Once upon a time, the search engine was like a fishing rod that would pull content up based on how keyword-dense it was.

Website owners were more focused on writing content that included lots of keywords that they inserted everywhere they could. This meant that a reader was greeted with the same key phrase in the title of the article as well as in the first line, the first heading, and repeatedly throughout the content.

However, in the past few years, Google has made it increasingly clear that it has grown smarter with age. It no longer rewards a higher position based on how many keywords you’re sprinkling throughout your content.

Starting with Panda, Google takes into account content quality ranking factors to position your content in the search engine results pages (SERPs). For instance, content gets ranked based on how reader-friendly and useful it is.

The days of inserting a keyword that doesn’t make much grammatical sense are over. Writers have to make sure they write content that pleases humans to attract Google’s attention. And they also have to play smarter – insert relevant keywords more strategically than just follow a laid-out formula.

## What most websites get wrong

Consider John. He has recently created a new business website and has a blog page for it. John sets out to find writers who can write him SEO-friendly posts for his site with the hopes to attract more traffic to his business. But, because he’s so desperate for success and he’s not up to date with the latest Google guidelines, his focus is on creating keyword-rich posts.

Question is, even if John’s writer adds the correct keywords and uses them wisely throughout the content, do John’s blog posts have a chance of ranking immediately?

Not really. Even if John’s content contains a good load of keywords placed in a 2500-word guide, Google still wouldn’t tug it up to the first or even seventh page. 

This is because the algorithm also looks at other factors than just how detailed and keyword enriched a content piece is. You see, there are more than <a href="https://backlinko.com/google-ranking-factors" target="blank">200 ranking factors</a> that Google looks at to determine where it should place your page in the results.

Majorly, it looks at the authority and credibility of a site. Therefore, if a website has <a href="https://nozzle.io/blog/building-backlinks-should-be-building-your-brand" target="blank">more links from authoritative sites</a> pointing toward it, the higher its spot will be in the SERPs. Furthermore, you want as many links as possible to each piece of content on your site to build up your website’s authority.

Now, building authority and credibility takes time. And this process requires you to write unique, evidence-based, and worthy content that speaks to humans. After all, other high-quality sites will only give you backlinks when they find your content to be a helpful, educational resource.

Put simply, don’t merely focus on keywords when you start out. Write conversationally and provide value in your posts. Most importantly, have a proper, well-thought-out content plan to crawl your way up in the SERPs.

As for other ranking factors, here’s a look at the <a href="https://ahrefs.com/blog/google-ranking-factors/" target="blank">top 10 Google ranking factors</a> that you shouldn’t ignore.

## So, you should write for your readers. But how to go about that?

Think of it like this – how do you, as a reader, react to content that chokes your throat with its obvious keyword volume? You roll your eyes and leave the page to go to another that serves you with an in-depth solution to your query. Even better if the article packs in some additional tips.

If you understand what you, as a reader, expect from the content you come across on the web, then you’d be able to nail what Google (and your readers) want from it. But content that is filled with jargon, difficult words, and hasn’t been structured well repels you.

Google gets this which is why it positions content that is authoritative, valuable, and readable at the top. Put simply, your content should be:

-  __Well researched and full of value__ – readers should leave with actionable takeaways from what you’ve written.
-  __Easy to read__ – write in simple language and shorter paragraphs. Also, use bullet points + headings, and structure your content properly.
-   __Interesting__ – add relevant images such as graphics and screenshots to explain your point and make your content clearer and more interesting.
-   __Conversational__ – speak to your audience by addressing them and be natural in your writing.
-   __Properly edited__ – cut out fluff and make sure your piece <a href="https://alafiyamemon.com/2020/04/13/how-to-edit-your-writing/" target="blank">doesn’t include any grammatical or other errors.</a>

Look at how properly structured this Evernote blog post is. It has short paragraphs, uses heading tags, bullet points, and simple language:

![ Should you write for your readers or the search engine?](//images.ctfassets.net/z8uwv83tofbw/3pFD1BLQWYYOCW9tdqnjWX/82aa5009c151cbe0d1a5ff2198f7d0b8/PICTURE_1_Should_you_write_for_your_readers_or_the_search_engine)

<a href="https://evernote.com/blog/capture-ideas-accomplish-more/" target="blank">source</a>

## Don’t forget to optimize for the search engine too

Yes, you should write for humans and Google bots are adapting more to measuring your article based on how reader-friendly it is. But this doesn’t translate to completely forgetting about keywords and other algorithm-attracting guidelines.

