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Keyword Selection For Website Marketing

Keyword Selection For Website Marketing
Copyright © Craig Warren

Keyword selection is the first step for writing meta tags
or the text of your website. If you don’t select your
keywords wisely and carefully, you would not be able to
attract the desired traffic to your website.

Simply having meta tags in your website does not guarantee
more website visitors or high rankings in the search
engines. You need to base these meta tags on carefully
selected and targeted keywords. Here are a few guidelines
to help you in selecting good and appropriate keywords.

Descriptive Keywords

The first rule is very simple. The keyword should describe
the product or service you are offering. Don’t make the
mistake of making your company name a keyword. It might be
related to your service, but people would hardly search for
it (unless you are a big and famous company). For example,
I wont put the words BizTalk4U Consulting in the meta tags
of my website. Instead, I would use web content writers,
which describes the services I offer.

Also, in the beginning I was using the words website copy
writing in my meta tags and content, and was hardly getting
any hits from search engines. When I did some research, I
realized that people use the words web content for their
website text, and not web copy. I had to change the entire
text of my website, to optimize it for the keywords web

Therefore, please don’t assume that you know which keywords
to target. Ask you customers and prospects about the phrases/
words they would use if they search for a product or service
like yours. Make a list of all the answers and select your
targeted keywords from them.

Popular Keywords

Once you have brainstormed and asked around about possible
keywords you can target, its time to do some online research.
Put in the keywords of your list in keyword suggestion tools
to assess their popularity.

Words or Phrases

Research shows that people usually use phrases of 2 to 3 keywords
instead of a single word, when searching. This is because they
have come to realize, that typing phrases would give them more
relevant and targeted results. Therefore, it is advisable for
webmasters to use key phrases instead of keywords for their meta
tags and web content, so that they generate more targeted traffic.
For example, if you are selling clothes for little girls, only
using the word clothes would not bring targeted visitors. People
searching for clothes for little girls would be more interested
in what you have to offer.

Competitive Keywords

After you have researched the popularity of keywords, you may also
want to look at the keywords your close competitors are using. You
can do this by running a search for one of your chosen keywords,
and observing the other keywords being used by the sites that come
up. Wordtracker also gives you an analysis of the competition,
which your keywords face.

Trade off

Once you have a list of the most popular and competitive keywords it
is time to make your final selection. If you use keywords that are
extremely popular, they would also have more competition, and your
chances for high-ranking would be slim. On the other hand, if you
try to use keywords with no competition, they would not be popular
and no one would search for them. Hence, your website would come
in very few search results, even if the ranking is higher. You
need to make a trade-off between popularity and competition. You
must choose words, which are reasonably popular, and low in


You must try to focus on a few qualified keywords instead of trying
to target every phrase that is even remotely related to your product.
If you use too many keywords in your meta tags and content, you will
end up having very low keyword density, which would again result in
lower rankings.

If you feel that there are many keywords that you simply can’t do
without, then you must create several web pages. Each web page
should focus on one or two keywords you are targeting. This strategy
takes a lot of work but is bound to give you higher rankings and more
exposure in the search engines.

No Cheating / Spamming

This is well-known rule but worth repeating again and again. Do not
cheat by using keywords that have nothing to do with your website.
You would get traffic that has no interest in your offering.

Do not spam by repeating your keywords too much in your meta tags and
content. You can be banned from search engines for this. Also it is
advisable to stay away from using tricks like cloaking and hidden text.
Search engines hate these tricks, and would ban you forever.

These are the seven secrets of smart keyword selection. Choose your
keywords wisely and carefully, so that you get the desired amount and
quality of traffic to your website.

Resource Box:
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