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Keyword Placements On Webpage For SEO

Keyword Placements On Webpage For SEO

In the previous chapter – 10 Keyword Selection Methods Using Elimination Technique,  we came up with 2 – 3 primary keyword(s). In this chapter – Keyword Placements On Webpage For SEO  we will learn how to strategically place those keywords on your website/webpages as part of SEO efforts to help Google identify your page, index it and rank it on SERPs.

Keyword Placements On Webpage For SEO


In simple words, this chapter shows you how to add keywords to your website for Google search results. This process is called On-Page Optimization.

After reading this chapter, you will understand clearly how to use keyword(s) on your website for better search engine optimization.

IMPORTANT NOTE: Please note that, for the sake of simplicity in writing, I would use the term Keyword(s) which directly or indirectly means Keywords or Keyword Phrases

Topics Covered In This Chapter

What are Primary keyword(s)?

Primary Keyword(s) are those keyword(s) for which we are optimizing our webpage to rank higher on SERPs. From the search engine point of view, they are keyword(s) which it uses to look into its database for giving relevant search results to users. Also, they are keyword(s) which search engine uses to differentiate your webpage from the rest on the web. Our aim should be to optimize a webpage with 3 – 4 primary keywords and not more than that.

Example for Primary Keyword(s) for a digital marketing training website/webpage is given below:

  • Digital Marketing Training
  • Digital Marketing Classes
  • Digital Marketing Coaching
  • Digital Marketing Courses

Placement of these Primary Keyword(s) on the webpage will be discussed in further sections.

What are Secondary Keyword(s)?

Secondary Keyword(s) are those keyword(s) that complement the Primary Keyword(s). In other words, they are those words or phrases that are in close proximity to the primary keyword(s). Secondary Keyword(s) supports the Primary Keyword(s) on the webpage. Google search engine uses these Secondary Keyword(s) to understand the overall meaning of the webpage. These Secondary Keyword(s) should be sprinkled all over the content of the webpage in a natural sounding text to give the user the best reading experience. Avoid unnatural and unnecessary keyword stuffing. It does more bad than good to your website /webpage rankings.

Example for Secondary Keyword(s) that complements the Primary Keyword(s) discusses in the previous section include:

  • Online Marketing Training
  • Internet marketing
  • scope of digital marketing
  • Digital marketing syllabus
  • Digital marketing education

How many Secondary Keyword(s) to use while optimizing a webpage depends on the total number of words in your content and is largely done as guesswork. As a rule of thumb, use them sparsely in your content without breaking the natural order of sentences.

How to find out Secondary Keyword(s)?

In the chapter – 6 Keyword Research Techniques, we came up with a list of keyword(s). In the chapter – 9 Keyword Selection Methods Using Elimination Technique, we chose 2 – 3 primary keyword(s) from the keyword(s) list. The rest of the filtered out keyword(s) are your Secondary Keyword(s). The tool – Google Keyword Planner – is the right tool I often use to figure out Secondary Keyword(s).

Where to place keyword(s) on a webpage?

Strategic keyword(s) placement is key to on-page SEO. If done effectively, it can drive organic results faster than you would expect. This section does not require you to know HTML. If you know HTML it is always an added advantage. Whatever I discuss in this section could be done by using various SEO tools. My favorite is the YOAST SEO tool for on-page optimization.

  • Meta Title Tag
  • Meta Description Tag
  • Meta Keywords Tag
  • Meta Robots Tag
  • Website URL
  • Paragraphs or Body Text ( As Part Of Website Page Content )
  • Heading tags – H1, H2, H3 ( As Part Of Website Page Content )
  • Alt Tags
  • Anchor Text
  • Image Names

All these elements when put together will form the foundation for On-Page SEO. Each of these tags will work in conjunction with each other and no tag will work wonders single-handedly.

Let me explain each element in detail.

NOTE: The four important tags in the HEAD section of your HTML code are the Meta Title tag, Meta Description tag, Meta Keywords tag, and Meta Robots tag.

  • Meta Title Tag:

“Title” tag is the page title. It describes the theme of your webpage to search engines. Search engines use “Title” tag description as the primary source to understand the subject of your webpage. Title Tag is the one that gets showed up on the search engine result pages in highlighted format when a user queries about a keyword(s) as shown in the picture below.



Title Tag On SERP - Keyword Placements On Webpage For SEO

“Title” Tag is also shown on the browser tab once you click on the webpage link as shown in the picture below.


