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Optimizing Keywords for Search Engines

If you are new to search engine optimization, then the first place to start is by selecting the most search engine friendly keywords and phrases that will help to bring visitors to your web site.

Before starting, it is important that you know your audience and how to reach them. In the same way that traditional advertising agencies survey their demographic audience, search engine marketers must ensure that their campaigns target the correct keywords and/or search phrases.

First, compile an initial list of 5 to 10 search phrases that you feel best represent your company and which you believe people would type into a search engine when trying to find you. After coming up with the initial list of search phrases, you will need to turn to the search engines themselves and research which search phrases are actually being typed into Google, Yahoo, MSN et al. While few search engines will openly tell you which search phrases are the most often used, there are a couple of very useful tools you can use to expand your list.

One such tool is the Overture Search Term Suggestion Tool:
http://inventory.overture.com/d/searchinventory/suggestion/

Type in any of your main search phrases and enter them into the suggestion tool. Overture will then give the results of all other popular search terms that contain the phrase. In addition, Overture will place the search phrases in order of popularity and give you an idea of the number of searches per month for each phrase across their network.

Another tool is WordTracker http://www.wordtracker.com

While the Overture Suggestion Tool is free; WordTracker’s subscription runs $7 a day with discounts all the way up to one year of service. WordTracker offers a similar type of research tool as Overture but with many more features.

Here are some factors to take into consideration when selecting keywords to target:

• Is the search phrase relevant to your web site and the page that you are optimizing?
• Is there a page within your web site that would be particularly suitable for targeting the selected search phrase?
• How many other web sites/web pages would you be competing against?

Focusing your pages with a few selected keyword and phrases assures that the targeted page is relevant to the selected search phrase. In turn, this will not only increase your chances of obtaining top rankings, but also increase your customer sales conversions by bringing the visitor to the most relevant page.

Following these steps helps build the foundation for a successful search engine optimization campaign.

Remember to analyze your monthly statistics reports to see which search engines/directories are driving traffic to your site along with the top keywords and phrases. As a client of WebsiteDesigner.Com, these statistics are always available to you – call or e-mail us for help in accessing this information.

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