3 Steps to Successful Keyword Optimization

June 12, 2009

Step 1: Determine which keywords to focus on

Optimizing your website for search engines relies heavily on the keywords you choose. There is no perfect way to choosing the right keywords because the keywords you will optimize for depends on both your target market and your brand.

Figure out how your target market searches for your category: your competitors and your brand. Find out how they talk about you to their peers, and which aspects of similar brands are most important to them. You can make use of different online forums to do research. If you can, it is recommended that you seek the help of professional market researchers so that you make fewer mistakes.

Step 2: Determine your content

Textual content is the life of your website. Of course, the content has to serve your brand, but you should focus more on what customers need to know and what interests them. Write your content around those while naturally incorporating your brand. The idea is to pay attention to them while subtly telling them that how your brand can help them with their needs.

After you determine the keywords and key phrases you want to use, make sure you integrate them naturally into your content. Search engines employ search engine spiders to crawl over web page text and pull up the pages with text corresponding to a user’s inquiry. However, these spiders can detect if your website is just a random collection of keywords without real, relevant content. Your website will be reported and most likely be banned and blacklisted.

There are tools online that can help you determine your website’s keyword density. The accepted density is between 3% and 8% for an entire content page. This allows you to deliver relevant content while naturally optimizing your website for the best search engines.

It is suggested that you maximize the titles and subheads to integrate keywords. Not only would this contribute to optimization, it also contributes to the overall readability and usefulness of your website.

Step 3: Be in the loop, know when to adjust

The goal is to always stay relevant and useful for your target market. Besides good articles that focus on answering needs, it is also recommended that you update your list of product and services.

It is a good idea to maintain sensitivity to shifts in your market. Interests and needs could change, and your website has to adapt if you want it to remain relevant. Regularly visiting forums and related blogs will tell you what’s in, what people are talking about, and more importantly, how they are talking about things that pertain to you and your industry.

Keywords are not static. They change as the market changes its vocabulary and its interests. Make use of available online tools to see which sets of keywords work best for your market and how changes affect visits. You have to make sure that your website is optimized for the correct set of keywords so that prospects and customers can always find you.