How to Use Keywords to Rank Higher on Search Engines

September 19, 2025
  If you run a health, wellness, or lifestyle business, you’ve probably heard the term “keywords” more times than you can count. But understanding how to effectively use keywords can be the difference between a website buried on page 10 of Google and a business that consistently attracts new clients.

At ISA, we specialize in helping businesses in the health and wellness sector grow through smart marketing strategies that save time, reduce stress, and improve operational efficiency. One of the most powerful tools in your marketing arsenal is the strategic use of keywords.

In this guide, we’ll break down how to use keywords to improve your search engine ranking, drive traffic, and ultimately acquire more customers.
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What Are Keywords and Why Do They Matter?

   Keywords are the words and phrases people type into search engines when looking for products, services, or information. For example, a yoga studio in Houston might target keywords like “yoga classes near me” or “Houston yoga for beginners.”

Search engines like Google use keywords to understand the content of your website and match it with what users are looking for. When used correctly, keywords:
 

  • Increase visibility on search engine results pages (SERPs)

  • Attract qualified traffic to your website

  • Position your brand as an authority in your niche

  • Drive customer acquisition and conversions


Conduct Thorough Keyword Research

Before you can use keywords effectively, you need to know which ones matter most for your business. Start with keyword research, which helps you identify terms your potential customers are searching for.

Tools for Keyword Research
 

  • Google Keyword Planner – Free tool to find search volume and keyword ideas

  • Ahrefs or SEMrush – Advanced tools for competitive analysis and keyword difficulty

  • AnswerThePublic – Understand common questions people ask around your niche


Optimize Your Website for Keywords

Once you’ve identified your target keywords, it’s time to strategically place them across your website. Proper placement ensures that search engines can understand your content and rank it for relevant queries.

Where to Include Keywords

Page Titles: Use the primary keyword near the beginning (e.g., “Holistic Wellness Clinic in Houston – Stress Relief & Mindfulness”)
 


Focus on Three Types of Keywords
 

  • Short-tail keywords – Broad, highly searched terms (e.g., wellness clinic)

  • Long-tail keywords – Specific, lower-competition phrases (e.g., holistic wellness clinic for stress relief in Houston)

  • Local keywords – Geo-targeted phrases (e.g., best yoga studio Pearland TX)


For health, wellness, and lifestyle brands, long-tail and local keywords are often the most effective because they attract people ready to take action.

 

  • Meta Descriptions: Include keywords naturally while describing the page’s value

  • Headings (H1, H2, H3): Organize content around main and supporting keywords

  • Body Text: Integrate keywords naturally—avoid overstuffing

  • URL Slugs: Short, descriptive URLs with keywords help search engines (e.g., /holistic-wellness-houston)

  • Image Alt Text: Use keywords to describe images for better SEO and accessibility


Pro Tip: Google values readability and user experience. Keywords should enhance content, not distract from it.

Create High-Quality, Keyword-Rich Content

Content is king—but not just any content. Search engines reward websites that provide valuable, relevant, and well-structured content.

Types of Content That Work Well for Keywords
 

  • Blog posts: Answer questions your audience is asking (“5 Holistic Approaches to Stress Management”)

  • Service pages: Clearly describe what you offer, using relevant keywords

  • FAQs: Target long-tail queries (“What is functional medicine?”)

  • Case studies & testimonials: Include natural mentions of services and location


Tip: Integrate keywords naturally throughout your content. The goal is to inform, educate, and engage—not just rank.

 
Leverage Local SEO for Health & Wellness Brands

   For businesses in health, wellness, and lifestyle industries, local SEO is essential. Most clients search for services near them, and Google prioritizes geographically relevant results.

Key Local SEO Strategies
 
  • Claim and optimize your Google Business Profile
  • Include your city or region in titles, headings, and meta descriptions
  • Get listed in local directories and wellness-specific listings
  • Encourage reviews from satisfied clients

When combined with targeted keywords, local SEO ensures your business appears in searches like “wellness coach near me” or “best yoga studio Houston TX.”

Monitor, Adjust, and Refine Keywords

   SEO isn’t a set-it-and-forget-it strategy. Search trends, competition, and user behavior evolve, so it’s important to regularly monitor keyword performance.
 
  • Track rankings for target keywords using tools like Google Search Console or Ahrefs
  • Analyze traffic patterns and conversion rates
  • Update content to reflect new keywords or optimize underperforming pages

Pro Tip: Combining keyword data with analytics gives insights into what’s attracting clients and what’s converting—helping you maximize ROI from your SEO efforts.

Combine Keywords with a Strong Marketing Strategy

While keywords are essential for SEO, they work best when integrated into a broader marketing plan. At ISA, we help health, wellness, and lifestyle brands use keyword strategy alongside:
 
  • Content marketing (blogs, videos, guides)
  • Social media engagement
  • Email marketing campaigns
  • Paid advertising targeting keyword-rich audiences

The result is a cohesive strategy that drives traffic, converts leads, and builds long-term business growth.

Keywords Are Your Gateway to Growth

   Using keywords effectively is one of the most impactful ways to increase your online visibility, attract ideal clients, and grow your business. For health, wellness, and lifestyle brands, keyword strategy is not optional—it’s essential.

By following these steps:
 
  • Conduct thorough keyword research
  • Optimize your website with keywords
  • Create high-quality, keyword-rich content
  • Leverage local SEO
  • Monitor and refine performance
  • Integrate keywords into a complete marketing strategy

…your business can rise above competitors, rank higher on Google, and connect with the right audience at the right time.

   At ISA, we specialize in helping health and wellness business owners save time, reduce stress, and scale their operations through smart, results-driven marketing. Keywords are just the starting point—but they’re one of the most powerful tools in your digital marketing toolkit.

Ready to get found online and attract more clients? Contact ISA today to develop a customized keyword strategy that puts your health, wellness, or lifestyle brand in front of the right audience.