Elementary Guide to Keyword Selection

Successful business start up operators, when undertaking their own business website Search Engine Optimization effort, quickly learn that effective keyword selection is central to improving web traffic to the company website. Choosing a good phrase that describes your product or service, or one that characterizes the ‘need’ that your business organization fills is an essential part of choosing keywords that will attract traffic from Google and other search engines.

New companies and business start ups usually just guess at what would be a good set of keywords to use – or ignore the process completely. It should be understood though that these words describe for the search engines what the page is about. These descriptive terms or keywords must accurately describe not only the business, but the page content. Juggling these can be challenging as well.

But what really are ‘keywords?’ The keyword list is found in a section of the webpage that the viewer doesn’t generally see. The ‘keyword metatags’ provide words and phrases to the search engines that describe what your page is about. Readers can’t see the meta tags unless they look at the page source code.

More importantly though, keywords describe your business, the web page and should be used throughout the page. Keyword phrases that appear frequently provide confirmation to Google and others that the page is in fact about what the keywords describe.

Keyword phrases, once identified, should be used in the page title, page headlines and reasonably placed throughout the text. Overuse of keywords is awkward and counter-productive as the search engines may see this as something they term ‘keyword stuffing.’ Pages they believe are overstuffed with keywords are devalued in the search engine algorithms or simply de-indexed.

How exactly does one go about selecting appropriate keyword phrases then? Google provides a tool within its Adwords system that is quite useful for sorting out possible keywords. The Adwords tool is generally available for free provided one sets up an Adwords account. Within these tools is a feature that allows the user to simply direct the tool to the constructed page and the system will generate a list of possible keywords for you. While this is highly useful for a pre-constructed page, there are a few pitfalls.

Avoid keywords that have a great deal of competition in Google Adwords. The same Adwords tool will display how much competition there is for a keyword or keyword phrase. Although not universally true, these keywords take longer to compete for and to rank well – especially for newer pages.

When you believe you may have discovered a good keyword phrase, run a Google search. If major corporate websites appear at the top of the results page, reconsider your choice. If your company page would be up against someone like Bank of America for your keyword term, rest assured that they will ruthlessly compete against anyone using that term – which decreases your opportunity to rank well. (There is a way to compete with the big guys just not head-to-head using their keywords. See the note on including a geographic term below.)

Choosing effective keywords and phrases then is an art form that identifies a creative and descriptive phrase that describes your page as well as your business. The other part of the art is to identify one of these terms that generates traffic but has fewer big companies competing for it. A good and efficient keyword phrase then is one that has a good amount of internet traffic but isn’t heavily competed for.

A quick note is appropriate here about traffic number that the Google Adwords tool displays. These are not exact counts, but are useful for providing a relative measure of the level of search activity that a keyword term receives.

One of the biggest allies you have in the selection process is creativity. Including things like geographic terms or city names in the keyword string help set your page apart from those of major corporations. Local customers in need of services generally include a geographic parameter within the search, such as ‘Banks in Birmingham.’ This is much more descriptive than simply searching for ‘banks.’ Big corporations generally compete very poorly on a local level for business traffic, so this could be an opportunity for a local business to elbow its way into the local market for providing goods and services.

Flexibility in working with keywords is also helpful over the long term. Some keywords may have to be abandoned if they fail to generate sales and traffic. As the study of consumer behavior is a bit of a guessing game, the web page operator may have to execute quite a few trial and error scenarios before getting one that attracts internet traffic. And for the start up or new business enterprise, searching for effective keywords may not take place quickly.

SEO Consultants in Denver brings many years of experience in link building, keyword selection and website optimization to help businesses compete for new or start up revenue on the internet. SEO Consultants Denver quickly deliver top page search engine rankings even for new or start up pages.

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