Title Tag On Browser Window

Place your primary keyword(s) on the “Title” Tag. Out of the 2 – 3 primary keywords, choose two keyword(s) that best describes your webpage and place it on “Title” Tag separating each with a pipe as shown below.

Keywords separate with pipe - Title Tag Description

If you have a single primary keyword(s), then write a catchy headline that impresses users to click through your link. The headline should contain your keyword(s). It is better if your title headline can mix up 2 – 3 keyword(s) in a natural sounding language. But, getting this combination is highly difficult. Don’t use too long “Title” Tag as it might run out of Google’s display, resulting in a poor click-through rate (CTR).

With my experience, I would suggest you limit the number of words in your “Title” tag to seven that includes your Primary Keyword(s). Also, do not use more than 65 characters for writing your “Title” tag. If more words are placed on the “Title” tag, Google finds it difficult to recognize the actual keyword(s) that you are trying to optimize your webpage with. The thumb rule is to do anything that improves user experience which results in a high click-through rate.

The actual “Title” Tag code in HTML looks like this:


Chicken Recipes | Chicken Recipe Ideas | Tesco Real Food



  • Meta Description Tag:

“Description” tag contents appear below the “Title” tag in the search engine result pages. Basically, the “Description” tag is used to give first-hand information to users about the webpage and its contents. This “Description” tag is also used by search engines to understand your webpage better so that it can index it for the right keyword(s).

Your primary keyword(s) should naturally appear in the “Description” tag. Chose one primary keyword(s) out of the 2 – 3 primary keyword(s) that best describes your webpage theme. Use it twice in the Description Tag. Use other keywords as supporting keyword(s) to the chosen primary keyword(s) while describing the webpage.

Make sure your “Description” tag is accurately describing the contents of the webpage so that the users don’t end up reading something other than what is described. Poor user experience will damage your search engine rankings. The industry standard is to use 160 characters to write the “Description” tag.

An example of the “Description” tag for the keyword(s) “Digital Marketing Training” should look like this:

We offer Digital Marketing Training for students and working professionals. Our Digital Marketing Courses are considered as top notch by industry experts. We are considered as the best Digital Marketing Training Institute in India

PLEASE NOTE: This is just an example. You got to use your creativity to come up with more meaningful description

Avoid stuffing keyword(s) in the “Description” tag. It is considered a Black-Hat technique by Google. An example of an unethical way of writing “Description” tag is given below:

We offer Digital Marketing Training. Our Digital Marketing Training is the best training. You can learn from our Digital Marketing training. ”

The actual “Description” tag code in HTML looks like this:

<meta name=”description” content=”We offer Digital Marketing Training for students and working professionals. Our Digital Marketing Courses are considered as top notch by industry experts. We are considered as the best Digital Marketing Training Institute in India!“/>

  • Meta Keywords Tag:

Though Google has stopped considering “Keywords” Tag as part of its crawl and index process to decide on organic result placements of a particular webpage, many SEO professionals still believe that, having a decent number of accurate keyword(s) list in the “Keywords Tag” separated by commas is bound to give better organic results. Avoid stuffing keywords into the “Keywords” Tag. Rather use 6 – 7 keywords that are a mixture of both related Primary and Secondary Keyword(s).

Again reminding you to avoid keyword stuffing as it impacts your organic rankings negatively. Correctly written Keywords Tags in combination with other meta tags will signal Google about the exact theme of the website.

The actual Keywords Tag code in HTML looks like this:

<meta name=”keywords” content=”digital marketing training, digital marketing courses, digital marketing classes, search engine optimisation classes, SEO courses/>

  • Meta Robots Tag:

The “Robots” Tag is used to let Google know if its spider should crawl and index your webpage or not.

It is said that, for every three to four days, Google search engine spider crawls your website/webpage for thorough indexing into its database. Having marked your “Robots” Tag as “all” indicates the spider to crawl the entire webpage for indexing.

Although, every search engine spiders crawls the website even without the “Robots” Tag marked as “all”, having it marked will improve the crawling process.

I insist on marking “Robots” tag as it complies with the industry recognized W3C standards.

