Are SEO keywords case-sensitive?

SEO is a vast topic. 

There goes a lot of things like On-Page Optimization, Off-Page Optimization, Technical SEO, image SEO, and many more. 

And a lot of questions also come along with SEO, the one out of which is – whether SEO Keywords are Case Sensitive or Not? 

So, let’s know the answer to this question.

The SEO keywords are NOT case sensitive no matter where you place them inside your content like –

Main Heading(H1), Sub-headings(H2, H3, H4, …), Title Tag, Meta Description, Image Tag;

-except for the URL of the page.

If might be already knowing this. But make sure we are on the same page, the SEO is a process to improve the visibility of a webpage on Search Engine Result Pages(SERPs) when a user searches phrases related to that webpage. We also call the phrases “Keywords.”

Now, let’s take a look to analyze all the areas of your content one by one where SEO keywords are important and you should place them there.

Main Heading or H1 Tag

The Main Heading of content comes under what we call the H1 tag.

It tells a reader and search engines about the main idea of the content or what the content mainly focuses on.

One important thing to keep in mind while placing the H1 tag is to only use it once inside content.

If you keep more than one H1 tag inside your article, it will confuse the web crawler, and your content won’t rank.

Talking about the Case Structure of the H1 tag, then it’s is NOT case sensitive.

Sub-Headings or H2, H3, H4, … Tags

Next comes the Sub-Headings, which come under the tags H2, H3, H4, and so on in the CMS.

As the name tells us, these represent the sub-sections under the Main Heading of your content.

For example, in our case in this content, the Main Heading or H1 tag is – Are SEO Keywords Case Sensitive? which is the main topic to discuss here.

And the Sub-Headings or H2 tags are –

What is SEO?, Main Heading, Sub-Headings, Title Tag, Meta Description, Image Tag and URL,

which all are related to our Main heading or H1 tag.

Coming to the Case Structure, H2, H3, H4, … tags are also NOT case sensitive.

Title Tag or Meta Title

The Title Tag or Meta Title is an HTML element displayed on the SERPs when a user searches the keywords for your content.

So it specifies the Title of your Web Page and tells a reader about your content from outside the webpage.

Make sure to make it as catchy as possible. Because it acts as a front door of your content and the whole journey of your reader starts from here only.

The Title Tag is also NOT case sensitive.

Meta Description

The Meta Description is an essential part while executing SEO. But Unfortunately, at the same time, though, people neglect its importance when doing SEO.

The Meta Description displays just below the Title Tag of a webpage, of course, on SERPs.

It lets you describe your Title Tag and is the second place after Title Tag, where your reader’s eye gets attention while skimming through the SERPs.

After creating a head-turning Title Tag, make sure you also provide some exciting stuff in the Meta Description. This will help to pull your reader inside your content.

The Meta Description is NOT case sensitive, similar to headings and title tags.


Also known as Alt description or Alt texts, Alt Tag is an HTML code or attribute provided to the image tag.

It describes the image uploaded on a webpage and also serves as an alternative text to that image for the search engine crawlers.

If an image fails to load on a webpage, then it appears in place of it. So it is also helpful for visually impaired readers, as it will help the screen-reading tools to describe that image.

Alt Tag has its importance in SEO. So make sure you also place your keywords in it while writing an alt tag.

The alt tag is NOT Case Sensitive.

URL or Web Address

URL or Uniform Resource Locator is also known as “web address,” It tells about the location of a web page on the internet.

The URL is created as a text alternative to the IP Addresses, which are in number form—defining IP addresses, function to help in communication between computers and servers.

The URL of a webpage has the following components in it –

Protocol, Domain Name, and Path indicating the sub-directory inside a website, and its essential looks like below –


The URL of a web page is Case Sensitive.

But also note that the capitalization of URL in itself doesn’t affect the SEO.

If you are creating a URL for your webpage, then you can choose any case as per your choice. And it will neither help nor demote your page when indexed by the Search Engines.

But, as Google considers URLs to be case-sensitive, the problem in SEO will arise if we have the following situation –

Let’s say you have two web pages,,

and both are without canonical tag, so crawlable Google Search Engine.

As the phrases in the URLs are the same with the only difference in case structure, this will split the rank signals between both the pages. It creates a situation where you are self-creating duplicate content on your website.

The crawler, in this case, will get confused on which page to rank on SERPs. It may choose a page that you didn’t want to rank for.

So to avoid the above problem, choose to create only one type of URL, only lower case advisable to prevent confusion. And use that throughout your website.

If you have created and shared different case structure URLs in the past, use 301 redirects to send all URL clicks to your lower case URL.

So now, we know the answer

Above was an overview of all the prominent places inside and outside the content, which you should focus on while doing the SEO process.

