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Key words

SEO Academy

Chapter 2


Key words

Welcome to the second chapter of PAR HOUSE Agency’s SEO Academy. In the previous chapter, we discussed the basics of SEO and why it is so important for your website. Today we will focus on one of the most important elements of SEO – keywords. You will learn how to find the right keywords and how to use them effectively on your website.

What are keywords?

Keywords are phrases that users type into search engines to find information, products or services. Choosing the right keywords is crucial for SEO, as it helps to align your website with the intent and needs of your users.

How do you find keywords?

There are various tools and techniques you can use to find keywords. For example, you can use keyword research tools such as Google Keyword Planner, SEMRush or Ahrefs. You can also analyse the keywords you already rank for using Google Search Console, or look for inspiration in Google’s search results and autocomplete suggestions.

How do you use keywords?

Once you have found the right keywords, you need to use them effectively on your site. Here are some tips:

  1. Place keywords in strategic places: Your keywords should appear in the page title, meta description, headings and content. But remember not to overdo it – overuse of keywords can lead to penalties from Google.
  2. Use long tail: Long tail keywords, or longer and more specific phrases, can be less competitive and better match user intent.
  3. Remember context: Keywords should fit the context and topic of your site. Google is increasingly paying attention to context and semantics, rather than just individual keywords.


Keywords are the foundation of SEO. By understanding how to find and use keywords, we can better tailor our website and improve its visibility in search results.

In the next chapter of PAR HOUSE Agency’s SEO Academy, we will discuss On-Page SEO – optimising the content and metadata on your website. Join us to learn more about how you can optimise your site for better search results. To make sure you don’t miss out on any new information, sign up for our newsletter below each post.


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