Keyword optimisation

In search engine optimisation, search terms play a central role: they show Google which queries a page matches. Keyword optimisation ensures that the right terms are in the right places on a page – visible to users and understandable for search engines.

Strictly speaking, the term is imprecise: it's not the keyword that's optimised, but the page that is aligned to a particular search term.

There are no inherently good or bad keywords. Whether a term fits depends on what a page offers and what intent lies behind the search. In everyday language, however, keyword optimisation refers to aligning a page specifically with suitable search terms. Keyword research and keyword analysis determine which terms these are; this article shows how they are then implemented on the page.

Basics of keyword optimisation

Whether a new or existing page: it starts with thorough research. This brings up search terms that match the page's topic and that the target group actually searches for. Competition for the big main term is often very high, and more specific combinations better suit the offer. As a rule, each page gets a clear main topic with one main keyword; terms with the same search intent belong on the same page. This way, your own pages don't compete with each other.

Keyword tools such as the Google Keyword Planner, KWFinder, Sistrix, Semrush or Ahrefs are used for research. They provide search volume, related terms and long-tail keywords. A look at Google Search Console also shows which terms a page is already found for – often a goldmine for optimisation.

Only one search term per page?

Each page should have a main keyword – but not only that one. Synonyms, related terms and questions around the topic belong there too. A well-optimised page usually ranks for dozens or hundreds of search terms at the same time. Long-tail keywords with less search volume often bring particularly qualified visitors because the queries are more specific – for example with a local reference or a specific product feature.

Where keywords should be on the page

Optimisation covers various areas of a page: URL, page title and meta description, headings, body text, images and videos, and link texts.

Domain

A domain containing the main keyword (exact match domain) used to be considered a ranking advantage. Google largely abolished this advantage in 2012. Today, a short, memorable brand domain is usually the better choice; keywords belong rather in the URLs of individual pages.

URL

Shop systems and CMS should output descriptive URLs that reveal the page's topic, such as /womens-running-shoes instead of /index.php?cat=123. They are short, understandable and contain the main keyword. However, existing URLs shouldn't be changed for SEO reasons alone – and if they are, always with a 301 redirect.

Page title and meta description

The page title (title tag) is one of the most important on-page signals and appears as the headline in the search result. The main keyword should be as close to the beginning as possible. The meta description isn't a direct ranking factor, but it influences whether users click; Google highlights search terms in bold in it. Together, title and description form the snippet and largely determine the click-through rate (CTR).

Content

A page's content determines whether visitors buy, enquire or leave. The main keyword belongs in the H1 heading and should appear early in the text; subheadings can pick up secondary terms and questions. In the body text, main and secondary terms should appear naturally. Aiming for a specific keyword density is outdated. It's more important that the text covers the topic completely and answers users' questions. Content tools with TF-IDF or similar analyses can show which relevant aspects are still missing.

Media

Images and videos make pages more informative and convincing – especially in online shops. They can be optimised too: with descriptive file names, captions and above all alt texts. The alt text should describe what can be seen in the image; if the keyword fits, it may appear. Alt texts are displayed when an image doesn't load, read out by screen readers and evaluated by Google for image search.

Links

Internal links should have descriptive link texts that name the topic of the target page – such as “women's running shoes” instead of “click here”. This helps users and search engines alike. With backlinks from other websites, on the other hand, restraint is called for: too many exact-match keyword link texts look unnatural and can do harm.