Guide to Keywords

- Using Keywords in Your Content

You know that using keywords is important for your website, but you’re unsure how to use them effectively. 

Keywords are an important ranking factor to Google when it comes to your website. 

This is because keywords help search engines answer the questions that people ask them

It is important to determine the relevance of the keyword to the content and the website. So, for example, if you sell ballet shoes, it’s helpful to add keywords that are related to ‘ballet’ and ‘shoes’ to your content so that Google can make the connection. 

This in turn helps search engines determine whether or not you are an expert and authority about this particular topic and where you should therefore rank on search engine results pages (SERPs).

When keywords are used correctly, the more likely your website is to rank higher on SERPs.

Before we dive into how to use keywords in your content, let’s talk about a few mistakes people make when it comes to keywords in general.

Mistakes People Make When it Comes to Keywords

1. Not doing research on the keywords you choose 

Keyword research makes it easier for your ideal client to find you at the right time with the right message. It also helps search engines make your content discoverable (Google calls this practice “crawling”) so that they can rank it higher on SERPs.

2. Keyword Stuffing 

Keyword stuffing is when you use the same keyword multiple times on the same page. This is known as keyword cannibalisation, where your keywords begin to compete with each other to rank higher on SERPs. 

3. Not Using Search Intent

As we discussed in the previous section, search intent helps guide our prospects through the buyer’s journey. Without taking search intent into account, you disregard entirely where your buyer is on the buyer’s journey based on the content that you have created. Keywords are a tool that helps us to achieve our SEO goals, but content is king. 

How to Use Keywords in Your Content 

How Many Keywords to Use? 

One way to consider how many keywords to use can be based by their topical relevance. Ask yourself whether it makes sense to include this particular keyword? Does it flow naturally into the text? Long-tail keywords can be hard to incorporate naturally.

For your primary keyword:

  • This keyword describes the core topic 
  • For every 500 words, you can use three keywords
  • It could be added to:
    • The first sentence
    • Your Title and or heading
    • Your call to action

For your secondary keyword:

  • This keyword compliments the primary keyword 
  • You could use it at least once  

For your alternative keyword:

  • This keyword compliments the secondary keyword
  • These can be sprinkled throughout your content
  • You can use it once or twice 

Now that you have your primary, secondary and alternative keywords as an idea, you can start writing and add them accordingly. 

Where to Place Keywords?

So, how do you use keywords effectively on your website? By adding them to the following places: 

1. Page Title 

Title tags are pieces of HTML code that define the title of the web page. 

This is the title that appears in your search results and can vary from the actual title when you enter the page.

For example, the page title is “what is a page title?” but when you click the link the title is just “page title”. 

For this example, we typed in what is a page title as our keyword. This is likely to have a high keyword difficulty and Campaign Monitor has already put in a lot of work to get that ranking. 

So there are so many factors to what keyword you can choose and why. 

Page Title 

Source: Google 

The same goes for adding keywords to the article title as Campaign Monitor did “Page Title”.

2. Article Title 

This also lets the searcher know that there is a connection to the page title that they just read in their search results.

3. Meta Description

A meta description is a summary of what a web page is about. 

This is used to describe what the web page is all about to both Google and to searchers. This can help searchers decide if they want to visit the page or not.

By adding your keyword here, it will help the algorithm pick up on the connection and rank you accordingly. 

 Meta Description

4. Heading Tags 

Heading tags are HTML that rank content headings based on importance, with <H1> the highest and <H6> the lowest. 

For example:

  • H1 is the title
  • H2 is the subheader
  • H3 is the subsection

Heading tags are what users first see as they are highlighted and help them evaluate whether or not they want to continue reading.

5. Content

Keywords can be added to the content itself. For example the first 200 words. Since the first few sentences are all about introducing the contents of the page, it is a great way to easily weave them into the content. 

Keywords are important for your website and content because they help search engines determine the relevance of your site to potential customers.

While you write you can keep your keywords in mind and add them as you write if it fits naturally. 

6. Alt Text

Search engines use this information to help categorise images so that they show up on search results. 

Descriptions can also be helpful for those who cannot see the image, as you’ll have a better chance of being understood if there are keywords included in your passage describing what is shown!

7. Anchor Text

Anchor text is the clickable text on a web page. For example, anchor text is often in blue. 

It allows you to go from one page to another. It’s important that anchor text clearly communicates what a person can expect when they click the link. This is a great place to add keywords.

Anchor text can be used to link to an external resource. For example, Semrush’s Keyword Overview tool or an internal resource to one of our blog posts Your 2024 Guide to Shopify SEO.

By adding keywords related to your product or service, you can help Google connect the dots and show your site as an expert on that topic.

This will help improve your ranking in search engine results pages (SERPs) and bring more qualified traffic to your website. 

Have you tried using keywords in your content? What results did you see?

Now that you know how to use keywords in your content, you can start to implement them into your SEO strategy. Proceed to the next section of the KAMG SEO Content Hub to begin to learn what off-page SEO is. 

Need some help with SEO? Our team of experts are here for you. 

Contact us today for a free consultation! 

Picture of Amy Rendel

Amy Rendel


AMY RENDEL is a marketing consultant from South Africa currently residing in Israel. She has a B.Com in marketing and has worked with companies in South Africa, Israel, the UK, and the US. She spends her days writing blogs, website content and social media posts.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

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  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

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Types of Data Collected

Personal Data

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Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

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Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

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Use of Your Personal Data

The Company may use Personal Data for the following purposes:

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We may share Your personal information in the following situations:

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Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

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Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

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