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Keywords and Phrases.
What they are and how to use them

A Key to Success with Your Website:
Choosing the Right Keywords and Using Them Well

Strategy:
Make your website a success by choosing the right keywords, and using them to improve your search engine rankings, attract traffic, and build your other marketing strategies.

Keywords:
Specific words that are repeated through a website to send a message. Search engines try to match the terms typed into their search fields to keywords on web pages. Enough keywords on a page suggest that the website contains information about a certain topic. Searchers usually use two or three keywords together, known as a keyword phrase, to narrow the search results.

The way you use keywords in your website helps search engines understand what your website is about. The more effectively you use keywords, the better your search engine rankings.

Keywords are the main terms that express the content of your website. For example, if you have a used Ford dealership in Seattle, Washington, and you build a website for your business, your keywords will include: "Ford," "cars," "used cars," and maybe "Seattle."

Think of the keywords as the most basic terms you need to tell people what your website is about. The keywords set the tone for your message. Each separate page in your website might have a slightly different message. When the messages are looked at as a whole, you have a theme - the overall content of your website.

Choosing the right keywords is a very important step in building your website. If you already have a website, and it doesn’t seem to be pulling well, your keyword selection may be why. If you’re just launching your first website, you’re on the right track reading this now. It’s easiest to develop your keyword strategy while first building your website.

Your keywords will be the basis for most of your other marketing strategies as they determine the focus of your website. Finding the right keywords is easy, but it takes a bit of time to do it right. Taking some extra time at the beginning of building your website will pay off in the long run.

This document will help you with everything you need to know about how to choose keywords, where to find suggestions for keywords, and what to do with them when you’ve got them.

Keywords Can Make or Break Your Website

Benefits:
Keywords can improve your website’s search engine performance, attract qualified traffic, and increase your website profits through advertising. Picking a great set of keywords also makes it easier to coordinate your marketing plan.

Attract spiders.
Search engines send programs called spiders to study websites and see how they should list them in their search results. For example, when someone goes to Google to search for "used cars," Google will produce a list of sites that include the keywords "used cars."

Improve your search engine rankings.
Choosing keywords that match searches is the first step, but to get your site ranked highly you have to use them well. We have included a list of Helpful Tips to help you take best advantage of your keywords in your website.

Direct different customers to different pages.
You can use different keywords on different pages in your website. For example, if you have a "used car" website, you can focus on Fords on one page, and GMs on another. Search engines like to analyse each page of your site separately (a process called deep indexing). This means that a Web user looking for "used cars Ford" will be directed straight to your Ford page instead of your home page.

Make money through advertising.
Using keywords well can attract more traffic, and more specific traffic, to your website. Advertisers like sites that attract more traffic, and traffic specific to what they advertise. Advertising programs such as Google AdSense actually match their ads to your keywords

Choosing the Right Keywords in 5 Easy Steps

  1. Jot down keywords and phrases
    Write down keywords and phrases you think people will use to search for your site. Think about what you sell, or what sort of information you provide. If you were looking for your site, what search terms would you use?
  2. Search for them on Google and Yahoo
    Simply type the search terms (usually more than one word) into the search box and hit enter. Used, cars, and Seattle are good words to use as an example. Search for each individually (where appropriate) and in combination.

    For example, a search in Google for [cars Seattle] brings the following 3,060,000 results:

    A search in Google for [used cars Seattle] shows the following 963,000 listings:

    Putting quotes around the phrase like this: "used cars Seattle" shows only sites that use the three words altogether as a phrase. It shows 5,810 results:

    Notice how the more words you use, and the more specifically you use them, the better you can narrow down your search. In this case, the listings were reduced from over a million to less than 6,000. Sophisticated searchers know this trick as well, so be sure to include ALL the relevant keywords on your site. Otherwise your website could be eliminated from precise searches that should include it.

  3. Make a list of the sites that consistently rank highly
    Especially those of your direct competitors using your search phrases.
  4. Look at the home page for each website on your list
    Look at what the page says, and how they’ve used the keywords you searched for right in the message on the page. The Seattle Used Cars page circled above is a good example. Notice that right on the home page, the words "Seattle, Washington Used Cars" appear as a title near the top of the page, and the words "used cars" appear several times as links:


  5. View the source code
    Source code of the highly ranked sites to see which keywords they’ve focused on in their Meta tags.


    Meta tags:
    The HTML source code for a web page contains sections near the top of the page containing Meta tags. These tags contain information that tell the search engines what your web page is about. They do not appear on the web page. Meta tags are a good place to insert keywords to improve your search engine rankings. Search engines will spider the Meta tags as well as the body text of your web pages.


