Keywords are words or phrases that best describe your page and its content. They are used by search engines to help rank your content in terms of relevance for users.

Keywords should reflect the language that users enter into search engines to help people find your content. You should use up to a maximum of five keywords, as using too many reduces their effectiveness.

Keywords should not duplicate words from the title or meta description, as these also contribute towards search. You should also avoid including any acronyms or alternative phrases.

The Content Design team can help you choose the most relevant keywords for your publication. Email Content.Design@ons.gov.uk.