On Page SEO 101: Adding keywords to your website

Search Engine Optimization

SEO stands for Search Engine Optimization. It is mainly divided into two types, On Page SEO and Off Page SEO.

When you focus on achieving SEO success on your website, there’s one rule that you’ll always need to follow. It is  optimizing your website with relevant and targeted keywords.

When your website is well-optimized, the results will start showing up. You will eventually notice improved visitor quality, higher conversion rates, and more closed customers. In this article,what on-page SEO is, where to add those keywords to your website, and how to avoid search penalties.

What is On Page SEO?

On page SEO, is what a site “says to a search engine.” It means optimizing individual webpages so that they rank higher on search engine results pages. The term consists of the content and the HTML source code. And, both of which can be optimized for search.

Off-page SEO, is basically “other sites say” about a site. It mainly refers to external ranking signals like links.

On Page SEO directly helps your inbound marketing efforts and brings the right visitors to your website. Optimizing your pages helps you to explain the search engines. It is easier for it to understand what your website is about. Improving your On Page SEO increases your organic rank of your website on SERPs.

On-Page SEO Tips to Help Your Web Pages Rank Better in Search
1. Begin with an SEO audit of your website.

An SEO audit will show how SEO-friendly your website is. Then accordingly, you can update and optimize your current content for search starting with your highest-traffic web pages. It also helps solve any other problems that may occur, like duplicate content, so you can address them immediately and start ranking better in search.

In short, here’s what you’ll need to do:

  • Export all of your site pages into a spreadsheet, like Excel or Google Sheets.
  • Sort all the site pages according to most frequently visited pages.
  • Choose the category of keyword each one falls into, and add that category into a column beside the page name.
  • Include another column in your spreadsheet to add more specific keywords to that page. Remember that they must be relevant to the content on that page, as well as terms your target audience would be searching

After you’ve completed this process for all of your pages, then you can jump in to your site to start adding keywords.

2. Add keywords (naturally) to important places on your website.

The first step towards optimizing your pages for keyword is to include those keywords on your site.

To find keywords a website ranks for, you can use inbound marketing or SEO software, like Ahrefs. These tools help you search possible keywords. They also show you how much people are searching for them.

Given below is a list of some of the most important places to optimize for your chosen keywords on your site:

  • Titles
  • Descriptions
  • Headings & Content
  • Images Titles & Alt Text
  • URLs

Titles are defined as the HTML elements used to describe the topic of a web page. They help in On Page SEO. You can be find them in the title of a search engine result page. They are also visible in the top bar of an internet browser. Titles have a direct impact on both searcher click through rates (CTRs) and search rankings.

Always keep the title below 70 characters so it doesn’t get cut off on search engine results pages.

Remember to include one of your target keywords or phrases. It makes it easier for searchers to identify that your results are relevant. Also, position these keywords toward the front of the title for the best On Page SEO results.

Description (Meta Description)

Descriptions, or meta descriptions, are visible in the search results below the title and URL, as shown below. Descriptions help to increase click-through rate (CTR). Always remember to use one of your target keywords or phrases in your meta description. So that the search engines know your content is relevant to their query, but make it attractive to the viewer, too.

Headings & Content

Always use your keywords in your headings and content. Visitors are much more likely to stay on a page if they can see the terms they had searched for on it. Google uses keywords in your content as a ranking factor, so doing this can help improve your On Page SEO ranking.

It’s okay to use keywords in multiple locations on your site. But, don’t overuse them or Google will demote your webpages in search results.

Image Alt Text & Titles

An image’s alt text informs the search engine crawlers what an image is about, which helps it be found in search. 

An image title tag, is shown when a user hovers their mouse over the element — kind of like a “pop-up.” It won’t be shown to the user when an image can’t be displayed.

Adding keywords to these image attributes may seem unnecessary. But trust us, it’s worth the extra minute (if that) it takes to change the name from “IMG23940” to something accurate and descriptive.


Always include keywords in your URL if they accurately describe the page contents. Also, keep reader-friendliness in mind when you’re creating your URLs. The URLs should make sense to humans and give them a good sense of where in your website they’ve landed. Consider separating words with hyphens and remove extra words (like “a” and “the”) in the page part of the URL slug.

3. Learn to avoid search penalties.

Here are some of the things you should also avoid when optimizing your site for keywords. Be careful of the following practices people still use to make their website rank higher.

Don’t Hide Keywords.

People tend to use the same color background as they do for the text, hide them behind images, or hide them off to the side using CSS. It isn’t as easy to catch as other black hat tactics. But today’s more sophisticated search engines can easily find instances of hidden keywords. And it can result in serious search penalties!8

Avoid Keyword Stuffing.

Keyword stuffing is the repeating of keywords over and over again in the text. It can be in titles, headings, descriptions, page content, URLs, or even at the bottom of a webpage in very small text. In simpler words, when it looks like keywords have been added unnecessarily onto a webpage, it’s probably keyword stuffed.

It is the oldest trick in the book when it comes to SEO. And these days, search engines are developed specifically to detect it. It looks spammy and search engines won’t approve it. And, will result in penalties.

Don’t Force Keywords Where They Don’t Belong.

This is different from stuffing a lot of keywords into a post. It is more about not forcing a keyword in the text. Even if it doesn’t belong, contextually speaking. When you can’t figure out a place to put a keyword in a piece of content, it often means that sign the content isn’t that well-aligned with what your personas need, anyway.

Always remember, SEO is not about incorporating as many keywords as possible. It’s much more about picking content topics relevant to your target audience.

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