Keywords, Keywords, Keywords what are they good for?

Every SEO (search engine optimization) expert starts with a search for keywords that you need to incorporate in the pages of your website. The objective is to find the terms that searchers use when looking for your products. Producing copy that will support these keywords and hopefully, the pages produced, will rank well in a search engine. If you become a recognized authority, you may begin to attract some links to these pages from other sites.

The problem with most web pages is the lack of textual content a search engine can read and index properly. Web designers customers are human and the visual presentation is the most important feature for satisfying their customers. The performance of the web site in search is only known much later. One of the principal reasons search engines rely on links from other web sites is to improve the cataloguing of web pages. When a number of pages with similar content are pointing to each other, the job becomes easier.

There is alternative to the “keyword development” process that collects terms and then produces copy to support the term. Quality copy must read naturally for humans and still contain the keywords found to relate to your product. All along, you have communicated with your customers in this natural style.

The alternative approach is to take all of your existing text documents and analysis them for the most relevant terms as seen by a machine. This approximates the process of the search engine when cataloguing a web page. So lets start there and the analysis tool will tell us what the search term best supported by the existing content. Once we know the terms your copy will support we can generate the title and other tags to best present that terms in the copy.

If you were cataloguing web pages, you would rely on the text of the page to tell you what subject they best relate.

The most important thing you can do in search marketing is developing a list of terms, or “keywords” commonly used by search engine users to find your products. There are online tools provided by the search engine companies intended for use in PPC (pay per click) campaigns. These tools will give suggestions along with an indication of how often the terms were used in search. You want to speak in the language of your prospects. What are the words and phrases your target prospect may be using when searching?

Some of the terms are obvious, if you have a branded product the name of the product will be on the list. The timing of the search plays an important role in the terms that are searched. Businesses that have seasonal products; say sporting goods will see more searching for baseball gloves in the summer than winter when football season is in full swing.

The news in trade journals and online magazines will drive search terms.


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