Keywords go in the places search engines read first
Search engines scan your website for words that match what people type into Google. The words you choose matter less than where you put them. A keyword buried in the middle of your page text does almost nothing. The same keyword in your page title, your headings, and your first paragraph tells search engines this page is actually about that topic.
You do not need to stuff keywords everywhere or repeat them until the text sounds unnatural. Search engines now penalize that. Instead, write naturally for the people reading your page, then make sure the most important words appear in the spots that carry the most weight.
Key Takeaways
- Your page title (the text that appears in the browser tab and in search results) is the single most important place for your main keyword.
- Headings on your page, especially the first heading, should include keywords that describe what that section covers.
- The first 100 words of your page body matter more than the rest, so put your main keyword and related words early.
- Image file names and the text describing images (called alt text) count as keyword locations, so name them descriptively instead of "image1.jpg".
- Internal links — links from one of your pages to another page on your own site — should use keyword-rich text rather than "click here".
Page titles are where search engines look first
Your page title is the text that appears in the browser tab at the top of the screen and as the blue clickable link in search results. This is the single most important place to put your keyword. If someone searches for "how to fix a leaky faucet" and your page title says "How to Fix a Leaky Faucet: Step-by-Step Guide", search engines will rank that page higher than a page with the title "Plumbing Repairs".
Keep your page title between 50 and 60 characters so it does not get cut off in search results. Put your main keyword near the beginning of the title. If your site name is part of the title, put the keyword first: "How to Fix a Leaky Faucet | Smith Plumbing" works better than "Smith Plumbing | How to Fix a Leaky Faucet".
Every page on your website should have a unique title. Do not use the same title for your home page and your service pages. Search engines see duplicate titles as a sign that your pages are not distinct, which hurts your ranking.
Headings organize your content and signal what matters
Headings are the large text that breaks your page into sections. Search engines treat headings differently from regular paragraph text — they assume headings describe what comes next. If your heading says "Choosing the Right Faucet Wrench" and the paragraph below it talks about faucet wrenches, search engines understand that this page is relevant to someone searching for that topic.
Use your main keyword in at least one heading, usually your first heading. Use related keywords in other headings. If your page is about "how to fix a leaky faucet", your headings might be "What Causes a Leaky Faucet", "Tools You Will Need", "Step-by-Step Repair Process", and "When to Call a Plumber". Each heading includes a word or phrase related to your main topic.
Do not force keywords into headings where they do not fit. A heading that reads "Leaky Faucet Repair Leaky Faucet Tools Leaky Faucet Steps" looks broken and confuses readers. Search engines now recognize this as keyword stuffing and rank the page lower, not higher.
The opening paragraph sets the context for search engines
Search engines read the first 100 words of your page more carefully than the rest. This is where you should use your main keyword and related words naturally. If your page is about fixing a leaky faucet, your opening paragraph should mention "leaky faucet", "faucet repair", or "how to fix a faucet" in the first few sentences.
You are not writing for search engines alone — you are writing for people. The opening paragraph should answer the reader's question directly and make them want to keep reading. If you do that and your keyword appears naturally in those sentences, search engines will see the match and rank you higher.
Image file names and descriptions tell search engines what images show
Search engines cannot see images the way you do. They read the file name and the alt text (the description you write for each image). If you upload a photo of a faucet wrench, naming the file "image47.jpg" tells search engines nothing. Naming it "faucet-wrench-adjustable.jpg" tells them what the image shows and includes keywords.
Alt text is the short description that appears if an image fails to load, and it also helps people using screen readers. Write alt text as a brief, natural sentence: "Adjustable wrench tightening a faucet nut" is better than "wrench faucet tool repair fix". Keep it under 125 characters and include your keyword only if it fits naturally.
Both the file name and alt text matter for search ranking, but alt text matters more because it is specifically meant to describe the image. Spend more time getting the alt text right.
Internal links use keyword-rich text to connect your pages
Internal links are links from one page on your website to another page on your website. When you link from your home page to your "How to Fix a Leaky Faucet" guide, the text you use for that link (called anchor text) tells search engines what the destination page is about.
If your link says "click here", search engines learn nothing about the page you are linking to. If your link says "how to fix a leaky faucet", search engines understand that the destination page is about that topic. Use descriptive anchor text that includes your keyword whenever you link between your own pages.
You do not need to link to every page from every other page. Link when it makes sense for the reader — when someone reading one guide would benefit from reading another. Search engines see internal links as a sign that your pages are related and organized, which helps them understand your site structure.
Meta descriptions do not affect ranking, but they affect clicks
The meta description is the short text that appears below your page title in search results. It does not affect whether search engines rank your page, but it affects whether people click on your link. If your meta description includes your keyword, it will appear in bold in the search results, which draws the eye and makes people more likely to click.
Write your meta description as a complete sentence that answers the reader's question: "Learn how to fix a leaky faucet in five steps, with tools you probably already have at home." Keep it between 150 and 160 characters so it does not get cut off. Include your main keyword once, naturally.
Frequently Asked Questions
How many times should I use a keyword on my page?
There is no magic number. Use your main keyword in your title, your first heading, your opening paragraph, and once or twice more in the body text if it fits naturally. If your page is 1,500 words, your main keyword might appear 5 to 10 times total. If it appears 20 times, you are probably forcing it, and search engines will notice.
Should I use the exact keyword or variations of it?
Use both. If your main keyword is "how to fix a leaky faucet", also use "leaky faucet repair", "faucet leak", and "fix a dripping faucet". Search engines understand that these phrases are related. Using variations makes your writing sound more natural and helps you rank for multiple searches.
What if my keyword is too long or awkward to fit naturally?
Break it into smaller pieces and use related words instead. If your keyword is "best practices for small business accounting software", you might use "accounting software", "small business accounting", and "accounting best practices" in different places. Search engines will connect these phrases to your main topic.
Do keywords in my URL matter?
Yes, but only slightly. A URL like "yoursite.com/how-to-fix-leaky-faucet" is better than "yoursite.com/page47", but the difference is small compared to your title and headings. If you are building a new site, use descriptive URLs. If you have an old site with non-descriptive URLs, do not change them just for keywords — the disruption is not worth the small gain.
Can I use the same keyword on multiple pages?
Avoid it. If you have two pages about the same topic, search engines will not know which one to rank, and both will rank lower. Instead, write one comprehensive page on that topic, or write pages about different angles — one about "how to fix a leaky faucet" and another about "when to replace a faucet instead of repairing it".