How to Work with Keywords on Your Website

Have you experienced the feeling after you receive a finished keyword analysis but you don’t really know what to do with it? In this article, we give advice on how to use these keywords on your website.

  1. Table Presenting Correctly Used Keywords
  3. What Should You Focus On?
  4. Clear and Simple URL
  5. Eye-catching Headline
  6. Valuable Description in the Terms of Information (Meta Description)
  7. Headlines with Search
  8. Diverse Text on a Page
  9. Clever Picture Caption
  10. Meaningful Anchors in Internal Links
  11. Almost Done — Don’t Worry


Table Presenting Correctly Used Keywords

In a text, every keyword has its own favorable place. In the table below, there is an overview of where and how to use keywords (KW). When you know how to work with the keywords, they will bring you better results.




The primary keyword is the one you want to focus on. It should be relevant for you and it should have a good search rate, ideally not too high in competition. For example, if you sell doors that are designed primarily for apartments, you will have a much better chance of pop up in a search of the phrase “apartment doors” than the phrase ​“doors”.

The secondary keyword is still relevant to your site. After all, every KW you use on your site should be relevant to it. However, this word may have a lower search than the primary one or it may also be its synonym. You will then use each of the related words in other important elements on the website (i.e. in H1, title, etc.). A secondary KW can be for example “doors for apartments”.

An anchor represents the visible text of the link. That means the words through which the link directs someone to other sites. The best option is to link through specific keywords of interest to the user. This tells search engines and viewers what can be found on the site. The linked pages should always match the anchor.

The first level heading H1 is the most important heading on your site. It should be placed at the top left. It is also important for search engines. The heading plays a vital role for search engines and therefore it is necessary to use a KW in it. So make sure you use keywords to capture what’s on your page. 

What Should You Focus On?

Phrases from keyword analysis need to be incorporated into the site to best inform visitors and search engines about the site’s topic. The most important factors include headings (H1), headlines, and text on the website

Nonetheless, you should also watch your URL, internal links, subheadings (H2, H3,…). Be sure to also consider the description and other elements on the page, such as breadcrumb navigation, title, and picture ALT.

In addition to incorporating keywords, make sure that all of the text is easy to read. It should also be divided appropriately into smaller paragraphs. Ideally, interesting information in each paragraph should be bold. If there is a keyword in the highlighted text, that’s even better. Used KW should be incorporated naturally.

Clear and Simple URL

The URL is the address of your site that appears on the command prompt. The URL doesn’t need to be complicated. Use a keyword without accents. Forget about special characters and parameters and choose a shorter option, whenever possible. For example, the best URL might be


In the example you can see that breadcrumb navigation is much longer, while the URL chosen is short and clear.

From the URL, the customer should know the page they are accessing. Likewise, search engines appreciate it if it is possible to see from the URL what’s on the page and that it can be actually found there. For multiword phrases, separate each word with a hyphen. It’s better for readers and search engines, too. 

The address structure should be uniform and simple. Choose whether there is www at the beginning of your URL or a slash at the end, etc. Then apply this for all website addresses. The https protocol should be a matter of course nowadays.

Eye-catching Headline

The title is displayed in the search and it is one of the first things you see in SERP. It is important for both search engines and visitors. It’s a unique space where you can engage with your customers and persuade them to click. Try to distinguish yourself from the competition.

Vekra is trying to attract customers with their large number of branches in the title, Svět Oken is betting on a high discount

In addition to placing a keyword in the headline, try adding your competitive advantage. Calls to action and dynamic verbs work well. If possible, you should also fit a brand in this information. But don’t forget that you have only 50 to 60 characters. A great tool for keeping track of title and description is SEOmofo.

Valuable Description in the Terms of Information (Meta Description)

Description has no direct effect on search engine rankings. If you write it in a really engaging way that makes people click on it, you increase the CTR (clickthrough rate) of your pages. With their clicks, people give search engines impulses that the site is interesting and relevant. However, there they have to find what they need and not leave the site immediately upon arrival.

The title informs the client about what is on the page. Work with competitive advantages, shorter sentences, and calls to action, but again don’t forget that you are limited to about 155 characters. If people visit your site from mobile phones more often than from desktops, stick to a length of up to 120 characters. You can also make the text more interesting using some smiley faces, but remember that they are not always displayed correctly. Therefore, we recommend that you try it on a few descriptions before you use them everywhere.

