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What are Keywords?
Keywords are words and expressions that internet surfers use, in order to find, via search engines, internet sites with relevant information that they are interested in.
Each search engine gathers and accumulates information about websites that are added to it, and according to this information, they rank websites and web pages with respect to each keyword. The higher the rank of the page, the higher it will be displayed in the search engine results for the specific keyword used.
The Motivation for doing Keyword Research
Research and analysis of the keywords related to the area of business of the product or service offered by a website, are key to creating the site in such a way that it will attract customers who are interested in the product or service that the site offers, and as such, have a high purchasing potential. Keyword research enables identification of market segments that have high demand, and which are not inundated with competitors; focused and efficient marketing campaigns; and even analysis of the feasibility of an on-line business.
Focusing the site on the wrong keywords may indeed bring the site to a high rank for those keywords, but they may end up being so rare, that they are never searched for by the target audience, or they may bring worthless traffic to the site, from an audience who aren't really interested in what your site is offering.
Considerations for choosing Keywords
· Chose keywords that internet surfers use often.
· Identify competitors, and chose keywords that they are not used by many of them.
· Don't use common keywords that return hundreds of millions of search results
· Identify your target audience, and chose words and expressions that they use to find sites like yours.
The diagrams below demonstrate the importance of using keywords commonly used by your target audience.
Pic 1
This is the worst possible scenario – since the words that your customers use do not appear in you site at all, they cannot find your site, and you will have no relevant traffic from the search engines.
Pic 2
This is better – some of the words searched for by your customers appear in your site. You will attract relevant traffic for those keywords.
Need to make a new picture for here
In this case, there is a high correlation between the words that your customers search for, and the words in your site. Your site will attract a lot of relevant traffic.
Translated by Debi Zylbermann
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