How To Use Keywords In Website Content Writing (Examples)

The right use of keywords in web content writing will make or break your brand. Here’s how to use keywords in SEO articles and website copies in order to rank on Google.


Yes, I know! Everyone is constantly raving about the use of keywords in articles and website copies. It’s frustrating and utterly overwhelming, especially if you have no idea how to actually use them. When you’re a creative entrepreneur, writing website copy and blog articles is not only difficult but also time-consuming. You might have already hired a super-skilled freelancer to do extensive keyword research for your brand. Now, even with all the article topic ideas clogging up on your Drive and the oh-so-precious keywords list in hand, you still have no idea how to place those words in the actual content and reap the benefits of 1st page ranking.

Even if you aren’t planning on writing your future blog articles all on your own, it’s important to share a detailed list of requirements the moment you contact your web content writer of choice. Don’t fret! The correct use of keywords in website content is actually easier than it sounds. Keep scrolling to find out everything about SEO keyword writing-spoiler alert: Not everything is about which keywords you choose, but about their placement.

SEO Article Writing Tips: Keywords in web content writing

If you are wondering why you need effective keywords for content writing, here is the quickest answer. In 2021, these seemingly mundane phrases are what get you found online. Each search engine uses crawlers in order to “scan” every last piece of online content. During this evaluation process, the right use of keywords will determine what your piece is about. As soon as the Search Engines notice those specific phrases in your article, it’s time to decide where you rank. Now is the dreadful part. Your web content will get compered with other people’s posts that target similar keywords then, it will be judged based on relevance and popularity.

Now, I don’t want you to think that a few minutes of quick blog writing using the most relevant keywords will be your one-way ticket to Google’s 1st page. There are many more factors that determine the value of the content you put out. The most important one is, well you guested it, having actually useful and well-written articles to share.

So yes, that one blog article I wrote on my blogger.com blog back in 2011 about all the ways you can style your trusted black ankle boots might have sounded like the perfect idea at first (somebody, please call Vogue, tell her I accept the position), but in 2021, this article is most likely lost in the Google vortex, fade into virtual oblivion.

Using keywords in SEO articles: What makes a good keyword?

Let’s go back to the aforementioned keyword list you purchased from a fellow freelancer. It looks fantastic, right? Well, it probably is, but now it’s time to evaluate it and pick the right keywords for your brand blogs.

Every professional web content writer will pretty much give you the same answer. There are 3 key points to determine whether or not a keyword is actually a great addition to your SEO strategy.

The best keywords for content writing should:

  1. Be judged by their specificity
  2. Include long-tail phrases
  3. Cover realistic search phrases

If you’ve already read my previous Step By Step SEO Keyword Research Guide For Beginners, you probably know how to quickly put together a simple list of keywords as well as some much-needed content monetization tips. But if you missed the schooling, here is a quick rundown.

Let’s say that you are Lisa, a small Australian-based handmade candle business that loves crafting beeswax candles that smell absolutely heavenly. Lisa is ready to upgrade her SEO strategy and get the most out of her blog content and website copy. The words “candles” and “beeswax candles” won’t make the cut. They are too generic, not to mention extremely competitive. It’s time to throw in some extra information to the mix:

  • What type of candles? Aromatherapy beeswax candles
  • Where is she based? In Australia
  • What are the benefits of her candles?  Hypo-allergenic,  Long Burning, Air purifying

Now, Lisa knows exactly what keywords will benefit her in the long-run. These so-called key phrases can absolutely include more words than one. In fact, long-tail keywords are recommended. As Lisa’s keywords became more specific, she automatically decreased the competition, hence, her chances of ranking are significantly improved.

Region-specific keywords are a fantastic way to get in touch with local customers who are looking for the exact same product you are offering. In Lisa’s case, it’s Australia or, even better her city.

Realistic search phrases are equally as important as the aforementioned categories. Lisa needs to understand exactly what her potential customers are typing in the Search Engine. This way, she will tailor her blog content in a way that answers the customers’ most frequently asked questions.

Place keywords in effective positions

Like I mentioned earlier, not everything is about which keywords you choose, but about their placement. No worries, here is a list of the key places your keywords should be:

  • Title
  • Meta data ( title, description, focus keyword and URL aka permalink)
  • Subheadings
  • Article Content
  • Anchor text

If you are using WordPress, then YOAST’s keyword scoring system will be extremely beneficial to you. When it comes to SEO article writing, it’s better to focus an article around 1 or 2 keyword phrases. No, that doesn’t mean that the whole content will revolve around said phrase, but it makes the web content writer’s life a bit easier, hence, the overall content will be clear, to the point, and engaging. The more key points you are trying to pile up, the more difficult it becomes to receive a quality blog post.

