Almost all searches are text-based. Keywords are the words, phrases, or topics that describe your site content. Keywords often appear in various places on your site, from metadata to page copy. Another useful related term is search queries, which are the words or phrases users type into a search engine. Your website will show up in searches where the keywords on your site match the search query that the user has entered into the search engine. Keywords and keyphrases drive organic traffic, or users who end up on your site as the result of an (unpaid) search result.
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Using Keywords and Keyphrases
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There are a variety of places to use your keywords, once you’ve determined what you’d like them to be. Generally speaking, your home page should focus on the broadest aspect of your business, and each subsequent page should target a more specific keyword or phrase. Blog posts, landing pages, page text, H1s, meta descriptions, alt text, and URLs are all great places to incorporate keywords. You can also use your keywords in paid ads.
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Use your Google Analytics account to see which keywords make you visible on SERPs
Make a list of target keywords for your site, and include both keywords already doing well and those you’d like to add or improve upon
Use a keyword research tool to find related keywords for your target keywords
Read any of the following articles for ways to implement your keyword research: blogs, URL structure, landing pages, metadata