Where (and How) to Use Keywords in 2025

Hint: It's not about stuffing them into your paragraphs anymore.

Author

Adam Goetz
July 29, 2025 • Reading Time: 3 minutes

Search engines may be getting smarter, but keywords still matter. What’s changed is how and where they matter.

Too many businesses are still jamming awkward phrases into body copy, hoping that more mentions = better rankings. The reality? Keyword placement today is just as much about user experience as it is about SEO.

Here’s where keywords actually pull their weight.

📈 Where to Use Keywords for SEO and UX

Smarter keyword placement helps your content rank and makes it more useful and clear for real people. Here are the 5 spots to check first:

  • Page Titles (Title Tags): This is still the most impactful place for SEO. Put your primary keyword near the beginning, and keep it under ~60 characters.

  • H1 Headline: Your H1 should clearly describe the page’s topic. Including a keyword naturally here helps both search engines and readers understand what they’re about to read.

  • Meta Description: While not a ranking factor, it’s a conversion factor. Including the keyword can reassure searchers they’re in the right place and increase clicks.

  • First 1-2 Sentences of the Page: Google often pulls from your intro for featured snippets. Start strong with a clear, keyword-inclusive summary that also helps users quickly grasp what the page offers.

  • Image Alt Tags: These matter for accessibility and SEO. Use simple, descriptive text that includes keywords only when it makes sense.

🚀 Actionable Tip

Pick your top 3 pages, do a quick scan, and ask: Is your primary keyword in the page title, H1, and intro? Does the meta description reflect what the page is actually about? Are your alt tags descriptive and helpful? Make 1-2 small updates per page.

Why This Matters

Search engines are rewarding clarity, structure, and relevance more than ever.

  • Better Rankings: Pages with clearly placed keywords tend to perform better for relevant searches.

  • Improved Click-Through Rates: Strong title tags and meta descriptions help your page stand out.

  • Stronger UX: Users quickly understand what your page offers, and stick around longer.

Thoughtful placement beats keyword density every time.