What Is A Keyword?

“Keyword” is a very common term in internet marketing. The word itself may be a bit misleading in that it often is composed of more than one word. The keyword plays a vital role in determining your websites’ search engine rankings. For the purpose of search engine marketing, a keyword is what a search engine user types into the search bar to find information on any given subject. Placing keywords in optimum places on a website and in links pointing from other sites are the fundamentals of SEO, or search engine optimization.

Keyword Selection for SEM

Before optimizing a web page, it is critical to determine the right keyword/s. Many different factors go into determining what the “right” keyword is. It is important to begin formulating your keyword strategy by performing a significant amount of research into your customer base, your competitors, and data provided by the search engines themselves.

Keyword Implementation for SEO

After selecting a list of target keywords, it is important to use them appropriately throughout your site, including in your domain name. When choosing a domain name, try to select one that uses your target keywords. This is one of the signals search engines take into account when ranking websites. You should include use keywords in headings, title tags, meta tags,  image alt tags, abstracts, hyperlinks, etc.

Keyword Implementation for PPC

Keywords are also used in setting up PPC, or pay-per-click, campaigns. An advertiser pays a different amount for each keyword he/she wants to advertise on. When a searcher types keyword in a search engine, it will trigger an ad which will then (hopefully) take the searcher to a relevant and useful landing page.

Keywords are fundamental to both paid and organic search campaigns. Figuring out which ones are the “best” for you to target is an iterative process. As search behaviors change, as your product offerings change, as your content changes, so will your keyword strategy.