Search
engines match the words or phrases used in a search request
with those used in Website text. You want to make sure that
your Website is optimized to come up high on the returned search
list when potential customers are looking for products or services
that your company offers. That means that copy on your Website
must be rich in keywords or keyword phrases.
Keywords
So
what is a keyword? Keywords are those words (or phrases) that
most people use to search the Web for a particular product or
service, or information. For example, if you want to find a
place that fixes cars, you might do a search on 'auto repairs'.
Better
Keywords
When
you choose keywords for your Web content, don't use words that
are too broad. For example, if you sell floor cleaners for hardwood,
you might be tempted to use 'floors' as a keyword in your copy.
People could be searching for information about all kinds of
topics related to floors...tile floors, granite floors, carpeted
floors, unfinished floors and so on. But, you want to attract
visitors who are looking for information specifically about
'hardwood floor cleaners'. To get qualified visitors to your
site, you have use keywords or keyword phrases that will hone
in on your business.
Relevant
Keywords
Make
sure that the keywords you use are relevant to the page that
they are on. There's no point in using words or phrases that
don't relate to the information on the page. It doesn't make
sense to use a keyword or phrase just because it gives you an
opportunity to be highly ranked. Once your visitor gets to a
page, the content should make sense, or you loose credibility
and they don't stick around.
Traffic
But
what kind of traffic do you want? The kind of traffic you want
at your Website, is traffic that stays. Just because you have
a large volume of traffic, doesn't mean your Internet marketing
efforts are going to pay off. What's important is that you get
'targeted' traffic... visitors that have found what they are
looking. It's better to have fewer visitors, but more targeted
prospects that are more likely to buy.
Target
Keywords
Be
sure to use keywords that accurately reflect your business.
You may end up with fewer visitors, but you will have better
qualified visitors and in the end that means higher revenue.
About
the Author...
Scott F. Geld
is the Director of Marketing for MarketingBlaster.com.
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