Many Internet marketers spend a lot of time on keyword research so that their SEO efforts will not end in vain. The challenge lies in figuring out the right keywords relevant to the business.

1. Keywords - The Backbone of an Effective
SEO Strategy
What Are Keywords?
Optimizing your web page for search engines is the perfect way of increasing your
website ranking and visibility. To gain high search engine visibility you have to target
the “right” keywords – those actually used by internet users to find the products and
services they require. A well-designed website is virtually of no use if it does not
reach your target audience. When your potential customers enter a search query, for
e.g. “SEO Company in Oklahoma,” your website should come first in the search
engine results. Here comes the importance of selecting relevant keywords.
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2. Many Internet marketers spend a lot of time on keyword research so that their
SEO efforts will not end in vain. The challenge lies in figuring out the right keywords
relevant to the business.
Why Keyword Research and Selection Is a Crucial Step in SEO
Keyword selection is a very important step in SEO. You can enhance the visibility of
your website, make it fully functional and user-friendly, and ensure a steady stream
of visitors, if you follow these strategies.
Competition Analysis – First of all, evaluate your competition well. Find out
the keywords your competitors have chosen and determine their key success
factors. To do backlinks checks on competing sites, you can use Yahoo Site
Explorer. Third party tools are also available to gauge keyword competitiveness.
Keyword List: After a careful analysis of what the online population is
searching for and the keyword search volume, make a list of appropriate
keywords that you need to target.
Potential Traffic Estimation: Estimate the monthly search volume and the
average click cost for the specific keyword in Google. If you are using Google
search tool, it allows you to gauge search volumes for exact query (Exact Match)
or variation of it (Broad Match, Phrase Match).
Major Factors to Consider
To optimize your keywords, you have to take into account a variety of aspects.
The nature of your product/service: You have to select keywords keeping
in mind the nature of your business.
Know your users well: Deduce what keywords or keyword
phrases your customers are likely to use to search.
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3. Select targeted keywords: You can focus both on targeted terms and generic
terms. Targeted terms generally are long-tailed queries, (for eg: “plastic surgery
in Manhattan”), which are likely to gain top search results rapidly, then you can
target shorter keywords with high competition.
Analyze how to incorporate those keywords in content:
Now, you have a list of keywords, and you need to incorporate
them skillfully in your content.
Incorporate the chosen keywords in the right proportion in your web pages. For
better search engine results, you have to use them in:

Page URL

Title and Meta Tags

Header Tags [H1, H2, and so on]

Navigation Menu

Body of the text

Anchor text, Alt tags
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4. Do not overuse the keywords and do not use the same string of keywords on all of
your pages. Keyword stuffing can lead to your site being banned for spamming. It is
good to use the keywords where it is necessary.
Use Reliable Tools for Effective Keyword Research
You can use specialized and reliable keyword search tools to find the related search
terms around your initial set of keywords. Google has Google Trends, Insight for
Search, AdWords Keyword Search and Search-based keyword tool.
What Should Be the Keyword Density?
Keyword density is one of the factors that Google uses to rank pages in its search
engine results. It is defined as the total number of keywords within a web page
against the total number of words. A well-optimized page contains 2-5% of keywords
density.
Be Prepared – Follow the Best Practices
SEO has always been a tricky business, so you have to follow the best practices to
gain good results. As Google continuously updates its search algorithms to detect
and penalize websites that utilize unethical Search Engine Optimization tactics,
you have to be well prepared for those changes.
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