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Importance of Keywords in Search Engine Optimization

If you are the owner of a business website, you will naturally want it to be
search-engine-optimized these days. The reasons for this is not too far to seek. Today’s technology-enabled people quite often seek information about products/services on the Internet. They use leading search engines such as Google and Yahoo! to locate the sites. With competition picking up, every website wants to have a share of the Internet pie. Every site wants to be listed towards the top in a search engine’s search rank. Here, SEO plays a big role. SEO slowly and steadily helps to tune your site to the expectations of the search engines. One of the basic and most importation aspects of SEO are finding the right keywords for your site and use it for optimization. In this article, we will explore the importance of keywords in SEO.

What are keywords?

Keywords are single or group of words that people type in search engine text boxes to find information about what they need. Search engine optimizers need to detect these keywords while optimizing the sites. Keywords are used in the content and other areas to make the site tuned to the search engines’ expectations. The more focused a site becomes to what people search for, the probability of its location by people through search engines increases. When people use these words or phrases in search engines, they get two types of search results. There is a paid search result towards the top and right side of the list. The font size and style for these paid links (merchants pay the search engines to list their links that are relevant to the keywords) are a bit different. The other category constitutes the organic search results that the search engine has deduced based on its algorithms.

Keyword Selection

The search engine optimizers need to choose the keywords with care. The keywords chosen should have a high search volume. If more and more people search with the keyword, greater is the chance of increase in your site traffic. If by chance the competition for your chosen keywords is weak (that is, not many sites have detected the search potential of these keywords), your chance of crawling towards the first page of the search results will increase manifold. There are many tools available in the market for keyword research. However, it is better to consult with an elite SEO marketing company to choose the apt keywords.

Keyword Frequency

Remember, search engines regard the “content of a website as the king”. The keywords should be carefully spread across the content. They should be present in the title and the body text. Be careful not to repeat the keywords too many times. The best approach will be to write the free-flowing content and introduce the keywords at some places (particularly more towards the beginning and at the end of the article). The keyword frequency (or keyword density) for single words should not exceed more than 6% in the page. This percentage will come down to 3% for keyword phrases.

Other Important Areas for Keywords

For the purpose of SEO, you have to look at several other places to distribute your keywords apart from body text and content. Some of these areas are ‘meta’ tags, ‘alt’ tags for images, ‘description’ tags, headings (H1, H2 tags), link text for outbound links, and so forth.

Thus, we can easily infer that keywords are the pillars of SEO. Unless keywords are not researched for properly and not applied to the content appropriately, your dream of making to the first page of the search list might remain elusive.