Adding Keywords to Your Website: Best Practices for SEO

To add keywords to a website, put the primary keyword in the title tag, meta description, URL, H1, and first 100 words, then use secondary keywords and variations in subheadings, body copy, image alt text, internal link anchors, and structured data. Each placement tells search engines what the page is about, as long as the keyword reads naturally where it sits.

This guide covers the 8 places to add keywords, what each looks like in HTML, how to balance density and relevance, and the mistakes that turn keyword placement into keyword stuffing.

What is Keyword Placement?

Adding keywords to your website helps search engines understand what your content is about, making it easier for users to find your pages.

But it’s not just about adding keywords anywhere, proper placement matters. This guide covers where and how to add keywords effectively without over-optimizing.

8 Places to Add Keywords on a Website

Let’s go over the best spots to add keywords on your website. From titles to body content, we’ll cover where to place them for maximum SEO benefit without overstuffing.

1. Title Tags

Title tags are part of meta tags. Meta tags include elements like the title tag, which sets the page title, and the meta description, which provides a brief summary shown in search engine results.

Your title tag is one of the most important places to include keywords. It’s the first thing search engines and users see when they find your page, so it needs to be clear and compelling.

Here are the rules for adding keywords to title tags:

• Use your primary keyword near the beginning of the title.
• Keep it under 60 characters so it doesn’t get cut off in search results.
• Make sure it reflects the content of the page and is enticing for users to click.

You improve search engine visibility, click-through rates, and the overall user experience by optimizing meta tags.

2. Meta Descriptions

Meta descriptions are short summaries that appear under your title tag in search results. They don’t directly impact rankings, but they play a big role in getting users to click on your link.

Here are the rules for meta descriptions:

• Use primary or secondary keywords naturally in the description.
• Keep it between 150-160 characters to avoid it being cut off.
• Write in a way that’s readable and persuasive to encourage users to click.

For example, instead of writing, “We offer the best SEO services.” Try something like, “Looking for top-rated SEO services? Improve your rankings with our proven strategies and expert team.” It’s clear, has keywords, and entices users to click!

OTTO harnesses the power of AI to generate meta descriptions and titles in bulk to limit the manual work of updating sites with a large number of pages. Easily review, make any necessary edits, and click to implement!

3. URLs and Slugs

URLs (the web address of your page) and slugs (the part after the domain) help search engines and users understand what your page is about. A clean, clear URL makes it easier for both to navigate and rank your page properly.

Rules for URLs and slugs:

• Keep URLs short and relevant.
• Include your primary keyword to clearly indicate the content of the page.
• Avoid unnecessary words that don’t add value.

Here’s an example of a short, clear, relevant URL: yourwebsite.com/best-seo-tools. ✔️

And here’s what you shouldn’t do: yourwebsite.com/seo-tools-you-should-definitely-use. ❌

As you can see, the first one includes the primary keyword and goes straight to the point, while the other is long and wordy.

4. Headings (H1, H2, H3, etc.)

Headings help both users and search engines understand the structure and main points of your page. Proper headings make it easier for readers to scan your page and find the information they’re looking for.

Here’s how to choose and use headings:

• H1 is your main heading and should represent the overall topic of the page. This is where your primary keyword should go.
• H2 and H3 are used for subheadings to break the content into smaller, digestible sections. These should include secondary keywords or variations.

When organizing your content, it’s important to keep your headings clear and easy to follow.

OTTO suggests missing headings and new heading lengths automatically, which you can deploy or edit.

Make sure they follow a logical flow:

• Start with an H1 that clearly states the page’s focus (e.g., “How to Add Keywords to Your Website”).
• Break down the content into H2s that introduce major sections. For example, “Where to Add Keywords” or “Best Practices for Keyword Placement.”
• Use H3s for subtopics or related points under each section.

5. Body Content

The body content is where you get to elaborate on the main topic and provide value to your readers. It’s where most of your keyword placement happens, but it’s important to balance optimization with readability.

