Key phrases (or keyword phrases) are search terms made up of keywords, those magic word s that search engine users use to find relevant Web pages. If the word for which a person is searching (shoes for example) does not appear in the text of your Web page, the page probably won’t appear in the search results.
Shoes, however, is a very general term. If a person types shoes into a search engine, he gets a gazillion results with all kinds of shoes – dress shoes, athletic shoes, hiking shoes, leather shoes, baby shoes… the list goes on.
Our searcher is probably looking for a specific type of shoe. So he types in something more specific, like all-weather leather hiking shoes. That narrows the field and is more likely to give him relevant results.
Your job is to determine which phrases attract the most targeted audience for your product or service. Correctly written and chosen key phrases attract your target clients, qualified visitors, and in turn, customers. So how do you find that magic mix of words?
First, do some research. Make a list of words associated with your product or service. Use an online keyword frequency tool, such as the Google keyword tool, Wordtracker, and The Keyword Tool. Type your words in, and see how often people searched for that particular word. Thesaurus.com is also a helpful tool.
Next, combine the most frequently used terms into a phrase, then check variations in the frequency tool. You may find a big difference in the number of people searching for all-weather leather hiking shoes and waterproof leather hiking boots.
Finally, work the most prolific phrases into your content, and watch as your Web site visits become more relevant.
If you want to learn more, Stoney deGeyter of Search Engine Guide offers an in-depth guide to keyword research.
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October 9th, 2008 at 11:21 am
Great Article, would add when looking at keywords, local search is vital.
Remember the likes of Google are only interested in providing the end user with the information they seek. If you are a Manchester based internet marketing company say so on your pages…
October 9th, 2008 at 12:55 pm
Great point! This can easily be accomplished in a few different ways on your site, too. One way is to include “Manchester” in your copy. Another is to put your physical mailing address in your site footer using text.