One of the biggest problems for many brands that utilize digital marketing is how to make their products rank in the digital space. While there are many factors that influence your ranking on the internet, one of the most important ones is ‘Keywords”! You’ve probably heard this phrase repeated on every search you’ve made on how to make your content/product rank online and that’s for good reason: keywords are one of the easiest ways to influence the algorithm of every internet tool, whether search engines or social media platforms.

In this article, though, I won’t stop at stating the obvious; I’ll be giving a practical guide on how you can utilize keywords to make your content and product rank and trend on social media and internet search engines so that you get the publicity that your brand deserves. You’ll discover that getting your product to rank is an easy task.


  • What are Keywords?
  • Why are Keywords Important?
  • 3 steps to leverage keywords to get your desired results
  • Conclusion


Keywords are words or phrases that are the most likely to be used to search on a particular topic. It can also be called a Search Query, search prompt or just a search. For example, if I run a Google search on ‘How to make wigs’, the entire statement is a Keyword just the same way the singular word, ‘Wig’ is the keyword in the search prompt for ‘Wig’. It doesn’t matter whether it’s a word or a string of words, as long as they are used to request results from a search engine, they are referred to as Keywords.

For the purpose of this article, we will also be seeing Keywords as the most important words or phrases in any piece of content on your article or blog as they are a summary of what the entire piece of content is about.  

Before we delve further into the rest of the article, here are a couple of terms you need to know to fully understand this concept:

  1. Average Monthly Searches: This is the number of search queries that a search engine gets based on a particular keyword. This can also be called Search volume.
  2. Change: this refers to the performance of a keyword presently as against another timeframe. For example, on Google Ads Keyword Planner, there is a Three-Month-Change section where you can view the change in trend (frequency) of a keyword this month compared to the last three months. There’s also a YoY change that compares the performance of the keyword for a month to its performance in the same month of the previous year.
  3. Competition: This shows how widely used a keyword is compared to other keywords on the search engine. It gives you a picture of how difficult it would be for you to rank if you use the same keyword.
  4. Keyword Difficulty: This shows you how difficult it would be for your content to rank on a particular keyword for reasons beyond just Keywords. The reasons might include backlinks and content quality.
  5. Top of Page Bid Range: This shows you how willing paid-ad users are willing to pay to be ranked top for this keyword. It gives you a picture of how valuable a keyword is and how much competition it is likely to have.

These terms will help us understand how keywords help you to rank.


Put shortly, it’s because they affect the algorithm. The purpose of every search engine; whether YouTube, Facebook, Instagram or Google, is to give users the most relevant suggestions for all their queries. To do so, search engines utilize a constantly changing algorithm that helps them rank every piece of content available on the web or on their platform according to relevance.

This algorithm matches words that people use to search for a particular topic with the available resources on the internet and displays the results. If people seem satisfied with the results, as evidenced by their reading to the end or their liking and sharing, the algorithm presents those same results for the same search prompts to other people.

The higher a website ranks on the search engine, the more traffic it gets. And since you want traffic for your content and products, you might now realize how important keywords are to you.

With the right keywords lining the title and the body of your content, you stand the chance of ranking higher on the search engine result page (SERP), thus boosting your traffic. In reality, keywords are not the only parameter that decides where a piece of content on the internet will rank; however, it is very important, if not the most important of factors.

By using relevant keywords with higher search volumes, you stand greater chances of ranking high on search engine results. If you can get this step right, you have over an eighty percent chance to rank among the top ten.

So how do we use these keywords? The next heading explains it fully.


Using keywords is a technical aspect of Search Engine Optimization; however, it isn’t important for you to master. With these three easy steps, you can master the use of Keywords:

  1. Research your Keywords: the first step towards optimizing your content with keywords is to do keyword research. This requires that you ask yourself some important questions:
  2. What purpose does my content serve?
  3. What words are people most likely to use to search for that purpose?

The first question helps you develop what is called ‘seed keywords’. Seed keywords enable you to track down other relevant and important keywords that can be laced through your content to make it rank.

To properly handle keyword research, you would need keyword research tools. Some popular tools include Google Ads, Semrush and Ahrefs. These tools help you to use seed keywords to find out other keywords that will help you to rank. They give you a list of hundreds of keywords to choose from that will help your on-page SEO.

For example, here’s what Google Ads search results look like:

How to select ranking keywords

The words in the black rectangle are our seed keywords. Searching for ‘Keywords’ and ‘how to use keywords’ (the words within the black rectangle gave us 1,267 keywords ideas (as seen in the red rectangle). We can’t use all these words as not all of them are relevant to us. This is where the second question and the previous definitions I gave come in. In order to decide what keywords will be relevant to our purpose, we would need to pay attention to the indicators within the blue, green and orange boxes.

