Keywords and key phrases are the core of any Search Engine Optimization (SEO) program. In fact, the two main reasons SEO programs fail are poor keyword targeting (or selection) and failure to pursue keyword discovery on an ongoing basis.
 
Often, marketers target keywords that are very broad and don’t directly relate to their target audience. When selecting your keywords or phrases, choose 1) unique and/or specific words and phrases that apply directly to your business and 2) those that are being searched regularly by your potential customers. Targeting keywords correctly will increase the relevant traffic that’s drawn to your site. (See the end of this blog post to see how to select relevant keywords.)

Search Engine Optimization (SEO) is complex and constantly changing, so website owners are pushed to stay up-to-speed with today’s best SEO practices. I have found that three practices will always carry their weight when it comes to successful SEO. These should be the first steps you take when starting a Search Engine Optimization program.

Page Titles, Meta Tags and Descriptions

The first things that users see when they type a query in a search engine are Page Titles, Meta Tags and Meta Descriptions. Meta tags, also known as keywords and key phrases, are very important because they sum up your website in single words and/or phrases.

Page titles are important because they are the first descriptive content the user sees after typing in a query. The more closely your page title matches what the user typed into the search box, the more likely your page will be ranked higher and clicked on.