Millions of people start their search for the products, services and information they need by entering words or phrases in search engines. Specific words or groups of words are used more often than others, making it important for webmasters and website owners to anticipate what these words are. Popularly known as “keywords” when discussing online marketing strategies, these phrases are matched to words found in web pages and are ranked according to their relevance.
Keywords are at the centre of online marketing strategies and play a major role in optimizing a web page.
Keyword research: Determining which words or phrases are most likely going to be used in search queries is the first step in web page optimisation. An initial list of keywords may be drawn from brainstorming relevant words. An excellent understanding of the business, the products and the target consumer can help in coming up with an initial list of keywords.
A keyword research tool can be used to study and compare user statistics of various keywords. There are free and paid keyword tools available online.
The best free tool to use is the Google Keyword Tool. This is great to use as a rough guide, some extra suggestions and an indication of the traffic volume and competition strength. However it doesn’t let you narrow down and get specific.
Premium tools are often sophisticated and allow marketers to study niches and competitor keywords, as well as very focused ‘long-tail keywords’. These are best suited for specialty products and laser-targeting consumers. One of the best all-round premium tools is Market Samurai. This is the tool that I use for all of my research. Market Samurai allows you get the exact daily figures on your keywords, filter large numbers of keywords at the same time easily, assess the exact competition strength of your keywords and track the progress of your website as you go.
Market Samurai is the secret tool that SEO experts use to find the best keywords.
Market Samurai also provide a free trial and have fantastic training videos to teach you how to do keyword research, it is worth having a look even if you are not going to buy the tool.
Keyword density: Targeted keywords must be incorporated in the content of a web page in order to attract users and search engine robots. As relevance is often measured by the number of times a set of keywords appear in the contents of a web page, it is important a web page to maintain a keyword density between 1.5 to 3 percent in its contents. Avoid overstuffing as search engines are programmed to ignore a page with too many keywords. Keyword stuffing can also lower content quality and drive site visitors away.
Keywords must be added in the HTML code of web pages, particularly in the headings. HTML (or Hyper Text Markup Language) is the computer language used to describe web page documents. Search engines are programmed to view the HTML code which contains basic elements of a web page such as the title, hyperlinks and images.
The title tag informs the search engines about the content of a specific page. Keywords which match the user’s search query will appear in bold letters in search engine results. This enables users to determine if the page is relevant to their search.
The description meta tag contains a brief summary of a web page’s contents and appears in the line below the page title in search results. Many internet marketing experts believe that keywords must be added in both title and description meta tags for better SEO.Other aspects of HTML which must contain relevant keywords include the URL, image ALT attribute and headers. Keyword research may take some time to learn and yield results for SEO. A SEO service can develop the most appropriate online marketing strategies which include extensive keyword research and website optimisation.