In an ideal world the best time to identify your most applicable keywords for your website is prior to its design. Researching your keywords is an essential part of the web design and search engine optimisation process and their importance should not be underestimated. Keywords will come in many forms; some will be obvious words or phrases directly resembling the nature of your business, or perhaps even your company name. There will then be other keywords relating to your business which are more casual and are aimed at searcher habits and search trends.
The strongest keywords and the ones which are unlikely to change should be included in the base of your website. These will be obvious keywords such as the product you sell, or you website name if it is a recognisable name that resembles your product or service offerings. Once you have identified your main keywords, try to incorporate these into your Meta tags and the main body of your web pages. Try not to use keywords that could change or go out of date within these elements of you web page as these are the backbone of your site and are not as easy to change once they have been put in place. If you’re in any doubt, visit SearchEngineOptimisation.co.uk where we can offer you expert SEO advice.
Content such as blog pages, news areas and forums should be the location for any keywords of the moment or ones which are time sensitive. Keywords or phrases of this nature could be those concerning recent news stories or current trends which do not stay around forever. This can be particularly applicable with a young audience, as they often create their own terms or slang words for things. Placing keywords such as this within blogs is a great idea as it means they will always remain within your site but can either be easily removed or will be stored in an archive. Blog pages are updated regularly too so from a search engine’s point of view you will not be penalised if there is out of date content on your site, as long as it is replaced or joined by fresher posts.
The most common mistake people make is not refining or changing their keywords. With all things in the world of SEO it is important to remember that it is an ongoing process and just because it works from the beginning does not mean it always will. Granted, some of your more robust keywords will stick around; however user search trends change along with search engine criteria so leaving things stagnant will not do you any favours. Have a brainstorming session or a review of your keywords every few months, you can use some keyword tools from Google which are free and can really help in showing which keywords are working best at that moment in time and in a particular market.
The golden rules to remember are that you have two main audiences for searches – the human user and the search engine. As long as you are tailoring your keywords to both of these then the traffic to your website should easily flow.
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Posted by Steve.
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