The power of keywords
February 25th, 2008 by Dan
Take it from an SEO professional: Search Engine Optimisation is all about keywords. To many, the very term “keyword” may sound like an Internet age buzzword that can refer to any of a host of notions. Too often, that will indeed be the case. Keywords are what make the Internet world go round.
So what exactly are keywords? And what do they do? Keywords are words that are frequently used by Internet searchers. That is, humans, people like you and I, type in words into search engines such as Google. “Mortgages”, “Lasagne recipes” and “Climate change” are all examples of popular keywords. As such, keywords are seen or experienced again and again by the search engines, which then are in a position to track words that are searched more often than others. In this way, search engines can rank keywords in order of importance.
Keywords that are short and usually searched often are called “short tail” keywords. “Mortgages” can be one example of a very short tail keyword. Other keywords like “best hair straightener uk” are examples of a long tail keyword. Long tail keywords are obviously searched less often because of the lower frequency or probability of their being typed in by multiple users across the world by virtue of their longer length and less discrete subject.
Search Engine Optimisation makes good use of keywords by acknowledging that each keyword has a Search Engine Ranking Page (SERP) devoted to it in the search engines. This page has a list of perceivably relevant websites in order from most to least relevant. Sites at the top will obviously get the most traffic, resulting in more sales or conversions. SEO is all about getting your website on this SERP, and then pulling it to the top.
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