So lets dig into this section of SEM (or specifically SEO, search engine optimization) by defining keywords & keyphrases.

KEYWORDS and KEYPHARASES Definition : site words or phrases which/that are matched with search words or phrases of target audience using search engines are known as keywords and key phrases.

Importance of KEYWORDS and KEYPHARASES : Keywords and Keypharases are used to promote and market a website by improving search engine rankings.

Where to use KEYWORDS and KEYPHARASES for Offpage Optimization : The Keywords and keypharases are used as anchor text to link to site. Search engines specially google attach lot of importance to anchor text hence if there is a keyword in it, site gets promoted for that keyword.

The Keywords and keypharases are also used to advertise, promote and market site with PPC (pay per click) and PPI(pay per impression)

Where to use KEYWORDS and KEYPHARASES for Onpage Optimization : KEYWORDS and KEYPHARASES are generally used with HTML tags ( title tag, meta description tag, meta keywords tags, body tag , anchor tags, comment tags, heading tags, alt tags, table tags, form tags, list tags, formatting tags, frame tags, map tags, applet tags, etc.) and in url itself. Apart from this keywords & key phrases are used in text matter of page.

These are also used to create KRPs (Keyword Rich Pages – where a specific KEYWORD and KEYPHARASE is repeated to get top ranking for that particular web page for a particular KEYWORD).

The strategy is to target one keyword or at maximum two, per page. Once these KRPs are produced it is easier to get these pages ranked with search engines. These pages then have links to other pages in site & hence serve as passage way for inviting in surfer to investigate site deeply. These Keyword rich optimized pages are also called ‘Doorway Pages.’

So lets start to introduce keywords where they belong:

KEYWORDS and KEYPHARASES uses in THE PAGE TITLE : --------------------------------------------------

Page title is first element that search spiders’ find on a web page and hence it stands to reason that title of each page should be carefully crafted.

Keywords Targeting Strategy for Keyword of Single word: -------------------------------------------------------

Keyword of Single word is useful to attract general audience and helps in getting high rank ,if web site is new. Keywords Targeting Strategy for Keyword of Single word is that they should be more used in root level pages or top level domain pages. This is because these pages are ones that attract general traffic & are generally pages which do not specify specifics. Hence single word keywords based on themes can be targeted for on these pages.

Keywords Targeting Strategy for Keyword of Multiple words: ----------------------------------------------------------

Keyword of Multiple words are useful for attract targeted audience therefore should be used topic wise for each page according to subject of that web page. Relevant set of Keywords should be use in Title tag, Header Tag, Meta tag, Body tag, Alt tag, Anchor tag, Comment tag and in url (uniform resource locator) of that specific web page. Use underscore or hyphen to differentiate Keywords. These keywords are normally targeted upon in deeper level or sub directory level pages.

Keywords Targeting Strategy for Keyword based on Theme: ------------------------------------------------------

Keyword based on theme is useful to attract targeted audience therefore they are strongly recommended to be used. Typically, although it is not a hard and fast rule but in theme based keyword we use general keywords in root level and uses specific keyword in directory level.

Overall one can safely say that in keyword targeting one uses a dart board strategy. Wherein smallest circle attracts your core audience & hence should have theme oriented multiple word keywords. As we move up on theme (dartboard) circle ( traffic) tends to get larger & keywords tends to get simpler( singular) even though they are theme based.

KEYWORDS and KEYPHRASES usage in Domain Name: --------------------------------------------

Keywords and keyphrases use in Domain Name & urls of directory pages is also a factor in Search Engine Optimization (SEO) as well as it helps to inform targeted audience, about sites content . Therefore, special care should be exercised in choosing a domain name. All search engines start reading each web page with its respective domain name.

Having said that, let me add that there is a raging debate amongst seo community to determine exact importance of keywords in domain name. One camp believes that it is hugely important to have keywords in domain whereas other maintains that brand building domain name is more important than keywords incorporating one.