| Keywords are the terms that appear in the pages of your Website, which users search for on search engines. Keywords need to be selected very carefully, and need to be updated as the website changes.
Keywords are also used for Pay Per Click Advertising. You place bids on different words, and the advertisements are displayed along with the organic search results when a user enters those words in the search engines. This is an amazing way to boost traffic, if you have done your keyword research!
How are Keywords used by Search Engines?
A search engine looks at all the words on your website, it then finds the most common words and phrases, and those are the words that your website will be found under. Obviously having words that pertain to your products or services are very important, or Key! This becomes a fine balance with maximizing your keyword saturation, but at the same time, not over saturating, because search engines will penalize web sites that have terms that appear as greater than roughly 8% of all the words.
We research the appropriate keywords for your company from a number of places. We start with your competitors, and look at what keywords they are using, and then we look at searches that are done on the search engines. This provides a foundation for adding the keywords to your site.
The Internet is changing everyday
Every day there are changes going on in the Search Engine industry, that have great implications on the way that your site is ranked on the major search engines. What one search engine values today, it may devalue the next, and effect your sites ranking. For example, in the begining META tags in the web page were of the most importance to search engines. Today they hold very little if any value. This is the reason you need someone to manage your SEO strategy. You need someone who deals with this every day, and stays on top of industry trends to help you navigate these difficult waters.
Content is King
The best way to imbed your keywords is in your content. Search engines have grown smart, and are hip to the ways that people use to fool the search engine (black hat techniques). They even go so far as to penalize web sites that they believe are using these bad practices. The best way to have the appropriate keywords in your website is to write content for the website that is rich with keywords, but is still pleasant to read by a human. This is very important, after all, your customers are not search engines. This means that your content should be very descriptive, and avoid using generic terms in the content like "this product is what makes your device work." Instead refer to the product by it's correct name and exactly what it does. example: "this flux capacitor is what makes time travel possible." It is then additionally helpful to put in as much content as possible on that device, because not only will the search engine be able to figure out what your web page is about, but the user will appreciate it as well!
Search Engine Optimization is a very complex topic involving HTML coding practices etc, but the first step to increasing your search engine visibility is Content.
Additional work can then be done on the web page to increase that visibility even further, and that is where we get into the Art of Search Engine Optimization.
We offer some very helpful Keyword Research Services, they can be purchased separately, or can be bundled in with one of our research packages.
Black Hat Techniques
Black Hat techniques rely on one form or another of tricking a Search engine into thinking you have certain content on a given web page. This could be hidden text saturated with keywords, that a human view can't see, or it could be sending different information to the search engine than you do a normal visitor when the search engine spiders your page. Black Hat techniques are STRONGLY advised against. A professional Search Engine Optimization expert knows that these methods for fooling a search engine into giving your website a better rank, will in the long run (maybe next week, maybe next month) penalize your website, and even possibly get you blacklisted from the search engines. Just as people are always coming up with new black hat techniques, the search engine companies are always coming up with new ways of detecting these techniques. Stick to the White Hat Techniques that will not only work today, but will for you in the future, not against you.
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