Top 5 Reasons Why Keywords are Important for Online Marketing
Top 5 Reasons Why Keywords are Important for Online Marketing
As you get deeper into web marketing the importance of
keywords will gradually begin to dawn on you. Keywords and
keyword phrases are at the heart of how every search engine
operates.
Why keywords are central to SEM
The way the search engines (SEs) work goes something like
this:
1. The SEs send out their "spiders" to "crawl" the web on a
regular basis. They are constantly out there crawling away.
As they go they analyse and digest the content of new and
existing web pages.
2. The SEs analyze the content of these pages primarily by
reading the text and other expanatory material called
"meta-information" contained in them. They pick out words
and combinations of words and "index" this information for
future reference.
3. The SEs make certain assumptions about the importance of
keywords and phrases found within pages. For example, if a
keyword is found in a PAGE TITLE that is considered more
important than if it is just found somewhere in the text on
the page. If it is found in a MAJOR HEADLINE, the same
reasoning applies. If it is found in BOLD TEXT that may also
signal its extra importance. And so on.
4. This information (the "indexed" information) is used to
populate search results. If someone searches for "Joe Blow
plumbing" and your pages make no references to "Joe Blow
plumbing" then your pages will not come up in those search
results.
5. If you want to be found for specific search terms - for
example, "Toledo homes for sale" - then you have to include
those search terms (keywords) in your web pages. These are
usually called your TARGET KEYWORD PHRASES or your MOST
IMPORTANT KEYWORDS.
How does this apply to you?
Are you getting the idea? To win at the search game you have
to think like a search engine.
That means you have to clearly spell out what each page is
about. Thinking like a search engine means you should not
make your visitors read between the lines to figure out what
your content is about.
For instance, if a particular web page is about
"Punkydoodles Corners homes", then the search engines should
be able to clearly see that and then put that in their
database: "This page is about Punkydoodles Corners homes."
In other words, decide on what keywords you want to focus
on, and make sure to include them in all the most important
places.
Winning at the search game
That makes it important to anticipate what keywords and
keyword phrases people will use when searching for your
product or service - and then use those exact terms in the
text of your pages.
There are important ways to focus your content so the search
engines recognize the theme of each page. But to keep it
simple, the more you say about your specific target search
term, the more likely you are to score well for it.
Common sense, right? Optimizing a page means focusing on a
specific term and going out of your way to emphasize that
search term in the text of your page.
It isn't magic. It is common sense. If a page has lots of
content focused on a specific keyword it will generally
score well for that term.
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