| Sometimes SEO specialists are asked to do the | | | | Once you have a list of possible keywords, use |
| impossible - jump right in and optimize a site. | | | | some of the wonderful free tools Google has |
| "There's no time for keyword research. Get links, | | | | provided to think outside of the box. The Google |
| links, links!" | | | | Search-based Keyword Tool, Google Trends, and |
| Every business needs links to their site to build | | | | Google Insights for Search provide additional |
| authority, but every site MUST find and use | | | | keyword opportunities. |
| keywords to attract the right visitors to their site. | | | | Another free tool, Google Analytics, provides |
| Using the right keywords is an integral part of | | | | in-depth visitor behavior analysis and keyword |
| your search engine optimization efforts. | | | | data to help you fine tune your keyword list. In |
| What are keywords? | | | | addition, if you have a site search tool, you will |
| Keywords, or keyword phrases, are the words | | | | find additional clues as to what information site |
| you use on your Web site to talk about your | | | | visitors look for on your site. |
| product or service. They are also generally the | | | | Finally, don't forget the "long-tail keywords." These |
| words that searchers type into search engines | | | | are keyword phrases that may not get a great |
| (query) to find your site. | | | | deal of traffic overall in the search engines but |
| They are | | | | are very specific to your product. While the |
| - product or service words (boats, shoes, SEO, | | | | number of searchers may be lower, they tend to |
| repairs), | | | | be more qualified because the query more closely |
| - descriptive words (gray slate, budget-conscious, | | | | matches your product. |
| experienced), or | | | | How do you write with your keywords? |
| - (geographic words (Maryland, DC, Northern | | | | Well, you DON'T fill a page with them. Anybody |
| Virginia, etc.), to name a few. | | | | can copy and paste their keywords over and |
| Searchers are becoming more specific in their | | | | over, but that's one way for search engines to |
| queries. Almost 60% of all searches are 3 or | | | | drop you from their index. |
| more words. When you write your content, you | | | | You should try to work your keywords into your |
| should know which keywords to use. | | | | content. Use them the way you would in natural |
| Searchers' goals influence your choice of | | | | speech. Forcing yourself to use the same tense |
| keywords. A searcher may be researching an | | | | or plural form of a word is awkward to the |
| item or they may be ready to buy. | | | | reader and search engines notice. |
| Generally speaking, researchers want broad or | | | | Using "buy," "buys," and "buying" is more natural |
| general information, and buyers want more | | | | than just "buy." In addition, using both "car" and |
| specific information. SEO "rules" change every | | | | "cars" is better than just "car." |
| day, but this one has remained constant. | | | | Try to use your keyword phrase together. |
| If I wanted to find a hotel in Northern Virginia, I | | | | Proximity matters. "Northern Virginia Hotels for |
| may search for "Northern Va Hotels" to get more | | | | the experienced traveler" is read better than |
| information on pricing and specific locations; | | | | "Hotels for the experienced traveler who is |
| however, if I have already done my research and | | | | looking for a place to stay in the Northern Virginia |
| I'm ready to book a room, I may search with | | | | area." |
| much more specific words, such as "Northern | | | | Use synonyms. While most people may search |
| Fairfax Virginia Hampton Inn." | | | | for "Northern Virginia Hotels," some may search |
| You should have information on your site to | | | | for "Northern Virginia Motels." If it is natural to |
| appeal to both types of searchers; however, you | | | | interchange two words without affecting the |
| may want to use different pages. If the focus of | | | | quality or meaning of your content, you should do |
| your site is selling an item, provide some pages | | | | so. |
| that are purely informational. This will get more | | | | Use your keywords in your page titles. A |
| visitors to your site. It may also gain you links | | | | well-structured title tag is an important part of an |
| from other sites if they consider your information | | | | optimized site. |
| useful to their customers or readers. | | | | Keywords are vital to SEO. The right words will |
| How do you choose keywords? | | | | bring qualified traffic to your site and answer |
| Start by thinking of every word that could be | | | | searchers' questions...but only if you use them! An |
| used to describe your product. Write down words | | | | SEO campaign without keywords is like rowing a |
| people may search for to find your site. Ask | | | | boat without oars -- You know where you're |
| other people - friends, coworkers, social | | | | going but are stuck without the right tools. |
| networkers. | | | | |