Keyword Research - The Lifeblood of your Website!

Written by Nicky Nelson

So, you know what your prospective customers search for when looking for your products or services? Do you? Get it wrong and your website marketing will be in vain, get it right and you signpost prospective clients straight to your door.

So why do we get it wrong?

When a client comes to me and we start to discuss keywords and keyword phrases, they automatically assume they know what they should be because, quite rightly, they know their own business inside out. But that isrepparttar key, their prospective clients do NOT know their business inside out, and so therefore do not haverepparttar 127870 same understanding of what things are called, and what they can do. You need to step outside of your business and look at it throughrepparttar 127871 eyes of a customer, better still, ask them.


Keyword research is a vital part of website marketing. This exercise should be performed priorrepparttar 127872 website content being written. It is through this exercise, that we are able to find out exactly how many surfers searched for which keywords and phrases and how many other web pages are competing forrepparttar 127873 same phrase. Inrepparttar 127874 short term it is not a sensible idea to target one word keywords that have over 200,000 pages competing for them. Inrepparttar 127875 long term, maybe but if you want to get your website seen and start to build up some traffic, then you need to concentrate on 2-3 keyword phrases that have less than 200,000 pages competing for them.


Step 1- Preliminary keyword list

The client needs to produce a list of keywords that they feel are applicable to their business. Keywords can also be lifted from any company literature. It is also useful ifrepparttar 127876 client can tellrepparttar 127877 website marketing consultant who their main competitors are, and their web addresses. You need to think ‘outside ofrepparttar 127878 box’ and also think laterally.

Step 2 – What keywords are searched for

Armed with a list of keywords,repparttar 127879 website marketing consultant should now perform research with a tool such as WordTracker™ to ascertain:

•Whether these listed keywords are in fact being searched for •What other related keywords are also being searched for •Whether there are any synonyms that are relevant and being searched for •How many other web pages are competing forrepparttar 127880 same keyword phrases

SEO Your PDF’s

Written by Kevin Kantola

Why optimize?

First, why would anyone want to search engine optimize their PDF files? Well, if you had an eBook, brochure, product description or technical document in PDF format, you may wish to optimize these to pick up some extra search engine traffic.

Canrepparttar search engines read PDF files?

Yes, most ofrepparttar 127869 major search engines now can readrepparttar 127870 basic contents of PDF files, though getting these pages to rank as well as HTML files is still questionable.

How is it supposed to work?

This is howrepparttar 127871 workflow is supposed to work. Create your file in MS Word, or in a draw or page layout program that later can be distilled into a PDF (with some applications you will have to create an EPS file first and then distill it and with other applications, you can distill right out ofrepparttar 127872 apps). If you are using a program such as MS Word, be mindful to applyrepparttar 127873 H1, H2, H3 tags where necessary and optimizerepparttar 127874 body text as you would an HTML file.

When you are finished, distillrepparttar 127875 file. Bring this file intorepparttar 127876 full version of Adobe Acrobat 6 for editing. Plug inrepparttar 127877 appropriate content, postrepparttar 127878 PDF on your website and letrepparttar 127879 search engine robots indexrepparttar 127880 file.

How do I plug inrepparttar 127881 appropriate content?

In Adobe Acrobat 6 there are two places to input content into a PDF file. The first place is under File / Document Properties and repparttar 127882 second place is under Advanced / Document Metadata. Under File / Document Properties there are several menus butrepparttar 127883 most relevant for our purposes isrepparttar 127884 Description menu. Underrepparttar 127885 Description menu, there are fields for Title, Author, Subject and Keywords.

Now to confuse matters more, let’s go over torepparttar 127886 Advanced / Document Metadata menu. There are a couple of choices here, but let’s once again look atrepparttar 127887 Description menu. Under this Description menu, there are fields for Title, Author, Description, Description Writer, Keywords, Copyright State, Copyright Notice and Copyright Info URL.

How doesrepparttar 127888 PDF storerepparttar 127889 data?

With duplicate fields, it is important to find out howrepparttar 127890 data is stored so that we may make some educated guesses as to howrepparttar 127891 search engines read this data. I performed a few small experiments and here is what I have found. The Title and Author fields seem to be linked to each other because when you change one and check onrepparttar 127892 other you will see it too has changed. Also, repparttar 127893 Subject field ofrepparttar 127894 Document Properties menu seems to be linked torepparttar 127895 Description field ofrepparttar 127896 Document Metadata menu for repparttar 127897 same reasons. The Keyword fields, however, are not linked. Separate sets of keywords can be added to both fields. Whenrepparttar 127898 file is saved, both sets of keywords are stored inrepparttar 127899 PDF file.

Which set of keywords is correct then?

Adobe stores its metadata in XML format. Openingrepparttar 127900 PDF file in Notepad, it appears thatrepparttar 127901 Keyword field under Document Properties isrepparttar 127902 one thatrepparttar 127903 search engines will use (this hasn’t been proven, yet though). The keywords input into this field appear inrepparttar 127904 PDF as we have come to expect, separated by commas, like this: Keywords(movies, cinemas, matinees, theatres, popcorn).

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