Google wants you to write content that answers people’s queries in-depth, which is often better achieved with longer content. It also appreciates if you use relevant and applicable keywords at the right places. Moreover, you get brownie points for adding internal and high-quality external links.

So, along with writing for your readers, also make sure you pay heed to the following SEO factors:

- __Content length__ – as per HubSpot’s latest data, your blog post should ideally be 2,100 to 2,400 words long. The length of your article can vary depending on whether you are writing a how-to guide or a listicle. <a href="https://blog.hubspot.com/marketing/how-long-should-your-blog-posts-be-faq" target="blank">Here’s what HubSpot has to say</a> regarding the length of your blog post. 

- __Links__ – make your article more resourceful or evidence-based by adding outbound links to credible sources. Also, link internally to other relevant, informative blog posts you’ve written.

- __Focus keyword__ – use tools like <a href="https://www.semrush.com/" target="blank">SEMrush</a> or <a href="https://neilpatel.com/ubersuggest/" target="blank">Ubersuggest</a> to find your keywords and then <a href="https://nozzle.io/blog/where-to-add-keywords-in-your-content-to-improve-your-ranking" target="blank">place these keywords naturally</a> in your title, image tags, URL, and meta description. Keep in mind finding the right keywords isn’t easy. Consider using long-tail keywords too and ponder over a reader’s search intent before finalizing which keywords to include.

Take a look at how strategically the focus keyword has been used in this Visme blog post that also happens to be conversational and easy-to-read.

![Choosing the right infographic for your blog post](//images.ctfassets.net/z8uwv83tofbw/n1dAJeIRmKbFtTLRqxxWp/246035f2211ccc63008c4206952ad9f2/PICTURE_3_Should_you_write_for_your_readers_or_the_search_engine)

<a href="https://visme.co/blog/infographic-dimensions/" target="blank">source</a>

## Summing Up – user and Google friendly writing practices can go hand in hand

Once you get the hang of it, it won’t be challenging to create content that is pleasing to both your readers and search engines. If anything, Google wants you to write for your readers, which is why it insists you use keywords intelligently rather than forcefully.

The only reason Google favors long-form content is that people want more detailed solutions when they enter a query. You’re unlikely to be able to jam in all the value and information that cover a topic within just 250 words, isn’t it? It also wants you to add links for offering further value to readers – they should be able to dive deeper into a topic with just a click. In short, write for both your readers and the search engine. 


Choosing the right infographic for your blog post

Once you get the hang of it, it won’t be challenging to create content that is pleasing to both your readers and search engines. If anything, Google wants you to write for your readers, which is why it insists you use keywords intelligently rather than forcefully.

Important tips on how to write an SEO optimized blog post.

Should You Write For Your Readers Or The Search Engines?

How to write an SEO optimized blog post

Are you wondering how to use keywords for search engine optimization (SEO)? Do you find yourself at a loss when figuring out where to put keywords in your content? Then you’re at the right place because we’ve dedicated this guide to telling you exactly where you need to use keywords for SEO so Google can rank your pages higher for those keywords.

Before we dive in any further though, let’s get this right off the bat – you need to use keywords in your content. Organic search is responsible for over half of website traffic, <a href="https://www.searchenginejournal.com/seo-101/seo-statistics/" target="blank">51% to be specific.</a> So it makes sense to conclude that your business is losing out on potential traffic, leads, and sales when you aren’t paying attention to adding keywords in your content. I suggest using a <a href="https://nozzle.io/" target="blank">rank tracker</a> to organize your keywords and monitor their performance. 

