keywords

keywords · Not mentioned by Google

Appears in

Article · Organization

What is it?

keywords assigns descriptive tags to an entity. For an Article, keywords tag the content's subject matter, functioning like meta keywords embedded in structured data. For an Organization, keywords signal the industry verticals or specializations the company operates in. The field accepts plain text strings, URLs, or DefinedTerm objects.

Why this matters for AEO

AI answer engines use keywords to quickly categorize content by topic. When a user asks about "structured data for e-commerce," the AI checks keyword tags to identify articles specifically about that subject, even if the headline does not contain those exact terms. Keywords act as a secondary relevance signal that supplements what the AI extracts from the body text.

What the specs say

Schema.org: DefinedTerm, Text, or URL. Keywords or tags used to describe some item. Multiple textual entries in a keywords list are typically delimited by commas, or by repeating the property. schema.org/keywords

Google: Not mentioned. keywords does not appear in Google's structured data documentation for Article or Organization. Google Article docs

The keywords property applies broadly: its domain includes CreativeWork, Event, Organization, Place, and Product.

How to find your value

• Blog post — Tags or categories assigned in the CMS
• News article — Topic tags below the headline or in the sidebar
• Organization — Industry verticals, specializations, service areas
• Webflow — A multi-select Option field or multi-reference "Tags" collection

Format and code

Type: Text, DefinedTerm, or URL

Array of strings (recommended):

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Schema Markup for E-Commerce Sites",
  "keywords": ["schema markup", "e-commerce", "structured data", "JSON-LD"]
}

Comma-separated string (also valid):

{
  "@type": "Article",
  "keywords": "schema markup, e-commerce, structured data"
}

DefinedTerm (for controlled vocabularies):

{
  "@type": "Article",
  "keywords": [
    {
      "@type": "DefinedTerm",
      "name": "Structured Data",
      "url": "https://schema.org/DefinedTerm"
    }
  ]
}

For Organization:

{
  "@type": "Organization",
  "name": "Stripe",
  "keywords": ["payments", "fintech", "API"]
}

Webflow implementation

Static pages

In Page Settings > Custom Code > Before </head>:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Your Article Title",
  "keywords": ["tag1", "tag2", "tag3"]
}
</script>

CMS template pages

If using a plain text "Tags" field with comma-separated values:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "keywords": "{{wf {&quot;path&quot;:&quot;tags&quot;,&quot;type&quot;:&quot;PlainText&quot;} }}"
}
</script>

For multi-reference tag collections, Webflow does not natively support iterating references inside custom code embeds. Use a plain text field or Schema HQ for dynamic tag mapping.

In Schema HQ

Schema pulls tag and category fields from Webflow CMS and maps them to the keywords array in structured data. It handles both plain text and multi-reference tag fields.

Real examples

Parse.ly (blog.parse.ly):

{
  "@type": "NewsArticle",
  "keywords": ["data", "intern", "parse.ly"]
}

Mashable (via GitHub structured data reference) :

{
  "@type": "Article",
  "keywords": ["television", "emmys", "entertainment", "tv"]
}

Related fields

• articleSection
• headline
• description

FAQ

Should I use an array or comma-separated string for keywords?

Both are valid per schema.org. An array of strings (["tag1", "tag2"]) is cleaner and easier for machines to parse. A comma-separated string ("tag1, tag2") works but requires splitting. Use the array format when possible.

Does Google use the keywords property for ranking?

No. Google does not reference the keywords property in its structured data documentation and does not use it as a ranking signal. The value is primarily useful for AI answer engines and internal content organization.

How many keywords should I include?

Include 3 to 10 relevant keywords that accurately describe the content. Avoid keyword stuffing. Each keyword should represent a distinct topic or concept covered in the article.