SEO is the process of increasing the online visibility of a website
by improving its search engine rankings. This incorporates a number of
elements, but as any internet marketing company
will tell you, using the right keywords effectively is the cornerstone
of any SEO strategy. Once you have identified the right keywords to suit
your company you are on your way to boosting your online presence.
So how do you go about choosing these all-important keywords? The first step is to do some keyword research within your target market. Find out the kinds of terms potential clients are most likely to type into search engines, and then whittle these down to which are most suited to your own company.
Also, consider whether you are going to use broad or targeted keywords, or a combination of the two. Broad keywords will tend to describe what your company does as a whole so they are likely to net you in more visitor overall. However, targeted keywords may get you higher percentages of conversion rates (when a visitor is ‘converted’ into a paying customer) because they are relating to more specific products and services. A customer has to actually be searching for a certain product to find your website so they are more likely to buy it.
Once you’re worked out which keywords are likely to work best for you, think about where you will need to place them. The most obvious place is in the keyword Meta Tag which can be found in your website’s html head section. Your keywords should be placed here in the order of importance, from largest to smallest.
Keywords should also be distributed throughout your web copy. Bear in mind that search engines tend to pay the most attention to the first 200 words on a page, so make sure the words are used here. They can also be used within headings and anchor text (link text) to help boost search engine rankings.
There are certain ‘don’ts’ when it comes to keywords as well. For one thing, you should always use a keyword density checker to make sure you are within the appropriate boundaries. ‘Keyword stuffing’, as the over-use of keywords within a website is known, is frowned upon by search engines and you can be penalised for it. Also, if you decide to place your words in anchor text, such as an image link, do make sure it is relevant and appropriate to the context.
Learning to use keywords effectively can be difficult at first. If you need help getting started, it could be worth using the temporary services of an internet marketing consultant. You will be able to find plenty of these in online business directories, but just make sure you check their credentials thoroughly and get recommendations before you hire them.
So how do you go about choosing these all-important keywords? The first step is to do some keyword research within your target market. Find out the kinds of terms potential clients are most likely to type into search engines, and then whittle these down to which are most suited to your own company.
Also, consider whether you are going to use broad or targeted keywords, or a combination of the two. Broad keywords will tend to describe what your company does as a whole so they are likely to net you in more visitor overall. However, targeted keywords may get you higher percentages of conversion rates (when a visitor is ‘converted’ into a paying customer) because they are relating to more specific products and services. A customer has to actually be searching for a certain product to find your website so they are more likely to buy it.
Once you’re worked out which keywords are likely to work best for you, think about where you will need to place them. The most obvious place is in the keyword Meta Tag which can be found in your website’s html head section. Your keywords should be placed here in the order of importance, from largest to smallest.
Keywords should also be distributed throughout your web copy. Bear in mind that search engines tend to pay the most attention to the first 200 words on a page, so make sure the words are used here. They can also be used within headings and anchor text (link text) to help boost search engine rankings.
There are certain ‘don’ts’ when it comes to keywords as well. For one thing, you should always use a keyword density checker to make sure you are within the appropriate boundaries. ‘Keyword stuffing’, as the over-use of keywords within a website is known, is frowned upon by search engines and you can be penalised for it. Also, if you decide to place your words in anchor text, such as an image link, do make sure it is relevant and appropriate to the context.
Learning to use keywords effectively can be difficult at first. If you need help getting started, it could be worth using the temporary services of an internet marketing consultant. You will be able to find plenty of these in online business directories, but just make sure you check their credentials thoroughly and get recommendations before you hire them.
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