The Magic and Mystique of SEO Keywords


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In Shakespeare’s Romeo and Juliet, Juliet complains about the problems of their family names by saying “…that which we call a rose by any other name would smell as sweet. ” It may have been true for the Montague’s and Capulet’s but it’s not true when it comes to search engine keywords: a rose by some other name will put you on page 11,293 instead of upfront on a search engine query for “rose!”

Keywords are magic. The correct choice of keywords will be you on page 1 and the wrong choice will cause you to disappear from the internet. The “mystique” however, is how to get the right SEO keywords for what you want to do. Here are a few considerations to de-mystify SEO keyword selection:

Keyword Competition. If you pick the same keyword as 10,000 other people, you are competing with 10,000 other people for page one of a search engine’s results for that keyword. Ideally, you want words with little competition. If you’re a very local bakery in Boston, a keyword of “bakery” puts you in competition with every baker in the internet world! Better to examine an SEO keyword like “Boston Bakery”.

Keyword Relevance. The problem with avoiding keyword competition is keyword relevance. You want relevance. Using a keyword like “multimedia direct mail services” probably has little competition but, if you’re hoping to attract interest in any direct mail services, it also has less relevance. Less people are likely to use that term.

Keyword Validation. Search Engines aren’t stupid. If you use a keyword like “Microsoft” or “IBM” they’re smart enough to figure out whether it’s truly relevant. Don’t try to play them.

Keyword Peculiarities. Remember, there are some nuances. Search for “IT Service” and “IT Services” yields two different sets of results. Cover all the appropriate bases.

To some extent SEO keyword selection is just common sense. Be specific and get specific results. Be general and get general results and a lot of competition.

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