Keywords are an essential part of optimising your website for SEO. Knowing how to add them into your content effectively, without impacting your user’s experience, is a key skill to learn. So, how do you add keywords to your website?
Keywords should be placed organically throughout your content. Adding them to various elements like title tags, H1s and subheadings can all help improve your website’s SEO ranking. However, cramming keywords together doesn’t have the same effect. This is called ‘keyword stuffing’ and can result in penalties from Google, so they need to be written naturally into your content.
Read on to find out more about keywords and how best to use them on your website.
Keywords are any word that you want to be the main topic of your content, and are placed throughout the text. Title tags, H1s and subheadings, are the main places to include a keyword to help the page be found on SERPs.
Identifying keywords before you create your content will help your website fill gaps in the market and reach new audiences. It’s important to link your content to what’s actually being searched for.
Incorporating keywords and other SEO techniques need to be balanced with well-written content. There isn’t a hard and fast rule to the number of keywords you should include or where they should be.However, finding the right keywords is the best way to give your website a boost in the search results.
Knowing how to find keywords is the first step in the process of adding them to your website. The search can be broken down into four steps:
For a more in-depth explanation of how to choose the best keywords for your website, take a look at our blog post, ‘Which Keywords Are the Best to Target?’.
Keywords are important to the ranking of your website, but some methods of introducing them have more influence than others. Here’s how to get the best out of adding keywords to your website:
The first step in optimising your content is taking a look at the title tags, H1s, and subheadings. As long as they’re written naturally, inserting keywords in these areas is a great way to boost your website. Google prioritises these elements when crawling websites, therefore keywords here hold more weight in rankings. Adding keywords here is a quick way to see an increase in performance when they’re done.
Your chosen keywords should be highly relevant to your content. If the exact search term doesn’t fit naturally and disrupts the flow of reading, use an alternative version. Google uses semantic search, therefore, slight changes to phrasing to make it sound more natural will usually still work for SEO. However, it’s best to use your keywords exactly, where possible.
We explain a bit more about placement here, but to give a short summary, it’s best to include keywords in the title tags, H1s and subheadings. You can then distribute them throughout the text, but only where it fits naturally. Just make sure you don’t go overboard.
More isn’t always better when it comes to adding keywords to your website. Search engines will recognise keyword stuffing, which can negatively impact your website’s ranking.
Knowing when and where to use a keyword is important. You can read more about how to avoid overloading your content with keywords below.
Some sites force keywords into content unnaturally. This is called ‘keyword stuffing’. It’s designed to manipulate rankings in search engine results pages (SERPs) to rank higher, however this practice will often hurt a website in the long run.
In the digital marketing world, keyword stuffing is seen as a ‘black hat’ SEO technique. It goes against search engine guidelines and protocols, hoping to manipulate the system. Google often sees past this trick, favouring content written for the audience, rather than robots.
Only include keywords when they are relevant and useful. This stops your content from sounding unnatural and keeps the user’s experience a positive one.
Here are some of the best ways to avoid keyword stuffing:
Check out our blog post ‘How to Avoid Keyword Stuffing – Keyword Best Practices’ for a more detailed breakdown.
At Wildcat Digital, our team of digital marketers can help with a variety of SEO services. We aim to boost your rankings in search engine results pages and grow your online presence.
Conducting keyword research and writing content including them is what we do. Our SEO department can help your business find and use the right keywords. So, don’t hesitate to get in contact with us. Arrange a free consultation to see what benefits we can bring to your website.
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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