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Keywords are the search queries used by people to discover new sites or pages with specific content. Searchers use the keywords, crawler, and website owners to point out the main topic of information on a page.

What is a keyword?

A keyword (or a phrase) in terms of SEO represents the ideas and topics used by people in search engines in order to find pages with relevant content. These keywords are also referred to as "search queries."

They usually summarize the main topic of some pages, so as content creators, the primary keywords should be the ones that are most relevant for both the business and its products or services, and to what people search for to get the expected results in search engines result pages.

Why, where, and how to use keywords? 

Keywords are highly valuable because they connect the information between the websites' content and what people search for in the search engines.
By using relevant keywords, the searcher's need is fulfilled, the website ranks higher on search engines, and it drives organic traffic. 

To correctly used keywords on a page or website, make sure to consider the following suggestions:

  1. Make the keyword research and create a set of primary keywords
  2. To make sure you selected the right keywords, make sure to carefully choose the right target audience and their interests regarding the website. As an example, if you own a designer-clothing shop, you might want to rank for "showroom" — but if you're not careful, you might end up attracting traffic that's interested in finding showrooms for cars, or furniture.
  3. If possible, use the primary keyword in the website's URL
  4. Add the primary keyword in the heading tag (H1, H2, etc.) of the page, meta description, and alt attributes - as long as it is relevant, and it makes sense for the reader.
  5. Avoid keyword stuffing, duplicate content, and make sure to have a decent keyword density within a page or website