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Picking Selective Keywords for Higher Search Engine
Ranking
Keywords are an essential
component of producing a web site. These are the words
which the search engines use to help categorize and
rank your pages. For instance, if your web site is about
'writing articles' then your keywords could include
'writing', 'articles', 'article writing' and so on.
The advice from many web designers and
search engine optimizers has been to find as many keywords
as you can. They advise you to search for keywords using
a variety of online tools and software programs which
can identify leading keywords. At first sight this seems
attractive, but it actually defies logic.
Let's take a look at the aim of a search
engine. It's job is to track down pages that meet the
specific search term that a web surfer has typed in.
The more closely the pages it serves up match the search
term, the better it is for users. Search engines need
to be as accurate as possible in delivering the right
material to their users. Otherwise the web surfer goes
elsewhere.
Now imagine you are a search engine
algorithm - the mathematical program which calculates
the probability of any web page matching the search
term typed in. If the page has hundreds, or thousands
of keywords you'll be a bit confused. For instance,
is this web page about 'article writing', or is it about
'feature writing for journalists'. They are different
things. You'll end up knowing the page is relevant but
not that relevant. So you rank it down the bottom.
But what if the page only has the keyword
'article writing' several times? You're absolutely clear
the page is about article writing and so you rank it
highly.
Admittedly, it's not quite as simple
as this. But this is the principle of search engine
technology. It is trying to find the most relevant pages
that match the search term.
What this means for Internet marketers
is that you need separate pages for each keyword. Focus
each page on each individual keyword. Use the keyword
in headings, sub-headings, the page text, the page title
tag and in the meta tags. Avoid having pages which contain
several keywords as that simply confuses the search
engines and lowers your rankings.
So forget the advice to have hundreds
or thousands of keywords. Go for single pages that match
single keywords and you will find your page traffic
increase.
This trick also works for Google AdWords.
Each advert should apply to just a handful of keywords
- you get much greater click through rates and therefore
cheaper advertising when you only have a couple of keywords
per advert. If you have hundreds of keywords you'll
find you'll get greater results by having keyword specific
ads, rather than one advert with hundreds of keywords.
So go against the advice of filling
your pages and adverts with keywords. Go specific.
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