Search engines no longer reward repetition or rigid placement. They reward relevance. That means your copy must answer a real question, solve a real problem, or support a clear task. Keywords should emerge naturally from that focus, not override it.
If a keyword does not fit cleanly into a sentence, that is usually a sign the sentence is wrong, not that the keyword needs to be forced in.
Start with intent, not volume
Before writing, clarify why someone is searching for that term. Are they learning, comparing, or deciding? This intent should guide structure, depth, and tone.
Once intent is clear, keywords become easier to place. Headings can reflect common phrasing users search for. Body copy can explore related concepts using natural language. Supporting terms help establish topical relevance without repetition.
This approach aligns copy with how people read and how search engines evaluate quality.
Where keywords belong and where they do not
Keywords work best when they appear in places that set expectations. Titles, subheadings, introductory paragraphs, and metadata all help frame the topic.
In body copy, restraint matters. One clear primary keyword supported by variations is usually enough. Repeating the same phrase too often weakens clarity and credibility.
Avoid outdated rules like fixed keyword density targets or exact match requirements. These often lead to awkward phrasing and distracted reading.
Readability is a ranking factor in practice
Readable copy performs better because people stay longer, scroll further, and engage more. Short paragraphs, clear sentence structure, and familiar language help achieve this.
A Flesch Reading Ease score between 60 and 70 suits most SEO-driven content aimed at professionals. It keeps ideas accessible without oversimplifying them.
If optimising for SEO makes the copy harder to read, the optimisation has failed.
How William AI approaches keyword use
William AI treats keywords as explicit inputs rather than hidden assumptions. Users define the primary keyword and target readability upfront, alongside role, intent, and audience.
This makes trade-offs visible. The writing process balances keyword presence with sentence length, structure, and tone in a controlled way. Keywords guide the direction of the copy without dictating every line.
The result is content that remains readable, credible, and aligned with how both people and search engines interpret quality writing.
