3 Ways to Give Your Keywords Prominence

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While I’ve never been advocative of focusing on such an old and overused SEO technique as keyword density, keyword prominence is something you should always bear in mind.

If you handle it right you will achieve:

  • better rankings;
  • higher crawl rate;
  • better-looking snippets in SERPs (and thus better clickthrough), etc.

Keyword prominence can be basically achieved by:

  • making sure the most important element goes after (or is close to) the opening <body> tag in the page source code;
  • including your keyword in the SEO-sensitive elements of the page: title, anchor text, bold text, alt text, etc.

Let’s see how we can make one element/keyword of the page prominent over others:

  1. Emphasize the most important keywords of the page with the help of basic semantic structure: make sure to take full advantage of H1, H2, H3 tags to make your page structure perfectly clear to a search bot.
  2. Use SOC (source ordered content) technique especially in cases when your (customer’s) designer’s desires come into conflict with on-page SEO. The technique is simple and widely used: place your keyword-rich content closer to the top of the page in the source code and use CSS to order all page elements the way it pleases the web designer’s eye.
  3. (A copywriting technique used in journalism) Try inverted pyramid writingthat is, use the first paragraph to give a short summary of the content below and to include your keywords there (that’s also an effective blogging technique when you let those summaries appear on the home page and the full content on the single post page – thus avoiding duplicate content issue).
Ann Smarty
Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. Ann's expertise in blogging and tools serve as a base for her writing, tutorials and her guest blogging project, MyBlogGuest.com.
Ann Smarty
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  • I find it the number one on-page factor.

    But, you have left off a very effective tool: alternate text for images.

  • @John – the post is about having your keyword in the most prominent place. Not just abt where all you can pad up your keywords!

  • Very good on-site SEO technique that will most certainly create a better result for your site in the SERP. It’s very good to combine these efforts with a linking campaign, as that will give any legitimate site a huge boost in rankings.

  • Cool post 🙂

  • Another quality post Smarty.

  • h1 still have the same value than a year ago?


  • Keyword density and prominence is a
    good seo on-page technique on which we can use to our site.

  • Site maps and link structure (with keywords in both) have proved to be great for us.

  • Neil

    Refreshing tips.

  • Through CSS and/or clever table use ensure that your keyword and body text are more prominent in the source code than your navigation (otherwise your navigation anchor text may be considered amiong your more prominent keywords).

    Also the nearer your keywords to the beginning of a paragraph is also important.

  • Great refresher. Thanks Ann!

  • on-page factors give very little boost, including keywords when aquiring backlinks is much more beneficial

  • When optimizing a page for a keyword phrase that’s too long for your nav menu, can you just create text links in the body?

  • miguel

    h1 few can put on a page?