Where keywords go on your website

Keywords live in five places that search engines read: your page title (the text in the browser tab), the meta description (the preview snippet under your link in search results), your headings, the body text itself, and image file names. You do not need to stuff keywords everywhere — search engines penalize pages that repeat the same word too many times. Instead, use each keyword once or twice in the places that matter most, and let the rest of your content flow naturally.

The page title is the single most important spot. If you run a plumbing business in Denver, a page title like "Emergency Plumbing Repair in Denver, Colorado" tells search engines exactly what that page is about. The meta description does not affect rankings directly, but it appears in search results, so a clear description with your keyword makes people more likely to click. Both of these live in your website's code, not in the visible text — your website builder or content management system (like WordPress, Wix, or Squarespace) has a field for each one.

Key Takeaways

  • Put your main keyword in the page title, meta description, and at least one heading so search engines understand what the page covers.
  • Write naturally for human readers first — search engines now rank pages that answer questions clearly, not pages that repeat keywords the most.
  • Use different keywords on different pages so each page has its own purpose and you do not compete with yourself in search results.
  • Image file names matter: rename a photo from "IMG_2847.jpg" to "denver-emergency-plumbing.jpg" so search engines know what it shows.
  • Check what keywords people actually search for using free tools like Google Search Console or Ubersuggest before you write the page.

Finding the right keywords before you write

Guessing which words people search for usually fails. Instead, use a free tool to see what people actually type. Google Search Console (which you connect to your website for free) shows you the exact search terms that already bring people to your site, even if you rank on page five. Ubersuggest's free version shows you monthly search volume for any keyword and related terms people search for. Answer the Public shows you the questions people ask about your topic.

Look for keywords that match what you actually offer and that people search for regularly — not thousands of times a month (those are too competitive), but at least a few dozen. If you sell handmade leather wallets in Portland, "handmade leather wallets Portland" is better than "wallets" alone. The more specific keyword has less competition and brings people closer to buying. Write down three to five keywords per page, then build that page around one main keyword and the others as supporting terms.

Putting keywords in page titles and headings

Your page title should be 50 to 60 characters long (search results cut it off after that) and include your main keyword near the start. "Denver Emergency Plumbing | 24/7 Service" works better than "Welcome to Our Plumbing Company." The keyword goes first because search engines weight the beginning more heavily, and because people scanning search results see it when ready.

Use your main keyword in at least one heading on the page — usually the H1 heading, which is the largest heading and typically matches or closely mirrors your page title. If your page title is "Emergency Plumbing Repair in Denver," your H1 might be "Emergency Plumbing Repair in Denver, Colorado" or "Need Emergency Plumbing in Denver? We're Available 24/7." Then use related keywords in your H2 and H3 subheadings (the smaller headings that break up your content). This structure helps search engines understand what each section covers and makes your page easier to read.

Writing body text that search engines and people both understand

Search engines now prioritize pages that answer questions thoroughly and clearly, not pages that repeat a keyword the most. Write for a human reader first. If your keyword is "how to fix a leaky kitchen faucet," write a page that actually explains the steps clearly. Use the keyword naturally in your opening paragraph, once or twice in the body, and once in a conclusion or summary. Do not force it into every sentence.

Include related words and phrases naturally. If your main keyword is "kitchen faucet repair," also mention "leaky faucet," "faucet replacement," and "kitchen sink repair" as you explain different scenarios. Search engines recognize these as related terms and understand your page covers the topic thoroughly. This also helps people who search for slightly different versions of the same question.

Naming images so search engines can read them

Search engines cannot see inside images the way humans do — they read the file name and the alt text (a description you add in your website builder). Rename images before you upload them. Instead of "IMG_2847.jpg," use "denver-plumbing-repair-van.jpg" or "leather-wallet-brown-handmade.jpg." Use hyphens between words, not underscores or spaces, because search engines read hyphens as word separators.

Add alt text in your website builder's image settings. Alt text serves two purposes: it describes the image for people using screen readers, and it gives search engines another place to find your keywords. For a photo of your plumbing van, alt text might be "Emergency plumbing repair van in Denver." Keep it short and descriptive — do not stuff keywords into alt text, because search engines penalize that and it makes the description useless for people who need it.

Checking if your keywords are actually working

After you publish a page, connect it to Google Search Console (free, from Google) to see which search terms bring people to that page. After a few weeks, you will see real data about what people search for and whether your page appears in results. If a page ranks for a keyword you did not plan for but gets clicks, that tells you something about what people want — you can then improve that page or create new pages around those unexpected keywords.

If a page gets impressions (appears in search results) but no clicks, the meta description might be the problem. Rewrite it to be clearer or more compelling. If a page gets no impressions at all, the keyword might be too competitive, or your page might not match what people are actually searching for. Use that information to adjust your next page.

Common mistakes that hurt your keyword strategy

The biggest mistake is using the same keyword on multiple pages. If you have a page about "plumbing repair Denver" and another about "Denver plumbing services," search engines do not know which one to rank, and they compete with each other instead of both ranking. Give each page a unique main keyword and unique purpose. One page might target "emergency plumbing repair Denver," another "residential plumbing services Denver," and another "commercial plumbing Denver."

Another mistake is writing for search engines instead of people. Pages stuffed with repeated keywords rank poorly now because search engines have learned that keyword stuffing usually means low-quality content. Write clearly, answer the question completely, and use keywords naturally. A page that genuinely helps someone will rank better than a page optimized to death for a single term.

Do not add keywords to old pages randomly. If you have a page about your company history, do not force a plumbing keyword into it just because you want more rankings. Create new pages for new keywords instead. This keeps each page focused and makes your site easier for both search engines and visitors to navigate.

Frequently Asked Questions

How many keywords should each page target?

One main keyword per page, with two to four related keywords supporting it. If you try to rank for too many different terms on one page, search engines cannot tell what the page is really about, and you rank for none of them well. A focused page ranks better than a scattered one.

Do I need to pay for keyword research tools?

No. Google Search Console and Answer the Public are free and show you real search data. Ubersuggest's free version covers most small business needs. Paid tools like Ahrefs or SEMrush add convenience and competitive analysis, but you can start without them.

How long does it take to rank for a keyword after I add it?

Search engines usually crawl new pages within a few days, but ranking takes weeks or months depending on competition and your site's authority. Very competitive keywords in crowded industries may take six months or longer. Less competitive, specific keywords can rank in two to four weeks.

Should I change my keywords if my page is not ranking?

Not when ready. Give a page at least four to six weeks before deciding the keyword is wrong. If it still gets no impressions after that, check Google Search Console to see if it is appearing for related terms instead. You might be ranking for something close to your target keyword, which means the page is working but your keyword research was slightly off.

What if my competitor is ranking for the keyword I want?

Target a more specific version of that keyword instead. If a large company ranks for "plumbing repair," you might rank faster for "emergency plumbing repair in your neighborhood" or "plumbing repair for older homes." Specific keywords have less competition and bring more may have access to visitors.