Correctly choosing the keywords for your website is the single most
important aspect of any search engine optimisation work. We at Kessler
Associates know that proper keyword selection can provide your business
with an extremely solid foundation upon which to build.
However, the opposite can be said for websites that make mistakes at
this point. If your website dives straight into competitive keyword selection
there is a good chance that it will drown in the oblivion of search engine
results. Choosing keywords for your website requires a fine balance of
research and modesty.
If there is a particular item or product range that your company sells then
make sure your keyword selection reflects this. Being vague results in higher
levels of competition. If your website sells golf clubs then optimise your
pages to match what kind of golf clubs you are offering. Do they have graphite
shafts? Do you sell a left-handed selection? What kind of brand are they?
Regionalise your selection if appropriate
Focusing on a regionalised market will result in a much more targeted market
and the competition will also lower significantly. If you only sell your
products and services within Ireland make sure you contain specific phrases
(eg. Ireland, Irish, Dublin, etc) within your title, body and anchor text.
Domain Name Selection
For many new (and existing companies) the ideal website name might already be
taken. Or, for branding purposes, the choice of a keyword-rich domain name may
not be applicable. This shouldn't be a major concern to companies as the weight
search engines give to the URL of a website is of limited importance when it
comes to ranking well within the results pages. However, if your website contains
keywords on which your company wishes to compete then you should exploit this when
choosing your inbound linking text (aka anchor text).
Inbound links from websites can provide your site with a twofold benefit. The
first (and obvious) is that these links can help your company by sending potential
customers to your website. The second benefit is that Google and the other major
search engines will see these links as votes of confidence, therefore giving your
website a boost in its rankings. When developing inbound links it is important to
take advantage of keywords that your site might be targeting.
For example, a web site such as www.betterwebsitez.com might contain a number
of articles that can help webmasters and companies promote their websites. With
this in mind, a link that contains the anchor text 'Website Promotion Articles'
will help both visitors and search engines to understand what this website is all
about. By developing links with keyword-rich anchor text, your website can rank
higher in the search engine results for the terms on which you are competing.
When choosing keywords which you feel are suitable to target your desired market
you may end up with a list the length of your arm. If you create a website with
a logical structure containing a number of pages that deal with the range or
products your company offers, you will be able to professionally and effectively
optimise your entire site for all of your selected keywords.
For example, if your company sells office supplies and office stationary (both
extremely competitive keyword phrases) you could still drive a large amount of
traffic to landing pages that sell 'Executive Leather Chairs' and 'Printer Ribbons'.
This is only an example, but creating and optimising landing pages is a technique
that all websites could and should do regardless of what they are offering.
Remember, your optimisation efforts should never stop after your site's front
page is completed. Your entire site should be professionally optimised for
This is what Kessler Associates will help you with, managing the entire
process from beginning to end and making sure your website is continually monitored
to ensure maximum performance in search engine results. Optimising your website is
an ongoing process that never ends, so it pays to do it properly from the start.
Whatever you need, we have the solution.
Reproduced from Entireweb Newsletter. About the
Author: Barry Fenning is the owner of Irish Website Promotion, a website that is
aimed at people who are new to the area of search engine optimisation and online
marketing. The articles available on the website are suitable for people that want
to learn how to conduct effective and professional SEO campaigns without having to
outsource. There are also a number of more 'advanced' articles that are suitable
for experienced webmasters.
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