You've done your keyword research. Now you need to put those keywords on your website in the right places. Here's exactly where and how — no jargon, just practical steps.

Meta Title and Description

The meta title is what appears as the blue link in Google's search results. Keep it under 60 characters and include your primary keyword near the beginning. The meta description is the grey text below the title — keep it under 160 characters, include your keyword naturally, and write it like a mini advert that makes people want to click.

Headings and Body Content

Your H1 heading (the main page title) should contain your primary keyword. Use H2 headings for main sections — include keyword variations and related terms. Write naturally — if your keyword is "web design Bristol", use it in the first paragraph, then use variations like "Bristol web designer" and "website design in Bristol" throughout the content. Aim for 800-1,500 words per page. Thin content doesn't rank.

Image Alt Tags

Every image on your website should have an alt tag that describes what the image shows. Include keywords where natural — "Web design project for Bristol dental practice" is better than "image1.jpg". Alt tags help Google understand your images and improve accessibility for visually impaired users.

URL Structure

Keep URLs short, readable, and include your primary keyword. Use hyphens between words. Good: /web-design/bristol/. Bad: /page?id=473&cat=2. Don't change URLs on existing pages without setting up 301 redirects — broken URLs lose any SEO authority those pages have built.

What Not to Do

Don't stuff the same keyword 50 times on a page. Don't hide keywords in white text on a white background. Don't use the same keyword on every page — each page should target a different term. Don't ignore the content quality in pursuit of keyword placement — Google ranks useful content, not keyword-dense rubbish.

Quick Checklist Per Page

Primary keyword in meta title, meta description, H1 heading, first paragraph, and URL. Keyword variations in H2 headings and throughout the body content. Image alt tags with descriptive, keyword-relevant text. 800+ words of genuinely useful content. Internal links to related pages on your site. Do this for every page and you're ahead of most of your competitors.

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