When creating a website, keywords are one of the most important constituents. These words are used by search engines to rank your pages and categorize them accordingly. For instance, if your website 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 would advise you to use any one or more different online tools or software packages to come up with a list of keywords that would work best for your page. At first sight this seems attractive, but it actually defies logic.
Let's take a look at the aim of a search engine. Its job is to track down pages that meet the specific search term that a web surfer has typed in. The "surf" for web surfers would be closer to "all time", so to say, as these pages draw closer to matching the search term. Search engines need to be as accurate as possible in delivering the right material to their users. If not, an individual would have to take his business to another site.
Let's try a transmogrification exercise -- put yourself in the virtual shoes of a search engine algorithm, or that mathematical whatsamacallit tat determines the probability of any given website matching the keywords entered. You will probably be discombobulated when confronted by a page with thousands of keywords.
You might find yourself in a quandary -- for example, you might be torn between two similar terms such as 'article writing', and 'feature writing for journalists'. For all their similarities, they are still different. You will discern that the page has some relevance, but is merely solid in comparison to the truly relevant. A ranking somewhere in the lower middle would be most reasonable.
But what if, conversely, 'you' notice that the keyword 'article writing' pops up repeatedly? You will probably go, 'this looks like something for the first page or two', so you'll want to rank it accordingly because after all...it smacks of article writing! But in the real world, it's much more intricate than the above example. But those are the basic precepts of search engine technology. It is trying to find the most relevant pages that match the search term.
The ramifications of this for Internet marketers would be the need to use one page per unique keyword. Make each page center on each keyword individually. The keyword must be omnipresent in the article -- it should be in the heading, sub-heading, within the text and definitely in the title tag and Meta tags.
Avoid having pages which contain several key-words as that simply confuses the search engines and lowers your rankings. Some self-styled guru might advise you to go with millions of keywords -- this will prove his advice dodgy once and for all. Go for single pages that match single keywords and you will find your page traffic increase.
This trick also works for Google Adwords. In order to save on your advertising expenses and increase your click through rates, the most recommended strategy would be to stick to just a handful of keywords per advert, maybe about two or three. 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. In just a few short words (in this article), that should prove the futility of such advice. Be specific, buddy.
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