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Search engine optimization (SEO) is a method employed by web content developers to promote a variety of web content including websites, articles, ezines, and blogs. SEO gives online content enhanced visibility by optimizing it so that the online copy appears in top search engine results. The higher the online content rises in search results, the greater the chances the content will be clicked and viewed by readers.

SEO Basic Facts: Proper Keywording

Keywording is very important in SEO. When the web content writer uses two to three keywords and/or keyphrases several times throughout the article, web search engine bots pick up on these words and rank the article in their search engines accordingly.

In order to develop keywords and keyphrases, web content developers who have become proficient in SEO best practices have learned to place themselves in the position of the end user searching on a particular term. This means asking the question, "If I were searching for something, what would I type in the search box?"

For example, a person searching for auto insurance would probably type "auto insurance" into the web search engine. However, the person could also type "affordable auto insurance," "find auto insurance," or "cheap auto insurance."

After coming up with a few keywords and keyphrases, the web content developer sprinkles the article with these words. The writer must be careful not to overuse keywords or else search engines may consider the content spam and ignore it. This is why focusing on developing strong keywords and striking a balance in keyword frequency must be considered in any SEO implementation.

SEO Basic Facts: Using a Keyword Tool

Among the myriad of online SEO keyword tools is Google's Keyword Tool. The Google Keyword Tool aids online content developers in selecting keywords and keyphrases by displaying similar words relative to advertiser competition, search volume, and estimated cost per click.

As an example, the SEO copywriter is developing an article on homeowner's insurance. Should he or she use the phrase, "homeowners insurance online" or simply "homeowners insurance?" SEO keyword tools such as the Google Keyword Tool help online content developers choose effective keywords relative to

* monthly search volume (an estimate of monthly number of searches on specific keywords and keyphrases)
* cost per click (average cost each time a user clicks an ad in the content)
* advertiser competition (number of advertisers bidding on the selected keyword)

SEO Basic Facts: Importance of Effective Keywording

The SEO keywords and keyphrases selected by the web copywriter determine the popularity of the article, revenues generated from advertising, and the chances the web content will be easily located by web searchers. Thus, learning how to effectively use keywords in online content becomes very important.

Why Search Engine Optimization Matters

Optimizing content for the web may seem time consuming and unnecessary. However, online copywriters should take the time to learn basic SEO principles including how to choose commonly used keywords and how to use keyword tools (such as Google) to select the most effective keywords. A properly executed search engine optimization strategy increases the marketability, popularity, and profitability of web content and may also lead to increased market share.

Learn more about this author, Daniel J. Gansle.
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