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How to choose and optimize your website’s keywords

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Keywords are an essential component of your SEO and online visibility. A keyword is a word, or a group of words, that an Internet user will enter on a search engine to gather information, search for a product or find content on a commercial or editorial site. More commonly, keywords are the words you type in the search bar to access web pages on Google, Yahoo, Bing or any other search engine.
Google keyword search example

Example of a keyword for the search “Montreal SEO Agency”

Among a wide range of criteria, search engines index web pages according to the keywords that have been inserted on them. The goal is ensuring that the pages that appear first in the results are the most relevant to the search performed by the user. This is why it is essential to work on your keywords and their implementation in your pages if you want to have the best possible SEO. However, simply repeating a keyword many times is not enough to make your web page appear at the top of search results, you need to be methodical.

What keywords should you position yourself on?

Why should we know which keywords we need to rank for?

Keywords give us indications to understand how Google perceives your site. If the keywords you position yourself on aren’t related to your content, or if they are too general, your web pages are likely not correctly identified by Google and the search engine has trouble understanding what you are doing. As a result, it will be much more complicated to appear at the top of the search results.

How to determine the most rankable keywords for your site

The SEO specialist‘s first task will be to determine the keywords you are positioned on in search engines using a number of SEO tools. These keywords should then be compared with those of your competitors to identify the relevant keywords in your sector. Looking at several competitors will allow you to identify the most common keywords that are best suited to your business. It is also important to look at the search volume of the identified keywords, i.e. the number of times the keywords will be searched in Google.

Another factor to consider is the level of keyword competitiveness. This allows us to determine if your keywords are appropriate, if they are competitive enough, and if their volume is large enough to ensure you a high level of traffic.

After these steps have been completed, a strategy needs to be put in place to identify the right keywords and implement them correctly on your site.

How to insert keywords into your web pages and where to place them to boost your search engine ranking

After determining the most relevant keywords for your web pages, you need to place them in strategic locations to make it easier for Google to understand your pages.

The first place to position your keywords is the title tag of your site.

Title tags and HN tags

The title tag is a tag that indicates the topic on the page. This is the blue link that appears in Google search results. Title tags are very important tags that Google’s robots need to understand a page’s content, and it is strongly recommended to insert your keyword inside this tag.

Example of a title tag “My Little Big Web – Youtube”

It is also important to insert keywords in the HN tags. HN tags, or H1, H2, H3, etc. tags, are the tags that structure the textual content of your site. In online content, such as an article, there is the main title, as well as a number of subtitles that will structure your paragraphs. In web language, the main title is considered to be an H1 tag, which tells Google the main title of the page, the most important title, and therefore the subject of your content. As a result, if the keyword is inserted, Google will a priori consider that the page is relevant on this keyword. In addition, including the keyword, or synonyms, in the other page headings (H2, H3) will enhance the credibility of your page on the keyword you have selected.

How HN titles work

Varying the lexicon

When referring to using keywords, we are also referring to synonyms and using a varied lexicon. A few years ago, all you had to do was repeat the same keyword 50 times on a web page for Google to understand the page’s content and your site to be optimized. Today, Google’s algorithm is much more intelligent. Robots can understand a wide variety of words and how they fit into the same lexical field, making links between these words.

It is therefore important to diversify your vocabulary when writing your content, and to make sure that you use synonyms and words that complement your main keyword. The use of a varied lexicon also allows you to offer content that is more readable and pleasant for your users.

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Internal linking

It is also recommended to integrate your keywords when creating internal links. These are all the links you will make to other pages of your site from another one of your pages.

The function of internal linking, SlideShare

Therefore, if you optimize page A of your site, and you create a link to page B, it makes sense to choose a specific keyword to insert in your hypertext link and to integrate the chosen keyword on the linked page. Like this, Google will understand that the subject of page B is the keyword you have chosen, adding a certain logic and further optimizing your site in relation to this keyword.

Keywords are therefore an essential factor for SEO and it is essential to choose them carefully and implement them correctly in your site. If you need help defining your keywords and ranking for them, contact our team of SEO experts!


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.

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