Open Wordtracker [ http://www.wordtracker.com/ ] and you'll see following proclamation by Brent Winters, President, FirstPlace Software, Inc., makers of award-winning web promotion software, WebPosition Gold [ http://www.webposition.com/ ]:

"Target wrong keywords and all your efforts will be in vain."

Why are keywords so important? And what indeed is a keyword? To an occasional web visitor, *keyword* wouldn't mean much. But for a practicing webmaster, term *keyword* is perhaps more dear than anything.

The way we search

The term *search* implicitly suggests that search engines will return most relevant results corresponding to search-term used. A search-term or keyword is basically a word or a combination of words - usually latter - surfers like you and me use to get results we're looking for. People, hailing as they do, from diverse backgrounds, have typically individualistic ways to express search-terms, that differ from one another, yet aimed for identical search-result. Evidently therefore, a website wanting to occupy top positions in search-results, needs to *optimize* for varying combinations of keywords. For an idea on how searches are made using keywords, Philip Morris' this page [ http://www.philipmorrisusa.com/search/search_help.asp ] provides a handy reference, albeit for their site.

In a press release Feb 2, 2004 [ http://www.onestat.com/html/aboutus_pressbox27.html ], OneStat reports that of all keyword searches on web, 32.58% uses 2-word phrases, 25.61% 3-word phrases and only 19.02% uses 1-word phrase. According to OneStat [ http://www.onestat.com/html/aboutus_pressbox27.html ], global usage of both 2-word and 3-word phrases has increased over last year, and that of 1-word phrase has actually declined during same period.

To give another example, WebSearchWorkshop [ http://www.websearchworkshop.co.uk/stats.htm ] quotes an earlier NPD survey to show that out of an online sample of 30000 respondents, *45% search by using multiple keywords or key phrases, 28% use one keyword, 18% search by a pre-defined option (such as browsing through a directory category) and 9% search by typing in a question*. Since achieving top rank is culmination of many efforts working in tandem, it is all more necessary that keyword targeting is done in planned manner to remain in reckoning.

Importance of search engines

Notwithstanding growing complaint that search results are steadily loosing relevance, statistics tell us web surfers are increasingly opting for search engines as a main web activity. WebSideStory in a March 12, 2003 press release [ http://www.websidestory.com/pressroom/pressreleases.html?id=181 ] reports that search engines' share in global internet usage has nearly doubled in past 1 year from 7.1% to 13.4%. If a survey is done today, that figure will undoubtedly be much more impressive.

A birds-eye-view of importance of search engines can be had in this narration at iProspect [ http://www.iprospect.com/web_site_promotion/optimization_analysts.htm ]. Some pertinent points are given below:

1 A Georgia Institute of Technology study finds 85% of likely web customers prefer search engines to find their choices, and a study by RealNames reveal as much as 75% web surfers use search engines while journeying through web.

2 57% of net surfers are recurrent users of search engines -- a popular web activity, next only to emailing.

3 Convenience is a major factor for many to locate ideal information resource through search engines.

When seen with Global Reach [ http://glreach.com/globstats/ ] estimate of *online population* reaching 940 million in 2004, it's fairly obvious there'll be continuing surge of internet marketing efforts in order to attain search visibility. Innovative starategies coupled with intelligent marketing will be hallmark of efforts to achieve prominent search rankings. In this connection, do have a look at Global Reach's invaluable data on "Evolution of Online Linguistic Populations" [ http://global-reach.biz/globstats/evol.html ].

Keywords matter most

Though not only weapon in webmasters' arsenal, using relevant keywords is a must to increase possibility of prominent search rankings. The reason is rather simple. Search engines gather and collate texts in webpages and store them in databases. As a web user searches for a website like yours, it is important that keyphrase or keyword he uses to do so appears in your webpages. Otherwise your webpage will not show up in search results.

This underlines need to know various keyword combinations relevant to your website, and at same time popular. Which is to say that these are keywords mostly used by web users cutting across geographic locations.

Web searchers' fickleness

Dr. Jim Jansen, an Assistant Professor in Pennsylvania State University’s Information Sciences and Technology (IST) in article *Impatient web searchers measure web sites' appeal in seconds* [ http://live.psu.edu/story/3364p ] observes "A page has to be well-designed, easy to load and relevant to a searcher's needs." Else, within 3-minute interval, 40% searchers will abandon website and move over to another. 7Search (link provided under heading 'Keyword Tools') provides an interesting estimate about percentage of searchers visiting your site vis-a-vis its ranking. It says a first rank is likely to fetch about 7% of search traffic, and a 10th rank just 0.35%.

The estimate above drives home another oft-repeated opinion that mere top ranking won't translate into better sales. For that to happen, a website should be able to invoke sufficient interest among its viewers to make them stay longer.

Convenience - Allowing your customers to make decisions at their convenience is a very powerful element. Nobody wants to feel pressured or hurried into making a buying decision. When a customer can go to your website, browse your products and services, and make a purchase at their convenience, you are satisfying a crucial consumer obstacle -- time. They don’t have to keep returning to your storefront every time they wish to evaluate your value. In fact, most customers do not buy something first time they see it. Instead, they must see and consider it several times before they finally talk themselves into purchasing. A website allows customers to quickly review their reasons to purchase something, leading to a greater number of impulse buys.

Information - A website can allow you to communicate much more information about a product or service than an in-store display or advertisement. You can also control way information is presented. Supplying information in an orderly step-by-step process can greatly improve chance of a purchase.

Evaluation - Many customers will not purchase something without searching for best value. The internet allows your customers to obtain information they need to feel like they are making an educated buying decision. Make sure you are using your website to take advantage of this opportunity. Inform your customer why your product or service is of best value compared to their other options. Always acknowledge competition instead of acting like your product or service is only one out there.