The placement of keywords in important positions like titles, headings, and the first paragraph.
Why Keyword Prominence Matters
Keyword prominence matters because it is a signal of a page’s relevance to a topic. A search engine’s algorithm is designed to provide the most relevant results to a user. A page that has a high prominence for a specific keyword is likely to be about that topic. A low prominence, on the other hand, can be a sign that a page is not as relevant as you thought or that you have a technical SEO issue that is holding you back. It is a powerful leading indicator of your SEO performance.
Across Different CMS Platforms
The management of keyword prominence is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress is ideal for keyword prominence because a good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using your target keywords effectively in your titles, meta descriptions, and body content.
Shopify
On Shopify, keyword prominence is essential for your product descriptions and blog posts. You can use a keyword research tool to find the terms your customers are using and then use them in your product titles, descriptions, and collections to improve your visibility in search results.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for keyword prominence. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated keyword prominence strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your keyword performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use keyword prominence will depend on your industry and your goals.
E-commerce
E-commerce sites can use keyword prominence to see how their product pages are performing for specific keywords. A high keyword prominence can be a sign that a product is trending and that you should invest more in its promotion.
Local Businesses
Local businesses can use keyword prominence to see how they are performing for local keywords. A high keyword prominence can be a sign that your local SEO strategy is working and that you are gaining visibility in your community.
SaaS Companies
SaaS companies can use keyword prominence to see how their marketing pages are performing for specific keywords. A high keyword prominence can be a sign that your content is resonating with your target audience.
Blogs
Blogs can use keyword prominence to see how their articles are performing for specific keywords. A high keyword prominence can be a sign that a topic is gaining popularity and that you should invest more in its promotion.
Do’s and Don’ts of Keyword Prominence
Do’s
- Do use a keyword in your title tag and meta description. This is the most important location for a keyword.
- Do use a keyword in the first paragraph of your body content. This is a clear signal of a page’s relevance to a topic.
- Do use a variety of keywords. Use a mix of short-tail, long-tail, and user-intent keywords.
Don’ts
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t use a keyword that is not relevant to your content. A keyword should be relevant to your products or services.
- Don’t focus on a single keyword. This is a risky and outdated approach.
Common Mistakes to Avoid
- Failing to use keywords in your title tag and meta description: This is a basic but critical step.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on keyword density: Keyword density is a dated metric that is no longer a major ranking factor.
FAQs
How is keyword prominence different from keyword density?
Keyword prominence is a metric that measures the importance of a keyword based on its location. Keyword density is a metric that measures how often a keyword appears in a page’s content.
Does keyword prominence lead to a Google penalty?
No, keyword prominence will not lead to a Google penalty. However, a high prominence for a keyword that is not relevant to your content can be a sign of a low-quality page.
Can a page rank for a keyword that is not in its title tag?
Yes, a page can rank for a keyword that is not in its title tag. However, a keyword in a title tag is a strong signal of a page’s relevance to a topic.
What is the best way to use keywords on a page?
The best way is to use them naturally and contextually. You should use your primary keyword in your title, meta description, and body content. You should also use related keywords and a variety of phrases that are relevant to your topic.
How can I check for keyword prominence?
You can check for keyword prominence by using a tool that provides a keyword analysis. You can also manually check your page’s title tag, meta description, and the first paragraph of your body content.
