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.)

Your business may grow and change constantly, and so does the way people search for it. The more familiar people get with search engines, the more effectively they utilize them. So, if you don’t re-evaluate your website’s keywords and phrases continuously, your Search Engine Optimization program is almost doomed to fail. Effective Search Engine Optimization includes adding, subtracting, and/or tweaking keywords at least monthly. That effort is more likely to keep your organization in front of the people who mean the most to you.

Here’s a good outline to follow when choosing your keywords and phrases.

• Create a large list of words or phrases that relate to your business or market. It’s a good way to create an overview of everything your business represents.

• Create another list of words or phrases you think your target audience types into search engines when looking for your business or your products or services. Use the Google keyword research tool to see how your keywords match up to what the world is actually searching for. The keyword tool also gives you suggestions on what users might be searching for relative to the keyword you enter.

• At this point you may have a list well over 100 keywords or phrases. Select 15 to 25 of those words or phrases to optimize your site.

• Continuously add words and phrases to your site. Go through the discovery process again to be sure the words and phrases you’ve selected are still the most valuable words and phrases.

To learn more about WebArt’s Search Engine Optimization services, please call 419/724-8600.