Substantively revised by the Render Analytics editorial team with current Google Search guidance. Original publication date retained.
Website keywords help describe the subject of a page. They work best when they reflect a real customer question and the content answers it. Repeating a phrase throughout menus, buttons and image descriptions does not replace a useful page.
Choose the page and the customer question together
Start with the service, product or problem the visitor is researching. A page about Google Ads management should explain that engagement: what is managed, what measurement is included and how a business decides whether the service fits. An article about offline conversion tracking should explain the implementation problem in more depth. Those pages serve different intentions and can link to each other.
Use Search Console to see which queries already surface each page. Compare the query with the actual offer before deciding whether to expand the page, improve the explanation or create a genuinely different resource. A larger impression count is useful only when those searches are relevant to the business.
Write titles and headings that describe the content
A title should identify the page clearly. Use the main topic naturally and distinguish it from other pages on the site. Google recommends descriptive, concise titles; it does not prescribe a universal character count that guarantees a ranking advantage.
The main heading should make the page easy to recognize. Supporting headings should organize the questions a buyer needs answered, such as scope, deliverables, examples and dependencies. They do not need to repeat the same exact search phrase.
Use image descriptions for the image
Describe the meaningful information an image conveys. A dashboard screenshot can identify the measures or workflow being illustrated. A purely decorative shape usually needs an empty alt attribute so a screen reader can pass over it. Google advises against filling alt text with keywords.
Connect related pages with useful links
A contextual link should tell the reader where it goes. For example, a discussion of reporting architecture can point to data architecture and integration work. A link helps when the destination answers the next question; adding the same list of unrelated services to every paragraph does not.
Keep working URLs stable
A readable URL helps people understand a destination. Do not rename an established URL simply to add another keyword. When a page really moves or combines with another resource, map the old address to the relevant destination and update internal links and the sitemap.
Measure the effect by page and query
After a substantive update, compare impressions, clicks, position and qualified inquiries for the affected page. Allow time for recrawling and compare similar periods. Use the results to improve the explanation and the offer, rather than treating keyword frequency as the objective.
For implementation support, explore our technical and on-page SEO work.