How do I arrange my secondary keywords

How do I do a keyword optimization?


Keywords play an essential role in SEO. Because you can only increase your sales if you are found for the search terms that people enter into search engines looking for offers like yours. To do this, you need to know which search terms those are (you can find this out with keyword research) and optimize your pages for precisely these keywords.

Today you will learn where and how to use your keywords on your site if you want to optimize your content for a search term.

Table of Contents

Primary and secondary keyword

You may also have heard of the terms “primary keyword” and “secondary keyword”. The primary keyword is always the search term that your page should definitely rank for. You will target your content to this keyword. Secondary keywords are additional search terms that are deliberately placed in the text (but this usually arises by itself). They are closely related to your primary keyword; for example because they cover individual aspects of the topic or are topic-relevant long-tail keywords.

Keyword or search term? Synonyms are okay too.

The search engines are getting smarter and more able to understand our language and way of communication. This means that they also know that we are talking about search terms when we use the word keywords and vice versa. And they also know that a text is easier to read if you use synonyms and paraphrases. In keyword optimization you don't have to "get the hell out of it" forcing the keyword into everything in an unruly form. Feel free to use synonyms or paraphrases.

Avoid keyword stuffing

When optimizing, it is important that your content looks natural. After all, the reader will quickly stumble upon it if the text is crammed with so many search terms that you can actually no longer read it.

It is called keyword stuffing, though

  • you can fit the keyword into most of the sentences
  • it even appears several times in every heading or title
  • you copy it into the alt tag of images several times
  • it appears repeatedly in the metadata

Example paragraph for keyword stuffing

Chocolate muffins are available in all variations. You can bake chocolate muffins with chocolate yourself. Or you can conjure up chocolate muffins with chocolate chips, nuts or, for example, blueberries. Of course, it is important to have the right chocolate muffin recipe. Ingredients for chocolate muffins are butter, flour, baking powder, milk, eggs, sugar and of course cocoa or even melted chocolate. But there are also vegan chocolate muffins recipes in which the chocolate muffins are prepared without milk and eggs ..." and so on.

Well, what were your primary and secondary keywords? Was reading the text fun or added value? In the early 2010s, such SEO texts were commonplace. That has changed in the meantime - and that's a good thing. So consider the copy as a how-not-to example.

Basically: Don't get the idea of ​​simply copying your keywords onto your page several times in a row. Your content should be natural, even with keyword optimization. You write it for the reader, not for the search engine. Keyword stuffing is one of the so-called black hat methods in SEO and can quickly end in a Google penalty. In the end, you will only harm yourself.

Your keyword optimization checklist

How can you optimize your site for a search term? There are various ‘points’ at which you should use your keywords in the optimization. We have put together a checklist for you that you can use as a guide.

Download checklist

Keyword in the domain

The effect seems to have decreased over the years, but many are still using keyword domains or EMD (Exact Match Domains). These domains therefore already contain the desired main keyword in the domain. For XOVI this would be e.g. B. or By the way, both domains do not belong to XOVI. This is often used in the area of ​​affiliate marketing in particular: or Incidentally, at the time of this article, both domains were not in use. This is just about the example.

It is a fundamental decision whether you use an EMD ( or the brand (XOVI) as a domain. The question is whether SEO or keyword optimization is in the foreground, or whether you want to build a brand. If your content is correct, the search engine will be able to sort your website without any problems even without EMD. If you decide on an exact match domain, use your main keyword for this.

Keywords in the url

An ideal place for your keyword optimization is the URL, for example for subdomains, directories, pages or posts. So basically for all content that you create or post on your website. You then insert the respective keyword in the URL that you want to optimize your content for.

For example: blogs on a website can usually be found at So people and search engines know that this is a blog and that they will find numerous, topic-relevant posts there. The blog URL is then ideally structured as follows:


Such URLs are called “speaking URLs”. They give readers, like search engines, exactly where you are. This contributes to a positive user experience. That is why speaking URLs are essential for keyword optimization.

One keyword - one url

Always optimize only one page of your domain for a specific keyword. So avoid having multiple URLs for the same keyword. Otherwise the search engine will not know which page you would like to rank with for the keyword. You may be competing with yourself in the search results or creating duplicate content. This is called keyword cannibalization or duplicate content. Offer your reader all information on a topic / keyword on one page.

If you have several pages for a keyword (e.g. product pages in shops), you have to prevent duplicate content so as not to catch a Google penalty. Decide on one side and bet on the remaining one Canonical day, so put the URL of the ‘Original’ there.

Keywords in the metadata

The metadata is like a short summary of the content that the respective page provides. The metadata includes the URL, the page or article title (H1 or title) and a short description of the content. This data is used to make your site appear in the search results of the search engines. This is called a snippet.

The title tag

Google also uses the title tag to calculate the ranking. On the one hand, the title is usually also used as the title of the snippet on the search results page. On the other hand, Google uses this to classify the relevance of the website. So place your keyword in the title tag of the metadata.