The first indicator shows how often the keyword is used to run queries on ‘how to use keywords’. Based on that, it would appear that using the keywords ‘Keyword Planner’ and ‘Google keyword planner’ should perform better than ‘Keyword tool’ since they have more monthly average searches. However, using those as keywords could backfire at you under some circumstances. These circumstances are competition and intent. Competition is a metric that is measured on the dashboard and so I’ll discuss it first. At the same time, I’ll also be discussing Keyword difficulty which appears on Ahref but not on Google Ads. Selecting a keyword with a high average search volume but with high competition or keyword difficulty will make it difficult for you to rank. Selecting keywords with medium to low competition or difficulty from 60% and below will be perfect for you especially if they have high search volumes. Another way to get around this is to use Topical Long-tail Keywords.

Long-tail keywords are keywords with more words having less search volume and thus less competition. Topical long-tail keywords address topics that fewer people would create content for. For example, a topical keyword could be ‘How to Use Google Keywords Planner. Google Ads shows that it has a lower search volume and is a topic that can be addressed. If you can neatly weave them into your content, it will help your keyword to rank. The other kind of Long-tail keys words are supporting keywords. They are merely longer and different forms of mainstream keywords. For example, the keywords for this article could be ‘how to use keywords’. Supporting keywords could then be like ‘using keywords to obtain maximal results’. Ultimately, they boil down to the same thing, These kinds of keywords don’t rank well.

The next thing to be considered is the search intent. Though this doesn’t appear on the dashboard, it is a very important part of deciding how well your content will rank. Let me use an illustration to explain this.

If I run a blog on beauty products and my primary keyword for a particular article is ‘Hair Tweezers’, when someone runs a search on ‘Hair Tweezers’, here’s what they will most likely see:

Search results for Hair Tweezers
Result for Hair Tweezers

 Notice that almost every result that is displayed is a product listing. This is because, the algorithm has noted that when people search for the name of a product, they are most likely looking for a product description or where they can buy it before they are looking for how to use it. Therefore, it doesn’t matter if a keyword has a high search volume, you must consider if it suits the purpose of your content. That means if I use “SEO tools” as a keyword for this article, it might have high traffic but it will turn out to be irrelevant and adversely affect my page’s performance.

The last thing to note is the ‘top of page bid’. It shows you the value of a keyword, which is also a reflection of its competition. The higher the price range, the higher the chances it should help you to rank, if there’s comparatively less competition for it.

  1. Place the Keywords properly: It’s one thing to have the right tools and another thing to know how to use them. Since you now have the right keywords, you need to know where to place them to create the required effect. You need to place your keywords in:
    • Titles: Best practice states that your titles should contain your primary keywords in as few characters as possible to avoid cutting off. When visitors, including Google Spiders, see your content, they can easily decide that it is what they want to see.
    • Subtitles: Your subtitles should be a mini-reflection of your major keyword. For example, notice how every subtitle in this article has the word, ‘keywords’ in it? At the same time, they are retailored to answer further questions that stem from the main question. That’s how it works.
    • Content: Your content should have your keywords neatly and naturally strewn through it. Keyword stuffing is a black hat practice that is frowned upon by Google. Here is an example of it: “If you’re looking for the best laptop bag, look no further for the best laptop bag. Our brand offers the best laptop bag that you could want for business or pleasure.” Sure the keywords appear multiple times but in a way that isn’t appealing to the human eye. You could be penalized for it. Instead, allow your keywords to fit neatly into your article. It should appear once every 200 words at least.
    • Images: Your images should have captions that describe them using keywords while describing what the picture is for.
    • URLS: You could also optimize your URL to contain your keywords so that people can know what your article is about quickly.

As you implement these points, I would want to remind you to avoid stuffing. Use keywords in ways that are natural.

3. Ensure quality content: I can’t stress how important it is for your content to have value. Even after using the right keywords, if your content lacks quality, people will not stay on your site until the end of your content. The algorithm will notice this and flag you, thus reducing your rank. Here are a couple of things to do to ensure that your content maintains high quality:

  • Ensure proper structure and punctuation are used.
  • Ensure that your topic is well-researched and is related to the topic of the blog.
  • Ensure that profanities and other negative words aren’t used in your content. Make sure your work can be comfortably read by a wide range of audiences.


Keywords are great tools to help you to rank. If you pay attention to their careful usage, you would find out that your page performs better on search prompts than in the past.

Do you need professional help ranking on search engine prompts? Level Up 10 is ready to help you with a list of special tools for your SEO. They are all free. You can do so much from discovering the right keywords to even customizing your emails with them.

More questions? We’d love to answer them in the comment section. Don’t forget to share this post with your friends and colleagues so they can also LevelUp with you.

Until Thursday.

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