Keywords are the most important, least effectively used tool in creating a successful webpage. Even before you start writing the essential text for your website, a solid understanding of key words and how they will affect your search engine ranking is critical to creating a successful web presence for your business. You have to know what search terms people will use and how the major search engines use these words to rank your site during searches. The higher your page ranks with the search engines, the more likely users are to find it.

Search terms are the words and/or phrases customers’ type into the various search engines. In order for your site to be successfully found by search engines, the keywords on the pages of your website should match these search terms. The better they match, the more likely you are to be found. Understanding your target audience and determining what search terms they are likely to use when looking for your products or services will help determine what key words you need to include. Any successful search engine marketing starts with these words.

Similar keywords do not always benefit your search engine ranking. Simply adding an “s” or “ing” to the end of the root word does not help your search engine ranking. Search engines have grammar checkers and dictionaries included in their search algorithms, so the search term “shop” will bring up nearly the same results as “shopping.” The only difference would be those sites that specifically had “shopping” in their list of key words and not “shop.” Density can also be a problem. Just saturating your website with the key words does not promote your site any better, and can actually cause search engines to ignore any reference to those words in relation to your site.

Ten year ago, website companies were only concerned about creating a list of the top ten keywords which could bring users to your site. Ten years ago search engines only matched words and didn’t concern themselves with syntax. Now, web marketing companies have to be concerned about what the core words search engines use to rank similar websites, because high placement with the search engines means more visitors. While what your site says in terms of text and images is what will generate business once users get to your site, it is through effective key words that you can get the right users to your site in the first place.

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