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How to create a Keyword Strategy for Search Engine Optimization

Google (and other search engines) use “bots,” software applications that crawl through your website and index its content. Along with traffic statistics, search engines use this information to catalog and rank pages.

Ranking higher on search engines increases traffic to your website and vice versa. But first, you must structure your website and it's content to best appeal to search engine formula. Thus, is what is called Search Engine Optimization.

Keyword Research

Keyword research is the first step in Search Engine Optimization – the art of making your web content visible to popular search engines. SEO should be a primary aspect of any internet marketing plan. Launching your business to the top of relevant Google searches is the best way to drive traffic to your website, promote your company and generate/convert leads. It all starts with keywords, and making the search engines think that you deserve to be listed in valuable search results.

  1. Off the top of your head, brainstorm what keywords a consumer would search for when considering your business. Factor in your location and company specialties.
  2. Select 1-2 successful competitors and go to their website. Click to view their source code and see what title, heading and meta tag keywords they use.
  3. Analyze your list using the Google Keyword Tool. It shows you how many monthly visitors search your keyword and how many companies are interested in ranking for it. Highly competitive terms are called “short-tail” keywords, while more specific, niche ones are “long-tail. Also, more extensive (and expensive) analytics can be valuable to study conversion and click-thru
  4. Refine your list to around 10 or less and include a mixture of short-tail and long-tail keywords. Make sure your words are locally relevant and reflect what people would actually search for!

Keyword Density

You should include some of your chosen keywords page content, especially in your title tag and in headers (h1s and h2s). If you write 100 words, several should be from your list. However, if you include too many of the same keywords, or repeatedly use them in an unnatural way, then you might be penalized for “keyword stuffing,” and earn a lower page rank. Google has been increasingly vigilant at punishing keyword stuffers.

A good strategy is to read through your copy and make sure it doesn’t sound redundant or artificial. After all, quality content should never be sacrificed.

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