Now that we’re on the same page regarding the importance of keywords for better ranking, let’s talk key placement.

By the end of this guide, we’re hopeful you’ll learn exactly how to use keywords in your content naturally and strategically.

Let’s get started:

## Where to use keywords in your content: 7 different places to pop your KWs in

Here’s a handy infographic showing you the exact places you need to add keywords for SEO, followed by a detailed look at why you need include keywords in the places identified:

![Where to add keywords in your content for on page optimization](//images.ctfassets.net/z8uwv83tofbw/6hXVqixeCkvxI8474uQyvq/977e623a117e00bf01e25c161e74b52e/Where_to_add_keywords_in_your_content_for_on_page_optimization.jpg)

### 1. Use keywords in your title tag

Your title tag is the first thing Google looks at when determining what your page covers. It’s also an invite for your readers, which helps them decide whether they’ll find what they’re looking for on your page.

As is common practice, invites are better off when they’re direct, which is why you need to add your keyword to your title tag.

Here are two proven tips for you to correctly use keywords in the title tag:

Use the keyword in the beginning of your title

- Although a title is worth a 100 characters, Google truncates the last 35 characters when displaying it.

![Use keywords in title tag for Keyword optimization - SERP screenshot](//images.ctfassets.net/z8uwv83tofbw/716KNvNEzzHOTgzkB2g1Vw/6caf9ea4d396a934475327da6e59954b/Use_Keywords_in_Title_Tag_-_SERP_screenshot_with_truncated_title_tag.png)

This means you need to add your keywords within the first 65 characters of your title so it shows up in search.

One good way of doing so is using the keyword right away. This is why you’ll find the following headline style common:

__Example keyword:__ Content repurposing

__Example title tag:__ Content Repurposing 101: Your Guide to Reusing Your Content for Maximum Reach

- Use the Yoast SEO plugin to differentiate your title tag and headline
You also need to know that there's a difference between the title tag and headline. The title tag is the title that displays on a search engine results page (SERPs). A headline, on the flip side, is your content’s title, displayed on your web page, and you can make both different using Yoast.

### 2. Add the SEO keyword in your meta description

The meta description is the small snippet that shows up below your title tag on a search results page.

![SERP Screenshot - Add the keyword in your meta description for on-page optimization](//images.ctfassets.net/z8uwv83tofbw/7diSOZSr2ZeUFBOOkQpchu/df73551d2aecaf9944ddc1046b1d1130/On_page_optimization_-_Add_the_keyword_in_your_meta_description_-_SERP_Screenshot.png)

I like to think of it as a couple of enticing words that support the invite (your title tag), encouraging people to read your content. That’s what it technically does too.

Come to think of it – how many times have you found yourself reading the meta description to get a sense of what the content includes? In the example above, the meta descriptions give a quick idea of what’s included, like calendar, noting taking, and to-do lists apps in the piece by CNET.

You’ll find yourself clicking on the result with the meta description that speaks to you the most. This is also the exact reason why you need to add your keyword in the meta description – for the reader – encouraging him to click.

Of course, the more the clicks, the better your chances of ranking.

On a side note, Google does not pay attention to keywords in meta descriptions for ranking purposes. You’ll be adding your keyword here for the humans, not the bots that crawl the content for ranking.

Always keep the following trick in mind when adding keyword in meta description:

- Use keyword in the beginning of your meta description
You have between 55-160 characters in a meta description before it’s chopped off by Google like a title tag. Therefore, a keyword toward the start of your meta description is a better idea.

### 3. Include your keyword in the URL

The URL is another important place Google looks at when figuring out what your page talks about. From a reader’s lens, the URL needs to be simple so it’s easy to recall.

Think of it like this – a visitor enjoys your content, even remembers your site, but not the exact title of your content. He has two options. Either he heads back to your site and does a site search or he remembers your URL and types it in.

