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At the heart of successful SEO is determining what keyword or keywords to use when optimizing a website. The prevalence of a specific word or phrase on a webpage is critical to influencing SERP (Search Engine Result pages) ranking. In most cases websites should be optimized for multiple keywords, and a simple way to do this is to optimize different sections or pages with different keywords.
Of course, there are exceptions to this approach.Below are some basic questions to ask when considering keywords to focus on. Once a keyword(s) is selected it should serve as the focus of a site’s SEO efforts.
One of the biggest obstacles that search marketing professionals face today is guarantees about end results with SEO, according to a poll we conducted a few months ago (Top 3 Reasons that Stop Businesses from Going Forward with SEO, Capture Commerce, 2009).
To date, the one-question poll shows these as the top 3 of 16 choices:
§ It’s difficult to make guarantees about end results – 11%
§ They are uninformed and/or misinformed about the process – 11%
§ They don’t realize how much money it costs – 11%
As many already know, keyword research is a vitally important part of a website’s viability and long-term success. At least, where search engines are concerned. While keyword research itself is important — just as important, if not more important, is knowing how to extract the right information while you’re researching a particular keyword or a keyword market. While you can know the importance of keyword research, and then act upon that knowledge, it is possible to use the keyword research data improperly, and actually end up hurting yourself, and your website.
Often, a website will survive and thrive based on the quality of its design. This is because a well designed website will help deliver the intended purpose of the site. In other words, if the site’s goal is to sell health products, a properly designed site will have a greater chance at delivering this goal than a site that is poorly composed. As such, it is important to look at 7 elements that can greatly enhance the design of a website.
A search engine optimization campaign can easily be divided in three fundamental stages:
1. Choose the right keywords (keyword optimization)
2. Optimize your pages for your selected keywords (web page optimization), and
3. Get quality inbound links to your pages (off-site factors).
In the next few pages, we will teach you how to follow a systematic approach to complete these three steps, using free tools available on the net.
PART I: Keyword Optimization
The first step in a search engine optimization campaign is to choose your keywords or keyphrases for each of your web pages. Keywords are the terms that search engine users type in the search box to conduct a query. The right keywords are those that:
1. clearly describe the purpose and content of your site, and,
2. allow your site to show up as close to the first results page as possible.
A good position doesn’t depend only on your choice of keywords. It also depends on how well do you position those keywords in your web page, and how many quality external pages link to you. However, choosing the wrong keywords can throw off your entire search engine optimization strategy, so you need to invest a few hours and make sure you do it right.
Let’s start with your homepage. Look at it carefully and write down the words and phrases that best define your site. Try to form two or three word phrases, since competition for one-word keyphrases is fierce, and it is virtually impossible to get a top position for them. That is why, from now on, we will talk about keyphrases, not keywords. Once you have developed your list of potential keyphrases you are ready for the next step: to analyze the demand and supply for those keyphrases, and choose the best ones (those with good demand and not enough supply).
