If you're new to the search engine optimization world, the plethora of terminology and strategies (old and new) may seem overwhelming. In actuality, it's simpler than it sounds. Optimization reminds many of science and engineering, but its practice on search engines is mainly the procedure one follows to maximize a web site's ability to rank higher (be shown on earlier pages) in search engine results pages.

As an example, if you type the key phrase "bowling balls" in Google, Dogpile or other search engine, web site links and their corresponding short descriptions appear in search engine results pages [usually in batches of ten (10)]. The chances of your clicking web site links appearing on the first search results page are statistically much higher than on the second or third pages.

As a web marketer, your goal is to do everything you can possibly think of to have your web site rank higher for specific keywords or phrases (e.g. bowling balls) that matter the most for your business or interests. Having said that, what are your most treasured keywords? What does your business involve and what are you prospective visitors' interests and concerns? Knowing this will help you select and fine tune your specific keywords that have higher chances of resulting in site visits (ranking higher).

Performing Keyword Research: Broad vs. Specific

Many search engine marketers fail to reach their full potential for one key reason- poorly and inadequately defined keywords. As we enter further into the Information Age, the proper and smart use of words will either make or break your internet marketing campaigns. There are many keyword research tools on the web that help users focus and "niche" down. Google Adwords, WordTracker, Keyword Elite, and many others all have one primary function- input your initial keyword ideas (e.g. bowling balls), sift the web (based on statistics and historical search data) and provide you more related keywords to choose from. This is good, at the start, but you shouldn't stop here.

For example, if you're trying to promote your new bowling alley in Mountainview, CA, it may fare you better if you focused on more specific key phrases (e.g. bowling alley mountainview or bowling alley mountainview california). The reason for this is that not everyone who searches "bowling alley" actually lives or is interested in visiting Mountainview. It would be optimal if your web site ranks high for the broad term "bowling alley," but if you're just starting out, competition may be roaring louder than you can bear, so keeping it "niched" down and specific is key to ranking higher and attracting more relevant (Mountainview bowlers, as opposed to those in New York) web site visits.

Meta Tags: Title, Keywords, and Description

Although search engines now place less emphasis on this aspect of search engine optimization, having complete, specific, and precise Meta tags for your web site is still important. If you're trying to rank high for the key phrase "apples and oranges," and you don't insert this properly in the "header" section of your web site's programming, search engine crawlers will discredit your efforts to rank high, even if you desire to do so.

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