How to use keywords in your web texts

Optimise your snippet with keywords

A snippet is the information that a given search engine chooses to display about your page in a search result.

A snippet primarily consists of a title tag, a url and a meta description. In most content management systems, you have the option to define all three without having to mess with the HTML code.

Read more about snippets and SERP

Keywords in title tags

A title tag is important because it's the first thing that appears in your snippet and the one that will animate people to click on the link to your content. A title tag also tells search robots what the headline of your page is. It's not visible on your website, but the page header is what readers see when they click through to your content.

Use the primary keyword in the page title tag, but match the wording with the user's search intent. For example, you can phrase a question or an answer, depending on the user's search intent. As a starting point, a title tag should have a maximum of 60 characters. If it's longer, Google will probably shorten it in the SERP (Search Engine Result Page).

Include keywords in the meta title

A good meta title usually contains your primary keyword. It's also a good idea to formulate what the reader will get out of clicking on the link to your page. You can also include a call to action, such as "click here and..." or "read how to..."

How long should the meta title be?

The meta title should ideally be between 50 and 60 characters including spaces. If it's longer, you run the risk of Google shortening the title, which can ultimately make your message unclear. If you keep your meta title under 60 characters, Google will show the full title 90% of the time. There are studies that show that, in isolation, the further forward in the meta title your keyword is, the better the ranking.

This fact doesn't necessarily have anything to do with the algorithm, but it's more likely that if your primary keyword is placed at the beginning of the title, searchers will decode whether the page is relevant faster. Indirectly, this matters because a clear and relevant message increases your click-through rate.

Keywords in meta descriptions

A well-written and unique meta description relates to the page's theme and summarises the content on a page. By also optimising it for users' search intent, you can improve the page's click-through-rate (CTR). Also, include a call-to-action (CTA) to encourage action and stand out more by using your primary keyword.

How long should a meta description be?

Avoid creating a meta description that is too long (155 characters) and gets cut off in search results.

If you haven't defined your meta description, Google will find some text to put into a snippet - and it's rarely a good result that comes out of it.

Keywords in URLs

An SEO-friendly URL welcomes both users and search engines. SEO-optimised URLs only include relevant keywords that give search engines a better understanding of the content. If this can be done concisely, it's definitely an advantage.

An SEO-friendly URL helps users understand what to expect from the content they encounter when they come from search engine results pages (SERPs). The user should be able to look at your URL and understand what the page is about.

Keywords in headings

Use the primary keyword in your H1 tag. Do not use multiple H1 tags on the same page. Follow a hierarchical structure when using multiple heading tags (H1-H4). Use synonyms and semantically related keywords. Also optimise your headings for Featured Snippets and Voice Search. Design your headings to appeal to your users and their keyword intent.

Read more about keywords in headings.

Keywords in body copy

Use the primary, synonyms and semantically related keywords naturally in your body copy. However, always write for your users rather than search engines to avoid over-optimisation. Focus on creating complete content where you go in-depth on all subtopics within the site theme. Also, format your text with bold, bullet points, colour and styling to make it more eye-catching for users.

Keywords in image captions

A simple tip for search optimisation of your images is to consider their file names. The title of the file itself should contain your keyword and preferably be included at the beginning of the title. It doesn't matter what you call your image files. The file name should be meaningful in relation to what's in the image and should also contain a relevant keyword. Separate the words with a hyphen so that Google understands that there are multiple words. If you use underscores, Google will contract the words and the meaning may be lost.

Next, give the image a descriptive ALT text that includes your keywords. When you put the effort into defining a good ALT text, you are also optimising your page for web accessibility. A screen reader can't explain what's going on in an image, so as an editor with the alt attribute, you need to add value to the image in context.

Optionally, also add a caption that contains the keyword. The caption is the description that appears below the image.

Keywords in link texts

Use relevant keywords in your internal links. Just like in the meta title and description, in link texts, try to make it clear what people can expect to find when they click on the link.