These are examples of nice titles with the benefits well described. It also includes a call to action and smiley faces.


Google is currently implementing changes and the “check marks” you see in the example above no longer look so nice. Instead, more ordinary black symbols appear.

Headlines with Search

Headings (H1) and subheadings (H2 to H6) help readers navigate the page, and assist search engines with the hierarchy and structure of the page. Thanks to headings and subheadings, the text is well-structured and easy to read. This is one of the reasons why headlines are important for search engines as well. Therefore, use the keywords you want to be found by. Ideally, it should have good searchability and at the same time be relevant to you and the specific URL. It is best if their competition is not too high.

H1 is the main and most important heading. It gives information on the topic of the whole page. On each URL there should be only 1 main heading, and you should try to keep it unique. It should not be repeated more than once on the website. 

In the example, you see the use of 2 keywords, synonyms that both have higher search. You can use brackets instead of a hyphen.

The heading H2 indicates significant sections of the site. There may be more than one on the page. H3 cover smaller sections incorporated into H2 and so on with the headings H4, H5 and H6. It’s a good idea to work with keywords in all of the subheadings. Use them in different forms. 

Diverse Text on a Page

When writing text, think earnestly of the people you want to read it. The text must be unique, believable and should answer visitors’ possible questions. It is also important that the text is easy to read. To do all this, you have to incorporate keywords into it. Writing good text is not easy. 

Put a whole set of related keywords on one page. For example, for the phrase “winter holiday” use different words such as:

  • winter holiday
  • winter holiday in the mountains
  • winter holiday 2020
  • winter holiday with kids
  • winter holiday in the Alps
  • warm-weather winter holiday
  • winter holiday at the sea
  • holiday in the winter
  • where to go for a holiday in winter
  • winter stay in the mountains
  • etc.

Use words as inspiration for writing and use them, for example, in separated paragraphs. Be sure to include synonyms in the text as well. This way, the same phrase will not be repeated over and over again. Keywords must be embedded naturally in the text. Avoid word insertion that sounds artificial and unnatural.

Clever Picture Caption

Image search is another way to bring in visitors. To do this, you need to have a good picture caption. Focus on the image title and ALT. Incorporate the keywords appropriately. Do NOT make the title or ALT a list of keywords. What should it look like?

Image title: outdoor-blinds.jpg 

ALT: Outdoor window blinds protecting from the sun

TitleOutdoor window blinds — on sale, no one else can match our 60% discount

The title is displayed to users when you hover over it and can be more descriptive than ALT. Use the space to give information about an ongoing event for a given product or include another competitive advantage. It does not have such an effect on search engines, but it is also good to place a keyword in it. Learn more about the differences between image title and ALT.

Better placement can also be reached by complementing the caption with short and clear URL, and corresponding text around the image. Images should always be relevant to the topic of the page. Site authority, fast picture loading and also their trouble-free indexability will help you to rank better in a search.

With clear and appropriate titles, you help not only search engines, but also visually impaired individuals. It is also necessary to say that image search is not suitable for every business. Ideally, if you run an online shop with eye-catching merchandise such as clothes, shoes, decorations, etc., optimizing images for you is most likely a good choice.


But if you offer services such as law firms, accounting or online marketing, image search will not bring you any extra visits.

Meaningful Anchors in Internal Links

Internal linking is an important part of the web. It helps to convey information about what is on the linked pages. Search engines better understand the context of a website and can identify a relevant subpage relative to keywords. 

Think about the words you link through. Never use “here, there, the whole URL” etc. Instead, choose keywords that match your website. It is important that both the anchor and the linked page are as relevant as possible.

In the example you can see appropriately chosen anchors; the reader is led to the page via the word linkbuilding and to a well-known tool via the word Collabim.

Don’t be afraid to link relevant, trusted, and authoritative sources outside of your site. 

Almost Done — Don’t Worry

There are many factors to pay attention to. In the article we have listed the most important ones. We believe that even beginners will find it helpful in the terms of orientation in the data from the keyword analysis and their subsequent implementation on the web. If something is not clear to you or you need help, don’t hesitate to contact us. We’re happy to help optimize your site.

Kateřina Chovancová

I focus on site optimization and linkbuilding strategies. I’m also responsible for company profiles on Google My Business. I try to make sure that customers find their way to you.