How Keyword Placement Works

In general, “marketing” is a noisy space to be in… There are always “gurus” with their new-fangled marketing plan that has led them to rent a Ferrari and post with it outside some stately home. 

And then there’s the platforms themselves all suggesting that they are the best place to be and that you should always start with content in their format first, yada, yada… 

But here’s the reality, and you can see it right now with the progression of AI… Well-structured written content is ALWAYS the foundation. 

Whether you’ve stripped it out of a video, a podcast transcript, a PDF or something else, it doesn’t matter. Algorithms will ALWAYS process written data better than any other form. Fact. 

So, for SEO, this means we need to know how to include the relevant keywords we want on each page – and that’s what we’re going to run through today. 

FYI – this isn’t about keyword research or about a site wide content strategy – this is at page level. It answers the question “I want to have a page that ranks for XYZ – how do I do it?”

The Primary Keyword

Every piece of content should target one single primary keyword – the main search term you want this page to rank for. For example, if you’re creating content about plumbing issues, your primary keyword might be “blocked drain” because that’s what your potential customers are searching for.

Here’s how to properly place your primary keyword:

1️⃣ Title (H1) Placement

Your primary keyword must appear in your page title (the H1). This signals to both users and search engines what your content is about. For example:

“Blocked Drain Problems – When to call a Professional Plumber”

Not only does this include your keyword, but it also indicates the specific angle you’re covering, which helps with user intent ✅.

2️⃣ URL Structure

Your primary keyword should appear in your URL slug. If you’re using WordPress, it typically handles this automatically when you set your title, but it is always worth double-checking (or sometimes shortening it).

Good: yoursite.com/blocked-drain-plumber 

Not ideal: yoursite.com/post-123456 

Or: yoursite.com/when-to-call-for-help

3️⃣ The First 100 Words

Use your primary keyword within the first 100 words of your content – ideally in the first paragraph. This immediately reinforces relevance for both readers and search engines.

“A blocked drain is one of the most common household plumbing issues homeowners face. While minor blockages can often be resolved with simple tools and techniques, more severe cases require professional intervention.”

Notice how the keyword appears naturally without feeling forced?

4️⃣ Natural Distribution

After these critical placements, use your primary keyword naturally throughout the content. There’s no magic keyword density formula – focus on making your content read naturally while addressing the topic thoroughly and ensuring the user has learnt something by the end. 

Adding Secondary Keywords

Most content should target multiple related keywords (or variants) to maximize its reach. Here’s how to integrate secondary keywords effectively:

1. Subheading (H2) Introduction

Introduce each secondary keyword in its own subheading. For example, if “drainage rods” is your secondary keyword:

“Using Drainage Rods for DIY Blockage Removal”

2. First 100 Words After Subheading

Just like with your primary keyword, use your secondary keyword within the first 100 words following its subheading:

“Drainage rods are specialized tools designed to help clear blockages deep within pipes. These flexible rods can extend several meters, allowing you to reach clogs that are otherwise inaccessible. Before purchasing drainage rods, consider the following factors…”

3. Natural Integration

After this introduction, you can use the secondary keyword naturally throughout that section of content.

The Rule of 3-4

So, with all that said, you can’t just go nuts and include dozens of keywords as it starts to dilute the essence of what that page is about. Limit yourself to 3-4 target keywords per piece of content (for a typical 1500ish-word article). 

All keywords should be thematically related. If you’re writing about blocked drains, secondary keywords like “drainage rods,” “plunger techniques,” or “hydro jetting” make sense. Randomly including “bathroom renovation” would create topical confusion.

Beyond Basic Placement

Once you’ve mastered the fundamental placements, consider these additional opportunities:

✅ Image alt text: Include keywords when they accurately describe image content.

✅ Bullet or numbered lists: Great places to naturally incorporate keywords, and it’s great to have varying content structures on the page too! 

✅ Bold or italicized text: Occasionally highlighting phrases containing keywords (but don’t overdo it)

✅ Meta description: While not a direct ranking factor, a well-crafted meta description with your primary keyword can improve click-through rates.

Keeping It Natural

Remember Google’s Helpful Content Update (HCU) we discussed previously? It specifically targets content that appears written for search engines rather than humans. Your keyword strategy must prioritize natural language (NLP) and user value.

If you’re reading your content and it sounds awkward or repetitive because of keyword usage, you’ve gone too far. Always prioritize readability over keyword density.

Common Keyword Placement Mistakes

I see these ALL the time, and once you know them, you spot them EVERYWHERE! (Sorry, not sorry 🤓)

❌ Keyword stuffing: Repeating keywords unnaturally just to increase density.

❌ Ignoring user intent: Focusing on keywords without addressing what users actually want to know.

❌ Orphaned keywords: Including keywords without proper contextual support.

❌ Inconsistent theme: Targeting unrelated keywords in the same piece.

❌ Overlooking long-tail variations: Missing opportunities to rank for longer, more specific phrases.

Keyword Placement Checklist

1. Choose 1 primary and 2-3 secondary keywords that are thematically related.
2. Place your primary keyword in the title, URL, and first paragraph.
3. Introduce each secondary keyword in its own subheading.
4. Use each secondary keyword within the first 100 words following its subheading.
5. Distribute all keywords naturally throughout the content.
6. Look for additional placement opportunities in lists, images, etc.
7. Always prioritize readability and user value over keyword density

This approach creates content that is optimized for search engines while remaining valuable and engaging for human readers – the perfect balance for sustainable SEO success.