The first step in area of search engine marketing (SEM) is to understand relevance & importance of keywords. Keywords are starting blocks of a successful SEM campaign. 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.
THE PAGE TITLE text is displayed by using
….. tags in title bar of web browser. As it is one of most important element of webpage therefore most important and essential KEYWORD AND KEYPHARASE (S) must be included in it. KEYWORDS and KEYPHARASES which are used in page title are used by search engines in their result listing and they are then used by target audience as hyperlink to access website from search engine results page(SERP).