• Use primary keywords early (in the first 100 words).
• Naturally distribute secondary keywords throughout the text.
• Avoid keyword stuffing and focus on readability.
• Use bold, bullet points, or lists to highlight key phrases where appropriate.

6. Image Optimization

Images play a big role in enhancing the user experience on your website, but they can also impact your SEO if optimized correctly.

Proper image optimization helps your page load faster, makes your content more accessible, and can even improve your rankings in image search results.

Search engines can’t “see” images the way humans can, so they rely on text-based data like alt text, filenames, and captions to understand what the image is about. Optimizing images helps search engines index them properly and boosts page performance.

Here’s how to do add keywords to images and optimize them:

• Use descriptive filenames: Name your image files with relevant keywords. Instead of “IMG123.avif,” use “best-seo-tools.avif.”
• Add alt text: Describe the image using relevant keywords. Alt text helps with accessibility and is used by search engines to understand the image content. For example, “Screenshot of the best SEO tools for 2025.”
• Use captions: When possible, add captions that include relevant keywords. This not only helps SEO but also provides more context for the user.
• Compress images: Make sure images are optimized for fast loading. Larger images slow down page load times, which can hurt user experience and SEO.

7. Internal Links and Anchor Text

Using relevant keywords in internal links helps search engines understand how your pages are connected, improving rankings and enhancing user navigation.

Anchor text, the clickable words in a link, signals to search engines what the linked page is about. For example, linking to a page on SEO tools using anchor text like “best SEO tools” provides clarity and relevance.

Use OTTO to find target pages and see recommended internal links to those pages.

However, keyword stuffing should be avoided; using repetitive anchor text such as “SEO tools, SEO tools” can harm your SEO rather than help it. Instead, keep anchor text natural and relevant to the linked content.

Use phrases like “discover top SEO tools” or “learn keyword research strategies” to guide both users and search engines effectively. Varying anchor text avoids redundancy and maintains an organic flow, while still signaling important keywords.

Descriptive, keyword-rich anchor text that aligns with page content not only improves SEO but also creates a smoother, more intuitive user experience.

OTTO SEO highlighting critical link issues—including broken links, redirects, and internal linking errors—to enhance site structure and boost search performance.

8. Structured Data and Schema Markup

Structured data is a way of organizing information on your website so that search engines can easily understand what your content is about. Think of it as a “map” for search engines to follow.

When you use schema markup with relevant keywords, it helps search engines figure out the context of your content and display it more clearly in search results, making it more likely that people will click on your page.

Search Atlas Schema Markup Generator creating structured data in JSON-LD format, enabling enhanced search visibility through rich results and improved SEO.

To add keywords through schema markup, focus on incorporating them in key areas like the “name,” “description,” and “keywords” fields of your structured data.

For example, if you’re marking up a product page, use the “name” field to include the primary keyword (e.g., “best local SEO tools for 2025”) and a concise “description” with secondary keywords (e.g., “Explore the top SEO tools to improve rankings and drive traffic”).

Make sure your structured data is accurate and matches the content of the page. For example, if you’re using schema markup for articles, include keywords that reflect the main topics and subtopics of the page.

For a page about keyword research, relevant keywords might be “keyword analysis,” “SEO keyword strategy,” and “how to choose keywords.”

Best practices for structured data and keywords:

• Use relevant keywords naturally within the schema fields, but avoid overstuffing.
• Keep your structured data consistent with your content—the keywords you use should reflect the actual content of the page.
• Implement Schema markup to improve compatibility with major search engines.

With OTTO you get recommended NLP schema markups and you can easily deploy them across your site from the OTTO dashboard.

What Does Keyword Placement Look Like in HTML?

Keyword placement in HTML means putting the keyword inside the tags search engines read to understand a page. The example below targets the keyword "trail running shoes" and shows five of the eight placements in one page.

