Focus Keywords Explained: What They Are & How to Pick Them
Gabriela Jhean
You’ve probably heard of focus keywords in SEO, but is your website using them to their full potential?
The right focus keywords can be a game-changer for your online visibility and organic traffic.
In this guide, we’ll share everything you need to know about focus keywords and how to pick the best ones for higher rankings.
Table of Contents
What Is a Focus Keyword?
A focus keyword is a specific word or phrase you want your web page to rank for in search engine results.
It reflects the primary topic of your content.
For example, if you’re running a health food blog, your focus keyword might be “healthy vegetarian recipes” for a category page. This tells search engines that the content on this page has recipes that are both healthy and vegetarian.
You may also see focus keywords referred to as “primary keywords,” “SEO keywords,” or “target keywords.” These terms are used interchangeably in the SEO world.
Finally, you may also come across “focus keyphrase.”
Technically, a keyphrase is a group of words while a keyword is only one. However, “focus keyword” is widely accepted as any term you want to rank for regardless of how many words compose it.
Why Are Focus Keywords Important for SEO?
Focus keywords are indispensable for SEO. They serve as a bridge between your content and search engine algorithms, helping them understand the topic of your page.
Here are 3 reasons why focus keywords matter in SEO:
- Establishes Relevance: When you use your focus keyword throughout your content, you demonstrate to search engines that your page is relevant to the search query. This improves your chances of ranking higher in search results.
- Improves User Experience: Well-chosen focus keywords can enhance the user experience. Keywords reassure users that they’ve reached the right place and found the information they’re looking for.
- Builds Authority: Consistent use of related focus keywords can help establish your website as an authority on the topic. Over time, you may see increased trust and brand recognition in your industry.
How to Choose a Focus Keyword
Now, let’s see how to pick the right focus keyword for your content.
1. Perform a Search in a Keyword Research Tool
First, you’ll want to enter the keyword you’re considering in a keyword research tool.
For our example, I’ll be using LowFruits.
After entering your keyword into the KWFinder and analyzing some results, you’ll get a report that looks like this:
In the above report, we have 765 keywords.
That’s a lot.
And realistically, many will be too competitive for most websites.
Instead, we want to curate our list and search for keywords we can actually rank for.
Let’s move on to the next step.
2. Identify Low-Competition Keywords
LowFruits makes it easy to find low-competition keywords that you can rank for.
It does this by using two unique metrics:
- SD (SERP Difficulty Score) measures the keyword difficulty of the word or phrase. It’s on a scale of 1 to 3, with 1 being the easiest and 3 the hardest.
- Weak spots are domains ranking on the first page of Google with a domain authority (DA) lower than 20. These are considered competitors new websites can beat.
We’ll want to pay special attention to these two metrics’ columns in our keyword report.
To identify low-competition keywords, you want to look for:
- A low SD (preferably a 1 rating)
- Multiple weak spots (the more, the better)
- Decent search volumes (make sure the effort is worth the reward)
In our example above, both of the Beverly Hills keywords would make strong focus keywords. They generate 90 visits per month, have an SD of 1, and several weak spots on the SERP.
If I were a new florist in the LA area, I could confidently target these keywords and likely win high rankings.
“Unique flower arrangements los angeles” could also be interesting, but I’d want to check if the efforts to create content are low since it only has a search volume of 10.
As for understanding what type of content to produce, let’s look into search intent in our next step.
3. Determine Search Intent
Search intent is the reason why someone performs a search. It’s the motivating factor behind a user entering a keyword into a search engine.
There are four types of search intent:
- Informational: The user wants to find information about a topic or learn something.
- Navigational: The user is looking for a specific website or page.
- Commercial: The user is exploring options and considering a purchase.
- Transactional: The user is ready to buy and looking for a place to do so.
As the content creator for your website, it’s up to you to find out the intent behind your focus keyphrase.
Luckily, the Google SERP has the answers.
