Internet Marketing



What are keywords?

When someone is searching for information on the web, they will usually visit a search engine like Google, Yahoo or MSN (Bing) and type in some words describing what they are looking for. The search engine then checks its database and returns the search results listing pages that meet the words submitted.

These words used by people searching can be called keywords or search terms. If you have done a search using the search engines, you will know that a single word will generate results that are very broad and frequently irrelevant. To fine-tune your search, you need to use a number of words or a phrase. This often gives you a more relevant search result.

Why are keywords important?

Keywords are important because they can be used successfully in conjunction with the search engines to provide you with a free source of targeted traffic to your web site.

They help people who need your product, service or information to find you. Appropriate keywords are like a telephone number for your business and the search engine is like the telephone directory – it lists your name and number and keywords

How to determine what keywords to use

Here are a few very basic guidelines will help you get more mileage out of your keywords.

1. Most Importantly - Include keywords in your copy (the words on your website). Of course, you'll need to use your keywords within your copy. Excellent places for keywords include: the very top of the page (above your logo), the headline, sub headlines, the first paragraph, and the last paragraph.

Keep in mind that search engine spiders are not human. They are looking for the exact keywords, not something that's close. If you really want to be listed under the key phrase of "personal trainer and nutritionist", then that specific and exact phrase must appear repeatedly throughout the copy on all pages of your site. Be sure it is included in the first paragraph, in the first sentence if at all possible.

2. Put keywords in your META tags. Whether you're using FrontPage, Dreamweaver, Nvu or any other site design program, there is a tab (usually at the bottom of the screen) that takes you to the HTML code. After you've gotten your design finished, save your page and click the HTML tab.

The site title is what shows up in the blue bar of the browser screen. Something like "dog groomer and border offers loving care" will do. Notice it doesn't include the name of the grooming company. It includes a very short description of the business, including keywords.

Now, we'll do something similar for the keyword and description tags.

For the keywords description we'll type in: "dog groomer and border dog grooming, pet grooming, pet bathing, dog bathing".

For the site description, we'll type in a short, attention-getting sentence. This is what your visitors will see when they search for your company and the listings appear on the screen. It can normally be 25 words or less. This also must include your keywords and phrases. Something along the lines of "personal trainers and nutritionists. Our trainers take exceptional care of the creating special excerise programs for your advancement." Notice it gives an advantage for using your service (you take care of the body), as well as using three of your keywords.

HINT: You can include a different site title, description and keywords for each individual page if you choose to.

3. Put keywords in your ALT tags. If we added a photo of a dog wagging his tail, we could include an ALT tag that says, "personal trainer and nutrition for the ones you love" or another phrase that includes our keywords. Because ALT tags consist of words, the search engines can read them just like they read your META tags. When they read the keywords within the tag, it increases your keyword usage and your chances of getting higher positioning.

4. Include keywords in your domain name and page names. Perhaps you've found that "trainer" is your most effective keyword. You might try to get a domain name such as or Including keywords in your domain name gets you extra brownie points! Likewise, include keywords in all your page names.

When you create page names that include keywords, you get an additional boost to your rankings. You might consider naming pages "personal_trainer" and "training_pricing" or "training_services". Your URL for the pricing page would be

While keywords aren't the sole factor to obtaining high search engine rankings, they are the predominant factor. By placing them in these strategic areas, you will increase your chances of being found on the 'Net.

So, with that said, don't your think that adding keyword marketing to your advertising and marketing plans and marketing calendar would be a smart move on your part.

A good starting keyword budget is between $100 and $250 a month for keyword research

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