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Keyword Phrases - How to choose powerful ones

   Most sites are built without any regard for search engines. Most site
   designers simple don't think about search engines or have little
   background knowledge about how they work.

   The site designers do not think about the search engines, but they
   guess, often incorrectly, what keywords they should be using.

   Lets look at the process from the start and explore what actually
   happens when you type in a keyword phrase into a search engine and
   click on the search button.

   Lets take the example of what happens when the term, 'vintage cars' is
   searched on. How does the search engine find the pages in its index
   that it will return in the search engine results page (SERP)?

   Generally, the search engine will look for the following:

• pages that contain the exact phrase vintage cars
   
• pages that don't have the phrase vintage cars, but does have the words vintage and cars in close proximity
   
• pages that have the words vintage and cars, but not necessarily close together
   
• pages with word stems; for instance, pages with the words vintage and car somewhere in the page
   
• pages that have inks to them , in which the link text contains the phrase vintage cars
   
• pages with links pointing to them, with the link text containing the words vintage and cars although not together

The search engine will not show results in the exactly the same order as described above. It will also take into account other considerations, such as:

1. Is the keyword phrase found in bold text
2. In italic text
3. In bulleted lists
4. In text larger than most of the other text on the page
5. In heading text (<H> tags?)
6. Is the domain extension the same as the county that the search originates from? i.e. a search for vintage cars from Google.ie may favour .ie sites
7. In what country is the site hosted?
8. How old is the site?
9. What types of sites are linking in?
10. What types of links are going out?
11. ...and many other 'secret' criteria

   The main point to take from all the above is that if a search engine can't
   relate to your website words that someone searches for, it has no
   reason to return your website as past of  the search engine results
   page (SERP).
 

   Choosing the right keywords is critical
 

   In order to choose the most powerful keywords you have to think like
   your customer and not what you think is most appropriate.

You must implement a comprehensive keyword analysis and research strategy

   Check to see what people are actually searching on.
 

    Visit our keyword analysis page to see how to start choosing your
    keywords.

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