You Have the Keywords, You Have the Website, but Do You Have the Strategy?
Copyright 2006 Mark Nenadic
When you're a webmaster who cares a lot about the quality
of your websites, you put a great deal of time and effort
into them to make sure that they're absolutely perfect.
The odds are that this includes a complete search engine
optimization strategy, which has to do with placing the
right keywords into your content the right number of times.
Of course, the first thing you need to accomplish this is
to have the right keywords. Not as easy as it may sound at
first. There are many different elements that need to be
considered when you're coming up with your search engine
Keywords, the words and phrases that people type into the
search field of a directory or search engine to find
websites on the internet, should be scattered periodically
through every page of your website. However, knowing what
words to use is only the start of things. You'll also need
* How many different keywords you should be using for each
* What your keywords say about your business, and if they
would realistically be used by someone searching for your
* How many keyword phrases should be used in any given web
* What are your word phrases and how have you separated
them from your keywords.
To begin with, you need to truly understand keywords in
order to use them properly. A keyword is a word that is
used to describe your website and would therefore be used
when searching for your site. Similarly, keyword phrases,
or key phrases are groups of words that are used to
describe your website.
For those web designers who have been designing for a
while, keywords are the words that you used to use for
creating meta tags back when meta tags still had any real
Your keywords should not only be search words, but should
also be a good reflection of the content of your website.
They shouldn't simply be random words that in no way relate
to your site and what it represents. Even if you think
that these keywords would generate a lot of traffic, if
they do not lead to a site that has to do with what they
imply, then the traffic they generate will be useless; the
visitors won't stick around long enough to even see the
color of your background. In fact, if your keywords have
nothing to do with the content of your site, then you'll
likely find that your search engine ranking falls quite
dramatically, instead of rising or maintaining its position.
The number of keywords and key phrases used in each of your
web pages should never exceed twenty one or twenty two
uses. You can use two keywords or key phrases in one web
page, but just make certain that your combined use of the
two of them does not exceed twenty one or twenty two times.
Also, make sure that your content is substantial enough to
support the high number of keyword uses. It's useless to
use keywords over and over if they make up too much of the
content as a whole. Most search engines will ignore any
page that uses its keywords more than 22 times and that has
a keyword density that is too high.
Key phrases can be rather tricky to use, since they are
made up of more than one word. For example, if you use the
words "computer sales", that is a keyword phrase. This
should be used with care, because if you use the individual
words "computer" and "sales" too many times in addition to
the key phrase, you might inadvertently run your total
number of uses up over the maximum limit.
Therefore, when using key phrases, be aware of the
individual words that make them up, and do a count of those
words when you're done writing your content to make sure
that you haven't used your words so many times that the
search engines won't consider them anymore.
Finally, make sure that your keywords fit well within the
content of your web pages. Don't just use the words to get
them in there. They need to suit the sentence, or the
content will be extremely unprofessional and unappealing to
the visitors who actually find the page and are attempting
to read it. The last thing you want to do is to leave a
bad taste in the mouth of the visitors who have actually
found your site and want to use what it has to offer.
About the Author:
Mark is the director and face behind FifteenDegrees-North
www.15dn.com , where you will find articles and
resources to help with SEO, marketing and Web design.