The actual “Robots” tag code in HTML looks like this:

<meta name=“robots” content=“all”>

On the contrary, if you do not want search engines to index your webpage, you can rewrite your “Robots” tag as follows:

<meta name=“robots” content=“noindex”>

  • Website URL :

Placing your primary keyword(s) as part of your webpage URL is another important factor to be considered as part of your SEO efforts. Having meaningless URL names will do nothing good to rank your websites organically. Another use of having keyword(s) as part of the webpage URL is during link building – a topic that is covered as a separate chapter. 

An example URL for the keyword “digital marketing training” is,


Place that keyword(s) in the URL which you have used twice in the meta description to make search engines more easy to understand the website theme.

  • Paragraphs or Body Text ( As Part Of Website Page Content ):

The main content of your webpage is all that really matters when it comes to organic results.  This is the place where your keyword(s) has to be placed carefully and strategically. Because Google search engine understands most of your webpage theme based on the keyword(s) present in the content. That does not mean, you should fill your webpages with contents. It is called keyword stuffing and is more prone to Google penalty. Read this chapter – Black-Hat SEO Techniques And Google Penalty to understand more about Black-Hat Techniques and how Google penalizes websites practicing Black-Hat Techniques.

There are no strict guidelines on keyword placements from Google. What I explain here is my experience of successfully ranking my client’s websites on top of Google SERPs. I am assuming that we are optimizing a webpage with the content of 1000 words.

Chose one major primary keyword(s) out of 2 – 3 primary keywords that you had selected after completing the exercises given in the chapter – 10 Keyword  Selection Methods Using Elimination Technique. For now, let us assume your primary keyword(s) are:

  1. Digital Marketing Training
  2. Digital Marketing Courses
  3. Digital Marketing Classes

and secondary keyword(s) as:

  1. Digital Marketing Course Modules
  2. Internet Marketing
  3. Online Marketing
  4. Why Digital Marketing Is Important
  5. Job Opportunities After Digital Marketing Training

Out of the three, let us consider, (1) as the major primary keyword(s) and (2) and (3) as the minor primary keyword(s).

Now follow mine below guidelines.

  • Place the major primary keyword(s) in the first line of the first paragraph.
  • Place the minor primary keyword(s) in the next two or three sentences. The placement should appear as a natural sounding text. Avoid keyword stuffing.
  • Place the major primary keyword(s) once in every paragraph of your content.
  • Place the minor primary keyword(s) alternatively in each paragraph.
  • Sprinkle the secondary keyword(s) naturally all over the content to support the primary keyword(s).
  • Place the major primary keyword(s) once or twice in the last paragraph
  • Bold, italicize and underline your major primary keyword(s) at least once in your content.

Following this keyword(s) placement guideline will inform Google that these keyword(s) are important to the webpage and it indexes it in its database for the optimized keyword(s).  The webpage theme is finalized based on the keyword(s) placement in the content.

  • “Heading” Tags – H1, H2, H3 ( As Part Of Website Page Content ):

“Heading tags are used to create headings within a content. “Heading” tags have a top-down hierarchy from <h1> to <h6>, out of which h1, h2, h3 play a important role in search engine optimization (SEO).

Headings are used to structuring your content. In classic HTML style, usually, there would be one H1 tag on each page, a couple of H2 heading tags under H1 tag, a couple of H3 tags under H2 tags and so on. Headings indicate readers about the quick subject overview of the content written underneath it, enhancing the user’s reading experience.

“Heading” Tags emphasizes text on a webpage. In other words, they look evident within the content. H1 tags will display its text in larger format compared to the regular paragraph content. H2 tags display its text smaller than H1 tags and H3 tags display it smaller than H2 tags.

Neatly and naturally specified “Heading” Tags on webpages quickly catch search engine’s attention. As part of SEO effort, you should place your major and minor primary keyword(s) on either on H1, H2 and H3 tags naturally.

Having keyword(s) placed on H1 is considered a must by many SEO experts. And it is industry standard to have only one H1  tag per page. Keyword(s) placement on H2 and H3 depends on the flow of your content.

I would recommend using a minor primary keyword(s) or secondary keyword(s) naturally on H2 and H3 Tags. Search engines can understand your webpage theme quickly if keyword(s) are rightly placed within “Heading” Tags.

Please do keep in mind that, overdoing it is considered as keyword stuffing and may hurt your organic rankings. Also, make sure your placements sounds natural well within the flow of the content.

The “Heading” Tag in HTML looks like this:

<H1>  Digital Marketing Training </H1>

<H2> Some other content </H2>

<H3> Some more content </H3>

Maintaining HTML sequence for “Heading” tags placement is the key for SEO. For instance, the H1 tag cannot be placed under an H2 tag for a specific context. That’s not the right way to do and was not intended purpose of “Heading” Tags.

