Keyword selection and search engine optimization are important tools in producing and running a successful website. Before we continue talking about keyword selection and search engine optimization, I would like to make sure that we all understand what the terminology is saying.
Keywords are the words chosen by you to define your site. They are the words that you hope to rank well for in Google. So, for example, if you want to have a website selling 'fashion' - 'fashion, fashionable, high fashion, haute couture' might become your keywords (more on this later).
Search Engine Optimization or SEO is concerned with presenting your work - the web site and any text associated with it - in such a manner that search engines find it easy to crawl and index, which enables surfers to find you on the Internet.
Let's use Google as an example of a search engine - after all, it is the largest, most used and so most important. Google wants to supply its users with the best results - that is, most relevant results - that it can for every keyword entered, in order to improve customer satisfaction.
Therefore it has built up an enormous database of which keywords appear on which sites. Then 'all' has to do is rank the sites by popularity and, in theory, the most relevant websites should pop up for every keyword typed in.
Now there is you, or me, with our dreams of a website on fashion. If you make 'fashion' your keyword, you will be taking on the colossal fashion houses and colossal department stores with their huge budgets and gigantic websites head to head. Who do you imagine is going to win?
It is a no-brainer. You will never even get to page 20 in Google search results. In short, you will have no business. But what if you used a long-tail keyword (LTKW) and focused your website? Say, use the LTKW 'fashionable plus size black dresses' and construct a web site on that. It might be a keyword that no one else has thought of.
This is why keyword selection is important and there are numerous books and articles written about it. It is a precise job, a bit of a slog, but some individuals, like me, actually enjoy it. Or you could automate the task.
So, that is the first stage: finding relevant keywords to your business so that you have a opportunity of being listed on the first page of Google for that keyword. The second stage is constructing your website search engine friendly so that Google can crawl it and index it for your keywords.
If you do not do this properly, Google's spiders will crawl off onto another web site and it might be a while before they come back, which leaves your web site in still water.
This article is too short to go into this huge subject in any worthwhile way, but I will attempt to give you the most relevant pointers.
Keep your website focused on a small assortment of products and define and use keywords for every item, but do not over use them. Do not repeat a keyword phrase simply for the sake of it.
Make your internal links simple to find by using nav bars, menus and sitemaps.
Do not have loads of external links for your visitors to go off to, make your site interesting enough for surfers and spiders to want to remain there.
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