Chapter 3. Researching and Working with Keywords

Keywords are the currency of search optimization, and hence the currency of the new business environment. They are the words and phrases that millions of Internet users employ to find goods and services they need. They are the signposts that search engines use to store and retrieve web pages for search users. The search engines run on words. Success in a search environment depends greatly on sound keyword research and skills. Capturing search queries for the right phrases can bring phenomenal success. Likewise, capturing the wrong search terms might yield only lukewarm success.

Keywords are the foundation upon which the house (your website) is built.

In this chapter, we'll cover the following topics:

• We'll begin by building a keyword list based on what you have to offer consumers. What keywords and keyphrases will purchasers use to identify your products or services?

• We'll examine whether it's wiser to focus on a few high-value terms, or to build...