Where to place keywords on a web page

Keyword placement should clarify the page, not make the writing mechanical. Important language belongs in the elements that tell readers and search systems what the page is about.

Priority locations

• Page title: describe the topic and, where useful, the brand or location.
• Main heading: confirm the subject in plain language.
• Opening paragraph: explain who the page helps and what it covers.
• Subheadings: introduce distinct questions or sections.
• Internal links: use descriptive anchor text for related pages.
• Image alternatives: describe meaningful images rather than inserting unrelated terms.

Use variation where it improves understanding

An Australian page may naturally use both “optimization” and “optimisation”. A service may be described by a formal name and by the simpler phrase customers use. These variations broaden clarity without needing forced repetition.

Avoid hidden or awkward placement

Lists of locations, tiny footer text and repeated exact-match phrases do not improve the customer experience. If a phrase cannot fit naturally, reconsider whether it belongs on the page.

Read the page aloud

This simple test exposes repetition and unnatural wording. The topic should be obvious, but the copy should still sound like a knowledgeable person explaining something useful.