Here the keyword “Flowers for Mother's Day” was placed in the first position of the title. Google has adopted this in the search results.

The Description

Another good place to include a keyword, synonyms or other relevant search terms to be optimized is the meta description, also known as the meta description. It is not a direct ranking factor, but the text of the meta description is often used for the snippet if the search engine considers it useful or relevant.

Aside from the keyword, there are other things to look out for when optimizing your snippets. After all, they have to convince the reader of you in the search results.

Headings (HX structure)

Use your keyword in the page or post title (H1) as well as in headings (H2-H6) in the text. It is important that you mark the headings as such in the backend of your CMS. Headings give your content a meaningful structure. So it's perfectly fine if you have multiple H2, H3, etc.

We have created a comprehensive article on SEO headings for you. Here you will find out why headings are so important, how to structure your text correctly with headings and how to use h-tags correctly.

Put your keywords as close to the front of the headings as possible. But don't destroy the flow of reading, because the user experience comes first. Not every heading has to contain the keyword. Ideally, it should appear in H1. In the rest where it makes sense. Also use other, relevant search terms that match the topic.

The content

So - and now comes the most important factor. Tailor your content to the search term. Keyword optimization doesn't mean that you copy your keyword into the text as often as possible - then we're back to keyword stuffing.

Satisfy the search intention

Identify the search intention behind the keyword. What is the user looking for? What content does he expect? Deliver this content to him. Then you usually already cover your keyword and relevant search terms automatically. Also like to use synonyms.

Do you want to be on the safe side that you are using a good ratio of text length, thematically relevant terms and the number of keywords? Then a WDF * IDF analysis will help you with keyword optimization. It compares your text with the first ten search results for the keyword and shows you where there is still room for improvement and where you may have exceeded the target.

In addition, you should perform a SERP analysis of the content. Which contents and formats rank on the first page? What topics do they deal with? How are they processed? Take a particularly close look at position 1. But also keep an eye out for outliers that differ from the other search results. The top 10 are your benchmarks for your content if you want to play on page 1.

Anchor texts

Those who create content usually also link to other sites. This can be further information on your own or on third-party websites. Or you link from one of your other URLs to the page that you want to optimize. This is an internal link.

You create these internal links by marking the corresponding text and storing a hyperlink to one of your URLs in the backend of your CMS. You should also do keyword optimization here. When selecting the text, make sure that it summarizes the content of the target page as possible or at least briefly outlines the topic. Include the landing page keyword too.

Image SEO

Whenever you add images to your page, you should optimize these keywords as well. One speaks of image SEO.

      1. Give your pictures meaningful names before you upload them to your CM. Choose the file name so that you immediately know what it is and also use the keyword. This is how you can find your documents again quickly.
      2. If you are really into order, you can create your own folders in the media library and include the keyword in the title. This is especially useful for pages with a lot of visual content. Clear naming and a folder structure not only make it easier for you to search in the media library, it also has another positive side effect: the search engines have an idea of ​​what the images are about.
        1. This is displayed if the image cannot be displayed for any reason.
        2. Screen readers read Alternate Text for people with visual impairments.
        3. Search engines evaluate the alt tag.
        4. Search engines use the alt tag as anchor text. If you embed the image in your page, Be sure to fill in the title and the alt tag (alternative title). The title reflects the subject of the picture. The alt tag summarizes the content. Imagine explaining to a blind person what is in the picture. Try to include the keyword too. The old day is important because

Keyword optimization with meta tag keywords ?! No thanks.

Meta keywords can be entered in many content management systems or SEO plugins. These keywords are then stored in the HTML header. It looks something like this:

<meta name="keywords" content="keyword1, keyword2, keyword3, keyword4, keyword5"/>

The idea behind this is often that the website operator wants to be found for these keywords. There may be search systems that use this method, but Google doesn't. There is a clear statement about this from Google itself.

In a September 2009 post on Google's Webmaster Central blog, this was clearly ruled out. And Google is right about that too. Because what happened: You write a mediocre text about the fauna in Saudi Arabia and optimize the page for the meta-keywords for search terms that have nothing to do with it, e.g. B. because they simply have a high search volume. You did this in the hope that you would then get a lot of visitors via Google. For example, Google would then send a visitor from the Google search results for the keyword "life insurance" to a page about the vegetation in the desert of Saudi Arabia. The Google user would be disappointed because he does not find out anything about life insurance. However, Google aims to show the best quality results for a search phrase or keyword.

Matt Cutts from Google also explained this in a video and made it unmistakably clear.


You see: There are a number of options for keyword optimization. Use it. Create speaking URLs that provide the reader with initial information. Optimize your metadata for high-click snippets. Optimize your headings. And most importantly: cover all questions about the keyword with your content. The best information in the meta tags or headings is of no use if you are writing about completely different topics. That doesn't help you either, because the users who come are gone even faster.