How to use keywords in content (and not be scared)

These days, creating high quality written content for SEO purposes is actually a lot simpler than it used to be. Ever since Google basically decided that keyword-stuffing was taking over the Web and put a stop to it, the emphasis has been on good quality writing, and writing that helps people. This has meant that brands can focus on providing good quality content as a first priority. It also means that SEO still involves keywords, but it is very much how you use them that makes a difference.

The basic premise here is that you don’t have to be scared of Google. The search engine knows that keywords drive it’s work, and if keywords were not being used there would be no Google. But it also focuses on ensuring that keywords are being used genuinely. Don't forget that users of Google type in keywords on purpose, and they are hoping to get results from using those keywords.

The title is still important

With titles for posts, for example, or articles, keep on using the primary keyword at the start of the post. It makes sense to do so, and Google doesn’t worry about this. Generally speaking, write your post title and make sure that the primary keyword is as close to the title’s start as possible. This is an important aspect of search, because users expect results. A keyword at the start of the post, a word that they used in search, makes perfect sense.

And this leads onto the first paragraph. You may remember when keywords were just being used for the first time in Web content, and the experts back then said that you should include keywords heavily in the first paragraph of your post. This still rings true. Again, it's not about keyword stuffing, but more about naturally inserting keywords into that first paragraph so that it reads well and also gets found in search.

No stuffing, please

Then, avoid stuffing the work with the keyword. Let's think about the old way of doing stuff (the kind of approach Google didn't like). Having ten per cent of your post being the keyword made for some pretty ugly content. The focus on keywords now means it is just enough to use the ‘find’ feature in Word, for example, and get a quick picture of how many times you used the keyword. The problem is that Google aren't telling anyone what they view as ‘keyword stuffing’ now. The only way to ensure that your content isn't going to fall foul of Google is to read it through and see if it seems natural enough. It all needs to read like content that is designed to inform, not to cheat.

These are the basic rules now for keyword work. Avoid the stuffing, but still use keywords. They are a vital part of content, and literally support Google as a search engine. Use keywords naturally, but get them into your title and the first paragraph. There is nothing to be scared of as long as you are being genuine.