Even typing the basics like “Visme how to make an infographic,” for example, can instantly spit out your piece (because how to make an infographic is what’s in the URL)

![SERP screenshot showing keyword in the url for keyword optimization](//images.ctfassets.net/z8uwv83tofbw/7Gfn6xjEXZAr6T2tFZHaX6/7fc1ac42ae2bc83f357d2d07da61162f/SERP_screenshot_showing_keyword_in_the_url_for_keyword_optimization.png)

Makes sense, doesn’t it?

Plus, here are your tips for adding keywords for SEO in your URL:

- Add nothing but the keywords in your URL
- Remove any extra hyphens or punctuation marks so it’s clean and crisp – ideal to remember

Note the difference between an SEO-optimized URL and one that’s not tended to:

❌  __Bad URL example:__

https://xyz.com/content-marketing-tips-that-will-blow-your-mind-away-in-2020

✔  __Good example:__ 

https://contently.com/2020/01/08/content-marketing-2020-tips/

### 4. Don’t forget to include keywords to your content headings

Heading tags like the H1, H2, H3, and other tags guide Google regarding what’s on your page.

As for the reader, headings and subheading improve reading experience. How, you ask? One, by dividing the piece into readable blocks of text so readers don’t run into an ugly, I’d-rather-not-read wall of text (remember, you’re writing for the web – not an essay for your English teacher). And, two, by showing readers what’s covered on the page. This way, your reader can scan and tell if your piece is worth reading or not.

Here’s how to play with keyword placement when it comes to headings:

- Add your keywords in the H1 heading
You have two options here. Either include your keyword-packed H1 heading straightaway. Note how Fingerprint for Success does that:

![How to use keywords for SEO - Keywords in heading tags](//images.ctfassets.net/z8uwv83tofbw/542nWo3NCkSVrIhsq7mYB6/36033752eb806192bc4f29c0d7374e05/How_to_use_keywords_for_SEO_-_Keywords_in_heading_tags.png)
<center><a href="https://www.fingerprintforsuccess.com/blog/defeatist-attitude" target="blank">Source</a></center>

Or, include your H1 after the intro just as G2 Learning Hub here:

![On page optimization in SEO - keywords in H1 tag](//images.ctfassets.net/z8uwv83tofbw/1dIfENgGMpQ5YZmIgoPACN/2868cd99913068912d04ba71674ac03f/On_page_optimization_in_SEO_-_keywords_in_H1_tag.png)
<center><a href="https://learn.g2.com/graphic-design-mistakes" target='blank'>Source</a></center>

- Keywords in your subheadings H2, H3, and so on
This one’s important because keywords in your subheadings can show up in Google’s answer boxes or featured snippets like here:

![How to use long tail keywords - keywords in subheading H2, H3, H4](//images.ctfassets.net/z8uwv83tofbw/54xCFziep3qttrClmgI652/786173230a96e45440645f5c0ea6f1b8/How_to_use_long_tail_keywords_-_keywords_in_subheading_H2__H3__H4.png)

__Tip:__ Make sure you add keywords in your subheadings at least 2-3 times.

### 5. Sprinkle in keywords throughout the content

But don’t be a douchebag about it. Meaning: use them naturally + subtly. Here’s where your keywords will go:

- First paragraph
This requires you to be creative to get the keyword in the first line. If not, keep it to the first paragraph. 

- Throughout your content
It’s best to use keyword variations and long-tail keywords here. One quick way to find these is to conduct a quick Google search and see what results show in the search box:

![Using long tail keywords for seo within content - Find them in Google search dropdown](//images.ctfassets.net/z8uwv83tofbw/76xWtVDuMa33aU3I8xq4IB/95858f0dbd8d45ddb62ec57673241590/Using_long_tail_keywords_for_seo_within_content_-_Find_them_on_Google_search_dropdown.png)

Also look at the related searches and use them as your keywords variations. Find these at the bottom of the SERP:

![Search engine optimization keywords - Screenshot of bottom of SERP](//images.ctfassets.net/z8uwv83tofbw/7u8tVTju20cjHkJYaEef5u/952420773b05de518be6e89f4deb05e0/Search_engine_optimization_keywords_-_Screenshot_of_bottom_of_SERP.png)

- Last paragraph
Bonus points for slipping your keywords in your last subheading too.