    To View Source Code:

    Step 1: Open your Web browser (e.g. Microsoft Internet Explorer).
    Step 2: Go to the web page you want to analyse.
    Step 3: On the top Menu Bar, select "View."
    Step 4: From the drop down box, select "View Source."
    Step 5: A pop up window filled with text will appear.
    Step 6: Scroll down until you see HTML tags that look like these:

     

    These and the Description and Title Tags are the page’s keywords.

If you "View Source" for the website used as an example, the following pop-up will appear:

You can see within the circled section the phrases "Seattle Used Cars" and "Seattle Washington Used Cars." These are the keywords the Web designer included in the page’s Meta tags.

  1. Use the Overture and Google tools (detailed below) to find other keywords and search terms you may not have considered.

Find Keywords using Google Search Term Suggestion Tool

Google offers a great tool that suggests search terms for your website marketing strategies. It actually monitors the number of terms people are actually searching on. These search terms can be used as keywords in your website.

You enter general keywords that relate to your site (in the example that follows, we used "used cars"). It returns a list of similar search terms ranked according to popularity.

1. Go to https://adwords.google.com/select/KeywordToolExternal

2. Type your general keywords ([used cars] in this example) into the box circled below. Click the blue button, or press return:

(This site has changed but we have left the examples below just to show you
how to analyse your searches)

  1. The tool returns a list of search terms ranked according to the number of times they were used in searches over the last month. Jot them all down, or print the page. You never know when they might come in handy.
     
  2. Try a more specific search, say [Seattle used cars]:

    Fewer searches were performed on the more specific phrase (a thousand as compared to a million), but the searchers in this case were more qualified for a website about used cars in Seattle.

Playing the Averages

If you compare the way people search with the way search engines find websites, an interesting pattern emerges:

 

 

Search Term # Searches Sept. 2004 (Overture) # Listings (Google) # Listings (Ask Jeeves)
Cars 2,968,327 68,200,000 57,220,000
Used cars 1,182,720 10,500,000 17,380,000
Used cars Seattle 1,085 963,000 977,000
Cars Seattle 157 3,060,000 1,732,000

 

There are more searches for general terms like "cars" - 3 million, or "used cars" - 1 million. But there are also more websites competing for their attention - 68 million and 10 million respectively.

There are fewer searches for specific phrases like "used cars Seattle," but there also fewer sites that fit the phrase. And searchers looking for something specific are more likely to convert into sales.

If you focus on more specific key phrases throughout your website, your website listing is more likely to be seen by qualified traffic ready to do business with you. You are also competing with fewer websites.

Building your website around specific phrases instead of single words is an easy way to make your website stand out from the Internet crowd.

Find More Keywords with the Google AdWords Keyword Tool

Google offers a great tool through it’s AdWords program. You enter general keywords that relate to your site (in the example that follows, we used "used cars"). It returns a list of other keywords, some similar, some more specific, that you may not have considered.

  1. Go to https://adwords.google.com/select/main?cmd=KeywordSandbox.
     
  2. Type your general keywords into the box circled below:

  3. Highlight the language and countries you want to consider.
  4. Click "Show matching queries and alternatives."
  5. The tool returns lists of words grouped as shown above. Jot them all down, or print the page. You never know when they might come in handy.

Use Keywords to Successfully Market Your Website

Choosing the right keywords is just the beginning. The next step is to draw more traffic to your site and make more money by working your keywords into your website and into your website marketing strategies.

Tactics:
You can use keywords to improve the structure of your site, make it more appealing to search engines, build your marketing strategies, get more traffic, and make more money.

Use keywords when you write your Web pages
Use the keywords you’ve chosen in your Web page copy. There is a fine line between writing for search engines and writing for human visitors. Search engines are set up to match exact phrases.* Human visitors, on the other hand, don’t want to read the same thing over and over again. Try to use your keywords as many as three times per page, but not more than three times.
We recommend using 4 - 8% is a good guide line.
Visitors will be irritated if you’re too repetitive, and search engines might punish you for spamming.

*NOTE:
More advanced search engines recognize themes and similar words as well as exact phrases.

Use keywords in your Meta tags.
Meta tags are extra information included in the "back end," or programming language of a website. Spiders look at Meta tags when they analyse websites. You’ve learned how to "View Source" on a website. Make sure you include keywords in the Meta tags for each of the pages in your website.
There are a number of areas to include keywords - in the Title Tag, Description Tag, and Keyword Tag. Don't leave any of them empty.

