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Choose Keywords That Will Attract Your Perfect Client (Part A)

Before your website visitor becomes your next perfect client, they first need to find your website. Most of your website traffic will be coming from search engines, and one of the biggest factors that search engines rely on when directing Internet searchers to websites is keywords.

If your website does not contain the keywords your perfect clients are typing into the search engines, the search engines cannot direct those clients to your website.

Understand How Keywords Work

Search engines like Google and Bing use programs called spiders to crawl your website's content and to determine its relevance to the keywords you identify on your page. The spiders count each time a particular key word or phrase is used, both on their own and in the context of other terms on each Web page. This combined with a few hundred other factors, determine where your Web page will appear in the search engine results pages (SERPs) when a Web user performs a search with those particular words and phrases.

The spiders will look at the words you choose in your actual Web content as well as in your headings, links, and Meta tags (Meta tags show up behind the scenes and are invisible to people reading your actual Web content). Placing keywords in your page titles, Meta description (that little bit of explanatory text that shows up under your link in search engine results pages), and most importantly, in your content, is how they determine if your website is worth listing on their search results for those keywords.

But Really, it Should Be Key Phrases

Single words are not good keywords. To test this theory, type "lawyer" into Google or Yahoo's search box - you're not going to see many links to actual law firms as the first-ranked pages. Instead, you'll find more general information on the legal profession. The only way you'll appear on the sponsored links is by paying for them.

This is where you want to use key phrases, instead of just using single words, because let's face it; most people who search for information on the Internet use multiple terms that specify what they are searching for. Why? Because it gets more specific search engine results and they don't have to wade through generic or irrelevant content. For example, Austin residents looking for a personal injury lawyer will likely search for "Austin personal injury lawyer" not just a "lawyer."

You need to first determine what your key phrases are and then learn how to successfully incorporate them into your Web pages without making them sound weird or unreadable. Keep reading for tips on picking the proper key phrases.

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