Marketing Your Website: David vs Goliath

When marketing your website through search engines, avoid focusing on high competition terms. Instead, look for descriptive phrases that will be easier to rank in search engine, especially if you are a small business on a limited budget.

Focus on Good Phrases
One thing to remember is that keyword is a bit of a misnomer, as it is rarely good practice to use only one word as a keyword. In fact, it may be more appropriate to call it a key phrase as it is often a group of words that the search engine is seeking. People rarely type one word into search engines. Instead, they try to narrow down the results they get to match what they are looking for. If someone is searching for pet supplies, they would not simply search for the word pet, but would more than likely enter a string of words such as “puppy squeak toys.” Therefore, word the copy on your website using a string of keywords rather than focusing on just one word.

Root Keywords
Another thing to keep in mind when developing keywords is to include a root keyword in the phrase. If you are selling hats, using the word “hats” as a keyword is not going to get your website ranked high in search engines unless you are a large, authoritative site, or you own a domain name with hats included, as search engines reward websites with the keyword in their domain name. Instead, a keyword such as “leather cowboy hats” or “adjustable baseball hats” might be a better keyword selection.

Keyword Frequency
It is also important to use the right number of keywords throughout the copy on your website. The keyword should appear in the title and the meta description, but then be sprinkled throughout the remainder of the copy in a manner that blends in with the wording. The common rule is one keyword per 100 words of copy. Be careful not to use too many keywords as many search engines penalize websites for what they call “keyword stuffing.” It is possible, however, to switch around the order of the keyword in order to add more of them in the copy. For example, “cowboy hats leather” is an acceptable supplementary keyword for “leather cowboy hats.”

For small businesses, learning the art of using keywords for search engine optimization is very important as it creates the image that you are an authority on the subject matter. In addition, proper keyword usage and good content on a website brings qualified traffic to the site, which can also help improve the search engine rankings.