How many times should I use a keyword on a page?

There is no target density. Use the primary keyword where it fits naturally: title, heading, opening text and a few times in the body. If the text reads smoothly and covers the topic completely, you have used it enough. Repeating it more rarely helps and can make the page look spammy.

What is a long-tail keyword?

A long-tail keyword is a longer, more specific phrase such as 'emergency plumber Glyfada at night'. It has lower search volume than a broad term like 'plumber', but the intent is clearer, the competition is usually lower and the visitors are closer to a decision.

Do keywords still matter now that Google understands meaning?

Yes. Search engines understand context, but they still rely on the words on your page and in links to match a query. Choosing the right terms, matching search intent and placing them clearly helps both the engine and the visitor understand what the page offers.

Keyword Optimization: Where Keywords Go on a Page

In shortKeyword optimization means choosing a primary keyword and a few related terms for each page, matching the intent behind them and placing them naturally in the title, headings, opening text, URL, meta description and image text. This guide explains the types of keywords, a placement checklist and the habits that lead to keyword stuffing.

What keyword optimization is, and what it is not

A keyword is a word or phrase people type into a search engine. Keyword optimization makes sure a page uses the language of its audience so that it can be matched to relevant searches.

It is not about repeating a phrase as often as possible. That approach, called keyword stuffing, makes text hard to read and can hurt rankings. Modern search engines understand synonyms and context, so clear writing about a topic usually beats mechanical repetition.

Think of keywords as a conversation with your customer. They tell you the exact words your audience uses for a problem, which is often different from the professional term you would use yourself.

Know the types of keywords

Different keywords show different stages of a customer's decision:

Informational: 'how to choose a plumber'. The searcher wants to learn. Guides and articles fit.
Commercial: 'best plumber in Glyfada'. The searcher is comparing options. Service pages, reviews and case studies fit.
Transactional: 'book plumber Glyfada today'. The searcher is ready to act. Make contact easy.
Local: terms with a place name, or 'near me'. Essential for Athens businesses.
Long-tail: longer, specific phrases with lower volume but clearer intent and usually less competition.

Start from intent, not volume

Search volume tells you how many people search; intent tells you what they want. Search the term yourself and look at the first page. If it shows service pages, a guide will struggle. If it shows articles, a sales page will not break in.

Choose one primary keyword per page and three to six related terms that fit the same intent. Never target the same primary keyword on two pages. Our keyword research service builds this map for the whole site.

Where to place keywords

Use this placement checklist for each page:

Title tag, ideally near the beginning.
H1 heading, and at least one H2.
The first sentence or paragraph of the page.
The URL, short and readable.
Meta description, written as a reason to click.
Image file names and alt text, where it describes the image honestly.
Internal link anchors pointing to the page from other pages.

Use variations and related terms

A page about 'dental implants' will naturally mention costs, recovery, dentist, titanium, bone and consultation. Those related terms show depth and help search engines place the page. Read the top results and the 'People also ask' box for ideas, and use them where they are useful to the reader.

If you are writing in Greek and English, do your research in each language. Greeks search with their own phrasing, which is often not a direct translation of the English term.

Signs you have gone too far

Read your page aloud. Warning signs of over-optimisation include:

The same phrase in every sentence or heading.
Awkward wording that exists only to fit a keyword.
Lists of locations or services repeated at the bottom of the page.
Hidden text or text the same colour as the background, which is against search engine rules.
Several near-identical pages, each aimed at a slight variation of a keyword.

A worked example: one page, one keyword

Take a plumber in Glyfada who wants calls for blocked drains. Here is how the page is set up.

Primary keyword: blocked drain Glyfada. Related terms: drain unblocking, emergency plumber, sewer camera inspection.
Title: Blocked Drain in Glyfada: Fast Unblocking, Same Day.
H1: Blocked drain in Glyfada? We unblock it today.
First paragraph: names the problem, the area and what happens when you call.
Sections: what causes blocked drains, how we fix them, what it costs in general terms, how to prevent them.
FAQ: three honest answers about timing, cost factors and when to call.
Internal links: from the plumbing hub page and from related articles.

Review and refine

Use Google Search Console to see which queries a page already receives impressions for. A page ranking in position 8 to 15 for a good term is a strong candidate for stronger titles, headings and content.

Our on-page SEO service applies these changes page by page, and our guide to on-page SEO techniques shows the wider checklist. For a plan across the whole site, start with a free SEO check.