Effective Keyword Selection

In marketing a new Website, one of the best strategies is search engine optimization (SEO).  In a study conducted by Forrester Research, it was concluded that 85% of Web surfers use search engines to find sites relevant to what they are looking for.  Obtaining a Top 10 ranking in search engine results will definitely increase a site’s traffic and conversions to sale.

However, with hundreds of websites in each niche using the same exact keywords, competition for a spot in the first page is overwhelming. To obtain this sought after position requires effective keyword selection. Here are some tips on how to improve a Web site’s ranking through keyword optimization.

 
Pick the right keywords.

In selecting a keyword, you must consider three elements: target audience, variation and relevance.  The first step in any marketing campaign is to identify who your market is. Narrow down your niche by choosing a particular demographic. They should be interested in what the site has to offer. Use terms that describe or define your target audience as keywords.
 

Since Web surfers type in different keywords to search for relevant results, you must also use a wide variety of terms as your keywords. Try to include similar ones to your primary keyword. Also consider local terms used by your target audience instead of universally accepted words. For example, America and other parts of the world use the word “toilet”, but in the U.K. it is called the “loo”. Lastly, the relevance of your keyword in search results will improve if it is specific. Avoid general terms; the more detailed it is, the better returns.

 
Place your keywords strategically

Others think that keywords with high density will help improve the site’s rankings. However, content with overused keywords will appear like spam and most often put-off visitors. A Web site that clearly abuses the use of keywords will also be blacklisted by most search engines, especially Google.

 
With this in regard, keywords must be cleverly weaved in the content. Remember that primary and secondary keywords should be placed in key areas in the text and the site itself.
 

The best area to place a primary keyword is in the HTML title tag, meta description and tags, ALT tags and in the URL. In the Web site content, incorporate it in the first paragraph and the last. Secondary keywords can be inserted in the middle paragraphs or the main body of your content. Ensure that they are evenly distributed and relevant to the content.


With specific, targeted, and strategically-placed keywords, a Web site will have better chances of being in the Top 10.

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