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A keyword, in the context of search engine optimization, is a particular word or phrase that describes the contents of a Web page. Keywords are intended to act as shortcuts that sum up an entire page. Keywords form part of a Web page’s metadata and help search engines match a page to with an appropriate search query. Source: Techopedia

KEYWORDS MARKETING - Done Right - Drives Traffic

If you have a website and need to drive traffic to that website, keywords marketing is definitely the way to go. You have a professional looking website, well designed and user-friendly. You just aren’t getting the traffic. Marketing with keywords is the best way to get the traffic to your website so people will buy what you are selling.

To start getting traffic to your website, you need to optimize your website to the keywords searchers are using when they type in what they are looking for in the various search engines.

To get ranked high in the search engine results page, you need to use the right keywords. This is called keyword optimization. Keep in mind keywords change so you may need to update your website from time to time to stay current and keep the traffic flowing. There are plenty of tools available out there to find good keywords you can use to optimize your site.

When researching keywords be sure to look for keywords that have a decent search to competition ratio. You do not want keywords that have a high competition because that means that everyone is using them and they won’t give you much help in getting good traffic to your website.

Keywords marketing research can and will take some time on your part but when you stumble across one or two really good keywords the result will be money in your pocket. That is why you started your internet business in the first place, right? To make money.

Keyword research is a lot like panning for gold, you have to wade through all the muck to find that little golden nugget that will help you optimize your website. Sounds like fun doesn’t it? You get to go on a treasure hunt, no shovels required. Find the edge you need using keywords to drive traffic to your website.

You do not want to lose any business to your competition just because of poor keywords, do you? Make it easier for them to find your website when they are searching for what you are offering. They know what they are looking for, are you ready to help them find it?

In today’s economy more and more people are starting online businesses. Competition is getting way more intense. Optimization is what it is all about. Your sales numbers depend on it. Your livelihood depends on it. So look at what you have as your keywords and update them. You will be pleasantly surprised when traffic to your website increases and then so do your sales.

So, get rid of any and all keywords that are not performing well for you. Start using more long-tailed keywords. Long-tailed keywords allow for a more targeted search and if you are using one or more then you are the more dominant website in your niche and will make more money.

Find yourself a good keywords marketing tool and start on your treasure hunt for those little nuggets that will direct all the traffic you can handle to your website.


Keyword density is an indicator of the number of times the selected keyword appears in the web page. But mind you, keywords shouldn’t be over used, but should be just sufficient enough to appear at important places. If you repeat your keywords with every other word on every line, then your site will probably be rejected as an artificial site or spam site. Keyword density is always expressed as a percentage of the total word content on a given web page. 

Suppose you have 100 words on your webpage (not including HMTL code used for writing the web page), and you use a certain keyword for five times in the content. The keyword density on that page is got by simply dividing the total number of keywords, by the total number of words that appear on your web page. So here it is 5 divided by 100 = .05. Because keyword density is a percentage of the total word count on the page, multiply the above by 100, that is 0.05 x 100 = 5% 

The accepted standard for a keyword density is between 3% and 5%, to get recognized by the search engines and you should never exceed it. 

Remember, that this rule applies to every page on your site. It also applies to not just to one keyword but also a set of keywords that relates to a different product or service. The keyword density should always be between 3% and 5%. Simple steps to check the density:

  • Copy and paste the content from an individual web page into a word-processing software program like Word or Word Perfect.
  • Go to the ‘Edit’ menu and click ‘Select All’. Now go to the ‘Tools’ menu and select ‘Word Count’. Write down the total number of words in the page.
  • Now select the ‘Find’ function on the ‘Edit’ menu. Go to the ‘Replace’ tab and type in the keyword you want to find. ‘Replace’ that word with the same word, so you don’t change the text.
  • When you complete the replace function, the system will provide a count of the words you replaced. That gives the number of times you have used the keyword in that page.
  • Using the total word count for the page and the total number of keywords you can now calculate the keyword density.


One need to choose those keywords that are frequently searched for and which is in high demand, but not being already used by many other websites and competitors, and thus has low competition. There are a number of keyword research tools that can help you find them. Apart from the Wordtracker which was already discussed in an other article, we have some more equally important research tools like the Overture, Google AdWords Keyword and Guidebeam. 

Overture‘s keyword suggestion tool is free and much quicker to use than Wordtracker. It works more like the Wordtracker but doesn’t tell you how many websites are targeting each keyword phrase. For example if you type ‘Computer’, the Overture search suggestion tool will tell you that during the last month the word ‘Computer’ was searched, say for example 459550 times at Overture.Com. Similarly ‘computer game’ was searched 302210 times. Also, given one word it will tell you all relevant combinations of that word, which are based on actual searches done by people. If the word you keyed in is not a common search term then you will not get any results. It means that very few people have actually searched for that word during the last month.

Even Google Keyword Tool generates potential keywords for your ad campaign and reports their Google statistics, including search performance and seasonal trends. Features of this tool include:

  • Sorting the results of your desired keyword search by popularity, past performance history within the AdWords system, cost, and predicted ad position.  
  • Easy keyword manipulation where you can select a few keywords here and there or add them all at once. 
  • Searches for keywords present even in any webpage URL specified by your search. It can also expand your keyword search even further to include those pages that are linked to or from the original URL page. 
  • More keyword results are generated based on regularly updated usage statistics database. This helps you to get new keywords or phrases.

Guidebeam is an interesting resource. Type in a phrase and it will suggest a large number of related searches. The numbers generated against each phrase are Guidebeam’s estimation of how relevant that phrase is.

These softwares are useful for researching how people search the web and then optimizing your own web pages so that more people find your web site.


It is recommended to use keywords in page titles itself. This title tag is different from a Meta tag, but it’s worth considering it in relation to them. Whatever text one places in the title tag (between the <title> and </title> portions) will appear in the title bar of browsers when they view the web page. Some browsers also append whatever you put in the title tag by adding their own name, as for example Microsoft’s Internet Explorer or OPERA.

The actual text you use in the title tag is one of the most important factors in how a search engine may decide to rank your web page. In addition, all major web crawlers will use the text of your title tag as the text they use for the title of your page in your listings.

If you have designed your website as a series of websites or linked pages and not just a single Home Page, you must bear in mind that each page of your website must be search engine optimized. The title of each page i.e. the keywords you use on that page and the phrases you use in the content will draw traffic to your site.

The unique combination of these words and phrases and content will draw customers using different search engine terms and techniques, so be sure you capture all the keywords and phrases you need for each product, service or information page.

The most common mistake made by small business owners when they first design their website is to place their business name or firm name in every title of every page. Actually most of your prospective customers do not bother to know the name of your firm until after they have looked at your site and decided it is worth book marking.

So, while you want your business name in the title of the home page, it is probably a waste of valuable keywords and space to put it in the title line of every page on your site. Why not consider putting keywords in the title so that your page will display closer to the top of the search engine listing. 

Dedicating first three positions for keywords in title avoiding the stop words like ‘and’, ‘at’ and the like is crucial in search engine optimization. 


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