What emerges

To summarize from foregoing, we find that:

1 While internet population is growing tremendously, a majority of web surfers use search engines as starting platform to meet their online needs.

2 Web searchers do not want to waste time for a website if it fails to meet his expectations, even though it would have ranked high in search results.

3 A majority of web searchers prefer using multiple keywords to find their choice of websites.

Piecing facts together, what emerges is search engines' popularity is on rise (if not usefulness; but that's a different story). And so too searchers' preference to use multiple keywords to find their choice of websites.

The way forward

If convinced that keywords are lifeline of your web venture, next comes planning your keyword targeting strategy. The web is now a global phenomenon, and potential market is no longer confined to a single location or country. That being so, a prudent approach would be to know what would people of other regions/countries look for in search engines if they want to view your site. Fortunately, there are ways to find that out.

To begin with, start querying yourself, your colleagues, friends, relatives and others as to what search-terms would aptly describe your website. Collect thereby a hundred or so keyphrases. Next, arrange at least two brainstorming sessions, spaced over a few days, in which to participate all who suggested those keyphrases. The aim will be to closely watch relative importance of keyphrases chosen and then trim list by half, leaving out those that appear less important.

Scott Buresh in article *Search Engine Keyphrases And The Power Of The Modifier* [ http://www.webpronews.com/ebusiness/seo/wpn-4-20040206SearchEngineKeyphrasesandthePoweroftheModifier.html ] suggests using descriptive adjectives, nouns and other suitable modifiers to appeal to wide cross-section of search traffic. And Jayde's *Keyword Selection* [ http://www.jayde.com/set/keyword.html ] process lays down certain ground rules in order to bring in more relevancy in your keyword selection exercise.

Work out your keywords

Once your initial keyphrases are ready, comes most important step. Take help of one or more keyword tools. With a good keyword tool, you can 'weigh' relevance of each of your keyphrases with actual search-terms used. In fact keyword tool will itself suggest many other popular keyphrases, relevant to your keyphrases, some of which you wouldn't probably have thought of. Since keyword tools keep track of virtually all searches made on major search engines worldwide, feel assured that you'll get most relevant search-terms used by aggregate viewers.

Finally, armed with keyword tools' suggestions, you'll be ready to further prune big list to something you feel comfortable using. Perhaps another group discussion might help to thrash out a shorter list. Remember, it is better not to use more than 4 to 5 keyphrases in one webpage, lest *weight* per keyword (keyword density) becomes thin and not sufficient to attract search engines' preferred attention.

At this stage, if necessary, take assistance of qualified SEO specialist or content writer to appropriately configure your webpages with selected keyphrases. Be aware that like keyword selection, keyword placement too is equally important, if not more. According to Robin Nobles [ http://www.seo-news.com/archives/2004/jan/29.html ], search engines like Google is known to pull *snippets* from any one or combination of 9 different areas of webpages in response to search queries.

Keyword tools

Keywords tools come in different hues for different applications. The most important of course are keyword selection tools. My first choice is Wordtracker [ http://www.wordtracker.com/ ], which offers free trial to get a feel of how it operates. Their paid service opens up exciting ways of *discovering* your keywords. While Wordtrackers' is a do-it-yourself service, SEO Research Labs' [ http://www.seoresearchlabs.com/ ] is a package offer for what they say *Keyword Research for Bottom Line Results*. Another fine tool is Web CEO's 'Keyword Popularity Research', which is offered as a part of Web CEO Suite [ http://www.webceo.com/pricing.htm ].

Among other keyword selection tools, Good Keywords' [ http://www.goodkeywords.com/products/gkw/ ] is a free software from Softnik Technologies that queries several search engines to enable you find your best choices. Yet other popular sources are Overture Inventory [ http://inventory.overture.com/d/searchinventory/suggestion/ ], Google AdWord Keyword Suggestions [ https://adwords.google.com/select/main?cmd=KeywordSandbox ], 7Search [ http://conversion.7search.com/scripts/advertisertools/keywordsuggestion.aspx ], etc. GlobalPromoter [ http://www.globalpromoter.com/keyword_suggestion_tool.cfm ] too, among many others, provides free searching of Overture network for your keywords.

Some other useful keyword-related tools and resources are given below:

1 Marketleap's keyword verification in search results [ http://www.marketleap.com/verify/ ]

2 KeywordStats toolbar [ http://www.keywordstats.com/ ]

3 Webjectives' Keyword Density Analyzer [ http://www.webjectives.com/keyword.htm ]

For more resources concerning keyword research and many other web promotion topics, consider owning writer's ebook, *Sure Web Success with 1001+ Top Web Promote Links* [ http://www.ezypost.com/eb op_web_promote_links.htm ].

Summing up

As with any set-up where there's a close and constant interaction with visitors, it is necessary to keep your website in top-shape, relevant, interesting and inviting. Keyword research is a vital part of website management and a continuous process. It's worth staying glued to happenings around, and keeping track of keyword-usage pattern from your web-logs. For, who knows where you stand tomorrow in search results for your chosen keywords!

Contact - The internet also allows for another form of contact with your customer. Some people can be hesitant about talking to a representative in person or on phone if they don’t feel very knowledgeable about product or service. Email allows them to carefully collect their thoughts before sending them. They feel less awkward about their lack of knowledge. Again, use this opportunity to gain an edge over competition. Go out of your way to educate them about product or service.

Entertainment - Use informal atmosphere of internet to entertain your customer. The internet is used by more people as a means of entertainment than as a means of business. If used effectively, entertainment can significantly improve business relationship. Provide clever facts, amusing presentations or even a witty character or mascot to assist them. However, be sure that entertainment is used appropriately. Be sure that is does not obstruct information or value you are trying to bestow upon them.

Always use your competition to your advantage. Research how your competition uses these characteristics to improve their customer relations. Your website does not have to be boring just because it is informative. Create an appeal that will set you above competition. The internet can be an extremely powerful tool for your business, reaching a greater audience than ever before. A successful business uses a complete arsenal to reach its market.