Choosing keywords

Choosing keywords and keyword phrases

Choosing effective keywords and key-phrases requires imagination, hard work and time. If you don't choose effective keywords, all your efforts to boost your visibility in search engine results, will be wasted.

Choose keywords that accurately reflect the content of each page - one page at a time
Choose words that are searched for. It is pointless choosing keywords that no-one uses in search engines
Think of what words and phrases are most likely to be used by potential visitors to search for that single page - brainstorm - make a list - get others involved: they may use terms you don't
Choose words that are not too popular. If the word or phrase is very popular, then you will be competing with hundreds, thousands or even millions of other pages!

“Search engines return search results in the exact order of their perceived relevance to the search phrase requested. The more relevant your site appears to be, to the search requested, the HIGHER your page will show in the results.”

J. Bailey (a.k.a.) Cricket, GNC Web Creations

For example:

The phrase "B&B" is very popular - competition will be stiff. It would take several years of hard word and a lot of money for links and the development of content, to reach the first page for those keywords. And, of course, others are continually working to get there too - and places are limited!

Try and think from your visitor's point of view.

What are they searching for?
What information do they want to find?
What problem are they trying to solve?
Who are they?
What type of web experience are they likely to have had?
What age group are they?

How is your website going to solve their problem?

People who search for "B&B" or "bed and breakfast" may want a room for a night, a weekend break, a week's holiday, a night away from the kids for a special occasion; they may be looking for a couple or a family, with or without the option of evening meals.

So you need to consider exactly what each page on your website is going to focus on.

You could have one page focusing on those who are looking for a weekend break; one for those who want a weeks B&B for a family; one for anyone wanting a couple of nights for a special occasion such as a wedding anniversary, and so on.

Look for keywords to suit each page individually and write relevant content for each one. That way you will be able to target people who are looking for exactly what you are providing.

Another way to find a more specific focus than just "B&B" is to concentrate one or more pages on the area or town you are living in. The keyword phrase "B&B Northumberland" or "B&B Hexham" is much more specific than "B&B". There is less competition for these phrases and therefore it will be easier to appear near the top of a search engine's result page. Again, you will be able to target people who are looking for what you are providing.

Finally, don't use your business name as a keyword phrase on more than one page (perhaps the "About Us" page). How many people will actually search for your name?

Choosing keywords