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Everyone seems to understand that search engine optimization (SEO) is important; however, few know what it really encompasses. Even the most reliable sources seem to have a problem breaking down the definition into laymen’s terms. For example, according to Wikipedia:
“Search engine optimization (SEO) is the practice of maximizing the volume or quality of traffic to a web site (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing ("SEM") which may deal with paid inclusion. The theory is that the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence”
It is for this reason I felt some clarification was required. This is the first in a series of SEO articles that will break down the most common components of search engine optimization for the layman. In this particular article, we will the process of acquiring potent keywords for your website(s).
SEO Defined
The best place to start is usually the beginning. In this case, we should define SEO. SEO is the ongoing process used in an attempt to achieve high rankings in search engine results pages (SERPS). This is done using a number of programming and web development techniques including keyword/phrase research, web content optimization, on-page programming and link/backlink development.
Keywords!
If you were to garner the expertise of two or three SEO geniuses to outsmart the search engines, would you be guaranteed top ten ranking results? No. Google, Bing and Yahoo! Have hundreds of gurus working incessantly to ensure you cannot fool their search engines. So what should you do? Learn the techniques that will put you in the best position to succeed.
To begin, you need to research keywords. The task of identifying which keywords will provide you the greatest return can be someone daunting. How many keywords should I use? Which keywords are best for my website? Once I have them, where do they go?
According to Developer Shed©, keyword selection can vary greatly based on the type of Web site the client requires. Static sites (sites that are simple HTML pages and are not database driven) by definition are limited to a defined number of keywords, whereas, dynamic sites (sites that are database driven) can be optimized for an unlimited number of keywords. If your static site is predetermined to contain 5 pages, then the number of keywords is limited to those five pages. I do not recommend optimizing a single page for more than five or six keywords, unless necessary. With dynamic sites it is easier to optimize for single or two word keyword phrases as well as plural and singular terms.
If you are creating a new site from ground up, it is wise to select the number of possible keywords you want up front. Then you can plan the architecture of the site based on your keyword selection criteria. If your client sells 10 different products, create a 10-page site, plus pages for contact information and other boilerplate content.
Based on the type of site you decide you want or currently have, you must sit down and write down keywords. The first step in developing your keyword list is to have a brainstorming session. Anything that comes to mind should be written down. Keep building this list until you have enough to work with.
After you have built up your keyword list, you will want to prune the list down. There are certain factors one should keep in mind when pruning the list.
If you are creating a new site from ground up, it is wise to select the number of possible keywords you want up front. Then you can plan the architecture of the site based on your keyword selection criteria. If your client sells 10 different products, create a 10-page site, plus pages for contact information and other boilerplate content.
Based on the type of site you decide you want or currently have, you must sit down and write down keywords. The first step in developing your keyword list is to have a brainstorming session. Anything that comes to mind should be written down. Keep building this list until you have enough to work with.
After you have built up your keyword list, you will want to prune the list down. There are certain factors one should keep in mind when pruning the list.
1. Many search engines do not do "word stemming" (word stemming is adding on to the end of the word, for example the word "keyword" and "keywords"
2. Most people type keywords into a search engine all in lower case
3. Iit is generally easier to rank well for longer keyword phrases.
The Keyword Selection Process in a Nutshell:
1. Write down every keyword you think is relevant to your site
2. Check out the competition to see what keywords they are using
3. Use Google’s free keyword tool to determine keyword popularity
4. Refine your list to a manageable number (5 - 6 keywords per page)
Keywords serve as the foundation for creating a successful SEO campaign. Remember to follow the simple process above and you are certain to have positive results.
