Importance of Keywords in Search Engine Optimization

Crafting websites revolves around the careful choice and strategic placement of keywords. Behind every top-ranking site, lies the labor of systematic and clever use of targeted keywords. So the question rises here what are these Keywords that seem so essential to bring the websites to the top of the search engine?


Keywords are the words and phrases that viewers use while searching for information online. The search engine index the websites according to the keyword typed in by the searcher. Searchers approach the web mainly for three main reasons:       

Importance of Keywords in Search Engine Optimization

But through Product Purchase, where the visitors become potential buyers, do the online companies make profit. Even “Product Research” might convert the viewers into buyers, mainly at a later stage (may be 1 week, 1 month, 2 months, 5 months etc). Hence, today’s professionals need strain themselves to identify the various frequently used keywords by the customers to buy products.



Importance of Keywords in Search Engine Optimization

Placing Keywords: Where are the keywords located?


The keywords can be placed at numerous places in a webpage; still some sites master in the practice. It has been stated earlier that there are no fixed rules to reach the top of search engines. Nevertheless, here an effort has been made to make the readers get acquainted to some basic guidelines to keyword placement:



Key Phrases are more preferred than keywords:  

Competition for keywords is too high in the present days. Hence, using keywords means racing in the same crowd.  In today’s world, difference and uniqueness are appreciated. When key phrases are used, it directly points the users typing the phrase into the link. So it’s more targeted as well as less in competition and hence Best for SEO.


Target the title tags:


The web page title is one of the most important aspects of web design for scoring well in the search engines. This is because, the title tags <title> is the gateway to the webpage. It satisfies the engine on the subject matter of the concerned page. And thus helps the engine to fetch it for different user searches.

But some things should be strictly avoided-

·        using company names as the title of the page

·        Phrases like “Our home page” or “home page” etc.

·        Dead words like ‘the’, ‘and’, ‘is’, ‘to’ etc.          


Let us take an example:


Suppose the vendor wants the webpage to be on Book a Room, Visitor’s Paradise Hotel, Kuala Lumpur. One should not use Visitor’s Paradise Hotel as the title tag. This   makes one’s business handicapped to different search terms like Book a Room, book room, book, room or Kuala Lumpur etc because these words don’t appear on the title of the page.




A more appropriate title in this case will be:

Importance of Keywords in Search Engine Optimization

Reasons that make it a better title are as follows:


A)       Such a title also brings in the search traffic for keywords like Kuala Lumpur, Hotel, Visitor’s Paradise Hotel, Paradise, Book and Book Room etc.


B)       Even in location related searches like Kuala Lumpur this title stands a good chance of showing up in the top results.


Moreover, title tags should be limited to 60 characters (i.e. 7 to 10 words). If words exceed, one will have to risk getting part of the title de-recognized by the search engines.


In order to find out the number of pages competing for the same keywords the following needs to be entered on Google’s search field :

         In title: “write the name of a page”

Header Tags:


Header Tags are the second most important placement for the keywords. They are used to define the web page’s organizational structure and simplify page navigation.  They are the contents of the web page and hence should appear more appealing to customers who visit it and should be keyword rich. They can be specified with help of HTML tags like- <h1> , <h2>, <h3> etc. To speak in general, <h1> is more important than <h2>, and <h3> is more important than <h4> and so on.


For example:


Importance of Keywords in Search Engine Optimization


Body Tags:



Importance of Keywords in Search Engine Optimization

Target the keywords high up on the page:

Special attention should be taken to place keyword-rich text high up on the webpage. This is because; the search engines index page contents in a linear order and hence the keywords placed at the top of the page are prioritized and gets indexed soon.


The use of images or JavaScript in the starting of the page should be avoided instead keyword-rich text should be introduced in.



Target Keywords according to Targeted Location: 


Most of the time, it happens so that the searchers make location-fixed searches. When keywords contain the location of the place, it stands a better chance in appearing in the top of the search engine. Moreover, location-fixed searches bear less competition as compared to general searches.  


For example:

 Importance of Keywords in Search Engine Optimization


Along with title and header tags, body tags too should be showered well with ample keywords. It basically contains all the contents of the document (like text, images, color, graphics etc.). Ideally, web pages should have 200-300 words with special emphasis on a few carefully chosen keywords. It is seen that search engines respond well to keywords placed under the <li>, <em>, <i>, <b>, and <strong> tags.


For Example:


This is a more general search, where a site needs to compete harder among 5,540,000 other to reach the top.


But in a search like:


Importance of Keywords in Search Engine Optimization

Competition automatically decreases in this case and even the site comes in focus.


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