How Does Google Use Keywords to Determine Relevance on Your Pages
All of us want to rank our pages high in Google's search results, and as time goes on, the factors that determine where your pages rank is constantly changing.
There are at this count more than 200 items that play a part in the Google search algorithm, and keyword relevance is one that we'd like to focus on here. We feel that keywords, while only a factor, influence the remainder of the ranking in many ways. In a sense, it's where everything starts.
In a search world not so long ago and far away, you could get top-notch rankings by just stuffing as many of your primary keywords into your content as you could reasonable fit. Not any more. Google's search algorithm has gotten smarter, and is able to discern a lot more intent, and recognizes keyword stuffing instantly.
This is not to say you can't do well by strategically inserting keywords in all of the right places. Indeed, you need to do this. You just have to do it naturally.
How to use keywords to lift your search rankings
There are specific ways to use your keywords to help your search ranking. These include things like making sure they are in the title tag, page titles, page URL, H1-5 tags, and within the content itself.
Today having the keyword in your URL, title tag, H1-5 headings and sprinkled judiciously throughout the content is the best way you can help your cause.
What keyword tactics can hurt you
Try to stuff keywords in this day and age, or use cloaked content, and you'll find yourself on the wrong end of a Google penalty.
Another way is through the improper use of anchor text in your site's backlinks. Having all the backlinks that appear for a particular page show up with the same anchor text, and all be followed links, is a sure red flag in this current algorithm. Strive for as natural a link profile as you can build, and vary your anchor text with natural phrases that would occur, such as a few "click here" and the like.
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