Keyword Specific Ads EqualsHigher Search Engine Rankings
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 keywordscould include writing, articles, article writing and so on.
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 identifyleading keywords. At first sight this seems attractive, but it actually defies logic.
Lets take a look at the aim of a search engine. Its job is totrack 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.
For instance, is this web page about article writing, or is it about feature writing for journalists. They are different things. Youll end up knowing the page is relevant but not that relevant. So you rank it down the bottom.
But what if the page only has the keyword article writing several times? Youre absolutely clear the page is about article writing and so you rank it highly. Admittedly, its 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.
What this means for Internet marketers is that you needseparate 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.
Avoid having pages which contain several key-words asthat 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.
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 peradvert. If you have hundreds of keywords youll find youll get greater results by having keyword specific ads, ratherthan one advert with hundreds of keywords. So go againstthe advice of filling your pages and adverts with keywords. Go specific.
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