Keywords are a necessary component that webmasters must deal with when developing web content. This task can be overwhelming at times. Can keywords that are used in other types of sales copy be translated to work online? Is it true that a massive list of keywords will ensure success, or is there really such a thing as a quality keyword? For some of us keywords are not an issue. We simply choose the words that stand out in our content as important, decide those are our keywords and go with that. But does that work? At this point I want to throw in a quote by Herodotus: "Haste in every business brings failure."
In choosing your keywords keep in mind that the purpose of keywords is to provide a means for your site to be found. A very common mistake is focusing on keywords that are just too competitive - meaning there are too many sites trying to rank for that selected keyword. It is sometimes advantageous to use longer key phrases, which often are not quite as exploited. Another problem area can be using keywords or phrases that no one is looking for. Obviously, you need to strike a balance between these two extremes.
Here's another quote to ponder: "Paying attention to simple little things that most men neglect makes a few men rich." That one is from Henry Ford.
When your funds and time resources are limited it becomes even more important to have keywords that will work for you and your site. Remember, your site is on the same internet as the internet giants and you want to compete in every way possible! Although you can change your keywords as time goes along if necessary, it is best if you select your keyword before or during the building of your website. Why? Keywords should be peppered throughout your site; keywords should be in the titles, content and the descriptions. Be generous with the use of the keywords but don't "over-stuff".
An important point to keep in mind is that no website can be all things to all people! If your site is very broad in content you probably need to focus on a particular niche instead. Actually, a niche within a niche is best. Then when you are choosing your keywords begin by asking yourself questions. Ask what you really do, what you're really about. Be very precise with your answers.
So how do you select "good keywords"? Let's begin with the basics. If your company sells a product or service then make sure that your keyword selection reflects that. Be specific. If you are selling Teflon Coated Cookware, then specify Teflon Coated. Include that within your Site Title, Page Title, Description, and Content.
So what's the real purpose of keywords? Obviously keywords are tools used by visitors and search engines in order to find you. Naturally you want traffic, but also keep in mind that you need quality traffic. It doesn't do you much good to get visitors to your site that are not really looking for what you have to offer. So you want to optimize your pages for keywords that will bring large numbers of prospects, meaning, people that are interested in your product/service. That is the true purpose of keywords!
To begin your work you will want to brainstorm for keywords and phrases related to your site. This will help you develop content for your pages as well as prepare a listing of possible keywords. Try to think from different angles as you brainstorm. Use synonyms for your initial words, continue expanding. Using the Cookware example from above, some people might tend to think in terms of pots and pans, while others think more of a skillet, and others simply think in terms of a complete set of cookware. Each of those individuals may in fact need something from the same website so the webmaster would need to consider that when choosing the keywords.
You can go from broad terminology to specific, but narrowing your focus to a specific niche will tend to get you quality traffic as opposed to quantity. In this case, the niche is Teflon Coated. Start with the terms you would use for your topic if you were doing a search for it, and then branch out. Try to list 30 - 50 words, then scale it down to the top 20. Do not forget lateral keywords. Lateral keywords are words that are related to the keyword. For this example a lateral keyword might be 'pot rack'.
Don't forget that you can tap into your competitors to help determine your keyword list. Just type the keyword into Google, then visit each link and study your competing websites.
You can check the terms that are being used by using a tool like the Overture keyword suggestion tool. This tool can tell you how many times in a given period that a keyword or phrase was searched for. By the way, Overture's Search Suggestion Tool is totally free. You want to target words that are the most relevant for your site, meaning, you will hopefully be able to find words that are used frequently, but that are only offered at a relatively small amount of sites (hence, a niche). If you can do that you will be much more likely to rank higher with the search engines and to get quality traffic.
After you determine what your keywords and phrases are you will need to prioritize them. You should be concerned with the more profitable keywords first. Profitable refers to the ability of a word or phrase to deliver targeted traffic.
Okay, I think that's about it! We've covered how to get your keywords. Remember to use them freely throughout your Content, your Titles, and your Descriptions. Be very generous in your use of the keywords but do not simply add the keywords for the sake of adding them. That will hurt your ranking more than help it!
In closing we need to remind ourselves that we are meant to have anything and everything that we desire. Do you desire more traffic to your website? If so, do you remember the appropriate steps to take to make that happen? First, you need your vision - is it more traffic, or is it increased profits due to more traffic? Then you need to set your goals. Well, you probably need to learn a little about how to increase your traffic, and you then need to actually increase your traffic. Right? You definitely have to believe that you will succeed in your efforts. Don't simply hope for it, instead, really envision it happening. "Feel" the delight of having increased income. Then wait for it to manifest itself! Remember, we create our tomorrow with our mind today!
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