So, we can conclude that the Keywords used in SEO practices can be written in any case – upper or lower.

URLs are case sensitive but using different issues will not affect its ranking on the SERPs. Also, it’s better to choose only lower case characters in the URL to make things simple.

Some Frequently Asked Questions(FAQs)

Wrapping up here, let’s quickly look at some of the questions related to keywords that hover over the internet.

1. Are keywords in Google Ads case sensitive?

No. When you use keywords in Google Ads at any place, whether it’s Ads Title, Ads description, and the visible URL. These areas aren’t affected by small or capital letters or a mix of them. But for the areas of placing the URL linking to the website, you’ve to put the exact URL – copy & paste – as URLs are case sensitive. 

However, do note that the Google algorithms do prevent someone from trying to snatch attention from visitors by not allowing excess capitalization of keywords in the Ads Title.

2. Is Google search case sensitive?

No. The Google searches aren’t case-sensitive. They’ll give you the same results whether you type “keywords” or “KEYWORDS” into the search bar. You can check this now.

But if you use the OR modifier, then its algorithms will take into account the sensitivity of the queries placed.

3. How do I optimize keywords?

Optimize keywords or keyword optimization, meaning keyword research. Keyword research is an essential part of SEO. You should know first what people are looking at on the internet or expecting from you. 

So, you can do keyword research via the Google Ads platform itself, which is the official platform from Google for running Ads. And the glad news is – now it also shows keyword volume in the definite numbers, and not in some range like earlier.

After finding the right keywords, now it’s time for you to place them with full empathy into essential areas of your web-page like the Title, URL, Meta Description and naturally the keyword should be spread throughout the content. By full empathy, what it means is – don’t stuff keywords into your blog or article like crazy. Remember that you’re writing for the readers first, and then the search engines. 

4. What is SEO?

SEO stands for Search Engine Optimization(SEO). It may sound complicated at first stance, but it’s nothing but taking steps to increase the visibility of a website. 

It involves On-Page SEO, i.e. tasks required to perform on the website, and the Off-Page SEO, which includes link building and creating profiles on popular social bookmarking and social media sites.

And the most important thing to grasp is – Everything starts with great(helpful) content.

5. How you can find profitable keywords?

Head over to Google Ads and find the Keyword research tool there. Now, type the seed keyword, meaning just one or two words that are related to your business. The keyword tool will display you the searches happening over the internet in terms of the average number of searches happening in a month.

Find keywords that can drive leads and sales to your business. Those are your profitable keywords.

Sidenote – They are generally lengthy and specific.

6. What are high-value keywords?

High-value keywords are expensive keywords. 

The Google Ads work on CPC(Cost per Click) formulae. Meaning whenever you run Ads on their platform, you don’t have to pay until a user clicks on your ads. If your ads arrive on your desired query and a user clicks on them to visit your site, you’ll have to pay a cost – the Cost Per Click(CPC). 

The calculation of CPC is determined by many parameters and is based upon how much the advertisers are willing to spend upon a particular query. If there is competition for a query, its CPC is going to be higher.

You can view the CPC rates for keywords(or queries – Google loves this term more) in the Google Ads platform. Some of the most expensive keywords are Lawyers – $54.86 CPC, Business services – $58.64, and Bail Bonds – $58.48.

7. How do I check the traffic for keywords?

There are many tools to do that. One comes from Google itself – Google Ads. Other third-party options include – Ahrefs, Semrush, and Ubbersuggest. 

8. What is the best keyword research tool?

The prominent players in the SEO tool market are – Ahrefs, Moz, and Semrush. All have a good user base. 

9. Should keywords be single words?

You want to rank to a keyword that contains just a single word. Yes, you can rank, but do note that it will be very competitive, and so it will take time.

You would have to build so many backlinks and of high quality to make your website appear on the 1st page for that single word keyword. And link building does take time as you don’t fully own the process.

10. What are long-tail keywords?

Simply, Long-Tail keywords are those keywords that are LONG. 

This makes them specific. Generally, long-tail keywords have less search volume than short-tail keywords and they also come with less competition at the same time.

While doing keyword research, keep a close eye on the long-tail keywords. If you find a keyword that is long-tail, closely related to your business, and with a good number of searches on the internet, that can become the source of your bread and butter. An example of a long-tail keyword – the tile of this blog itself.

11. What are generic keywords?

Generic keywords are those that are not specific. Meaning they don’t provide the exact intention behind a search query. 

For example, if someone types “SEO” on Google, it’s not clear whether the person is looking for an SEO service or just wants to learn about SEO.

These keywords are also quite competitive and are difficult to rank.

12. What are short-tail keywords?

As the name tells, short-tail keywords are the queries typed on Google that are – short. They don’t provide much information about the intention behind the query. Another name for short-tail keywords is Generic keywords.

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