In LowFruits, you can see the top-ranking pages for any keyword by clicking the View the SERP button.
This action will open a pop-out window of the top 10 organic results currently on Google.
Based on these results, we know our focus keyword has transactional intent. This means the searcher is ready to buy.
To align our content with this buyer intent, we would want to optimize our web page so that users can convert. This might look like a product page where users can purchase a floral arrangement or a homepage with our store information so they can shop in person.
By understanding search intent, you can tailor your content accordingly and create a positive user experience.
How to Optimize Your Content for Focus Keywords
Once you’ve chosen your focus keyword, it’s time to optimize your content to improve its visibility in search engine results. Here are some key strategies:
- Include your focus keyword in the title tag and meta description. Metadata plays an important role for users and search engines. It acts like a preview of your content. By including your focus keyphrase in the page title and description, you send clear signals about your web page.
- Use your SEO focus keyword in headings. Structure your content with headings (H1, H2, H3, etc.) that include your focus keyword. This helps search engines understand the hierarchy of your content and improves readability.
- Weave your primary keyword naturally throughout the content. Use your focus keyword strategically in your content, but avoid keyword stuffing. Aim for a natural keyword density that doesn’t appear spammy.
- Optimize image alt text. Add descriptive alt text to your images that includes your focus keyphrase. This helps search engines understand the content of your images and can improve your rankings.
- Create high-quality content. Focus on creating valuable, informative content above all else. By aligning your content with search intent, you’ll naturally develop content that fulfills user needs and expectations. This user-first approach is a core principle of effective SEO, and search engines reward it when done right.
Content Optimization Tools
Optimizing for focus keywords may sound overwhelming to a beginner, but it’s really simple and fast to learn.
There are also content optimization tools that put this process on autopilot.
For example, SEOBoost allows you to set a focus keyword and then checks your optimizations for it. The platform’s user-friendly interface is similar to that of other writing software, such as Microsoft Word or Apple Pages.
I like how it also gives you related keyphrases to help you ensure comprehensive coverage of your topic.
If you’re a WordPress user, I recommend All in One SEO (AIOSEO).
This SEO plugin has a field for your focus keyword then its TruSEO analysis tool analyzes your content for it. You’ll get an action-oriented checklist that lets you know when you’re hitting the mark and when you’ve forgotten to use your SEO keyword.
AIOSEO also gives you an overall score for your focus keyphrase use, allowing you to get a quick understanding of your content optimizations.
Focus Keywords: Your FAQs Answered
1. What are focus keyphrases?
Focus keyphrases are similar to focus keywords but consist of multiple words. For example, “best SEO practices” is a focus keyphrase. They can be more specific and target long-tail searches. It’s also worth noting that many digital marketers use “focus keyword” as an equivalent to “focus keyphrase” regardless of word count.
2. Where should I use my focus keyword in content?
Place your focus keyword in the following key areas:
Title tag
Meta description
Headings (H1, H2, H3, etc.)
Introduction and conclusion
Body text (naturally integrated)
Image alt text
3. How many times should I use my focus keyword on a page?
There’s no strict rule but aim for a natural density without keyword stuffing. The length of your content will ultimately determine how many times is appropriate for you to use a focus keyword.
4. How do I set an SEO focus keyword in WordPress?
SEO plugins, like All In One SEO and Rank Math, have specific fields for you to enter your focus keyword. Many of these plugins also feature tools that analyze your content’s optimizations for the keyword you set. This streamlines your on-page SEO efforts and helps extend your content’s reach.
Final Thoughts
Focus keywords are essential for improving your website’s visibility in search engines.
By implementing the best practices outlined in this guide, you can navigate the complexities of search engine algorithms and position your website for success.
The right keywords will also guide your content creation process, aligning your efforts with search intent.
Ultimately, keywords are the foundation of every effective SEO strategy. Leverage them to attract more organic traffic to your site and create content that resonates with your audience.
Further reading to improve your SEO:
