What Is It In SEO? (With Examples) – How To Learn SEO

This guide explains keyword prominence.

Below, you’ll learn what keyword prominence is and how it applies to search engine optimization (SEO). You’ll also find a list of examples of keyword prominence in SEO so you know how to use this digital marketing practice for your website and discover important insights into how it ranks factors for search engines like Google, Yahoo, and Bing. How important ,

By the end of this page, you will understand everything there is to know about keyword phrases and prominence on a web page.

keyword prominence

What is Keyword Prominence?

Keyword prominence is an SEO practice that uses a targeted keyword in prominent places on a web page to send a strong signal to the search engines about which keywords the page should rank for in the SERPs.

Examples of Keyword Prominence in SEO

Now that you know what the prominence keyword is, let’s look at some examples of it in action.

Page headline

The page title, also known as the meta title, is one of the top places you can use keyword prominence for SEO because it appears at the top of an HTML document. Search engines like Google, Yahoo and Bing crawl the page title to make an assessment about the content. They also display this title for users listing your website in search engine result pages, making it very important for you to place your target keyword in the page title for SEO.

Meta Description

The meta description is also near the top of the HTML document, which is also a prominent place for keywords. And although the meta description isn’t a direct ranking factor for SEO, having your keywords in this field helps send signals to Google, Yahoo, and Bing about the right topic for the page.

first paragraph

When it comes to writing actual content for a web page, the first paragraph makes a lot of sense for keyword prominence and ranking. This is the first piece of text the user reads, so including your target keywords in the first sentence or two is good for search engine optimization. Check out this related guide on how to put keywords in an article to use for SEO.


Page titles are also important for establishing the prominence of keyword phrases. As explained in the next section of this guide, John Mueller of Google confirms that you should include your target keywords in the headings and subheadings on the page. The most effective placement is the H1 tag followed by the H2 and H3 tags. See this related guide on SEO H1 best practices.


Having keywords in the image ALT text field or caption also increases the prominence of the key phrase. By optimizing images for SEO, you are giving search engine crawlers an additional signal to consider when ranking the page in the SERPs for relevant queries.

Download SEO Keyword Research CheatsheetDownload SEO Keyword Research Cheatsheet

As you can see, keyword prominence is different from the concepts of keyword density (ie, keyword frequency) and keyword proximity. Prominence has nothing to do with density (the percentage of a keyword phrase being used on a page) or proximity (the distance between two keywords in a phrase).

Keyword Prominence in SEO: Example HTML Location

Is Keyword Prominence a Ranking Factor?

Keyword prominence is a definite ranking factor for SEO. The closer a keyword appears to the start of the title, text, and specific HTML elements, the more prominent it is to increase the SEO relevance signal of a web page.

In this video by Matt Cutts, former Google engineer, he explains how modern search engines like Google are built to analyze keyword prominence on a web page. When the crawler detects a word for the first time, it thinks “That’s very interesting, the content is about that word.” And then the next time that word comes up, the crawler confirms that the page is still about that word.

Matt puts it bluntly: “The first time you mention a word or two, it can help your ranking, of course.” However, he adds that “just because you can say it seven or eight times, doesn’t mean it will help your ranking.” If you keep repeating a keyword phrase over and over as a manipulation tactic, you may run the risk of keyword stuffing which is an SEO practice that goes against Google’s webmaster guidelines.

Google Senior Webmaster Trends Analyst John Mueller also confirmed keyword prominence as a ranking factor for SEO in one of his Weekly SEO Office Hours Sessions, The following quote begins at the 6:43 mark:

“If there’s something you want to tell us your page is about, to make it as visible as possible. So don’t put it at the bottom of your article as just a one-word mention. But instead, put it in your headings.” Use in, use it in your titles, use it in your subtitles, use it in captions for images, all of these things to make it as clear as possible for users and for Google when they see your Going to the page that this page is about.”

Now that you know what keyword prominence is and how to use it effectively for SEO, you might also want to check out this related guide on how many keywords to focus on per page for better search engine optimization.

Keyword prominence summary

I hope you liked this guide about keyword prominence.

As you found out, keyword prominence is an SEO best practice that places targeted keywords in prominent places on the web page to send a strong signal to the search engines about which keywords the page should rank for in the SERPs. Keyword prominence is also a confirmed ranking factor that Google’s algorithm uses to assess topics on a page, so it is an important element to use for on-page search engine optimization.

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