How Do Keywords Work?

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Successful business on the World Wide Web depends on people being able to find you. It's not much different than trying to be successful as a store or a service working out of an office. A sign on the building where people can see it from the street makes things easier. The Yellow Pages add another easy way to be found. Both can be expensive.

On the Internet, the only streets with regular traffic are the search engines. Google, Yahoo!, and MSN Live Search are the three main highways. Picture driving down a freeway with a sign every two feet. What are odds on people seeing your sign mixed in with the millions?
The search engines provide their version of the Yellow Pages. A search for "Shoes" returns 162,000,000 web pages to look at. Whoops! We are back on that freeway with more signs than anyone can read. However, now we can look at them in small groups organized by what the search engine decides are the most popular. Please don't expect quality. Computer automated review of web sites can't tell what a web page looks like or understand what it says.

Getting on the first page of the search engines basically depends on:

How long the site has been active. This is the only thing the search engines can use as a success and reliability indicator.

How many other sites people can find links to your web site and you have a link to them. This is the main popularity indicator the search engines use. Home page links count the most along with how "popular" the linked sites are.

How many times (Keyword Density) the words people are likely to use finding you appear on the indexed web pages. This can be difficult to achieve without sounding ridiculous to people visiting the site.

How often the search engines find new text on the web pages. This tells the search engines the site is being actively maintained rather than sitting idle.

What people put in the "Search" box is the main key to success. A search for "Saddle Shoes" cuts the list down to 480,000 listings. "boys saddle shoes" cuts the list in half.

Now we get down to trying to close a sale. At the top of the "Saddle Shoes" search is a paragraph like:

"saddle shoes, saddle oxfords, baby saddle shoes, infant saddle shoes, and toddler saddle shoes. Child's, boy's and girl's saddle shoes and oxfords too. baby ..."
They got their Keyword Density and made the top of the list. Is this a good sales pitch? Further down on the first page is a site that says:

"Buy Saddle Shoes with a price guarantee and top rated customer service. You can compare multiple Saddle Shoes styles and find exactly your size and width."

This site has done well with all of the requirements but they are also saying the right sort of thing to get their listing clicked at the top of their home page.

Selling on the Internet is not easy, simple, or cheap. It requires more background and skills than any other business method to be successful. Very few business people are ready to do it well and they should hire an expert web designer with the skills they need. Selecting a qualified web designer is yet another daunting task for those wanting to be successful on the Internet.

Laura Bell is Freelance Writer and owner of www.bellbusinessreport.com. The Bell Business Report offers common sense business advice and how-to info for running your business. It takes the everyday headlines apart, dealing with business news, and shows you how to put that information to work for you.

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