Don’t spam
You’re probably familiar with email spamming, when people send out lots of unwanted email. Keyword spamming is what you call it when Web masters try to fool search engines into ranking their site higher than they should by using lots of keywords in unusual ways.

One example of keyword spamming is including the same keyword over and over in the background of a Web page in the same color as the background. Visitors don’t see it, but search engines do, and might be confused into thinking the site was a far better source of information about the keyword than it is.

Focus different pages within your site on different things
Search engines like to “deep link,” or take Web users to specific pages within a website instead of always sending them to the home page. By giving each page a unique focus (but in the same general area of your website), you can use more keywords. For example, on your used car website, one page could be dedicated to Fords, another to GMs.

Focus on niche markets
An easy way to find different areas of focus for your Web pages is to take advantage of niche markets. The more specialized your products, the more likely you’ll be able to match search terms. If you have a used car site, for example, you might want to focus on parts for older cars, e.g. Ford mufflers from the ‘90s.

Use pay-per-click search engine marketing
The Google AdWords and Overture search term tools described above are part of those sites’ pay-per-click search engine programs. Pay-per-click is a great way to promote your website.
It’s easy to use: the more you bid, the higher your site listing will appear in the "Sponsored Results" (circled below). You pay your bid fee only when a visitor clicks through to your site. You can set daily limits on your spending to avoid accidentally spending too much, and by focusing on specific phrases and niche markets, you can find some great deals on search terms. There’s a link to more information about pay-per-click search engine marketing at the end of this document.

Make money with Google AdSense
Google AdSense is Google-sponsored program that supplies you with ads matched to the unique content of each page of your website. It’s free to join, and you can leave any time. All you do is cut and paste some information (code) onto each page of your website. Google then sends a spider to see what each Web page is about. Google then finds ads to match the content of your pages and posts the ads on your website. You earn money whenever a visitor to your site clicks on one of the ads.

The great thing is that the ads are always relevant. They change to reflect updates to your site. The better you’ve worked your keywords into your website, the more likely Google will find money-making matches, and the more profitable your site can be. There’s a link to more information about the Google AdSense program at the end of this document.

Another way of earning an income on your website is to become an affiliate. An affiliate is someone who advertises someone elses products for them and earns a commission every time some buys their product. The commission varies from 25 - 75% of the value of the product sold.
It is free to become an affiliate.

There are billions of websites out there and it has been found that only 2% of all websites have been optimized.

Here is an example of the importance of searching for the correct keywords.
Exact settings
SEO keyword research


Broad settings
SEO research for the corect keywords

SEO competition
SEO research. Checking SEO competition

Disclaimer: This document is intended for use as a guide only. Results will vary. Not all tactics and strategies will be right for everyone. WebRankSolutions.net is not responsible for the accuracy, efficacy, or results of any tools, tips, tactics, or techniques described within this document. You are responsible for investigating which tool is right for you, and for the consequences of your actions.

 

Local Google Maps Seo Services in Cambridge UK

Web Rank Solutions is a company specialising in Google Local Maps Search Engine Optimisation (SEO),
as-well-as organic/natural SEO consultancy.

Web Rank Positioning is vital for any business wanting to succeed in today's tough economy. Bringing an awareness of your company to the general public and getting known for the services your business has to offer.

By using search phrases related to your industry we can help you achieve one of the top 7 sought-after places.

Contact us to get your business in your Google local maps

Using our knowledge of search engine optimisation, our Google Local Maps SEO services included monthly reports showing traffic trends and a list of search phrases used to find your business.

Optimising businesses in their city,
in all countries around the world
We are helping people all over the world to secure their business websites on first page Google

Detailed monthly reports giving you the exact
statistics of traffic figures and what phrase were
used to find
your business, plus the number of hits
for each phrase.

Web Rank Positioning is vital for any business wanting to succeed in today's tough economy. Bringing an awareness of your company to the general public and getting known for the services your business has to offer.

SEO Services in Cambridge UK. Search Engine Optimisation

Above is a screen-shot of what a search page looks like. There are only 7 Google Map positions available on the first page.
This is where we will help secure your business on this first page for you, based on search phrases related to your business.
Using our knowledge of search engine optimisation, our SEO services included
monthly reports showing traffic trends and a list of search phrases used to find your business.

Positioning your website where people can find you is absolutely vital. Keeping it there is just as vital. That's where we will help you succeed. Contact us today to get started and your business will be on the first page of Google Maps within approximately 60 days. (We strive for 2 - 4 weeks, but this is not always possible)

What is Google +1
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