Wednesday, July 13, 2005

Keyword Importance

Keywords: words people use in their online searches.

A basic understanding of what exactly keywords are, how to pinpoint the best words and how to apply them are the groundwork towards achieving online success. Getting the words to turn researchers into buyers is what companies need to spend time to research. The ability to identify what potential buyers are seeking takes both time and effort.

Keywords zero in on two types of audiences: those who are seeking information for 'research' purposes and those seeking to 'buy' services and products. Online marketers would primarily try to key in on the 'buyers' word market while leaving the informational/researchers words as their secondary field of focus. Investing time to learn what phrase(s) would lead a researcher to go to your page and buyers to land on your site is vital for online results.

For the most part keywords can also be thrown into the same category as key phrases. Since single keywords can be too general and competitive what you need to focus in on are key-phrases. Optimizing for phrases is what will get the ball rolling in your direction, optimizing for 2 to 5 word phrases is what you should aim to do. Studies show that 'shoppers' are those, for the most part, using typically 2-3 keyword/phrases; while buyers get more specific using 4-5 keywords/phrases. Keep in mind that key-phrases are most likely to attract potential buyers, yet beware of getting too specific and not having enough 'open area' to attract the casual shopper. Try to find a middle ground for this, pay attention to what your primary focus is and get topic/product specific. This is what will determine how much traffic will be directed towards your site.

Once you've determined who your audience is, whether your site is informational or geared towards the shopper's arena, you can now take further steps to choose your keywords and phrases.

  • Keep away from words that are too general - Focus on topic specific phrases.
  • Review your competitors' site and see how they go about optimizing, seek an area they are lacking or overlooking.
  • Include variations in your phrases- misspellings, plurals, hyphenated words
  • Be descriptive include models, services and areas your business is involved with
  • Action words are important for the potential buyer-research how this can be incorporated into your key-phrases
  • Look at your local market, observe how they go about to attract buyers
  • Use keyword tools available online to expand upon what you may have already
  • Pay attention to location of your keywords-headers, titles, Meta tags and body text need to be carefully thought out, use this space effectively.

By careful planning out which keywords/phrases you will integrate into your pages and placing them strategically, you can greatly increase your websites ranking if done correctly.

For a professional twist on this, look into our services or have a Spider Bait SEO team member review your site and provide you with feedback on how to go about improving your websites search results.