Using keywords
Keywords are the words or terms that the user will look for when they're searching for information to help them complete their task. Every web page should have a different key word or phrase, because no two web pages serve the same purpose.
Keywords and phrases are also important when you want your content to show up in internet searches, such as Google.
Identifying keywords
The content owner will be able to explain what task the content will help the audience complete, and out of that discussion the content owner and copywriter should agree on the page's unique keyword or key phrase.
Keyword use
Identifying your user's key words or phrases and using them in your title (h1) heading, subheads, and body copy ensures that users who enter the term in Search find your relevant and helpful content.
Example: Users are looking for how to change their address. Key phrase is "change of address."
Bad heading: "Here's how to change your address"
Key word-loaded heading: "Change of address instructions"
