Lets look at how to choose the proper keywords for your web site.
Choosing your keywords first - before launching your optimization campaign - is important because you will need to structure your website and the web pages within it based on the keywords. A keyword can be a single word as well as a combination of words. However to make the search engine spiders comprehend the keywords you have chosen, you have go through a lot. The main concern is to strucutre your whole website in a way that it would suggest the relevance to your keywords, while not using the keywords all over the website excessively like some spammers do. The key is in correct optimization, not repeating keywords in a web page. Due to the nature of organic optimization, you can target multiple keyphrases or keywords within a single page, as long as those are relevant keywords. Understanding this relevancy issue is going to help you choose a better list of keywords.
As explained earlier you want to build a pyramid of keywords that each layer relies on the one underneath for ranking better. Combine that with relevancy and you will see that you will not be able to (at least in the beginning) choose too many generic keywords. the reason is simple, generic keywords lay on top of the pyramid, and the more generic keywords you have, the more sub-pyramids you will have. so in order to stay focused you will need to choose a few of your most generic keywords and start building the list down from there.
For example if you sell "baby clothing", your most common keyword will be "clothing" however to improve your chances of ranking for a keyword in an efficient amount of time, you will have to accept "baby clothing" as your most generic keyword in your initial campaign. Building down from there, you can go to "baby girl clothing", "baby boy clothing" and maybe "designer baby clothing" and some more, of course provided that you checked the monthly traffic and see the proven track record of each keyword. Then underneath each keyword you would have more keywords relevant to their parent-keyword. The sub-keywords in each group do not necessarily have to contain the same words as the parent-keyword does, but they have to be relevant. If you create one or more lists like this and combine them into one larger pyramid, you will have the perfect groundwork to lay your website structure on.
It is a good idea to avoid common words (also knows as "stop words") in your keywords unless they absolutely make sense. Some people might tell you that stop words must absolutle ystay out of your keyword list, but with the recent developments in the major search engines such as Google, it is better to keep everything that will help your visitor find their way to your website in your campaign. Sometimes Google returns different results for a keyword containign "AND" and the same keyword without it, however it claims that "AND" was excluded from the search query since it is a common word. So, to be safe and to cater to your visitors use common words ONLY when absolutely needed.
Any combination that you feel someone may search for online. may be valid search terms. But you must keep in mind that if you do not provide what the searcher is looking for, the visit will be in vain and neither the visitor, nor you will benefit from it. So keep your keywords relevant to your goods and services.
In the next few pages we will be guiding you on how to write text for your website with your keywords in mind.
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