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Choosing Your Article Content Keywords For Optimal Search Engine Indexing

Oct 13, 2007
These days, our needs for knowledge, information, everyday necessities and novelty materials can be found just with one single click on an internet website. It's no surprise that people prefer to surf the WWW rather than go to a library or shopping center to look for or buy what they want. More and more people use search engines like google to help them go directly to the website that contains what they need.

This trend sparked a revolution in internet marketing strategies. Web masters of vendor sites compete with each other to place their websites in the top 10 search results of a user's searches. Various software utilities were created to boost the chances of high SE rankings. Some of these utilities even manage to cheat a high ranking out of a search engine even when the website itself contains nothing of interest to the user.

As more and more web masters arm themselves with rank boosting software, the effectiveness of their efforts begins to plummet so much so that they find themselves back to where they started. A new avenue for increasing their rankings became necessary. One of these ideas is the saturation of keywords on a single article. The entire philosophy of keywords hinged on their relevance. In searching for a Ford truck, what search strings would the customer use? How many of those search strings will match the keywords? The more a search string matches your site or article's keywords, the higher you place on a search engine result page. Keywords have gotten to be such a major concern that private enterprises which offer search engine optimization (SEO) services are now making a killing in the internet economy.

The first result that comes out of a search engine is usually the website that contains the most similar number of keywords in the exact same order as the search. For instance, if I used "DIY Wi-Fi antenna" for my search string, the search engine will look for the exact same words and word placement. Now, if I type the word "ask" and perform my search using google, the common result would be ask,com. Notice how the search engine immediately went for the website with the domain name (ask,com) that matched my query. On the other hand, if I type "asked", google still comes out with the ask,com webpage as its top search result. It's all about relevance.

To be able to fully utilize your website's potential as a top search result item, you need to orient your website towards the product or idea you want to promote. If you cannot have the ,com name, you can rely on keyword optimization to help you with your search engine rankings.

You do not need to consult a private enterprise to tell you which keywords to use. All you have to do is think about your product or idea and think of how you would look for it in the internet using a search engine.

Keywords will not work for you if you keep them generic. Most customers log onto the internet already knowing what they need or want. Remember, these shoppers can't hold or examine the merchandise so they want to find out about them fist hand before they actually buy. When they do decide to buy, they have a specific idea in mind. They will use this idea as their search string in search engines. Ergo, if you have multiple products, you need to be able to generate a fair amount of literature containing relevant keywords for each of your merchandise. If you choose to limit your business to a certain area, be sure to include the name of your chosen location into your keyword base.

You also need to take care of the literature or articles you produce for your business. Make sure that they contain the necessary keyword count. Do not sacrifice the quality of your articles for the sake of keywords. Always present a detailed, literate and informative article.

It is only natural that webmasters continuously crave higher search engine rankings. After all, the closer your site is to the first entry in the search engine results page, the more chances you have of bringing on surfer traffic to your website.

The choice between proper website content composition and keyword saturation is a continuing dilemma that many web masters and internet marketers continue to mull over. Should the page of the site be designed specifically to enhance search engine results ratings or should the site's pages contain proper and relevant content with regards to its existing purpose?

To be given a high search result ranking, the website must contain relevant information or content. This means that you can't just jumble keywords together in a haphazard manner. You need to have quality content written down to describe your website and its contents. The search engine examines your website and all that it contains. The search engine will try to figure out if the keywords contained in your web pages are relevant to the user's search parameters. For example, a user searches for the word "bird". The search engine finds two websites with the word bird in it. The first website adds descriptions and additional information about the word bird.

The second website has the word bird, but it also contains other words like tiger, lion, zoo, seal all jumbled together in no particular order. Armed with this information, the search engine uses algorithms to determine which of the 2 sites has more relevance to the user's query. In this case, the first website which has a descriptive article about "birds" is prioritized by the search engine. In addition to being ranked higher by the search engine, the user is directed to the first website and finds exactly what he is looking for.

Already, you can see that there need not be a conflict between search engine optimization and keyword placement.

You need to properly define your keywords in terms of relevance. The criterion for keyword relevance is based on how you think a searcher will write down his query. If he is looking for a pair of shoes, will he use "size 9" or "black size 9" or "Nike"? The best way to figure things out is to be a customer yourself. Go to a search engine and search for a single specific topic or product by using different words. Take note of the search strings you use and how relevant they are to your target.

Say, you want to buy a CD of Eric Clapton so you are also searching for a store to buy it from. Do you type in "buy Eric Clapton" or is it "Eric Clapton CD"? As a searcher do you have a specific album in mind? Are you searching for Eric Clapton's unplugged album? If so, how are you going to search for it? As the keywords get more specific, the more relevance it assumes. This is actually a trade-off. Keywords or phrases that are specifically relevant to the topic at hand tend to bring in the correct kind of web traffic that you are looking for.

However, because of their specificity, your website will only be used as a search result if the user's query specifically matches your keywords.

Writing content is not as easy as jotting down a sentence or two. Think of the search engine as an artificial intelligence that needs to know everything. The more it can read, the better it can judge the relevance of your content. That being said, a lot of internet marketers write keyword, rich content articles with a minimum of 400 words per article. To put it in simpler terms, a search engine is slow to grasp the whole point.

Having good content in your website is a blessing not only for search engine optimization, but also for usefulness to the person browsing your site. If you can make your site useful to me, I will certainly return to your site to find out if I can use something else again. People love useful and convenient things.
About the Author
Don Resh is CEO of WebForce, Inc. For more on Keyword Optimization see:
Keyword Optimization Tools

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