Digital Marketing

Boosting Your On-Page SEO Using Keywords and Long-Tail Terms

Once you prepare a list of keywords and phrases, the next step is to implement the list of keywords on your site. The following points suggest some ways to implement keywords as part of your on-page SEO process:

Title tags educate the search engines about the web page and are important from a SEO perspective. Ensure that you have a keyword at the beginning or near the middle of your title tag. Also be sure each page has its own title tag. You can also enter synonyms or related words that have less competition but have strong potential for conversion optimization and streamlining the title tag.

For example, tennis shoes has high competition and spans a huge range. Instead, you can use something like tennis footwear and accessories, which has less competition. Moreover, this kind of a long-tail term not only covers tennis shoes but also attracts attention for accessories usually associated with tennis equipment.

Do not stuff keywords into the title tag. For example, if you are in the real estate sector in Toronto, stuffing similar keywords for your niche repeatedly in the title tag will be considered spammy by the search engines. An example of keyword stuffing in a title tag is as follows: Real Estate: Homes sale, House sale, Real Estate Sale, Sale real estate Toronto.

On the other hand, here is a streamlined keyword-containing title tag: Toronto, Real Estate & Homes for Sale, XYZ Realtors. From the SEO perspective, the first example is spammy because it uses too many of the same or similar terms in one line in an attempt to manipulate and fool the search engines. The second example is crisp and concise, and mentions Toronto as the location, Real Estate & Homes for Sale, and the name XYZ Realtors.

Use short sentences , and wrap text around media such as infographics, videos, and images. Interactive content with captions and image text containing relevant keywords or related terms are rated more due to its user-engaging paradigm. Using just text is boring and does not attract users. With search engines evolving, along with their ability to understand interactive media, it is important to make optimal use of interactive content along with relevant keywords for better results leading to higher rankings in the search results.

If possible, incorporate keywords or relevant synonyms in the URLs and internal content. Given how competitive SEO is, most URLs are already taken. However, you can use relevant keywords if such a URL is available. Use specific keywords in your anchor text if possible. The keywords should be distinct and not generic so that the search engines can establish that the keywords are relevant and used appropriately.


Keywords are an integral part of the SEO process and are important for your campaigns. You should do plenty of research and not be too manipulative, keeping in mind that user intent and satisfaction are prime and more important than stuffing in keywords or over optimizing to befool the search engines. The next chapter looks at link building, which is the core of every SEO project.

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