Each keyword is characterized by supply (number of search engine result pages) and demand (number of searches). The easiest way to improve search engine rank is to select keywords that have favorable supply-demand characteristics; that is, ones with a relatively high demand and a relatively low supply. It is much more difficult to improve the search engine position of a page on a high supply, competitive keyword.

Good keywords must be relevant to your product line, as well as your line of business. A #1 rank for "navy widgets" is worthless if you sell taupe widgets exclusively. A potential customer will find your page, quickly discover that you don't sell any navy widgets, and promptly go elsewhere. In effect, the conversion rate for irrelevant search engine hits is very close to zero.

Using Keywords Effectively

Choosing a set of target keywords is the first step in search engine optimization. The second step is using them in the body, title, headings, and meta-tags of a page.

Include the target keywords in the text of the page. Don't overdo it, though --- the keywords should fit smoothly into the surrounding text. Search engines use several techniques to detect excessive keyword density, or too many keywords stuffed into very little supporting text, and will reduce the rank accordingly. A page has too many keywords if they interfere with the general flow of the text on a page and appear to be glaringly out of place

The title tag should contain information that describes the page. Unless you operate a multi-national conglomerate that is already a household name, your company's name is not a descriptive title. Most search engines use the title tag as the first line of your listing in the search engine result pages. Strive to make your title tag say "click me" to a prospective customer. "Superior taupe widgets - 50% off every day" is a good page title, while "Ultimate Taupe Widgets, Inc." is not.

Incorporate keywords into the headings on the page, as well as into emphasized sections (bold or large text). Even though search engines are de-emphasizing descriptive meta-tags, include keywords in them nevertheless. The description meta-tag should have an accurate description of your page, and the keywords meta-tag should contain a set of keywords (separated by commas) that list key concepts mentioned on the page.

Understanding the basics of search engine optimization is an important first step in creating an optimized, well-positioned web site.

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