- In the title tag at least once. Try to keep the keyword phrase as close to the beginning of the title tag as possible. More detail on title tags follows later in this section.
- Once prominently near the top of the page.
- At least two or three times, including variations, in the body copy on the page. Perhaps a few more times if there's a lot of text content. You may find additional value in using the keyword or variations more than this, but in our experience adding more instances of a term or phrase tends to have little or no impact on rankings.
- At least once in the alt attribute of an image on the page. This not only helps with web search, but also image search, which can occasionally bring valuable traffic.
- Once in the URL. Additional rules for URLs and keywords are discussed later on in this section.
- At least once in the meta description tag. Note that the meta description tag does not get used by the engines for rankings, but rather helps to attract clicks by searchers reading the results page, as the meta description becomes the snippet of text used by the search engines.
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