The usual and right way is H3 under H2 under H1. This way of maintaining a standard structure for “Heading” Tags will help search engines understand your content structure better.

  • Alt Tags :

If your webpage has images as part of its content, it contains an “Alt” tag. “Alt” tag stands for Alternative tag. It specifies an alternate text for an image in case the image isn’t displayed appropriately by the browser for various reasons like slow internet connection, the problem with the image source etc.

Another use of text in the “Alt” tag is for people who are blind and have a disability in reading the page. Such users use screen readers to read contents on the page. But screen readers cannot see an image and Alt Text tells them what the image is.

To check if your website images have an alt text associated with it in the “Alt” tag, then, just roll your mouse over the image. If an alt text is placed in the “Alt” tag, it would display the text.

As far as SEO is concerned, it is very important for your webpage images to have the primary keyword(s) as alt text in its “Alt” tag.  Google takes this keyword(s) into account while evaluating your website for organic rankings in SERPs.

If you have multiple images on the webpage, place each primary keyword(s) on each image. Understand only one keyword (s) per image. Do not stuff keyword(s). Place it naturally and strategically.

The text should also convey the real visual meaning of the image. Think of blind readers who are trying to understand the image. If you are optimizing for the keyword(s) “Digital Marketing Training” and have students in the picture, then, the alt text can be written as follows:

<img src=”students.gif” alt=“Students attending Digital Marketing Training“>

where “students.gif” is the name of the image file.

  • Anchor Text :

Anchor text is the clickable text in a hyperlink. We have used several hyperlinks in this chapter. It can be from external websites to your websites or within a website. When a link is pointing to a particular webpage, the Anchor Text should contain the keyword(s) that best describes the page to which it points to. In other words, as per SEO best practices, anchor text should be relevant to the page that it is linking to, rather than generic text. Most of the anchor text in the webpages are underlined text that is blue in color as it is considered as web standards.

For example, when another webpage points or links to a page that you are trying to optimize for the keyword(s) “Digital Marketing Training”, the anchor text should contain this keyword(s) as part of its text naturally placed. This signals to search engines about the content that it can find on the other side of the link. In the below piece of HTML code, https://sometraininginstitutename is the link and “Digital Marketing Training Institute” is the anchor text for the link.

<a href=“https://sometraininginstitutename.com“>Digital Marketing Training Institute</a>

An example anchor text for my training academy is Digital Marketing Training Institute In Bangalore.

  • Image Names:

Search Engines loves images with appropriate and meaningful names and considers it as a factor to rank websites/pages on the top of search engines. Do not give random names to images. For example: “image-01.jpg”, “image-02.png”, or “pic-01.jpg” are considered as a bad SEO practice. The right SEO practice is to give meaningful names to images that convey the meaning of the image.

Try to name images on a page as closely as possible (using synonyms) to the keyword(s) for which you are trying to optimize that particular page. Do not go overboard and stuff keyword(s). 

NOTE: A detailed understanding of Image Optimization For SEO is explained in this chapter – Tips To Optimize Images For SEO – The Ultimate Guide


Congratulations! You are done with the ninth chapter on “Keyword Placements As Part Of On-Page SEO Effort”. Hope you enjoyed the reading. For even more information, you can refer to Google’s central blog – Webmaster Blog Official By Google


 All the best for your next chapter on “25 Important Factors To Be Considered For On Page SEO”. In the next chapter, you will learn about all the important factors that need to be taken care of while performing SEO for your website. Following all the 25 factors will help your website rank on top of the search engine result pages. 

Feel free to comment below if this blog post was useful or not. If yes, please do me a favor by sharing it with others who might benefit.

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Subhash.K.U is a Professional Programmer turned Digital Marketing Enthusiast. He is the most sought marketing consultants for small and medium scale businesses. He founded Subhash Digital Academy to teach professional digital marketing skills to students, entrepreneurs, and working professionals. He holds a Bachelor’s degree in Electrical Engineering and is an Oracle Certified Programmer. He also holds certificates of Google AdWords, Facebook Blueprint and Hubspot Marketing. He is the co-author of the best selling book – Cracking The C, C++ and Java Interview published by McGraw Hill. He is now penning another book on the subject of marketing and entrepreneurship.

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