Working Out Which Keywords To Use

If you have got your website up and running, you will appreciate that the whole world can become a potential customer

. That is no doubt what you are aiming for. However, just having a website doesn't ensure sales. In fact, it is only the first stage. The customers and the search engines have to be able to find you. The importance of being on as many relevant search engines cannot be understated, as they drive potential customers to your site. So registering your site with the search engines is your first stage.

Once you have submitted your website to the search engines, they send their automatic robot to your site, which starts indexing all its pages. Similar to the index in a book, which classifies words that people are most likely to look up, each search engine has its own algorithm to ascertain which words on your site should be indexed. So making sure that you have the right mix of keywords and text on your website, that make it attractive to both search engine robots, but still making sure it makes sense in English for us humans, is no easy task and is one that takes skill and effort.

Google, indexes each page on your site and gives each page a PageRank. Google describes its PageRank thus: PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. See further explanation at http://en.wikipedia.org/wiki/PageRank

Ensuring people find your site and not your competitors takes a lot of thought and effort. What you put on your page matters, as you want your page to get indexed with the right words, so that it gets found by the most obvious search terms for your industry. So is there anything that can help you find the right keywords or rather the keywords that people type in to the search engines? The Google keyword search tool definitely will. It can be found at https://adwords.google.com/select/KeywordToolExternal

The Keyword Tool along with the Traffic Estimator, which can be found on the same page and which shows how many local and global searches there are on a search term, should help guide you to a better understanding of what people type in to find what they want.

Try and identify your main competitors and enter their website addresses into the Google keyword search tool. This will identify what Google thinks are the most appropriate keywords for their sites. Then type in your website address and compare the results with those of your competitors. Compile a list of keywords and write down the level of competition. Identify six keywords that are appropriate for your business and ideally where the competition is rated as either low or medium. These are the ones that should appear prominently on your website.

Remember that you are competing against companies that pay for their sites to appear above the results, and in the column to the right of the results in Google. They pay per click, in other words when someone visits their site from a Google search page, they pay. Sometimes this can be a small amount, a matter of pennies and or really popular keywords, it can amount to dollars.

If you have the budget to support a pay per click campaign, that is fine. However, if you do not want to spend money, you should opt for keywords with a lower level of competition. This can still amount to a significant volume of traffic.

There are alternatives to the Google keyword search tool. One which both identifies keywords and enables you to run a complete search engine optimisation campaign is SEOmoz. They charge a monthly fee, after a free trial period but the information that they give is comprehensive and very well presented.

by: David Shapero

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