__Tip:__ Don’t be spammy and overstuff keywords. Remember you’re writing mostly for humans while ensuring the bots see your page too.

### 6. Include keywords with images too

Google indexes images. So when a reader clicks on the ‘images’ search option, he finds all the images with the keywords. Naturally, this makes your content more findable.

Here’s an example: My featured image for ‘email writing tips’ is ranking among Google’s images, but not in the SERPs. 😀 See the difference using keywords in your images can make?

![SEO keyword optimization - Use keywords in alt text and image file names](//images.ctfassets.net/z8uwv83tofbw/3OQFcDwMMhIwnUTtTAvGgg/5c71d86bd417f57361ad027188156482/SEO_keyword_optimization_-_Use_keywords_in_alt_text_and_image_file_names.png)

You have two places to work your keywords with images:

- Image file name
This helps you get your images indexed on Google. A handy way to go about doing this is naming your image files and screenshots with the keyword or its variations as you save them.

- Alt text
Keywords in alt text play another important role – they make your content accessible. Wait, what? Yep. Alt text are small tags that pop up when you hover your mouse over an image. This is, particularly, helpful for those with visual impairments. Alt text is also great for making content readable for those who block images.

__Tip:__ Don’t use the main keyword only. Use variations and synonyms so people and search engines can better understand what your image talks about.

### 7. Last on how to use keywords: add them to links

Links? Yes, you heard that right. This applies to both incoming and outgoing links.

Let’s elaborate. Incoming links are links that come to your site. Of course, you have little control over these. But, when you’re consciously building links, say using any of the <a href="https://nozzle.io/blog/5-proven-off-page-seo-tactics-to-help-you-build-powerful-links-in-no-time/" target='blank'>off-page SEO tactics</a> like guest posting, you can have a say.

In that case, request the site linking to you to use your keyword phrase to link to your page. The keyword-packed text used here is the anchor text and it’s <a href="https://www.wordstream.com/anchor-text" target='blank'>an important signal Google uses to determine</a> what a web page covers. Don’t forget to make sure the linked page talks about the keyword. Otherwise, you’d be linking to the wrong page – misleading readers. That’s a big no-no.

On the other hand, outgoing links are links that go from your page to another one of your pages. Hence, when you’re internally linking content (just as I did above with off-page SEO tactics), make sure you use the right keyword too.

But here’s an important __tip__: always vary the keyword text linking to you. Using the same text for every internal link sends the wrong signal to Google, which can get you penalized.

### How to use keywords for SEO: Best practices

The truth is – an important difference between good content and poor content is that the former uses keywords as naturally as possible. Poor content, on the flip side, adds a chock-full of keywords in the content and throws it to their reader. How well do you think a reader will receive it? Pretty bad, if you ask me.

So here’s what you need to do:

- Always use keywords natural and subtly. This way your readers learn your content is answering their questions and isn’t written to please the search engine solely.

- Write for humans. Ultimately, Google appreciates and rewards in ranking the content that its users click, spend most time on, and link to. So if your post doesn’t satisfy them, it won’t be long before your ranking tanks. Or, like Wendy Piersall says, “Google only loves you when everyone else loves you first.”

- Stick with using keyword variations, synonyms, and long-tail keywords. These are different versions of your primary keyword. Using them comes with a serious advantage – you don’t sound repetitive and unnatural with your keyword usage.

### Go on and use keywords in your content

So what are you waiting for? Now that you know where it’s best to use keywords in your content, you’re in a better place to create content that ranks. Remember, keywords go into your title tag, meta description, URL, headings, and images. Slip them into the rest of the content and add keywords to anchor texts too.

Where to add keywords in your content for on page optimization

Are you wondering how to use keywords for SEO? Nozzle presents a comprehnsive on page optimization guide plus infographic. Optimize your pages today to get more traffic tomorrow.

Keyword placement guide for on page optimization. Get optimizing!

Blog - Onsite Optimization

Should You Write For Your Readers Or The Search Engines?

Where to add keywords in your content to improve your ranking? [Infographic Included]