We’ve all heard of SEO keywords, right? It’s what people type into search engines, like Google, to find your content. And we all know that if you’re ranked at the top of Google, chances are your organic website traffic is going to increase. The problem is, most people think including keywords in the page text is enough, it isn’t.

So where the hell do those magical keywords go then? Here are the basics of where to include SEO keywords on each page of your website.


The address of a website. Most websites create the URL automatically based on the page title. Unfortunately, this doesn’t always mean that it includes the keyword. For example, if you’re a hairdresser you might have a page called ‘Services’. The default URL would be <your web address>/services. But your keyword might be ‘Wollongong hairdresser’. You need to change the URL to something like <your web address>/wollongong-hairdresser-services.

SEO title

The title that appears in search results, i.e. the clickable headline in Google. It’s important to note that the SEO title is different to the page title. The page title is the heading users see when they view your page. Using the hairdresser example, your page title might be ‘Services’, but your SEO title should be something like ‘Wollongong Hairdresser Services’.

The SEO title has its own additional set of rules. It should be at least 41 characters long (including spacing), but no more than 60 so it’s fully visible. And the keyword should appear towards the start. The SEO title also offers a great opportunity to add your company name for increased brand awareness, e.g. Wollongong Hairdresser Services – Hair by Lisa.

Meta description

The preview text displayed in search engines. This is a summary of a page’s content. It tells a user what to expect when they click on that page. Don’t just use the opening page paragraph here. This is your chance to get creative and highlight the benefits of clicking through. Be sure to include the keyword, and keep the word count to 120 to 156 characters.

An example of a Google search result. Note the URL, site title and meta description all contain the keyword ‘iPad Pro’

Image alt text

Your page needs at least one image, and that image needs a description explaining what the image is of. Why? Because it gets used by screen readers, that’s a browser used by blind and visually impaired people. So not only is the image alt text important for SEO, but it tells a blind or visually impaired person what the image is of. But don’t just place your keyword here, describe the image, e.g. woman getting her hair cut by a Wollongong hairdresser.

Page text

This one is the obvious one, your keyword goes into the body of the page text. But there’s a little bit more to it than that.


The first paragraph must include your keyword to make it clear right from the start what the page is about.

Keyword density

This is the number of times your keyword appears in your text, compared to the total word count on that page. Quality is better than quantity so you want to aim for 0.5 to 3%. That means, if you text length is 300 words, you want your SEO keyword to appear 2 to 9 times.

Sub heading

This one can be tricky, as it doesn’t always make sense to include your keyword in a sub heading. I say aim to include it, but if the content doesn’t flow or make sense then scratch it.

Page length

Your page length should include a minimum of 300 words for it to rate well with search engines. Why? Anything less than that will be considered as not offering any value.

So there you have it, the basics of where to include your SEO keywords to start growing your organic website traffic. Where you edit these is different for each website service provider. If you don’t have the option to edit, it’s time to upgrade to a paid plan or switch providers.

Need help?

Get in touch and let’s review your SEO keywords strategy together.


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