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1. Keyword Specific Ads Equals
Higher Search Engine Rankings

2. Keywords are an essential component of producing a web
site. These are the words which the search engines use to
help categorize and rank your pages. For instance, if your
website is about 'writing articles' then your keywords
could include 'writing', 'articles', 'article writing' and so on.

3. The advice from many web designers and search engine
optimizers has been to find as many keywords as you can.
They advise you to search for keywords using a variety of
online tools and software programs which can identify
leading keywords. At first sight this seems attractive, but it
actually defies logic.

4. Let's take a look at the aim of a search engine. Its job is to
track down pages that meet the specific search term that a
web surfer has typed in. The more closely the pages it
serves up match the search term, the better it is for users.
Search engines need to be as accurate as possible in
delivering the right material to their users. Otherwise the
web surfer goes elsewhere.

6. For instance, is this web page about 'article writing', or is it
about 'feature writing for journalists'. They are different
things. You'll end up knowing the page is relevant but not
that relevant. So you rank it down the bottom.

7. But what if the page only has the keyword 'article writing'
several times? You're absolutely clear the page is about
article writing and so you rank it highly. Admittedly, it's
not quite as simple as this. But this is the principle of
search engine technology. It is trying to find the most
relevant pages that match the search term.

8. What this means for Internet marketers is that you need
separate pages for each keyword. Focus each page on each
individual keyword. Use the keyword in headings, sub-
headings, the page text, the page title tag and in the Meta
tags.

9. Avoid having pages which contain several key-words as
that simply confuses the search engines and lowers your
rankings. So forget the advice to have hundreds or
thousands of keywords. Go for single pages that match
single keywords and you will find your page traffic
increase.

10. This trick also works for Google Adwords. Each advert
should apply to just a handful of keywords - you get much
greater click through rates and therefore cheaper
advertising when you only have a couple of keywords per
advert. If you have hundreds of keywords you'll find you'll
get greater results by having keyword specific ads, rather
than one advert with hundreds of keywords. So go against
the advice of filling your pages and adverts with keywords.
Go specific.

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