long-tail keyword is a group of words (key phrase) typed by the Internet user with a specific intention.

➡️ For example: best organic gluten-free products for babies

It generally consists of 4 to 10 words. Long tails, whose monthly search volume remains low, are very effective for targeting a limited audience. Because it is so specific, the long tail generally generates higher conversions.

Local terms

A local keyword is a term or phrase that refers to a specific place.

➡️ For example: if you are a photographer in Paris, you can target keywords such as “photographer in Paris” or “photos in Paris” rather than simply “photographer” where the competition becomes excessive.

Using local keywords is a good way to get visits to a physical outlet.

How to choose your SEO target queries?

Selecting a query is a key point in SEO, if not the most important. Without this, we risk navigating the abyss of Google. And I can already hear you: selecting the rare gem from a sea of possibilities is no easy task. But let it be said, the quest for the perfect key expression is a myth! By following these 5 steps, you will increase your chances of positioning your website in the top results of Google and getting more traffic.

The target audience

Who are you talking to on the web? Know your target audience allows you to find relevant keywords. You will be able to create content focused on their needs and interests, vou speak to them directly. Use analysis tools, surveys, interviews and more to collect valuable data such as gender, age, location... This approach will enrich your strategy and make your content essential for your audience.

Search intent

Knowing how to properly place keywords for SEO is not enough if you don't take into account the search intent of your target audience. What does your audience expect from your online content, in line with what you offer? Your services and products? What terms exactly will she type into Google? What types of content would capture their interest? To unravel these mysteries, digital search analysis tools are your allies to discover the intentions behind the clicks of your future visitors.

Relevance

A targeted query creates a logical link and natural with the content of your site and the heart of your activity. It acts as a bridge between what you offer and what your audience is looking for.

Search volume

Make sure to choose a key phrase requested by target Internet users. A query that doesn't interest anyone won't boost your site's traffic. Use SEO tools, like the free Ubersuggest, to evaluate traffic potential of your keyword. Examine the monthly frequency of Google searches for your chosen keyword. But keep in mind: even keywords that appear to have zero (0) search volume can prove valuable in the long run. The tools, while useful, are not foolproof.

Competition

Be aware that the more popular a keyword is, the more difficult it is to get to the top of the SERP (Search Engine Results Page).

Using Ubersuggest, you will access a range of data to dissect a query. Other SEO tools may also offer similar analyses.

My advice is to move towards more accessible queries, especially at the beginning. Opt for medium or long tail keywords. As we just saw, longer, specific phrases tend to convert better.

The essence of choosing the right SEO keyword lies in a balance between search volume And competitiveness. But we should not underestimate the importance of domain of authority (DA) and link profile. A site with strong domain authority and inbound links quality (backlinks) has a better chance of ranking on competitive keywords.

Let’s take “digital camera” as an example:

✔️ This is a highly searched keyword, with 18,100 monthly searches.

✖️ But it also presents a high SEO difficulty, rated at 76 out of 100.

This indicates that it will potentially be difficult to rank among the top results for this term.

How many times should you repeat a query in a text?

Repeating a query in text does not follow a strict rule or magic number. SEO is more like a quest than an exact science. Before, we advocated “keyword density”, that is, insert the keyword at a regular frequency, like every 100 words. Today, this approach is outdated. The redundancy of keywords is no longer popular, neither with readers nor with search engines, which prioritize quality and relevance of content. To stay in the race, here are some ideas:

Enrich the semantic field: explore the different facets of your subject.
Refine the lexical field: vary the vocabulary linked to your theme.
Integrate secondary keywords: they support your main keyword and broaden your visibility.
Play with synonyms: they diversify the expression of your ideas without boring repetition.

But the most important ? Meet your visitors' expectations precisely by providing unique added value compared to other existing content on the web. This is how you will make the difference.

What you must remember

Know how to properly place keywords for SEO is just as important as the keyword research step. The best places to place keywords are:

the title;
the title ;
subtitles ;
the meta description;
the introduction;
the body of the text;
the conclusion ;
the URL of the page;
the visuals.

The trick is to incorporate them delicately throughout your text, without ever compromising the fluidity or quality of the content. You are now ready to create content that will appeal to both your audience and search engines, boosting your visibility and attracting qualified traffic to your site.

Share on

Need help placing your keywords?

Contact Mélanie