Keywords Are Key
When an Internet user wants to find information, a search engine is usually the starting point. Attaining a top listing on these search engines should be a primary focus for anyone who wants to get these visitors to their site. A number of strategies can be implemented to land at the top of the lists, but the process takes some time and effort. Many companies offer services to assist in this campaign, but the emphasis needs to be on site optimization first, not frequency of submissions.
One of the most important factors in site optimization is the placement of keywords. By “placement,” I’m not only talking about their use, but how and where they are used. By “keywords,” I don’t mean individual words, but key phrases that specifically address the heart of your business. Think in terms of two- or three-word phrases, as most searches are done this way for refined results. To get a jump start, consider checking out the keyword suggestion tool at www.webpagepublicity.com/keywords-ranking.html. This page will provide variations of a term and the number of searches done on each of those variations in the past month.
When adding keywords to a site, page titles are a good place to start. While this short line leaves little room for extended descriptions, it is quite significant because it is what search engines use to earmark a site. If a search phrase appears there, the site quickly moves up in the rankings. The title should consist of the top two or three phrases that you feel someone would use to search for your site. Instead of simply using your company name in the title, use the space to briefly describe your product or services (for example, “CNC Multi-Spindle Screw Machines”). Don’t hesitate to use a different title (if relevant and descriptive) for each page on the site.
Search engines also look for pages with keywords at or near the top of the page. It is beneficial to include target keywords in the headline of a page as well as in the first one or two paragraphs. Not only does this structure make sense for search engines, but it also plays into the idea of getting your key points to your site visitors quickly.
Smart use of keywords in a site goes a long way in working your way up the ranks. Of course, choosing the right keywords is as equally important as how they are used. This selection should be done by someone close to the organization who can logically consider what words might be used to find a company doing your type of business.
Proper keyword usage goes beyond the keyword tag in the HTML file. It should be considered throughout the site and plays heavily in search engine success. Regardless of what other resources you use for getting your site listed, make sure, first hand, that the keywords are covered.