From a reader’s perspective, it makes the website content much more relevant to what most individuals are searching for, therefore, they will spend more time browsing your content which reduces the bounce rate.

Examples of keywords In website content writing

To make things a bit easier, I will share one of my latest article writing projects for a very prominent activewear brand named Ryderwear. Now, granted, big brands have spent hours and cash on competitor, industry, and keyword research and have specific requests down to the last details. Nonetheless, the principles remain the same for small and big businesses alike. Here is an example of keyword use in articles:

So, take a moment to read through the entire article and try to understand which keywords were used for SEO. Hint: there is 1 main keyword, and 14 secondary keywords in this example.

Let’s talk with examples of keyword hierarchy

The primary keyword should be the focal point of the article, in this case, it’s leggings with pockets. The secondary keywords are a way to “complement” the main keyword and boost up its meaning. If done correctly, both the readers and the Search Engine crawlers will understand the hierarchy.

Include the primary keyword in the first and last paragraph as well as in the title, meta description, and in the URL. This might sound like a no-brainer, but you will be surprised by the number of brands that don’t follow this rule. These are three places ( title, meta description, and in the URL) that search engines focus their crawling efforts to determine the overall content of an article. Additionally, your main keyword should also appear in the first two subheadings.

The right use of secondary keywords in SEO articles

Like I mentioned, these keyword phrases that are also known as secondary keywords are here to effortlessly complement the key phrase and make it pop even more. Note that the use of them in SEO article writing should not change the focus of the article,  but rather accompany it.

Your main keyword should be placed in at least one or two subheadings, nonetheless, there is still room for your secondary keywords as well. Try to insert a secondary keyword in any remaining subheading. Even so, make sure to keep the focus where it should be.

Ideally, you can use headers every 200-300 words, but remember not to over-staff your article with headings.

  • In the keyword use example above, my secondary keywords were:

workout leggings with pockets, pocket leggings, best leggings with pockets, legging with pockets, black leggings with pockets, womens leggings with pockets, high waisted leggings with pockets, athletic leggings with pockets, leggings with side pockets, leggings with phone pocket, leggings with side pocket, tights with pockets, leggings with back pockets, side pocket leggings

Secondary keywords should appear natural in the text. We will discuss the topic of keyword overstuffing later on, but for now, keep in mind that long gone are the days when copywriters and SEO article writers had the option to pile up 20+ keywords in one article and actually make it work. The biggest Search Engines have powerful spam detectors and you definitely don’t want to end up on the wrong side of them.

How many times to use keyword in article

That’s probably the most common question when it comes to SEO article writing. The number depends on the length of your article as well as the type of keywords you are working with.

The general rules of web content writing is that you should use your primary keyword about once every 150 words. If your content is around 1000 word-long, then your naturally-positioned keywords should be around 7-10 times. Some types of content (like the shopping guide example above) allow for extended use of secondary keywords as long as they don’t alter the overall flow of the article. Remember that your secondary keywords should not be included more times than your actual main keyword.

How To Use Keywords in Anchor Text Links

Anchor text links should absolutely be a part of your SEO strategy. When a keyword is used as an anchor text link in your article, it shows Google that there is actually another place for readers to discover even more relevant content to this topic. While eternal linking is a well-known practice, not many understand that emphasizing your keywords in the form of anchor texts will help other pages of your site to flourish.

Here is an important tip: Do not use your primary keyword or your secondary keywords as links in the anchor text that links to another page of your site unless you want to drive Google away from this specific page. By doing so, you are basically allowing Google to completely look past your new article and instead, shift the focus to the page you’ve just linked with the anchor text.

What you can do instead is find a related phrase within your article that is connected to another topic you’ve previously touched on.

How do you use keywords in an article with examples

So, now that you know all the basics of SEO article writing, let’s take another look at my previous example. I highlighted the placement of keywords, both primary and secondary. Now is the perfect time to find out if you managed to identify each one of them during the first reading.

*Note that the underlined phrases are not a part of the original text, but an indication of which product images should be placed in these exact spots.

Now, maybe it’s time to dust off your topic list and get to work! While SEO article writing is not a quick fix, the benefits are more than rewarding. Here is an exercise for you. Make a simple outline of your next blog article and apply all the aforementioned tips on how to use keywords in website content writing. You don’t have to actually share it with the world. It’s just an easy way to familiarize yourself with the rules of keywords in SEO articles.

Let’s Get Your Words Flowing

Through compelling article writing, you’ll finally be able to attract (and keep) the right clients, identify your unique brand voice, and grow your business organically.

I’d love to meet you and hear about your vision for your website copy.