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SEO Keywords and Their Importance to Website Optimization
As far as search engine optimization (SEO) is concerned, dozens or even hundreds of factors must be considered in order for your website to rank in the top 10. Things such as social media integration, content quality, back links, and sitemaps all have their places in the overall scheme of website management and need to be properly implemented. However, keywords are among the bedrocks of good SEO that have remained a constant priority throughout the years.
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A keyword is any word or phrase that users input into a search bar. The search engine then processes the keyword according to specific algorithms and then displays a ranked list of all the websites it deems relevant to that keyword. For example, the search query “diet pills” is a keyword, and the search engine might return a list of results that feature gyms, fitness stores, weight loss physicians, and so on.
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How keywords have shaped the SEO landscape
Keywords are among the primary ways in which websites appear in the search results for a particular query. In the early years of search engines, websites with the largest number of keywords in their content would get the highest rank. This led to widespread abuse by unscrupulous webmasters who would spam their own websites with hundreds of keywords in order to increase their place in the listings. Search engines responded to this by improving their own algorithms, so this trick no longer works today. However, even though strict rules are now in place with regard to keyword placement, you still can’t afford to neglect it entirely.
Search engines use keywords in order to determine to which niche or category your website belongs. It is therefore important to put several of these keywords in the content of your own site. As long as the keywords are not artificially included just for the sake of having them, the search engine algorithms will look favorably on your website and assign it a higher rank.
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Not all keywords are created equal
It should be noted that not all keywords that are related to your business have the same weight of importance. The more people are searching for that keyword, the more important it is. For example, a keyword such as “diet pills” is a commonly used query, with millions of individuals searching for it every month. However, a keyword like “diet pills that work fast in the United States” is less common and has fewer searches. Webmasters should therefore be discriminating in which keywords to use and place more emphasis on keywords that are more popular rather than those that are more obscure.
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The problem with keyword competition
On the other hand, popular keywords have a large disadvantage compared to their less-popular counterparts: competition. A keyword such as “diet pills,” which has millions of searches per month, will undoubtedly draw a large number of webmasters, who will then use it on their own websites. This results in more competitors vying for the top rank for that particular keyword. If you are just starting out as a webmaster, it would be almost impossible to beat established websites in the rankings for popular keywords. This is similar to brick-and-mortar businesses; building a small store right next to a giant conglomerate is not a good idea and would invariably lead to lack of customers and subsequent bankruptcy.
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Graphic credit to Ros Jones and 2thetopdesign.com
Finding the right balance
At the end of the day, new webmasters need to find the right balance between popularity and competition. They should stay away from keywords that are too popular and have lots of competition, as well as from keywords that have no competition but are so unpopular that they seldom get any searches. The best place to be is in the middle; use keywords still popular enough to get thousands of monthly searches and have a low level of competition.
Finding these ideal keywords can take time and effort, but it is worth it. Plenty of software are now available to help you with this task. Some of them are free and others are commercially sold, but all of them provide helpful statistics that determine which keywords are the best ones according to parameters you set. These tools are indispensable, and every webmaster should use one if he wants to succeed online.
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Integrating the keywords
Choosing keywords is only the first half of the battle. Once you’ve decided which keywords to use, you then need to integrate them into your website’s content. The keywords should be placed at various locations. No hard-and-fast rules apply, but most SEO experts recommend placing them in web page titles, headers, body paragraphs, image tags, and meta descriptions. A couple of keywords in these locations is often enough; it is important not to run the risk of spamming keywords because this can get your website blacklisted and taken off the rankings entirely.
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The constant battle for supremacy
The use of keywords has subtleties, and a variety of books and online information is available for those wishing to take full advantage of this key aspect of SEO planning. Good keyword research and placement are cornerstones for achieving the elusive top spot.
The competition is fierce in this regard, but those who do things right will find an edge that will win the day. The secret is to stay smart and do your keyword homework before jumping in; only fools test the turbulent waters of SEO with both feet. Wade in the shallow end first, and when your website grows, you can proceed calmly into deeper waters where most of the profits and customers are.
Original Article: http://loriballen.com/seo-keywords-and-their-importance-to-website-optimization/
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