<head>
  <title>Trail Running Shoes: How to Choose the Right Pair</title>
  <meta name="description" content="Compare trail running shoes by grip, cushioning, and fit, and learn which features matter for rocky or muddy terrain.">
</head>
<body>
  <h1>How to Choose Trail Running Shoes</h1>
  <img src="/images/trail-running-shoes-lugs.jpg" alt="Close-up of trail running shoes with deep rubber lugs">
  <p>See our <a href="/guides/trail-running-shoe-sizing/">trail running shoe sizing guide</a> before you buy.</p>
</body>

The URL slug (for example, /trail-running-shoes/), the first paragraph of body copy, and schema markup complete the list. Most CMS platforms, including WordPress and Shopify, expose the title tag, meta description, and alt text as fields, so you rarely need to edit HTML directly.

Keyword Density and Relevance: Where and How to Add Keywords Properly

If you’re concerned on how to use keywords throughout the content, you may have come across advice like use one keyword per 100 words, or make it 1 to 2% of the content. Here’s what to make of rules like this. 

Keyword Density

Keyword density refers to how often a keyword appears relative to the total word count. Google does not publish a target density, and repeating a keyword to hit a percentage can count as keyword stuffing under Google's spam policies, which Google defines as filling a page with keywords to manipulate rankings.

Use the keyword where it describes the section, and use synonyms and variations everywhere else. A page written for the reader usually ends up with a natural density without counting.

Keyword Relevance: Where Do Keywords Belong?

Okay, so this part will come naturally as you start writing your content, but there are still some tendencies that you’ll notice with keyword research and placement.

Use the most important keywords in headings, and you use others in less prominent positions. Let common sense guide you: if a keyword makes sense and describes a section well, it’s in the right place. 

Here’s how it usually looks like:

• Primary Keywords (Main Focus of the Page): Title Tag, H1 Heading, URL, First 100 Words, Conclusion.
• Secondary Keywords and Variations: H2s, H3s, Body Content, Image Alt Text, Meta Description.
• Related Terms and Synonyms: Use variations like “top SEO platforms” instead of repeating “best SEO tools.”

What are Common Mistakes to Avoid?

When adding keywords to your website, it’s easy to make mistakes. Let’s go over a few common ones to avoid so you can keep your content both user-friendly and SEO-optimized.

Over-Optimization (Keyword Stuffing)

One of the most common mistakes is over-optimizing content by stuffing it with keywords. This not only makes the content unreadable but can also negatively impact your SEO. Instead, focus on using keywords naturally and contextually within the content to maintain a smooth and engaging reading experience.

Ignoring User Experience

Another mistake is ignoring the SEO user experience (UX). While keywords are important, they should never disrupt the flow of your content.

Make sure the keywords fit naturally within the text, providing value to the reader without feeling forced or awkward. Always prioritize readability and engagement.

Using the Same Keyword Everywhere

Repeating the same keyword over and over can limit the effectiveness of your content and harm your SEO. It’s important to diversify with related terms and variations of your main keyword. This not only helps avoid redundancy but also provides more opportunities to rank for related search queries.

How to Check If Keywords Are Implemented Correctly

Check keyword implementation by reviewing each placement on the page, either manually or with an on-page audit. A manual check means viewing the page source for the title tag, meta description, H1, and image alt text, then reading the body for natural use. For more than a handful of pages, an automated audit is faster.

OTTO SEO runs this check across a whole site from one pixel. It flags missing or duplicated title tags and meta descriptions, missing headings, and schema gaps, then deploys the fixes on its own. Every change is logged and can be rolled back.

Use OTTO to discover missing keyword opportunities across your site and deploy them instantly with a few clicks!

How Do You Keep Keywords Working Over Time?

Keep keywords working by rechecking placement whenever a page's content, title, or target query changes. Keyword placement tells search engines what a page covers, but only when each keyword sits where it describes the content.

The routine is short: put the primary keyword in the title tag, H1, URL, and opening, spread variations through the subheadings and body, and audit the pages that drive the most traffic first. Search Atlas can run that audit and apply the fixes through OTTO SEO. Start a 7-day free trial.